Students develop a basic understanding of the principles of marketing, entrepreneurship and the fundamentals of small business management as they apply to the fitness and health promotion industry. Content is presented with a marketing perspective focusing on strategies unique to the fitness industry through lectures and practical applications. Students develop a basic small fitness operation business plan including market analysis, business concepts, mission statements, financial data, and supporting documentation required. Marketing plans, selling strategies, and advertising tools are explored and developed to provide the student with information about launching their fitness business. Students develop a basic knowledge of software applications to achieve supporting documentation for research, marketing, and financial information management.