Week 8: Capstone Pitch & Project Review

This is the culmination of the module. You have built a digital sandbox, optimized it for search, mapped out paid acquisition campaigns across Google and Meta, established an email retention sequence, and learned how to measure the results.

Today, you put it all together and pitch your integrated digital marketing strategy.

1. Pre-Work: Preparing the Pitch

As a future manager or business leader, your ability to execute a campaign is secondary to your ability to communicate the strategy and defend the investment.

You will prepare a 7-10 minute presentation. Use Google Slides, PowerPoint, or Canva.

Pitch Deck Structure

Your presentation must cover the following elements:

  1. The Business Objective: What is the concept and what is the North Star metric?
  2. The Target Audience & Journey: Who are you targeting? Walk us through their journey from Awareness to Conversion.
  3. The Owned Asset (Live Demo): Show us your live digital sandbox. Highlight the Value Proposition and CTA.
  4. Acquisition Strategy (SEO & SEM): What keywords are you targeting? Show your Google Ads mock-up.
  5. Acquisition Strategy (Paid Social): Who is your Meta audience? Show your visual ad mock-up.
  6. Retention Strategy: Walk through the logic of your 3-step email sequence.
  7. Budget & Measurement: If you had a $10,000 monthly budget, how would you allocate it across channels and why? How will you use Analytics to measure success?

2. Lab Session: The Capstone Pitch

During this session, the instructor (and potentially guest judges) will act as the “Investment Committee.” You are pitching for budget approval.

Peer and Instructor Q&A

Be prepared to defend your choices. Common questions you might face:

  • “Why did you allocate 70% of your budget to Google Ads instead of Meta?”
  • “Your landing page CTA is below the fold. Don’t you think that will hurt conversions?”
  • “How are you planning to lower your Customer Acquisition Cost (CAC) over time?”

Feedback will be framed around business impact, feasibility, and strategic cohesion.

3. Deliverable

Final Pitch Deck and Live Sandbox URL.

  • Ensure your website is live and functional.
  • Submit the slide deck used for your presentation.
  • (Optional) Include a 1-page executive summary.

Submit immediately following your presentation.

Congratulations!

You have successfully completed the MBA Digital Marketing module. You now possess the strategic framework and hands-on experience needed to lead digital initiatives, evaluate marketing talent, and drive measurable business growth.