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MKT 201 · Unit 6 of 6

Growth and Marketing Performance

Marketing Management

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Learning objectives

After completing this unit, you will be able to:

  • to business decisions
  • Apply the frameworks in "Growth and Marketing Performance" to a real management decision
  • Make progress on your Marketing Management case analysis applied project

Why this matters

Growth and Marketing Performance 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 Growth and Marketing Performance 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 case analysis. 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 "Growth and Marketing Performance"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Marketing Management case analysis?
  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: Growth and Marketing Performance45 min
Complete a focused practice exercise on **Growth and Marketing Performance**. 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: Growth and Marketing Performance30 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: Growth and Marketing Performance60 min
Analyze a real business case through the lens of **Growth and Marketing Performance**. 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. April cohort CAC is $38.46 but month-1 churn 5.5% vs 4.2% average produces worse CLV net than baseline. What acquisition lesson applies?

2. Payment retry recovery cuts involuntary churn from 0.9% to 0.54%, saving about 534 subscribers at 148,250 base. Monthly gross profit impact about $5,265. Which retention lever is this?

3. BrightBrew CLV gross ≈ $234.67 using $9.86 monthly gross profit and 4.2% churn (1/0.042 months). CAC $38 yields CLV:CAC about 6.2 on gross basis. Why might CFO still use eight-month payback on ~$4.75 monthly contribution?

4. Referral cohort CLV:CAC about 4.86 beats paid social deal cohort about 1.94 in the practice problem despite higher referral CAC than deal CAC. What should get incremental budget?

5. Podcast last-click CAC $125 looks inefficient, but position-based credit and assisted paths suggest upper-funnel role. What metrics lesson applies?

6. Integrated plan sets OTD ≥94% before scaling paid social more than 10% while pursuing +20% ARR. What planning principle is shown?

7. Reducing churn 4.2% to 3.7% raises CLV gross about $31.55 per customer in the lesson sensitivity sketch. Why do small churn changes matter?

8. Which KPI pair best reflects balanced growth versus vanity metrics for BrightBrew?

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