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MKT 201 · Unit 4 of 6

Product, Brand, and Pricing

Marketing Management

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Learning objectives

After completing this unit, you will be able to:

  • to business decisions
  • Apply the frameworks in "Product, Brand, and Pricing" to a real management decision
  • Make progress on your Marketing Management executive memo applied project

Why this matters

Product, Brand, and Pricing 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 Product, Brand, and Pricing 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 executive memo. 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 "Product, Brand, and Pricing"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Marketing Management executive memo?
  4. What is one decision you face this month where this unit applies?

Key takeaways

  • to business decisions
  • 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: Product, Brand, and Pricing45 min
Complete a focused practice exercise on **Product, Brand, and Pricing**. 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: Product, Brand, and Pricing30 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: Product, Brand, and Pricing60 min
Analyze a real business case through the lens of **Product, Brand, and Pricing**. 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 defaults signup to core roast profiles with explorer rotation as opt-in add-on. Which product portfolio lesson is applied?

2. Brand tracking shows rising variety association while reliability POD is strategic priority. What is the correct response?

3. Explorer line beta shows higher ARPU but higher churn than holdout routine subscribers. What adoption lesson applies?

4. BrightBrew cost-plus floor on $4.64 COGS with 65% margin target implies price near $13.26, yet market price is $14.50. Why still use value-based pricing?

5. Routine seeker Maya saves about $37 monthly cash in the lesson EVC sketch while paying $14.50. What does value capture rate approximate at $14.50 versus $67 EVC ceiling illustration?

6. Rival Beta launches $9 plan. BrightBrew counters with value math and trial fencing instead of matching price. Which pricing objective tradeoff is prioritized?

7. Annual plan $149 vs monthly $174 improves cash timing but lowers year-one gross profit per plan in the lesson model. When is annual fencing still attractive?

8. Which markup/margin pair matches BrightBrew at $14.50 price and $4.64 COGS in the lesson?

Next unit: Channels and Communication →