Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Abstract:Marketers frequently use brand extensions to introduce new products and services. However, educators have limited resources to simulate the challenges of this strategy in classrooms. Using the scenario of a book being turned into a movie, we describe an experiential learning activity that guides students through the many stages of developing a brand extension. In this project, they also have the opportunity to put themselves in the shoes of a marketing manager in the preparation of a thorough plan for expandin… Show more
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