Growth Marketing
In four modules, you will go through the different parts that allow you to learn the different disciplines in growth marketing. Initially, we start with an introduction to Growth Marketing, and you start working with your Growth Funnel, which we will return to throughout the course. Then we move on to a selection of courses in analysis, strategy, and tactics that all aim to increase your growth in different ways.
In this path you get:
I denna path får du:
- The tools to call yourself a growth marketer
- A clear structure and plan for how to create future growth
- Explains how to create synergies between marketing and sales as well as between branding and growth hacking
- Gives you important psychological insights into how your customers reason and act
- Contains guides for setting up your growth funnel to optimize growth
- Shows how a clear marketing and branding strategy strengthens you in the market and increases your business
- Gives examples of how to work with performance marketing, as well as marketing automation
This path is for:
Denna path passar:
For those developing a marketing plan for a company or a specific business area. Particularly suitable if you have to give a presentation to management or other stakeholders and explain in a concise way how results are achieved and secured.
- Marketing managers/executives
- Communication managers/responsible
- Business development managers/business developers
- Product managers/owners
- CEOs
- Entrepreneurs
- Company management
Path Overview
Introduction to Growth Marketing
The first module sets the basics of growth marketing. It goes into the Marketing Levels Canvas to provide a holistic understanding of the different areas of marketing that contribute to growth. Then we move on to Growth Hacking and the difference with Growth Marketing. So sit back and go through courses 1 and 2.
In the third course, we get to work. Here we will create a Growth Funnel so that we get a tool to illustrate, analyze and improve our growth. Here we will do some work. When you are ready with your Growth Funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we will deal with that in later steps.
How to Define Your Growth Funnel
Learn to select the KPIs that define your growth.
Marketing Metrics Orientation
Learn to better understand, measure and use different types of marketing metrics.
How Marketing Works
Learn the basic structure of growth-driven marketing. The Marketing Canvas by Marketing Levels is introduced.
Customer Analysis
The second module is about accelerating your growth. To sharpen and optimize behaviors in your growth funnel, we need to understand the customer journey and the customer psychology behind it - how your customer thinks and what is the basis for a purchase.
We start by analyzing what motivates our customers. Then we go deeper into understanding the customer journey. In addition to these, we will examine whether there may be another, perhaps deeper reason why we are not growing. Thus, we will go into market analysis to see if we are stuck doing the wrong things, in the wrong market with the wrong stakeholders.
Customer Journey Mapping
Learn how to map your customer journey to identify weaknesses and possible improvements. Get knowledge and practical templates.
Customer Motivation Analysis
Learn how to better understand your customers and their motivations. Learn customer psychology and get practical templates.
Introduction to Market Analysis
Learn which tools and models to use in order to analyze your market.
Strategy
This module helps you to review your strategy by clarifying the differences between the different elements of business, marketing, branding and promotional strategy.
We then set a plan for the different parts of your strategy that need to be refined. In particular, we focus on market strategy to gain clarity in our segments, priorities and our value propositions. We end the module by going through different ways of writing growth plans. Here you set future goals and the way to reach them.
Writing a Growth Plan
Learn how to write a growth plan. You get several different templates and exercises.
Introduction to Market Strategy
Learn what goes into a marketing strategy and the choices you need to make to succeed.
Introduction to Strategy
Learn the different strategies involved in marketing and how they help you succeed.
Strategic Review
Learn to review and evaluate what strategies you have and what will be required for you to succeed.
Tactics
Tactics is a very broad area where you have to find the areas where you think you can increase your growth right now. Here it becomes a challenge to sniff out the parts that are not sufficiently efficient or optimized.
Thus, we start with a tactical review of product packaging, distribution, UX, sales, negotiation and marketing communication to identify where you can find improvements. From there, you set a plan for the courses you want to dive deeper into.
Tactical Review
Learn to evaluate and plan your tactics.
How to use paths
Module 1:
Introduction to Growth Marketing
How to Define Your Growth Funnel
To succeed in growth, staying focused on a few metrics is crucial. These should be the ones that are most important to your growth and form a chain of effects that measure your success throughout the customer journey. Such a compilation is called the Growth Funnel, and this course will guide you on creating yours.
The course teaches you to assemble your own Growth Funnel and evaluate which metrics should be included. You learn to reason about the pros and cons of choosing different metrics. The course leader Erik Modig also explains common challenges companies face when putting together their Growth Funnel and how to deal with them.
Marketing Metrics Orientation
There are almost endless metrics in marketing, often leading to confusion or a loss of focus on what is important. This course orients you to metrics and different structures and systems for categorizing different types of metrics.
The course uses several metrics to give you a broad perspective on what is measured in marketing. The measures are structured based on different systems to offer you different opportunities to choose ways to show and explain why you measure what you do.
How Marketing Works
Marketing Levels sets a new structure and standard for growth-focused marketing. Here is the basic course that explains the structure we call ML Canvas. Learn marketing for real.
You will understand how marketing must be structured to contribute to growth and business goals.
The first module sets the basics of growth marketing. It goes into the Marketing Levels Canvas to provide a holistic understanding of the different areas of marketing that contribute to growth. Then we move on to Growth Hacking and the difference with Growth Marketing. So sit back and go through courses 1 and 2.
In the third course, we get to work. Here we will create a Growth Funnel so that we get a tool to illustrate, analyze and improve our growth. Here we will do some work. When you are ready with your Growth Funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we will deal with that in later steps.
The first module sets the basics of growth marketing. It goes into the Marketing Levels Canvas to provide a holistic understanding of the different areas of marketing that contribute to growth. Then we move on to Growth Hacking and the difference with Growth Marketing. So sit back and go through courses 1 and 2.
In the third course, we get to work. Here we will create a Growth Funnel so that we get a tool to illustrate, analyze and improve our growth. Here we will do some work. When you are ready with your Growth Funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we will deal with that in later steps.
Module 2:
Customer Analysis
Customer Journey Mapping
All customers go through a behavioral and mental journey on their way to a purchase or other choice. A better understanding of that customer journey means insights into what makes you lose and gain customers. Based on this, companies can adapt their interaction with customers to create a customer journey that facilitates the customer and motivates them all the way to the decision. You will learn several ways to analyze a customer journey and which method is best suited for different situations.
You will learn the difference between active and passive customer decisions and how companies must work with both to facilitate and motivate customers. You will learn the pitfalls of mapping a customer journey so that you can avoid them.
Customer Motivation Analysis
What is it that drives your customers to purchase or other behaviors? In this course, you will learn several different systems in customer psychology and how to apply these to your customers to complete a driving force analysis.You will learn to understand customers' different driving forces.
You will get practical tips and guides on functional and emotional benefits to help you analyze customers. You will also learn the difference between driving force analysis and personas and what is important for a driving force analysis to lead to greater focus and success for you as a company.
Introduction to Market Analysis
The reason companies succeed or fail in their marketing depends to a large extent on the understanding of the company's market. This course summarizes the various analyses that need to be done to increase the understanding and thus also increase the probability of success.
The course teaches you why and what you would gain from conducting analyses of segmentation, stakeholders, market structure, category structure, and competition. You will learn when the different analyses are most important so that you can assess what is most important for you.
The second module is about accelerating your growth. To sharpen and optimize behaviors in your growth funnel, we need to understand the customer journey and the customer psychology behind it - how your customer thinks and what is the basis for a purchase.
We start by analyzing what motivates our customers. Then we go deeper into understanding the customer journey. In addition to these, we will examine whether there may be another, perhaps deeper reason why we are not growing. Thus, we will go into market analysis to see if we are stuck doing the wrong things, in the wrong market with the wrong stakeholders.
The second module is about accelerating your growth. To sharpen and optimize behaviors in your growth funnel, we need to understand the customer journey and the customer psychology behind it - how your customer thinks and what is the basis for a purchase.
We start by analyzing what motivates our customers. Then we go deeper into understanding the customer journey. In addition to these, we will examine whether there may be another, perhaps deeper reason why we are not growing. Thus, we will go into market analysis to see if we are stuck doing the wrong things, in the wrong market with the wrong stakeholders.
Module 3:
Strategy
Writing a Growth Plan
Companies usually have growth targets, so it is important to understand how to create and present a growth plan. In this course, you will get a variety of templates and exercises based on different ways to structure your growth. By learning how to break down your growth into markets, segments, KPIs, channels, or activities, you get a broad understanding of different approaches and can thus combine them in the best way.
You will learn several different ways to structure a growth plan. This means that in the future, you can break down your growth in an easily understandable way for both you and your colleagues. This also means that you can more easily evaluate whether your goals are reasonable and how you can adapt plans.
Introduction to Market Strategy
The marketing strategy is usually the heart of a marketing plan as it connects markets and segments with offers. This means that it clarifies which target groups the company should address, which market position the company wants to take, and which offers should be marketed to the target groups. A well-executed marketing strategy creates clarity both in terms of objectives and implementation.
You will learn the basics of what is included in a marketing strategy to effectively evaluate what is missing or needs improvement based on your own situation.
Introduction to Strategy
One of the most sought-after skills today is marketing strategy. However, it is an area that is often poorly defined and contains gaps. This course goes through all the different elements to give you a complete picture and understanding.
You will learn to understand marketing and business development strategies. You will get an overview of what different strategies contain and why you need to know them.
Strategic Review
In marketing, many different strategies lead to growth and the ability to beat the competition. However, to succeed, companies need to set a strategic direction. This course examines different strategic directions for winning against competitors so that you can analyze what you need to do to increase your likelihood of success.
You will learn to evaluate business development strategies and increase your ability to discuss and strategize for growth.
This module helps you to review your strategy by clarifying the differences between the different elements of business, marketing, branding and promotional strategy.
We then set a plan for the different parts of your strategy that need to be refined. In particular, we focus on market strategy to gain clarity in our segments, priorities and our value propositions. We end the module by going through different ways of writing growth plans. Here you set future goals and the way to reach them.
This module helps you to review your strategy by clarifying the differences between the different elements of business, marketing, branding and promotional strategy.
We then set a plan for the different parts of your strategy that need to be refined. In particular, we focus on market strategy to gain clarity in our segments, priorities and our value propositions. We end the module by going through different ways of writing growth plans. Here you set future goals and the way to reach them.
Outro
Module 4:
Tactics
Tactical Review
There are many choices when it comes to what to invest in marketing. Therefore, it is important to continuously evaluate which different parts of your tactics need more or less attention or investment. Thus, this course goes through how you can structure your different tactical activities and evaluate them, as well as set a plan for the future.
Tactics is a very broad area where you have to find the areas where you think you can increase your growth right now. Here it becomes a challenge to sniff out the parts that are not sufficiently efficient or optimized.
Thus, we start with a tactical review of product packaging, distribution, UX, sales, negotiation and marketing communication to identify where you can find improvements. From there, you set a plan for the courses you want to dive deeper into.
Tactics is a very broad area where you have to find the areas where you think you can increase your growth right now. Here it becomes a challenge to sniff out the parts that are not sufficiently efficient or optimized.
Thus, we start with a tactical review of product packaging, distribution, UX, sales, negotiation and marketing communication to identify where you can find improvements. From there, you set a plan for the courses you want to dive deeper into.
Outro
Module 5:
Outro
Module 6:
Outro
Examination
Tillvägagångssätt
Examinationen består av två olika delar som examineras samtidigt eller var för sig.
Flervalsfrågor
För det första kommer du att få en uppsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänd. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.
Inlämningsuppgift
Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.
- Analys av beslutsfattande
För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.
För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle behöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
- Analys av marknadskommunikation
För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller liknande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.
För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.
Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.
Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.
Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com
Examination
Approach
The examination consists of two different parts that are examined simultaneously or separately.
Multiple choice questions
Firstly, you will receive a set of 20 multiple choice questions based on the content of the four modules. The questions have one correct answer from four different options. Here you need to get 15 right to pass. If you don't get it right the first time, you can take the test again a week later.
Hand-in assignment
You will also have to complete an assignment consisting of two parts with two assignments in each part.
- Analysis of decision-making
Firstly, you will choose a company to analyze based on the type of impact their communication would need to have on their target audience in order to achieve a set goal. You indicate which company, which goal they have and explain how they will achieve it by linking to the different concepts in module 1.
Secondly, we will give you a company and a specific goal to analyze based on the type of impact their communication would need to have in order to achieve the set goal. Here you should explain, based on the concepts presented in Module 1, what the communication would need to achieve.
- Analysis of marketing communication
Firstly, we want you to choose an example of marketing communication (an advertisement, an email or similar) and analyze the possible effect this communication should have on a defined target group.
Secondly, we will give you an example of marketing communication (an advertisement, an email, or similar) where we want you to analyze the possible effect and come up with three concrete suggestions for improvement.
We estimate that the entire assignment will take about 2 hours and each analysis about 0.5 A4 in writing, so a total of about 2 A4 text.
After submission, you will be notified if you are approved. If not approved, you will be required to complete the work. When both parts are completed, you will receive your diploma.
Register for the examination by emailing: cecilia@marketinglevel
