TJTS5703 Growth Hacking (5 cr)
Description
This course focusing on growing your digital marketing results faster through growth hacking techniques, methods, tools, and practices! The student will understand the benefits of the most useful metrics such as lean analytics, web traffic, digital conversion funnels, Lifetime Value, and Customer Acquisition Cost. A continuous experimentation model is introduced to guide business growth through rapid experiments. Experiments may involve a combination of marketing, software development, sales, service design, and analytics techniques.
Learning outcomes
The students understand the principles and practices of growth hacking in order to achieve business growth. The students are able to apply the model of business growth through rapid experiments in the customer domain. Students are able to develop experiments that are involving a
combination of marketing, software development, sales, service design,
and analytics techniques.
Additional information
The course involves weekly lectures, classroom exercises, and practical work with real companies and in simulated environments. Course evaluation will be done based on project work. The course does not have an exam. The course ends with a public event where the results are presented to an international audience via a live stream.
Description of prerequisites
A basic understanding of web technologies (e.g., online marketing, email marketing, search engine optimization) is beneficial for the course.
Literature
- Conway, T. & Hemphill, T. (2019). Growth hacking as an approach to producing growth amongst UK technology start-ups: An evaluation. Journal of Research in Marketing and Entrepreneurship, 21(2), pp. 163-179. doi:10.1108/JRME-12-2018-0065
- Herttua, T., Jakob, E., Nave, S., Gupta, R., & Zylka, M. P. (2016). Growth Hacking: Exploring the Meaning of an Internet-Born Digital Marketing Buzzword. In Designing Networks for Innovation and Improvisation (pp. 151-161). Springer, Cham.
- Holiday, R. (2014). Growth hacker marketing: a primer on the future of PR, marketing, and advertising. Penguin.
- Kai-Kristian Kemell, Polina Feshchenko, Joonas Himmanen, Abrar Hossain, Furqan Jameel, Raffaele Luigi Puca, Teemu Vitikainen, Joni Kultanen, Juhani Risku, Johannes Impiö, Anssi Sorvisto, and Pekka Abrahamsson. 2019. Software startup education: gamifying growth hacking. In Proceedings of the 2nd ACM SIGSOFT International Workshop on Software-Intensive Business: Start-ups, Platforms, and Ecosystems (IWSiB 2019). Association for Computing Machinery, New York, NY, USA, 25–30. DOI:https://doi.org/10.1145/3340481.3342734
- Skiera, B. (2016). Data, Data and Even More Data: Harvesting Insights From the Data Jungle. GfK Marketing Intelligence Review, 8(2), pp. 10-17. doi:10.1515/gfkmir-2016-0010
- Bowles, M. (2012). The business of hacking and birth of an industry. Bell Labs Technical Journal, 17(3), pp. 5-16. doi:10.1002/bltj.21555
- Palmer, C. (2001). Ethical hacking. IBM Systems Journal, 40(3), pp. 769-780. doi:10.1147/sj.403.0769
- Bohnsack, R. & Liesner, M. M. (2019). What the hack? A growth hacking taxonomy and practical applications for firms. Business Horizons, 62(6), pp. 799-818. doi:10.1016/j.bushor.2019.09.001