BUS 257 — Growth Marketing: Proven Theories Powered by New Technologies
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Sep 28—Nov 16
Time: 7:00—8:50 pm (PT)
Drop Deadline: Sep 30
Instructor(s): Mada Seghete, Ethan Smith
Live Online(About Formats)
7:00—8:50 pm (PT)
Sep 28—Nov 16
Mada Seghete, Ethan Smith
Digital marketing has become increasingly fragmented and complicated as mobile use skyrocketed, social media exploded, and new connected devices emerged over the past decade. Marketing teams have had to look beyond traditional models, which focused primarily on customer acquisition, and into a new realm, which became known as growth marketing. Growth marketing is an expanded, comprehensive set of tactics that encompasses the entire customer funnel—from acquisition to engagement to retention—and relies on analytical prowess, including sophisticated data mining, to steer marketing strategies and programs. This course will provide you with a framework for thinking about growth marketing, walk you through specific tactics for each stage in a growth marketing plan, and teach you the fundamentals of measuring and analyzing growth. We will focus on such topics as building an online acquisition strategy, activating and converting users, driving core product strategy to increase user retention, and building a high-performance growth marketing team. The course will include a mix of lectures, guest presentations, and experiential learning using mobile-focused case examples. Students will apply strategies learned in the course to create a comprehensive growth marketing plan for a mobile app of their choice. This course can benefit both experienced product and marketing leaders as well as people new to the field.
Mada Seghete, Founder and Head of Marketing, BranchMada Seghete's company powers mobile linking and growth for over fifty thousand apps and leads Mobile Growth, a community of twenty thousand mobile practitioners around the world that produces more than one hundred events per year. Seghete has spoken on mobile growth at Web Summit and SaaStr, and she received a 2019 Marketers That Matter award for the growth initiatives at Branch.
Ethan Smith, Founder and CEO, GraphiteEthan Smith consults on SEO and growth marketing, and regularly speaks and publishes in VentureBeat, MarketWatch, and Inc. Prior to founding Graphite, Smith held executive roles in product management and marketing. He has served as a strategic advisor to Ticketmaster, MasterClass, Thumbtack, and Honey, among others. He received an MSc in human-computer interaction from University College London.
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.