Overview:
In this initial phase, you’ll immerse yourself in the core principles and fundamentals of growth marketing. The focus is on establishing a strong foundation in key metrics, customer acquisition channels, analytics, and content strategies. By the end of Phase 1, you will have developed a basic growth marketing plan that outlines your approach to driving customer engagement and early-stage growth.

Detailed Breakdown:

• Weeks 1–2: Introduction & Mindset

  • Core Topics:

    • Growth Marketing Principles: Understand the growth mindset, how data drives decisions, and the importance of agility in marketing.

    • Key Metrics: Learn about Customer Acquisition Cost (CAC), Lifetime Value (LTV), churn rate, and other KPIs that measure campaign success.

  • Learning Outcomes:

    • Establish a solid grasp of what growth marketing entails.

    • Recognize the significance of tracking and evaluating performance through data.

  • Activities:

    • Interactive lectures, real-life case studies, and discussions on the latest trends in growth marketing.

• Weeks 3–4: Customer Acquisition & Analytics Basics

  • Core Topics:

    • Customer Acquisition Fundamentals: Explore different channels (organic, paid, referral) and learn how to build effective marketing funnels.

    • Analytics Essentials: Understand tracking methods, basic attribution models, and how to set up dashboards to monitor KPIs.

  • Learning Outcomes:

    • Build the skills to set up, monitor, and interpret essential growth metrics.

    • Develop a strategic view on how various channels contribute to overall growth.

  • Activities:

    • Hands‑on workshops using analytics tools and setting up basic tracking for hypothetical campaigns.

• Weeks 5–6: Content Strategy & Social Media

  • Core Topics:

    • Content for Growth: Learn to create value‑driven content that resonates with your target audience.

    • Social Media Tactics: Master organic community building, engagement strategies, and platform-specific best practices.

  • Learning Outcomes:

    • Understand how content can drive both awareness and conversions.

    • Develop a social media plan that leverages content to engage audiences.

  • Activities:

    • Content creation assignments, social media simulations, and case study analyses.

• Weeks 7–8: Paid Advertising, Email Marketing & CRO

  • Core Topics:

    • Paid Advertising: Get an overview of pay‑per‑click (PPC) advertising, budget management, and the basics of ad creative development.

    • Email Marketing: Explore segmentation, automation, and nurturing techniques to foster customer relationships.

    • Conversion Rate Optimization (CRO): Learn the principles of A/B testing, landing page optimization, and user experience improvements.

  • Learning Outcomes:

    • Be able to develop an integrated approach to both organic and paid growth channels.

    • Understand the importance of continuous testing and optimization in marketing.

  • Activities:

    • Simulation exercises, email campaign setups, and basic A/B testing experiments.

• Capstone Project (End of Phase 1):

  • Project Brief:

    • Develop a basic growth marketing plan that identifies key channels, establishes initial KPIs, and proposes a roadmap for future experiments.

  • Expected Deliverable:

    • A documented strategy outlining customer acquisition channels, early-stage analytics setups, and initial content and advertising approaches.

Overview:
This phase builds upon the foundational knowledge and introduces advanced tactics and strategic refinement. You’ll delve deeper into data analytics, explore sophisticated paid marketing techniques, and learn to scale content and community efforts. The goal is to develop a finely tuned growth strategy that leverages advanced tools and methodologies.

Detailed Breakdown:

• Weeks 9–10: Advanced Analytics & Data-Driven Decision Making

  • Core Topics:

    • Advanced Analytics: Cohort analysis, calculating LTV/CAC ratios, and segmenting user data for in-depth insights.

    • Data-Driven Strategy: Learn how to use analytics to refine and optimize your marketing channels continuously.

  • Learning Outcomes:

    • Gain the ability to perform granular data analysis and draw actionable insights.

    • Understand how to pivot strategy based on performance data.

  • Activities:

    • Interactive data labs, dashboard building, and interpretation exercises with real-world datasets.

• Weeks 11–12: Advanced Paid Strategies & Funnel Mapping

  • Core Topics:

    • Paid Advertising Deep Dive: Advanced retargeting techniques, lookalike audience creation, and managing multi‑touchpoint campaigns.

    • Funnel Optimization: Map and analyze the entire customer journey, identifying key drop-off points and opportunities for optimization.

  • Learning Outcomes:

    • Master the art of scaling paid campaigns while maintaining efficiency.

    • Develop a comprehensive understanding of the customer funnel from awareness to conversion.

  • Activities:

    • Campaign simulations, funnel mapping exercises, and group projects on paid media strategies.

• Weeks 13–14: Scaling Content Marketing & Community Building

  • Core Topics:

    • SEO and Content Distribution: Advanced keyword research, on‑page and off‑page SEO tactics, and multi‑channel content distribution.

    • Community Strategy: Best practices for building and nurturing online communities, leveraging platforms like Discord, Slack, or proprietary forums.

  • Learning Outcomes:

    • Create scalable content strategies that extend reach and drive organic growth.

    • Build and manage vibrant communities that support brand advocacy.

  • Activities:

    • SEO audits, content calendar planning, and community management role‑plays.

• Weeks 15–16: Experimentation, Social Proof & Personalized Marketing

  • Core Topics:

    • Growth Experiments: Design and run controlled A/B tests, set up growth sprints, and iterate quickly based on feedback.

    • Leveraging Social Proof: Learn how to harness testimonials, influencer collaborations, and user-generated content to boost credibility.

    • Personalized Email Marketing: Develop personalized drip campaigns and lifecycle emails that increase engagement.

  • Learning Outcomes:

    • Cultivate an experimental mindset for iterative growth.

    • Use social proof effectively to build trust and enhance conversion rates.

  • Activities:

    • Running live experiments on test audiences, case study reviews of successful campaigns, and email personalization workshops.

• Capstone Project (Mid‑Phase):

  • Project Brief:

    • Present an advanced growth marketing strategy that integrates sophisticated analytics, optimized paid and organic channels, and a detailed customer journey analysis.

  • Expected Deliverable:

    • A comprehensive strategy document and presentation that demonstrates refined tactics and advanced understanding of growth marketing.

Overview:
In the final phase, you’ll put your skills to the test by tackling a real‑world growth challenge. This phase emphasizes hands‑on experimentation, iterative optimization based on live data, and the synthesis of everything learned throughout the course. The capstone project serves as both a practical application and a showcase of your expertise.

Detailed Breakdown:

• Weeks 17–18: Capstone Planning & Strategy Formulation

  • Core Topics:

    • Defining the Challenge: Identify a real or simulated business growth challenge and set clear, measurable objectives.

    • Strategic Planning: Develop a campaign roadmap, set key performance metrics, and plan resource allocation.

  • Learning Outcomes:

    • Translate theoretical knowledge into a structured, actionable strategy.

    • Learn to balance ambition with realism by setting achievable goals and timelines.

  • Activities:

    • Strategy workshops, mentor sessions, and initial project planning presentations.

• Weeks 19–22: Execution & Real-Time Experimentation

  • Core Topics:

    • Campaign Execution: Launch growth experiments across multiple channels, closely monitor performance, and collect data.

    • Iterative Optimization: Use real-time analytics to tweak campaigns, run additional tests, and optimize based on performance insights.

  • Learning Outcomes:

    • Develop the ability to quickly iterate and refine campaigns based on live feedback.

    • Gain practical experience in managing a multi‑channel growth campaign under real market conditions.

  • Activities:

    • Hands‑on campaign management, live data analysis sessions, and peer reviews of experimental outcomes.

• Weeks 23–24: Finalization, ROI Analysis & Industry Presentation

  • Core Topics:

    • Campaign Wrap‑Up: Consolidate learnings, finalize optimizations, and prepare comprehensive performance reports.

    • ROI & Impact Analysis: Measure return on investment, document key takeaways, and articulate the campaign’s overall impact.

    • Industry Presentation: Develop a professional case study presentation that can be shared with industry experts, mentors, and peers.

  • Learning Outcomes:

    • Demonstrate mastery in planning, executing, and analyzing a growth campaign.

    • Gain confidence in presenting your work to an external audience and receiving constructive feedback.

  • Activities:

    • Final project presentations, detailed case study write‑ups, and Q&A sessions with industry professionals.

• Final Capstone Project Deliverable:

  • A comprehensive case study that includes the initial strategy, execution details, iterative changes made, final performance metrics, ROI analysis, and key learnings.

  • An industry‑focused presentation that showcases your ability to drive real‑world growth outcomes.