Growth Marketing Course

Lesson 1 • The Growth Funnel Model

Map the AARRR funnel stages—Acquisition, Activation, Retention, Referral, Revenue—and assign growth levers to each. Provides the structural lens used throughout the course.

Lesson 2 • Growth Team Structures and Roles

Examine how growth teams are organised, from centralised pods to embedded squads, and clarify role responsibilities. Helps learners position themselves within real organisational contexts.

Lesson 3 • Setting a North Star Metric

Select and define a single North Star Metric that reflects genuine product value and aligns team effort. Anchors all experimentation and reporting covered later in the course.

Lesson 1 • Building Growth Dashboards

Design dashboards that surface the right metrics for daily, weekly, and strategic decision-making. Translates raw data into actionable visibility for growth teams.

Lesson 2 • Key Growth Metrics and KPIs

Calculate and interpret metrics such as CAC, LTV, churn rate, and activation rate with precision. Provides the measurement vocabulary used in every subsequent chapter.

Lesson 3 • Data Infrastructure Essentials

Understand how data flows from user actions through tracking layers into analytics tools. Grounds learners in the technical context required to trust and use data correctly.

Lesson 4 • Qualitative Data and User Research

Complement quantitative data with surveys, interviews, and session recordings to understand the why behind behaviour. Strengthens hypothesis quality before running experiments.

Lesson 1 • Statistical Significance and Confidence

Interpret p-values, confidence intervals, and statistical power to determine when results are trustworthy. Builds the statistical literacy required to avoid false positives.

Lesson 2 • Multivariate and Advanced Test Types

Extend beyond A/B tests to multivariate, split URL, and bandit algorithm approaches for complex scenarios. Expands the experimentation toolkit for mature growth programmes.

Lesson 3 • Hypothesis Development and Prioritisation

Translate data insights and user research into structured hypotheses using proven frameworks. Ensures experiments address real bottlenecks rather than assumptions.

Lesson 4 • Experiment Analysis and Documentation

Analyse test results rigorously, document learnings, and build an institutional knowledge base. Ensures each experiment compounds organisational learning over time.

Lesson 1 • Attribution and Budget Allocation

Apply attribution models to understand which channels drive conversions and allocate budget accordingly. Prevents misallocation that inflates CAC and undermines growth efficiency.

Lesson 2 • Paid Advertising Fundamentals

Build and optimise paid campaigns across search and social platforms using audience targeting and bid strategies. Directly drives scalable user acquisition when organic channels are insufficient.

Lesson 3 • Acquisition Channel Landscape

Map paid, owned, and earned acquisition channels and evaluate their fit for different product types and stages. Sets the strategic context for channel selection decisions.

Lesson 4 • Content Marketing as an Acquisition Engine

Build a content strategy that attracts, educates, and converts target audiences at scale. Connects content production to measurable acquisition outcomes rather than brand awareness alone.

Lesson 1 • Defining and Measuring Activation

Identify the specific actions that signal a user has experienced core product value and set activation benchmarks. Anchors all onboarding optimisation work to a measurable outcome.

Lesson 2 • Email and Messaging in Onboarding

Design behaviour-triggered email and in-app message sequences that re-engage users who stall before activation. Extends onboarding beyond the product interface to recover at-risk users.

Lesson 3 • In-Product Onboarding Techniques

Implement tooltips, checklists, empty states, and progress indicators to guide users to activation. Translates journey insights into concrete in-product design interventions.

Lesson 4 • Testing and Iterating Onboarding Flows

Apply experimentation principles to onboarding by running A/B tests on flows, copy, and timing. Closes the loop between diagnosis and validated improvement.

Lesson 1 • Habit Formation and Engagement Loops

Apply behavioural psychology models to design product features and notifications that build habitual use. Connects product design decisions to measurable retention outcomes.

Lesson 2 • Churn Prediction and Prevention

Identify leading indicators of churn using behavioural signals and intervene before users disengage. Shifts retention from reactive to proactive by targeting at-risk users early.

Lesson 3 • Loyalty Programmes and Power Users

Design loyalty mechanics and identify power users to amplify retention and generate organic advocacy. Leverages the most engaged users as a retention and growth asset.

Lesson 4 • Retention Metrics and Benchmarks

Calculate Day 1, Day 7, and Day 30 retention rates and compare them against industry benchmarks. Establishes the measurement foundation for all retention improvement work.

Lesson 1 • Network Effects and Virality Triggers

Identify network effect types and design features that increase product value as the user base grows. Extends virality beyond referral programmes to structural product advantages.

Lesson 2 • Measuring and Optimising Referral Programmes

Track referral programme performance using conversion rates, CAC, and LTV of referred users. Closes the loop between programme design and data-driven iteration.

Lesson 3 • Viral Coefficient and Growth Loops

Calculate the viral coefficient and model how growth loops compound user acquisition over time. Provides the mathematical foundation for designing self-sustaining growth engines.

Lesson 4 • Referral Programme Design

Design incentive structures, referral flows, and reward mechanics that motivate users to invite others. Translates viral theory into a concrete, launchable referral programme.

Lesson 1 • Upsell, Cross-Sell, and Expansion Revenue

Design in-product and lifecycle triggers that expand revenue from existing users through upgrades and add-ons. Reduces dependence on new user acquisition for revenue growth.

Lesson 2 • Building a Growth Roadmap

Prioritise growth initiatives across the full funnel using impact, effort, and strategic alignment criteria. Translates analytical insights into a sequenced, executable plan.

Lesson 3 • Monetisation Models and Pricing Strategy

Evaluate subscription, usage-based, freemium, and marketplace monetisation models and select pricing structures. Directly links product value delivery to sustainable revenue generation.

Lesson 4 • Unit Economics and Growth Efficiency

Analyse LTV-to-CAC ratios, payback periods, and contribution margins to assess growth sustainability. Ensures growth investments generate returns that justify continued scaling.