Growth Marketing for Startups
In this path, you get the best combination of what drives your growth in the short and long term. We have combined growth hacking tips with a review of the most important parts of your marketing strategy. In six modules you will go through the parts that will ensure your growth.
In this path you get:
I denna path får du:
- An overall understanding of which areas of marketing you need to work on, in turn.
- Insights into what is need to have and nice to have.
- Thorough review of growth marketing and how to work with it.
- Practical tools to ensure that the marketing strategy is of high quality.
- Checking that your pitch deck explains market growth in a satisfactory way to investors and owners.
- Tools to take sales pitches and communication plan to the next level.
This path becomes very much what you make of it. Either if you see it as a good review of the most important areas or if you want to go through all parts in depth."
This path is for:
Denna path passar:
The course is suitable for those who are responsible for your company's growth and who want to get structure and a clear plan for growth. We give you the basics of how to think and act from a start-up perspective.
You may be a founder or CEO or work in marketing, sales or business area management.
- Entrepreneurs
- Founders
- CEO
- CMO
- Business management
- Marketing manager
Path Overview
Introduction to Growth Marketing
In the first module, we get straight into 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'll 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. This is what it means to do some work. When you're done with your growth funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we'll deal with that in later steps.
How Marketing Works
Learn the basic structure of growth-driven marketing. The Marketing Canvas by Marketing Levels is introduced.
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.
Evaluation of your Marketing Plan
The second thing we do in the course is to make an inventory of what you have today in terms of marketing plan, business plan, growth plan, sales plan or other documents that guide your marketing and sales. We discuss what exists, what is missing and what needs to be improved. You will gain a holistic understanding of strategic marketing in order to create long-term visions and plans.
As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not relevant to you.
Marketing Plan Review
Learn how to use the different parts of a marketing plan.
Market Analysis
For start-ups, the key to growth is the ability to find their role in the market. Therefore, it is of great importance that we get your market analysis right.
Thus, we have six courses here. The first one is an introduction to market analysis and the following five are the different analyses that are important to do. You may not need to do all of them, but they all provide important input into understanding your market and your role in it. You probably have some of them already. So go ahead and take an inventory and then go through the analyses you need to do.
Introduction to Market Analysis
Learn which tools and models to use in order to analyze your market.
Stakeholder Analysis
Learn to analyze your stakeholders and how to prioritize between them.
Market Structure Analysis
Learn to analyze how your market is structured and what advantages and disadvantages different structures bring.
Category Structure Analysis
Learn to analyze how your customers think about and evaluate your products and services. Get practical tips to better understand what you actually offer.
Competitor Analysis
Learn to carry out a competitor analysis, at a simple or more advanced level.
Customer Analysis
Understanding the market goes hand in hand with understanding the customer. Therefore, we are following up with a thorough review of what motivates your customers to choose you over your competitors. It's all about understanding different types of drivers and identifying the most important ones for you.
Customer Motivation Analysis
Learn how to better understand your customers and their motivations. Learn customer psychology and get practical templates.
Strategy
Strategy work can vary in scope. It depends both on how much you already have in place and how much you actually need. So we start with a strategic review to see what you have, what you lack and what you want to add.
Then we summarize the needs and move on to three areas that are vital to accelerate growth. Firstly, market strategy, secondly, value proposition and thirdly, brand strategy.
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.
Introduction to Market Strategy
Learn what goes into a marketing strategy and the choices you need to make to succeed.
Introduction to Brand Strategy
Learn what to include, and which choices you need to make to create a successful brand strategy.
Tactics
Tactics is a very broad area where you have to find the areas where you think you can increase your growth right now. It depends very much on how far you have come in your growth journey and what you have already put in place.
Thus, we start with a tactical review of product packaging, distribution, ux, sales, negotiation and marketing communication to find out 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 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.
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.
In the first module, we get straight into 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'll 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. This is what it means to do some work. When you're done with your growth funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we'll deal with that in later steps.
In the first module, we get straight into 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'll 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. This is what it means to do some work. When you're done with your growth funnel, you move on to module 2. Don't worry if the growth funnel doesn't feel perfect right away, we'll deal with that in later steps.
Module 2:
Evaluation of your Marketing Plan
Marketing Plan Review
A marketing plan looks different depending on the company, situation, and purpose. Therefore, it is important to evaluate what is needed. Here we go through different elements of the marketing plan so that you can assess what you need, and what you have, and what needs to be developed or improved. This way, you will have a clear to-do list for future work with the plan and courses here at Marketing Levels.
The second thing we do in the course is to make an inventory of what you have today in terms of marketing plan, business plan, growth plan, sales plan or other documents that guide your marketing and sales. We discuss what exists, what is missing and what needs to be improved. You will gain a holistic understanding of strategic marketing in order to create long-term visions and plans.
As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not relevant to you.
The second thing we do in the course is to make an inventory of what you have today in terms of marketing plan, business plan, growth plan, sales plan or other documents that guide your marketing and sales. We discuss what exists, what is missing and what needs to be improved. You will gain a holistic understanding of strategic marketing in order to create long-term visions and plans.
As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not relevant to you.
Module 3:
Market Analysis
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.
Stakeholder Analysis
Companies usually have several different stakeholders that need to be considered to grow. This course will help you determine which stakeholders to consider and how to assess their importance.
In the course, you will get an overview of different stakeholders, so you learn to think broadly about which ones can affect your success. You also get a practical tool to assess what different stakeholders want from you and what you want from them.
Market Structure Analysis
A market can be structured in various ways, each affecting your ability to sell your products. Thus, it is important to understand how the market organizes customers and transactions and to assess how different market structures affect you.You will learn to think about market structure and its different impacts on your ability to choose a business or market strategy.
You will gain a greater analytical and strategic understanding of business development and the ability to understand if and how a market structure will affect your success.
Category Structure Analysis
Customers organize different offers in their minds into so-called categories. The category customers place your offer in influences how they evaluate you and what competing offers you face. This course looks at how to analyze category membership and its implications for your marketing.The course teaches you to understand the importance of analyzing category membership.
You will learn to analyze how categories are formed and how you can influence which category customers place your offer in.
Competitor Analysis
The success of a business depends on how competitors act and the strengths and weaknesses of different competitors. This course gives you the tools to analyze your competitors and assess the risks and opportunities that come with them. The course goes through two different competitor analyses. An easier and more advanced one is called Porter's Five Forces.
You will learn how to analyze your competitors and compile such an analysis in a presentation. You learn to understand how the power situation in your industry is affected and how this can affect you.
Segmentation Analysis
Segmentation is one of the most important tools in marketing. It creates an understanding of customers, increases focus, and forms the basis of the marketing strategy. This course goes through the pros and cons of different types of segmentation, different segmentation variables, and a methodology for you to conduct your segmentation.
The course teaches you everything you need to know about segmentation analysis. You get a guide on how to reason if and when to segment. You also get a complete review of different segmentation variables. Course leader Erik Modig, who has worked as an analyst with segmentations, gives you his best tips and explains what constitutes a good or less good segmentation.
For start-ups, the key to growth is the ability to find their role in the market. Therefore, it is of great importance that we get your market analysis right.
Thus, we have six courses here. The first one is an introduction to market analysis and the following five are the different analyses that are important to do. You may not need to do all of them, but they all provide important input into understanding your market and your role in it. You probably have some of them already. So go ahead and take an inventory and then go through the analyses you need to do.
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For start-ups, the key to growth is the ability to find their role in the market. Therefore, it is of great importance that we get your market analysis right.
Thus, we have six courses here. The first one is an introduction to market analysis and the following five are the different analyses that are important to do. You may not need to do all of them, but they all provide important input into understanding your market and your role in it. You probably have some of them already. So go ahead and take an inventory and then go through the analyses you need to do.
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Outro
Module 4:
Customer Analysis
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.
Understanding the market goes hand in hand with understanding the customer. Therefore, we are following up with a thorough review of what motivates your customers to choose you over your competitors. It's all about understanding different types of drivers and identifying the most important ones for you.
Understanding the market goes hand in hand with understanding the customer. Therefore, we are following up with a thorough review of what motivates your customers to choose you over your competitors. It's all about understanding different types of drivers and identifying the most important ones for you.
Outro
Module 5:
Strategy
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.
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 Brand Strategy
Companies have a brand whether they like it or not. The brand is in the minds of customers and other stakeholders. The choice to actively try to influence and strengthen that brand is called brand strategy and involves everything from the company name, logo, and symbols to defining what customers should think and feel when they are exposed to the brand. There are a lot of different concepts and terms in brand strategy, so this course clarifies those terms so you can better assess your next step to create a better brand strategy.
You will learn the basics of brand strategy by learning the meaning of all the different brand strategy concepts. You will learn what is important and less important to define and what is the end goal of a successful brand strategy.
Strategy work can vary in scope. It depends both on how much you already have in place and how much you need. So, we start with a strategic review to see what you have, what you lack, and what you want to add.
Then we summarize the needs and move on to three vital areas to accelerate growth. Firstly, market strategy. Secondly, value proposition, and thirdly, brand strategy.
Strategy work can vary in scope. It depends both on how much you already have in place and how much you need. So, we start with a strategic review to see what you have, what you lack, and what you want to add.
Then we summarize the needs and move on to three vital areas to accelerate growth. Firstly, market strategy. Secondly, value proposition, and thirdly, brand strategy.
Outro
Module 6:
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 must find the areas where you think you can increase your growth right now. It depends very much on how far you have come in your growth journey and what you have already put in place.
Thus, we start with a tactical review of product packaging, distribution, UX, sales, negotiation, and marketing communication to find out 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 must find the areas where you think you can increase your growth right now. It depends very much on how far you have come in your growth journey and what you have already put in place.
Thus, we start with a tactical review of product packaging, distribution, UX, sales, negotiation, and marketing communication to find out where you can find improvements. From there, you set a plan for the courses you want to dive deeper into.
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
