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BUS 144 — Growth Marketing: Effective Strategies for Acquiring Users and Revenue

Quarter: Fall
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 5 weeks
Date(s): Oct 10—Nov 7
Time: 7:00—8:50 pm (PT)
Refund Deadline: Oct 12
Unit: 1
Tuition: $470
Instructor(s): Sandy Diao
Limit: 40
Class Recording Available: Yes
Status: Closed
ACCESS THE SYLLABUS » (subject to change)
Live Online(About Formats)
7:00—8:50 pm (PT)
Oct 10—Nov 7
5 weeks
Refund Date
Oct 12
1 Unit
Sandy Diao
ACCESS THE SYLLABUS » (subject to change)
What is growth marketing? Growth marketing is a modern, data-driven approach that employs systematic and measured marketing strategies, considering company growth as the guiding principle. While marketing itself has evolved, only a few companies have kept pace. Throughout history, marketing has been responsible for identifying customer needs, driving awareness, and generating sales of products or services tailored to those needs. Venture-backed businesses, in particular, rely on annual growth rates to communicate a compelling narrative about their current and future value, both for fundraising purposes and to attract more users. Growth marketers harness a deep understanding of customers and their engagement data to acquire and retain customers, boost revenue, and optimize profitability.

Growth marketing is essential for business success and is one of the fastest-growing roles sought by companies. Data-driven organizations are 23 times more likely to acquire customers and 19 times more likely to be profitable, according to a 2020 McKinsey Global Institute study. Yet few understand this data-driven approach to marketing and the combination of creative thinking, experimentation, and data analysis that it comprises. In this course, you’ll learn how to use data to make informed growth marketing decisions, regardless of your company size. You’ll walk away with a data-informed growth marketing plan that you can use for your job today or a business idea tomorrow. We'll cover foundational growth marketing strategies like SEO, performance ads, acquisition loops, and lifecycle experimentation practices for customer activation and retention. By the end of the course, you’ll have practical skills in using growth marketing tools to analyze and interpret product and marketing data. Whether you work at a startup, a small business, or a large corporation, the skills you will gain in this course will enable you to take a data-driven approach to your marketing decisions, leading to better outcomes for your company. Throughout the course, we’ll have guest speakers who work across various growth marketing roles, including operators, vice presidents, and chief marketing officers. These speakers will provide detailed insights through case studies, helping students to relate course content to real-life examples.

Director of Growth, Descript; Growth Advisor, Drift International

Sandy Diao is a growth marketing executive. She has led growth teams at companies spanning different business models and industries, including Meta/Facebook, Pinterest, Indiegogo, and Descript, with a track record of scaling user bases from startup to millions of monthly active users. She is currently the director of growth at Descript, an AI software company, and OpenAI Startup Fund’s largest investment to date. Diao advises startups and later-stage companies as the founder of Drift International and also invests in software companies. Throughout her career, she has worked with hundreds of startup teams to create go-to-market and growth strategies.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.