MBA DM Deliverable Toolkit

Use this page as your working pack for weekly submissions. Each week includes:

  • A copy-paste template
  • A sample output structure
  • A quick submission checklist

Week 1: Strategy Brief + Customer Journey Map

Template

Business Concept:
Primary Objective (one sentence):

Target Persona:
- Demographics:
- Pain Points:
- Desired Outcome:

Customer Journey:
- Awareness:
- Consideration:
- Conversion:

North Star Metric:
Supporting KPIs:
1.
2.
3.

Sample Output Structure

  • One-page strategy brief with clear business objective
  • One persona with specific pain points
  • Journey map with 3 stages and touchpoints
  • One North Star metric plus 3 measurable KPIs

Submission Checklist

  • Objective is specific and measurable
  • Persona is realistic and focused
  • Journey steps are practical
  • KPIs align with business objective

Week 2: Live Sandbox URL + CRO Basics

Template

Live URL:
Platform Used (Google Sites/Carrd/Webflow/etc.):

Value Proposition Headline:
Primary CTA:
Secondary CTA:

Conversion Elements Present:
- Social proof:
- Lead form:
- Mobile responsiveness:
- Page speed check:

Sample Output Structure

  • Public URL to landing page
  • Hero section with strong value proposition
  • Visible CTA above the fold
  • Basic lead form and trust element

Submission Checklist

  • URL is accessible without login
  • CTA is clear and visible
  • Mobile layout is usable
  • Form capture works end-to-end

Week 3: Keyword Map + On-Page SEO

Template

Primary Keyword:
Secondary Keywords:
1.
2.
3.

Search Intent per Keyword:
- Primary:
- Secondary 1:
- Secondary 2:

On-Page Updates:
- Title tag:
- Meta description:
- H1:
- URL slug:

Sample Output Structure

  • Keyword map table (keyword, intent, priority)
  • Updated title/meta/H1 aligned to intent
  • Revised URL slug and heading structure

Submission Checklist

  • Keywords match business offering
  • Intent classification is correct
  • Title + H1 are not duplicated blindly
  • Meta description is action-oriented

Useful resource: SEO Checklist

Week 4: SEM Campaign Plan + Ad Variations

Template

Campaign Objective:
Budget (Daily/Weekly):

Ad Group 1:
- Keywords + match type:
- Negative keywords:

Ad Group 2:
- Keywords + match type:
- Negative keywords:

Ad Copy A:
- Headlines:
- Descriptions:

Ad Copy B:
- Headlines:
- Descriptions:

Bid Logic (why this bid level):

Sample Output Structure

  • 1 campaign, 2 ad groups
  • 5-10 targeted keywords per ad group
  • Minimum 5 negative keywords
  • Two ad copy variants with clear differentiation

Submission Checklist

  • Objective and keyword intent match
  • Negative keywords reduce waste
  • Copy variants test different angles
  • Budget logic references CAC/LTV

Week 5: Meta Campaign Plan + Creative Draft

Template

Campaign Objective (Traffic/Leads/Sales):
Audience Type (Core/Custom/Lookalike):
Targeting Details:

Placements:
Budget:

Creative Draft:
- Visual concept:
- Primary text:
- Headline:
- CTA:

Test Plan:
- Variant A:
- Variant B:

Sample Output Structure

  • Defined objective + audience rationale
  • Platform placements selected intentionally
  • One complete ad draft with copy and visual concept
  • A/B test variables clearly stated

Submission Checklist

  • Audience is relevant to objective
  • Creative angle is funnel-appropriate
  • CTA is specific
  • Test variables are measurable

Week 6: 3-Email Nurture Sequence

Template

Trigger Event:
Segment:

Email 1 (Welcome):
- Subject:
- Goal:
- Body:
- CTA:

Email 2 (Trust/Proof):
- Subject:
- Goal:
- Body:
- CTA:

Email 3 (Offer):
- Subject:
- Goal:
- Body:
- CTA:

Send Timing Plan:
- Email 1:
- Email 2:
- Email 3:

Sample Output Structure

  • One trigger and one defined segment
  • Three emails with distinct intent
  • Subject lines and CTAs tied to stage
  • Practical send timing plan

Submission Checklist

  • Progression from value to offer is clear
  • Subject lines are specific and testable
  • CTA in each email is explicit
  • Includes unsubscribe/compliance basics

Useful resource: Email Marketing Checklist

Week 7: Analytics Insight Memo

Template

Business Question:
Data Source (GA4/Meta Insights):

Key Finding 1:
Evidence (metric/screenshot):

Key Finding 2:
Evidence (metric/screenshot):

Primary Funnel Leak:

Recommended Actions:
1.
2.
3.

Expected Impact:

Sample Output Structure

  • One-page memo format
  • 1-2 screenshots with clear labels
  • One clearly identified funnel leak
  • Three actionable recommendations

Submission Checklist

  • Insights are data-backed, not opinion-only
  • Recommendations are specific and feasible
  • Actions map to the identified leak
  • Outcome metric is defined

Week 8: Capstone Pitch Pack

Template

Slide 1: Business Concept + Objective
Slide 2: Audience + Journey
Slide 3: Sandbox Demo (URL + CTA)
Slide 4: SEO/SEM Strategy Summary
Slide 5: Paid Social Strategy Summary
Slide 6: Email Nurture Summary
Slide 7: Budget Allocation
Slide 8: Analytics + Next 2 Actions

Sample Output Structure

  • 7-10 slide deck
  • Live sandbox link included
  • Channel strategy integrated (not siloed)
  • Budget rationale + measurement approach

Submission Checklist

  • Storyline is coherent from strategy to measurement
  • Evidence exists for each strategic claim
  • Time-boxed to 7-10 minutes
  • Final deck + sandbox URL are both submitted

Submission Standards

  • Use one file naming format: mba-dm-week-[number]-[name]
  • Include your name and submission date at the top
  • Use clear headings and bullet points
  • Keep all screenshots readable and labeled