---
title: "Capstone step 2: define success"
course: "MKTG 120 · Grow an audience online"
unit: "Digital marketing strategy capstone"
lesson: 37 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-2-define-success
publisher: Maestro College
---

# Capstone step 2: define success

Lesson 37 of 41 in **Grow an audience online** (MKTG 120), unit "Digital marketing strategy capstone". An open lesson from Maestro College.

## What the learner will be able to do
- Define a clear marketing objective aligned with the business situation.
- Select an appropriate KPI and measurable target to evaluate progress toward the objective.
- Identify relevant budget, resource, audience, and other constraints that affect marketing decisions.

## Teaching notes
Frame the objective, KPI, measurable target, and relevant constraints generically from the available situation. Apply Units 1–4; do not introduce new material. Continue with the business selected in Step 1; this step produces defined campaign objectives, success measures, and targets.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 37 complete: Capstone step 2: define success."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Capstone step 3: choose a strategy" (lesson 38 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-3-choose-a-strategy.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Capstone step 1: understand the situation
Next lesson: Capstone step 3: choose a strategy