Think about your journey in deciding to become a student at Kaplan Business School.

For each of the four AIDA steps in the conversion funnel, identify how Kaplan interacted with you. What marketing tools did Kaplan use to engage with you throughout the process?

Specify what Kaplan did to progress you from one stage of the conversion funnel to the next.

Discuss in groups of two or three, and be prepared to share your insights with the rest of the class.