Syllabus

Titel
2295 Hot Topics in Marketing: Growth Hacking
LV-Leiter/innen
Assoz.Prof PD Dr. Ulrike Kaiser, Alper Kurt
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
19.09.2019 bis 26.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Termine
Wochentag Datum Uhrzeit Raum
Freitag 11.10.2019 13:00 - 18:00 TC.3.10
Samstag 12.10.2019 09:30 - 15:30 TC.3.10
Donnerstag 24.10.2019 09:00 - 12:30 TC.3.05
Donnerstag 14.11.2019 09:00 - 12:00 TC.3.09
Donnerstag 28.11.2019 09:00 - 13:00 TC.4.28
Donnerstag 12.12.2019 09:00 - 12:00 D3.0.233

Inhalte der LV

A growth marketer’s job is to explore and test growth experiments across all marketing channels and along the whole funnel of a business. The methodology of growth hacking is relevant to almost any industry, and to both start-ups and corporates. For example, if you have a mobile app, you might be looking for ways to increase the monthly install rate, if you have an e-commerce shop, the challenge is to increase the shopping basket volume, if you are working for a charity, the goal is to grow the number of regular donors. In this course you will acquire basic knowledge and skills in the data-driven process of growth hacking. More generally, the course covers concepts and practical tools in digital marketing, in particular search engine marketing, content marketing, social media marketing, e-mail marketing and website design. This is an applied project-based course. Students are expected to contribute actively throughout the semester, both in class as well as between classes. After the kick-off sessions, you will work on a growth marketing challenge in a team of international students. While we expect students to have some interests in digital technologies and data analytics, no previous knowledge in data analytics, statistical analyses or programming is required.  

Lernergebnisse (Learning Outcomes)

After completing the course, students will have gained some proficiency in the method and process of growth marketing. Furthermore, students will be familiar with a set of concepts and practical tools not only relevant to growth hacking, but to (digital) marketing in general. In particular, students will have acquired knowledge and skills in

- identifying and analyzing a growth challenge

- digital marketing metrics (click-through rate, conversion rate, etc)

- the data-driven process of rapid experimentation across various digital channels

- content marketing

- data analytics (e.g,  google analytics)

- practical markting tools and frameworks (e.g., persona analysis, growth plan, social media marketing tools, landing page builders, etc.)

 

In addition, you will have developed your soft skills in

- creative thinking and ideation

- working in international teams

- giving and receiving feedback

- communicating and presenting in English

Regelung zur Anwesenheit

Participation in all sessions is mandatory. You may miss up to max. 20% of class hours (i.e. 4.5 hours in total), but please note that any absences are likely to negatively affect your learning success and, indirectly, your course grade.

Lehr-/Lerndesign

- Lecture

- In-class discussions

- Self-study (readings and own research of case studies, articles, blogs, and e.g., video tutorials)

- Group project in an international team

Leistung(en) für eine Beurteilung

Your grade will be the sum of the following components (max. 100 points)

- Literature quiz: 30 pts

- Project work 50 pts (two progress reports with 10 pts each, 30 pts for final presentation)

- In-class participation: 10 pts

- Peer rating: 10 pts

 

Grades are as follows:

 

91 pts or more: 1 (= excellent), 80 pts or more: 2 (= good), 70 pts or more: 3 (=satisfactory), 60 pts or more: 4 (= sufficient), 59 pts or less: 5 (= fail).  

Erreichbarkeit des/der Vortragenden

Please contact us via e-mail

ulrike.kaiser@wu.ac.at

alper.kurt@theventury.com

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1 11.10.2019

Kick-off: Introduction to growth hacking 1

2 12.10.2019

Kick-off: Introduction to growth hacking 2

3 24.1

Literature quiz (30 minutes)

Team presentations of grwoth hacking challenge (Progress report 1)

4 14.11.2019

Team presentations of growth hacking challenge (Progress report 2)

5 28.11.2019

Individual team coachings (feedback and discussions). In this session, there is no regular class but instead, each team will be allocated a 45 minute slot.

6 12.12.2019

Final presentations and dicussion of take-aways

Zuletzt bearbeitet: 05.07.2019



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