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MKT 405 · Unit 5 of 6

Referral, Virality and Network Effects

Lifecycle, Retention and Growth Marketing

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Learning objectives

After completing this unit, you will be able to:

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  • Apply the frameworks in "Referral, Virality and Network Effects" to a real management decision
  • Make progress on your Applied project applied project

Why this matters

Referral, Virality and Network Effects 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 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 "Referral, Virality and Network Effects"?
  2. What mistake do beginners most often make when applying this material?
  3. How does this unit help you complete Applied project?
  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 405 assessment (Lifecycle, Retention and Growth Marketing) 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: Referral, Virality and Network Effects45 min
Complete a focused practice exercise on **Referral, Virality and Network Effects**. 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 405.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Referral, Virality and Network Effects30 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 405 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: Referral, Virality and Network Effects60 min
Analyze a real business case through the lens of **Referral, Virality and Network Effects**. 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 referral, virality, and network effects. Which framing best matches MKT 405 managerial purpose?

2. For referral K-factor, BrightBrew reports baseline near 12.0% and a treatment scenario near 19.0%. What is the guardrail Elena should monitor?

3. A manager cites one vivid customer story to justify scaling referral, virality, and network effects 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 referral K-factor is up but referral fraud flag rate 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 referral, virality, and network effects require subscriber-scale thinking?

8. Which evidence label is appropriate when BrightBrew has only historical cohort patterns for referral, virality, and network effects and no experiment yet?

Next unit: Churn Reduction, Expansion and Growth Systems →