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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.

Heading

Growth Marketing covers several different areas of expertise in marketing. Everything from analysis to strategy and tactics. It is the ability to analyze your growth at a strategic level that makes you a growth marketer. Combined with a deeper understanding of customer psychology and what drives conversion, you get several tools to find your next steps to growth.

The ML Canvas.

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 Marketing Works

2
lessons
13
min

Learn the basic structure of growth-driven marketing. The Marketing Canvas by Marketing Levels is introduced.

How to Define Your Growth Funnel

5
lessons
21
min

Learn to select the KPIs that define your growth.

Marketing Metrics Orientation

12
lessons
33
min

Learn to better understand, measure and use different types of marketing metrics.

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 Motivation Analysis

10
lessons
43
min

Learn how to better understand your customers and their motivations. Learn customer psychology and get practical templates.

Customer Journey Mapping

6
lessons
22
min

Learn how to map your customer journey to identify weaknesses and possible improvements. Get knowledge and practical templates.

Introduction to Market Analysis

3
lessons
10
min

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.

Introduction to Strategy

7
lessons
24
min

Learn the different strategies involved in marketing and how they help you succeed.

Strategic Review

3
lessons
10
min

Learn to review and evaluate what strategies you have and what will be required for you to succeed.

Introduction to Market Strategy

4
lessons
17
min

Learn what goes into a marketing strategy and the choices you need to make to succeed.

Writing a Growth Plan

8
lessons
23
min

Learn how to write a growth plan. You get several different templates and exercises.

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

3
lessons
10
min

Learn to evaluate and plan your tactics.

How to use paths

Module 1: 

Introduction to Growth Marketing

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.

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.

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.

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

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.

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.

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

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.

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.

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.

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.

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

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: 

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Outro

Module 6: 

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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 upsättning 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 godkänt. 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.

  1. 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 bahöva 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.
  2. Analys av marknadskommunikation
    För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller likande) 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