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CAP 600 · Unit 3 of 6

Marketing and customer evidence

Program Capstone Studio

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Learning objectives

After completing this unit, you will be able to:

  • Apply frameworks from \
  • Apply the frameworks in "Marketing and customer evidence" to a real management decision
  • Make progress on your Program Capstone Studio portfolio artifact applied project

Why this matters

Marketing and customer evidence is essential to Program Capstone Studio. Lessons build fluency with anchor-company examples, worked problems, and assessments on the unit page.

Lesson

Unit overview

Complete all 4 lessons in order. Each lesson follows the program authoring standard: conceptual prose, worked examples, practice problems, and managerial judgment prompts. Finish unit exercises and the knowledge check before marking the unit complete.

Connection to applied work

This unit feeds directly into Program Capstone Studio portfolio artifact. 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 evidence"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Program Capstone Studio portfolio artifact?
  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 CAP 600 assessment (Integrated recommendation, operating plan, financial model, risk analysis, and executive presentation.) 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 evidence45 min
Complete a focused practice exercise on **Marketing and customer evidence**. 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 CAP 600.

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 evidence30 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 CAP 600 workbook.

Rubric

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

Model / spreadsheet

Build or extend a spreadsheet model tied to this unit.

ModelStructured model: Marketing and customer evidence60 min
Create a structured analytical model for **Marketing and customer evidence**. Document your assumptions, calculations, and conclusions in a format appropriate to CAP 600 (diagram, table, or written model). Connect outputs to a decision a manager would make.

Deliverable

Structured model document (2+ pages) · One-paragraph summary of key insight from the model · Screenshot or export saved to portfolio

Rubric

  • • Assumptions stated explicitly
  • • Logic is auditable (formulas or steps visible)
  • • Output answers a specific business question
  • • Sensitivity or scenario considered

Knowledge quiz

Check your understanding before marking the unit complete.

1. Elena's team reports 28% higher broker webinar attendance but flat closed-won contracts. What mistake occurred?

2. HR buyers emphasize benefits predictability in churn interviews. Correct next step?

3. MKT 202 translation ladder applies to HHC by:

4. Employer logo churn at 6% annually is best used as:

5. STP for HHC employer sales should align with:

6. A 22% employer win rate target from 22% baseline requires:

7. Customer evidence strength label 'exploratory' means:

8. HHC engagement at 62% annual should be defined as:

Next unit: Financial model and risk analysis →