Student Journey

Follow a student through the personalized learning experience

Age

SME

Vitality Fitness Studio

Strengths

Mental Availability (90%), Marketing Orientation (88%)

Weaknesses

Needs, Wants, Demands (62%)

First Assignment: Purchase Diary

Student submits Week 1 activity analyzing a personal purchase using course concepts

Week 1 Activity: A Day in My Purchases Diary

Track purchases for 24 hours and analyze ONE using Week 1 concepts

Draft

Maria Santos

The Confident Professional

0 words

Submit

Reflection (Three Types)

AI Avatar conversation, guided questions, or free-form reflection

Week 1 Reflection - Choose your reflection style:

Avatar-Guided Reflection

Maria, I loved reading your purchase diary analysis! That insight about Starbucks being 'a want disguised as a need' was really sharp. Before we move on, I'd like to explore your thinking a bit more. What surprised you most this week about how marketing influences decisions?

Honestly? I was surprised how automatic my choices are. I thought I was a rational buyer, but the System 1/System 2 stuff made me realize most of my decisions happen before I even think.

That's a really common realization! You mentioned the Starbucks logo being 'burned into your brain' - do you think your fitness studio clients have that same automatic recognition of your brand?

No, definitely not. We're a small local business. People have to actively think about whether to choose us over the big chains like PureGym or Virgin Active.

Interesting. So your clients are probably using more System 2 thinking - deliberate, conscious choice. That actually affects how you should market to them. We'll explore that more in the coming weeks.

Learner Profile Updates

Profile updated based on signals extracted from submissions and reflections

Maria Santos

Vitality Fitness Studio - Fitness & Wellness

Skill Profile After Week 1

Mental Availability

—

Physical Availability

—

Needs, Wants, Demands

—

Marketing Orientation

—

System 1/2 Thinking

—

Assessment Readiness

—

introduction

—

where Business Is Now

—

smart Objectives

—

customer S T P

—

four Ps Recommendations

—

kpi Metrics

—

conclusion

Chatbot Interaction

AI tutor knows the course and student, helps understand progress, refers to content

AI Tutor Chat - Course-Aware, Student-Aware

How am I doing so far in the course?

You've made a strong start, Maria! Here's your Week 1 summary: 📊 Skill Strengths - Mental Availability (90%) - Excellent! You really grasped this. - Marketing Orientation (88%) - Strong foundation - System 1/2 Thinking (83%) - Good practical application ⚠️ Area to Strengthen - Needs, Wants & Demands (62%) - I noticed you mentioned being 'shaky' on this one, especially applying it to fitness memberships. Would you like to work through some examples together? 📈 Assessment Progress Your Introduction section is already 45% prepared based on your SME analysis. You've clearly articulated Vitality's marketing problem!

Context: The AI tutor knows Maria Santos's SME (Vitality Fitness Studio), skill scores, struggles, and course content to personalize responses.

Personalized Practice

Avatar scenario, reinforcement quiz, and writing assignment tailored to weak areas

Personalized Practice - Targeting Needs

Why this content?

Maria scored 62% on Needs, Wants & Demands in her Week 1 quiz and flagged uncertainty in her reflection. The system generated this practice using her SME (Vitality Fitness Studio) context to reinforce the concept through a relatable customer scenario, targeted quiz questions with immediate feedback, and a writing task that builds toward her assessment.

Scenario

Meet Sarah

Sarah, 35, Marketing Director. Income: £75,000/year. Lives: Zone 2 London, 10-min walk from Vitality.

Her doctor told her she needs to exercise more for her health. She researched options: PureGym (£20/month, 24/7 access, crowded), Virgin Active (£80/month, nice facilities, far from home), Vitality Fitness Studio (£60/month, small classes, personal attention, walking distance). She chose Vitality and has been a member for 6 months.

Role-Player Conversation - Full Transcript

Maria, let's practice the needs-wants-demands framework with a scenario from your world. Ready?

Meet Sarah. She's a marketing executive, just like many of your Vitality customers. Here's her situation...

Now, let's break this down together. What is Sarah's underlying NEED?

To improve her health and fitness - the fundamental requirement.

Exactly! The need is the basic requirement - health and fitness. The doctor's advice triggered awareness of this need. Now... What WANT does Vitality fulfill for Sarah?

Personal attention in a boutique community environment.

Right! Sarah could have chosen PureGym to meet her need, but she WANTS the boutique experience. Her want is shaped by her values, income, and lifestyle. Finally... What makes this a DEMAND?

Sarah WANTS boutique fitness + She can afford £60/month + She's willing to pay = DEMAND

Perfect! Sarah's demand exists because she has the want AND the purchasing power. This is YOUR target customer, Maria - people who don't just need fitness, but WANT and can DEMAND the Vitality experience. For your assessment, you'll segment the market to find more 'Sarahs'!

Continuity: Week 2 References Week 1

Next lesson builds on the student's previous work and identified challenges

Week 2: Knowing Your Customers - Personalized Opening

Welcome back, Maria Santos!

Last week, you analyzed your Starbucks purchase and discovered how mental availability influences your choices. You also started thinking about how Vitality Fitness Studio can build that same automatic recognition.

This Week's Focus

This week, you'll learn the STP framework to answer the question you raised: 'Who exactly should I target?'

Connection to Week 1

Remember when you wrote about 'Sarah' - the marketing director who chose Vitality over PureGym? This week, you'll learn to: 1) SEGMENT: Group customers like Sarah into meaningful categories, 2) TARGET: Decide which segment is your priority, 3) POSITION: Define how Vitality should be perceived by that segment.

Your Personalized Focus This Week

Based on your profile: Focus on psychographic segmentation (lifestyle values) - this aligns with your boutique positioning. Pay attention to positioning vs. competitors - you already identified PureGym and Virgin Active as key competitors.

Continuity: The system remembers Maria Santos's previous work and builds each week's content on their specific submissions and SME (Vitality Fitness Studio).

Student Journey

Follow a student through the personalized learning experience

Age

SME

Vitality Fitness Studio

Strengths

Mental Availability (90%), Marketing Orientation (88%)

Weaknesses

Needs, Wants, Demands (62%)

First Assignment: Purchase Diary

Student submits Week 1 activity analyzing a personal purchase using course concepts

Week 1 Activity: A Day in My Purchases Diary

Track purchases for 24 hours and analyze ONE using Week 1 concepts

Draft

Maria Santos

The Confident Professional

0 words

Submit

Reflection (Three Types)

AI Avatar conversation, guided questions, or free-form reflection

Week 1 Reflection - Choose your reflection style:

Avatar-Guided Reflection

Honestly? I was surprised how automatic my choices are. I thought I was a rational buyer, but the System 1/System 2 stuff made me realize most of my decisions happen before I even think.

That's a really common realization! You mentioned the Starbucks logo being 'burned into your brain' - do you think your fitness studio clients have that same automatic recognition of your brand?

No, definitely not. We're a small local business. People have to actively think about whether to choose us over the big chains like PureGym or Virgin Active.

Learner Profile Updates

Profile updated based on signals extracted from submissions and reflections

Maria Santos

Vitality Fitness Studio - Fitness & Wellness

Skill Profile After Week 1

Mental Availability

—

Physical Availability

—

Needs, Wants, Demands

—

Marketing Orientation

—

System 1/2 Thinking

—

Assessment Readiness

—

introduction

—

where Business Is Now

—

smart Objectives

—

customer S T P

—

four Ps Recommendations

—

kpi Metrics

—

conclusion

Chatbot Interaction

AI tutor knows the course and student, helps understand progress, refers to content

AI Tutor Chat - Course-Aware, Student-Aware

How am I doing so far in the course?

Context: The AI tutor knows Maria Santos's SME (Vitality Fitness Studio), skill scores, struggles, and course content to personalize responses.

Personalized Practice

Avatar scenario, reinforcement quiz, and writing assignment tailored to weak areas

Personalized Practice - Targeting Needs

Why this content?

Scenario

Meet Sarah

Sarah, 35, Marketing Director. Income: £75,000/year. Lives: Zone 2 London, 10-min walk from Vitality.

Role-Player Conversation - Full Transcript

Maria, let's practice the needs-wants-demands framework with a scenario from your world. Ready?

Meet Sarah. She's a marketing executive, just like many of your Vitality customers. Here's her situation...

Now, let's break this down together. What is Sarah's underlying NEED?

To improve her health and fitness - the fundamental requirement.

Exactly! The need is the basic requirement - health and fitness. The doctor's advice triggered awareness of this need. Now... What WANT does Vitality fulfill for Sarah?

Personal attention in a boutique community environment.

Right! Sarah could have chosen PureGym to meet her need, but she WANTS the boutique experience. Her want is shaped by her values, income, and lifestyle. Finally... What makes this a DEMAND?

Sarah WANTS boutique fitness + She can afford £60/month + She's willing to pay = DEMAND

Continuity: Week 2 References Week 1

Next lesson builds on the student's previous work and identified challenges

Week 2: Knowing Your Customers - Personalized Opening

Welcome back, Maria Santos!

This Week's Focus

This week, you'll learn the STP framework to answer the question you raised: 'Who exactly should I target?'

Connection to Week 1

Your Personalized Focus This Week

Continuity: The system remembers Maria Santos's previous work and builds each week's content on their specific submissions and SME (Vitality Fitness Studio).