Course Title Growth Marketing Credits 3

Course Code MGT 3085 Course category Elective L-T-P-S-C 2-0-0-1-3

Version Approval Details

The Growth Marketing Strategies course is designed to provide students with a

comprehensive understanding of growth marketing principles, strategies, and methodologies
essential for fostering sustainable business growth in today's competitive landscape. Derived
from contemporary literature and growth practice, this course delves into the dynamic realm
of growth marketing, offering insights, frameworks, and practical applications to propel
Course business expansion.
Description
Throughout this course, students will explore the core components of growth marketing,
examining the intersections of data-driven decision-making, experimentation, customer
acquisition, activation, monetization, and retention strategies. By leveraging case studies,
hands-on exercises, and interactive discussions, learners will gain valuable insights into the
innovative approaches utilized by leading companies to achieve exponential growth.

• Understand the foundational principles and frameworks of growth marketing as

elucidated in 'Hacking Growth.'
• Analyze diverse business landscapes to identify growth opportunities and challenges.
• Apply data-driven methodologies to make informed decisions and drive growth.
• Develop effective strategies for customer acquisition, activation, monetization, and
Course
retention.
Objective
• Implement experimentation techniques to optimize marketing initiatives and achieve
scalable growth.
• Foster a growth-oriented mindset and collaborative approach within cross-functional
teams.
• Create actionable growth plans tailored to specific business contexts.
Upon completion of this course, the students will be able to:

1. Analyze businesses to identify growth opportunities.

2. Design and implement growth experiments using data-driven methodologies.

3. Develop innovative strategies for customer acquisition and retention.

Course
Outcome 4. Evaluate and optimize marketing channels for maximum impact.

5. Apply growth hacking techniques to accelerate business growth.

6. Create actionable growth plans tailored to specific business contexts.

7. Collaborate effectively within teams to execute growth marketing strategies.

 CO, PO and PSO Mapping
PO - PO- PO- PO- PO- PO- PO- PO- PO- PO PO- PO- PSO- PSO- PSO-
CO
1 2 3 4 5 6 7 8 9 -10 11 12 1 2 3
CO- - - - - - - - - - - - - - -
-
1
CO- - - - - - - - - - - - - - - -
2
CO- - - - - - - - - - - - - - - -
3
CO- - - - - - - - - - - - - - - -
4
CO- - - - - - - - - - - - - - - -
5
CO-
6
CO-
7
1: Weakly related, 2: Moderately related and 3: Strongly related

Outline Teaching Schedule

No. of
Unit Topics
Sessions
1 Introduction to Growth Marketing 3
2 Growth Mindset and Frameworks 4
3 Data-Driven Decision Making 4
Customer Acquisition Strategies
4 4

5 User Retention and Engagement 4

6 Scaling Growth 4
7 Measuring and Optimizing Growth 4
8 Creating Virtuous Growth Cycle 3
Total Sessions 30
Recommended Resources
Essential readings:

"Hacking Growth" by Sean Ellis and Morgan Brown

"Traction: How Any Startup Can Achieve Explosive Customer Growth" by Gabriel Weinberg and Justin Mares
"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger

Additional readings:

Blogs and Websites:

Neil Patel's Blog: Provides comprehensive insights into SEO, content marketing, and growth strategies.
Backlinko by Brian Dean: Focuses on actionable SEO techniques and marketing strategies.
ConversionXL: Offers in-depth articles on conversion rate optimization and A/B testing.
GrowthHackers.com: Community-based platform sharing growth case studies, strategies, and discussions.
Websites: HubSpot Academy, ReForge

Additional Resources:

Podcasts:
• "Marketing School" by Neil Patel and Eric Siu: Offers daily bite-sized episodes on marketing strategies,
including growth marketing.
• "Growth Marketing Toolbox" by Nicholas Scalice: Explores various growth marketing tools and
techniques.

Online Tools and Platforms:

• Google Analytics Academy: Offers free courses on understanding and using Google Analytics for data-
driven decision-making.
• A/B Testing Tools: Tools like Optimizely, VWO (Visual Website Optimizer), or Google Optimize for
conducting experiments and optimizing marketing campaigns.

Industry Reports and Case Studies:

• MarketingSherpa: Provides case studies and research reports on various marketing tactics and strategies.
• McKinsey & Company or Harvard Business Review: Publishes articles and reports on marketing trends,
customer behavior, and growth strategies.

Assessment Method (Mapped with COs)

Assessment Method
Mode of Assessment Marks Assigned
(Mapped with CO’s)
Longitudinal project 30 1,2,3,4,5
Project Presentation
20 3,5,6,7
(Individual + Group)
Total 50
General Instruction to Students
• Actively participate in class discussions, group activities, and case studies. Active
engagement fosters a deeper understanding of concepts and allows for the exchange of
diverse perspectives and insights among peers.
• Share ideas, ask questions, and challenge assumptions to enhance the learning experience for
everyone in the course.
• Come prepared for each session by reviewing assigned readings, case studies, or materials to
contribute meaningfully to class discussions and activities.