Assignment

From Resolution to Retention: Developing a New Year’s Marketing Strategy for a Local Gym

Adapting Social Strategies in a Shifting Digital Landscape

About This Assignment

In this real-world simulation, students will step into the role of a Marketing Manager for a local fitness center. Their mission is to move beyond the "January rush" by developing a data-driven strategy that converts seasonal New Year's resolution-makers into long-term, loyal members. They will utilize the STP Framework (Segmentation, Targeting, Positioning) and the Marketing Mix (4 Ps) to solve the industry's biggest challenge: the mid-quarter drop-off.

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