Enjoy Your Favourite Book as a Movie: Using a Classroom Exercise to Enhance Student Learning of Brand Extensions and Preparation of Marketing PlansAbstract: Brand extension is a popular practice among marketers for introducing new offerings. Yet limited resources are available for marketing educators to simulate the challenges of this strategy. In this article, we describe a classroom exercise that takes students through the different stages of planning a brand extension, based on a scenario of a book being made into a movie. The project also provides them with an opportunity to be in the shoes of a marketing manager in the preparation of a detailed plan, for extending an existing brand to a different target market. Results from its implementation in a marketing course are discussed and implications for marketing educators are highlighted

Reghunathan Aravind () and Guda Sridhar ()
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Reghunathan Aravind: Bournemouth University
Guda Sridhar: Indian Institute of Management Kozhikode

No 427, Working papers from Indian Institute of Management Kozhikode

Keywords: Monetary policy transmission; Panel Threshold Regression; Liquidity; Bank Lending; Lending Channel. (search for similar items in EconPapers)
Pages: 3 pages
Date: 2021-03
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Persistent link: https://EconPapers.repec.org/RePEc:iik:wpaper:427

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