Growth Marketing: Proven Theories Powered by New Technologies

Stanford Continuing Studies

Stanford Continuing Studies

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About the course

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.

Experts

Mada Seghete

Mada is one of the co-founders of Branch, the leading deep linking and measurement company, where she leads community and developer marketing. Branch was born from the challenges the co-founders faced as they struggled to maintain the growth of the previous venture, Kindred Prints, a mobile photo...

Ethan Smith

Ethan Smith is Founder and CEO of Graphite, a premier SEO and growth marketing agency based out of San Francisco. Ethan has served as a strategic advisor to Ticketmaster, MasterClass, Thumbtack, and Honey. Prior to founding Graphite, Ethan held executive roles in product management and marketin...

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Growth Marketing: Proven Theories Powered by New Technologies at Stanford Continuing Studies

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