Cardoso, ElizabeteFreydag, Kaya Marie2024-09-122023-06-262023-05-08http://hdl.handle.net/10362/171652Our business project aimed to assist The Business Post in attracting and retaining loyal student customers. To complement these recommendations, this project subjects five proposed strategies to qualitative testing with interviews with the target population. Results suggest focusing on creating daily visual and condensed content on Instagram, offering The Business Post for free to attract students as readers, hosting congruent events to create brand awareness, launching a financial education podcast, and providing personalized news. These strategies meet students' preferences for convenient and easy-to-understand content. Overall, this work provides actionable recommendations to increase students’ awareness on The Business Post and readership.engThe business postStudent attractionNewspaper consumptionQualitative recommendation testingCEMS MIMmaster thesis203516613