theonline.mba
← Back to MKT 201

MKT 201 · Unit 1 of 6

Marketing and Customer Value

Marketing Management

Start unit · 5 lessons →

Learning objectives

After completing this unit, you will be able to:

  • Apply frameworks from \
  • Apply the frameworks in "Marketing and Customer Value" to a real management decision
  • Make progress on your Marketing Management applied project applied project

Why this matters

Marketing and Customer Value is essential to Marketing Management. Complete all lessons in this unit, then finish the assessments on the unit page.

Lesson

Unit overview

Work through each lesson in order. This unit covers Marketing and Customer Value as part of Marketing Management. Lessons build on one another; complete the knowledge checks and applied work on the unit page after finishing all lessons.

Connection to applied work

This unit feeds directly into Marketing Management applied project. As you read, capture notes, examples, and data you can reuse in that deliverable. Strong students finish each unit with a draft section of their project, not just highlights.

Practice

  1. Write a one-page summary of this unit in your own words without looking at the lesson.
  2. Find a real company example (public filing, news article, or personal experience) that illustrates the main concept.
  3. Draft one paragraph recommending an action a manager should take based on this unit.
  4. Add at least three terms from this unit to your course glossary.

Knowledge check

Answer these without notes before marking the unit complete:

  1. What is the central idea of "Marketing and Customer Value"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Marketing Management applied project?
  4. What is one decision you face this month where this unit applies?

Key takeaways

  • Apply frameworks from \
  • Business concepts only matter when they change a decision.
  • Your MKT 201 assessment (Segmentation, positioning, product, pricing, channels, and marketing performance.) rewards applied understanding, not memorization.

Unit assessment

Complete each section below. Score 80%+ on the quiz to finish this unit's assessment.

40% applied project35% knowledge checks25% reflections

Exercises

Apply what you learned in this unit with structured practice.

ExerciseApplied practice: Marketing and Customer Value45 min
Complete a focused practice exercise on **Marketing and Customer Value**. 1. Choose a real company, product, or situation you know. 2. Apply one core framework from this unit to analyze it. 3. Write your analysis in 300–500 words with a clear recommendation. 4. Cite at least one credible source.

Deliverable

300–500 word analysis document saved to your portfolio under MKT 201.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Marketing and Customer Value30 min
Work through the practice problems in the unit lesson without looking at notes. Then check your work against the lesson and write a short reflection: - What you got right - One mistake you caught - One concept to review before the next unit

Deliverable

Problem solutions + 150-word reflection in your MKT 201 workbook.

Rubric

  • • Attempted all practice items before checking answers
  • • Honest reflection on errors
  • • Identifies a specific review action

Case analysis

Analyze a case using frameworks from this unit.

CaseCase analysis: Marketing and Customer Value60 min
Analyze a real business case through the lens of **Marketing and Customer Value**. Choose a public company event, HBR-style case, or documented decision. **Deliverable structure:** 1. Situation summary (150 words) 2. Analysis using this unit's frameworks (400 words) 3. Recommendation (150 words) 4. Risks and what would change your mind

Deliverable

2-page case write-up in your portfolio.

Rubric

  • • Case facts are accurate and sourced
  • • Analysis uses unit frameworks explicitly
  • • Recommendation is justified with tradeoffs
  • • Risks are specific, not generic

Knowledge quiz

Check your understanding before marking the unit complete.

1. BrightBrew leadership asks why marketing spend is necessary when the coffee quality is strong. Which answer best reflects what marketing does in MKT 201 terms?

2. A BrightBrew prospect says they want cheaper coffee, but interviews show their real frustration is wasted beans piling up. Which JTBD lesson applies?

3. BrightBrew's value proposition for routine seekers should emphasize cadence control and roast-date proof. Which element is the point of difference, not a point of parity?

4. Late delivery tickets rise while marketing scales broad 'exciting discovery' ads. Which market orientation pillar failed most clearly?

5. BrightBrew reports CAC of $38, gross profit about $9.86 per month at $14.50 ARPU with 68% gross margin, and eight-month payback. What is the gross-profit payback in months (approximate)?

6. A broad awareness campaign lowers CAC from $38 to $34 but raises monthly churn from 4.2% to 6.1% in the new cohort. What is the best managerial read?

7. Which 'where to play / how to win' pair best matches BrightBrew's primary strategy in Unit 1?

8. Which statement reflects a common beginner mistake about sales and marketing at BrightBrew?

Next unit: Segmentation, Targeting, and Positioning →