像看电影一样欣赏你最喜欢的书:使用体验式学习练习来提高学生对品牌延伸和营销计划准备的理解

Aravind Reghunathan, Sridhar G
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引用次数: 0

摘要

营销人员经常使用品牌扩展来介绍新产品和服务。然而,教育工作者在课堂上模拟这一策略的挑战的资源有限。通过将一本书变成电影的场景,我们描述了一种体验式学习活动,引导学生完成品牌延伸的多个阶段。在这个项目中,他们也有机会设身处地为营销经理准备一个全面的计划,将一个已建立的品牌扩展到一个新的目标市场。回顾了其在营销课程中的实施结果,以及对营销教育工作者的影响。
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Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
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 expanding an established brand to a new target market. The outcomes of its implementation in a marketing course, as well as the implications for marketing educators, are reviewed.
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来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
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