IESEのケースメソッド授業は、ハーバードが協力して作られたもので、とりあえずどんな授業なのか体験クラスに応募してみたら宿題が渡された
設問自体はシンプル
これ以外にも数表やケースを説明した資料がある
授業前の準備に時間をかけるものなんだと知った
とりあえずなんか回答を事前に用意して当日は発言してみよう
Anytime FitnessPreparation questions
This case can serve as an introduction to online marketing: how it differs from offline, and how some of the main levers within online work (search advertising, display advertising, and other forms of paid marketing). I’m attaching below a few questions that should help you think about the case.
As you probably already know, a very useful thing for you to do is to calculate the CPA (cost per acquisition) and CLV (customer lifetime value) of the clients acquired through the different channels. This will help you assess the marketing investment, and will give you hints about how to potentially optimize it. Good luck!
1.What do you think of the way Anytime Fitness splits its marketing investment? Would you dedicate more resources to offline or to online? Why?
2.And regarding the split within online marketing, do you think it’s balanced? How do you think it could be optimized?
3.What do you think about the funnel for search and display (from impressions to sign ups)? What calls your attention?
