Syllabus

Title
1483 Growth Hacking
Instructors
Assoz.Prof PD Dr. Ulrike Kaiser, Julian Koßmann
Contact details
ulrike.kaiser@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/13/23 to 09/17/23
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Selected Topics in Marketing I
Selected Topics in Marketing II
Selected Topics in Marketing III
Selected Topics in Marketing IV
Current Challenges in Digital Marketing I
Current Challenges in Digital Marketing II
Current Challenges in Digital Marketing III
Current Challenges in Digital Marketing IV
Current Challenges in Digital Marketing V
Dates
Day Date Time Room
Thursday 10/05/23 09:00 AM - 12:00 PM TC.4.04
Thursday 10/12/23 09:00 AM - 12:00 PM TC.4.04
Thursday 10/19/23 03:00 PM - 06:00 PM TC.3.07
Thursday 11/02/23 03:00 PM - 06:00 PM TC.3.07
Thursday 11/09/23 03:00 PM - 06:00 PM TC.3.07
Saturday 11/11/23 09:30 AM - 12:30 PM TC.3.07
Thursday 11/30/23 03:00 PM - 06:00 PM TC.3.07
Thursday 12/14/23 03:00 PM - 06:00 PM TC.3.07

On this page:

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Contents

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 content marketing, social media marketing, and web 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. While we expect students to have interests in digital technologies and tools (e.g., google analytics, landing page builders, etc.) no previous knowledge in programming or data anlytics is required.

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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 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
  • working with google analytics
  • practical marketing tools (e.g., persona analysis, social media marketing tools, landing page builders, etc.)

In addition you will have developed your professional skills in creative thinking, ideation, giving and receiving feedback, and working in teams.

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Attendance requirements

Participation in all sessions is mandatory. You are allowed to miss 20% of all class hours, however, full attendance is highly recommended.

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Teaching/learning method(s)
  • Self-study (reading and own researches of articles, blogs, and e.g. video tutorials)
  • Lectures and in-class discussions
  • Project work and team presentations
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Assessment

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

  • Literature quiz: 30 pts 
  • Project work: 60 pts 
  • In-class participation: 10 pts

Grades are as follows:

90 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).  

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Prerequisites for participation and waiting lists

This course is part of the elective pool "Digital Marketing" of the MSc Marketing at WU.

Incoming students are advised to have prior academic or practical knowledge in digital marketing, data tracking, experimentation, and / or business growth strategies. This course is suitable for students without any prior knowledge in marketing if they bring other relevant skills to class, in particular data tracking, working with Google analytics, UX principles, A/B testing, marketing automation tools, or for example behavioral psychology.

MSc Marketing students can only register if they have successfully completed the following mandatory courses from the 1st year: Management by Experiments, Marketing Analytics, Digital Marketing.

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Readings

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Recommended previous knowledge and skills

Interest in digital marketing and entrepreneurship, open to learn new software tools.

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Availability of lecturer(s)

E: ulrike.kaiser@wu.ac.at

 

Last edited: 2023-07-19



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