Course: MAR303 – Digital Marketing
Instructor: Hong-Van Tran
Assignment: Simulation
This document: Instructions
GENERAL INSTRUCTIONS
The student in the simulation is expected to play the role of the chief marketing officer
(CMO) for an exercise fitness app, ExerciseMinder. ExerciseMinder has an analytics
dashboard, Exercise MarTech, to track investments in the different media, subsequent
acquisitions, and retention rate each month. The ExerciseMinder executive committee
(CEO, CIO, CFO, CMO, and COO) tracks the data from Exercise MarTech to make
strategic decisions about customer segments to target, as well as tactical decisions such
as promotion levels. The type of decisions and marketing challenges presented in this
simulation are similar to those faced by a firm with a strong multichannel presence.
The goal of the simulation is to grow the firm’s subscription base and maintain a healthy
return on marketing investment (ROMI). The students’ objective is to increase the
installed base by 200% and maintain ROMI at 2.5 or higher.
More instructions will be given in class and students will be allowed to practice the
