Startups and innovation projects face a real challenge in moving from ideation into implementation. What they need is traction - real customer growth.

This course is about how to get this traction from the first very important customers for a new product or new service and how to retain and develop customers by nurturing long-term, omni-channel relationships with them. By systematically applying innovative concepts and frameworks for a company's go-to-market strategy, students will learn how to use data and experimentation to improve the chances of getting real customer growth at speed.

The course will cover the key points of difference in the world of start-ups, specifically the need to approach the process from a Lean perspective, where speed to market is emphasized through a process of testing and validation. Students will learn how to bring core strategic process together with design thinking methodologies to build insights into market opportunities and to assess customer segments. Additionally ,the course will cover all the key elements in a go-to-market strategy from the use of data to guide decision-making, distribution channels and the use of partnerships, and marketing and sales strategies and practice.

Content

1.Introduction to Growth Hacking

2. Lean Startup and GTM-strategy

3. Assessing the market

4. Customer segmentation and positioning:

5. Data-driven GTM strategies

6. Distribution strategies and partnerships

7. Word-of mouth and social media marketing

8. Search engine marketing

9. B2B perspectives

10. Public relations and content marketing

Subject description GTM5100

Growth Hacking

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