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MKT 404 · Unit 4 of 6

Landing Pages, Conversion and Creative Testing

Digital Marketing and Paid Acquisition

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Learning objectives

After completing this unit, you will be able to:

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  • Apply the frameworks in "Landing Pages, Conversion and Creative Testing" to a real management decision
  • Make progress on your Concentration case analysis applied project

Why this matters

Landing Pages, Conversion and Creative Testing applies BrightBrew examples to specialized marketing decisions with worked problems, guardrails, and assessments.

Lesson

Unit overview

Complete all 4 lessons in order. Each lesson uses the BrightBrew anchor from MKT 201/202 with MBA-depth prose, reconciled numbers, 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 Concentration 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 "Landing Pages, Conversion and Creative Testing"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Concentration case analysis?
  4. What is one decision you face this month where this unit applies?

Key takeaways

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  • Business concepts only matter when they change a decision.
  • Your MKT 404 assessment (Digital Marketing and Paid Acquisition) rewards applied understanding, not memorization.

Unit assessment

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

50% applied project30% case work20% knowledge checks

Exercises

Apply what you learned in this unit with structured practice.

ExerciseApplied practice: Landing Pages, Conversion and Creative Testing45 min
Complete a focused practice exercise on **Landing Pages, Conversion and Creative Testing**. 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 404.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Landing Pages, Conversion and Creative Testing30 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 404 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: Landing Pages, Conversion and Creative Testing60 min
Analyze a real business case through the lens of **Landing Pages, Conversion and Creative Testing**. 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 debates landing pages, conversion, and creative testing. Which framing best matches MKT 404 managerial purpose?

2. For visit-to-paid-subscription conversion, BrightBrew reports baseline near 3.4% and a treatment scenario near 4.1%. What is the guardrail Elena should monitor?

3. A manager cites one vivid customer story to justify scaling landing pages, conversion, and creative testing nationally. What is the best next step?

4. Which competitor comparison is most relevant to this unit's BrightBrew work?

5. Sam Rivera wants to scale spend while visit-to-paid-subscription conversion is up but mobile page load time is deteriorating. What should leadership do?

6. Which framework pairing belongs to this unit?

7. BrightBrew serves 142,000 subscribers with 4.2% monthly churn and $42 CAC. Why does landing pages, conversion, and creative testing require subscriber-scale thinking?

8. Which evidence label is appropriate when BrightBrew has only historical cohort patterns for landing pages, conversion, and creative testing and no experiment yet?

Next unit: Attribution, Incrementality and Budget Allocation →