BUS 113 — Modern Approaches to Creating Customer Demand
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Apr 1—May 20
Time: 5:00—6:50 pm (PT)
Refund Deadline: Apr 3
Grade Restriction: No letter grade
Instructor(s): Casey Hill
Class Recording Available: Yes
Many are familiar with the concept of demand, as in supply and demand. It's a standard economic principle instilled in every budding entrepreneur and a central tenet of capitalism. But actually generating demand has become increasingly difficult. Traditional models often relied on tactics designed to capture consumers that may not resonate today. A personalized and targeted approach to community engagement leads to more efficient use of resources and sustained demand over time by fostering genuine connections and trust. The difference is a shift from explicitly selling to customers to creating communities based on their values that both educate and endear them to a brand. Designed specifically for sales, marketing, and brand strategists, this course will teach new ways of generating product demand by learning how to make inroads into new channels, create demand-generation programs through original content, and quantifiably measure success. Students will leave the course with the ability to create demand-generation programs and new, applicable skills.
Casey Hill is a growth veteran with over a decade of experience helping software companies scale fast. From garnering millions of views on Quora and LinkedIn to pioneering new growth levers (such as booking his team on hundreds of podcasts), he seeks creative and value-led ways to grab attention and break from the mold. At ActiveCampaign, he is building organic growth engines to propel the team to $1 billion in annual recurring revenue.
Senior Growth Manager, ActiveCampaign; Founder, Hill Gaming Company
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.