This course is designed for a diverse range of experienced students and working professionals aiming to gain an understanding of basics of growth marketing strategies, frameworks, and tactics. The growth marketing frameworks and examples covered in this course primarily apply to software companies and products, and their concepts can be adapted to other business types. Familiarity with data and marketing channels will facilitate comprehension of the course content.
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# Growth Marketing Masterclass

Master data-driven and AI-powered strategies to grow users and revenue for your business.

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## Sign up below to be notified about the next offering for the Berkeley Growth Marketing Masterclass

### Program Cost

$695 USD

### Program Dates

Apr 23 - May 21, 2024

### Location

Live Online on Tuesdays from 6:30 to 8:15 p.m. PT

### Application Deadline

April 17, 2024

Learn How to Grow to Millions in Revenue and Users

## Unparalleled Access

Learn growth marketing from seasoned industry leaders from the biggest names in tech

## Data-Driven Marketing

Understand how to utilize the latest data and AI-driven marketing strategies & tactics

## Appropriate for all levels

This course will deliver the latest approaches to marketing and is appropriate for early career and seasoned marketing professionals, as well as adjacent functions such as founders, product, and engineering.

## Berkeley Insights

Join the Berkeley community and gain insights from the world's #1 university for startups and #1 public university

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Blue BE OneLine

## About the Course

light bulb with gears icon

### Learn Key Marketing Frameworks

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### Master Important Channels

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### Utilize Data for Growth

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### Explore AI in Marketing

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### Insights from Seasoned Instructor

### What You'll Learn

Introduction to Growth Marketing Strategy covers foundational frameworks that span user acquisition to lifecycle marketing. You will learn how to use some of the most important marketing channels today, such as performance ads, editorial and programmatic SEO content, user acquisition loops like referrals, influencer marketing, lifecycle emails, and notifications strategy. Learn how to use data-driven insights to come up with growth hypotheses and test them through experimentation. You'll also get exposed to the latest AI-powered growth marketing strategies so that you have a lens into how generative AI content, automation, and workflow tools can help you accelerate revenue. Whether you're looking to grow new users or maximize revenue, this course will equip you with the frameworks and executional skills to lead and grow your business.

The course instructor comes from a 12-year career as a growth executive building and leading growth teams for companies such as Meta (Facebook, Instagram, and WhatsApp), Pinterest, Descript (Series C led by OpenAI), and Indiegogo. The course will feature guest lecturers from a variety of growth executives to share real-life examples.

### Course logistics

- Times: Tuesdays 6:30-8:15 p.m. PT
- Dates: April 23 to May 21, 2024
- Registration deadline: April 17, 2024
- Location: Live online via Zoom
- Enrollment limit: 60 participants
- Cost: $695

## Get Your Growth Marketing Certificate

Certificates are awarded by UC Berkeley College of Engineering on completion of program. To receive a certificate, participants must:

- Attend at least 4 out of 5 live class sessions.
- Complete the course project.

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## What We'll Cover

Over the course of 5 weeks, this course will present hard earned frameworks from a 12-year career in growth that you won’t be able to find anywhere on YouTube or the Internet.

Week One: Introduction to Growth Marketing Fundamentals_Expand_

- Define growth marketing as a role within an organization and how it differs across marketing, product, and sales levers.
- Learn about the AARRR funnel and its application in developing effective growth marketing strategies.
- Examine the concepts of traction versus scaling strategies, and the importance of timing in growth efforts.
- Review real-world examples from companies with mature growth organizations, like Meta and Pinterest, to gain practical insights.

Week Two: Understanding Growth Marketing Channels_Expand_

- Understand the landscape of paid and unpaid user acquisition channels
- Learn about key metrics such as payback period, Customer Lifetime Value (CLTV), and Customer Acquisition Cost (CAC).
- Strategies for selecting marketing channels, balancing short-term tests with long-term sustainable growth.
- Deep dive on paid marketing, SEO, and referral marketing channels.

Week Three: Growth Loops, Retention, and Experimentation_Expand_

- Learn about the differences between linear versus compounding growth marketing strategies, and why we focus on building loops.
- Define user activation and how you can define an activation metric, even if you have limited data.
- How to create onboarding flows across product, emails and notifications that effectively activate new customers.
- Understand lifecycle marketing strategies across the customer journey.

Week Four: Data, Insights, and Experimentation_Expand_

- Understand how insights drive experiments, which drive further insights and more experiments as a result, creating a virtuous loop of improvements over time.
- How to develop growth marketing hypotheses based on observations, data and insights.
- Learn the basics of experimentation and walk through a deep example of going from insights to launched experiment.
- Define goal metrics and guardrails to design and execute growth marketing experiments.

Week Five: Building Teams, Career, and Using AI Tools to Grow_Expand_

- Learn about when it's a good time to hire growth managers, and how to structure the team for the best outcomes.
- Understand what a career in growth might look like.
- Learn about how generative AI is an imperative tool in growth work to accelerate business impact.

## Meet the Instructor

### Sandy Diao, Growth Executive & Investor

Sandy Diao is a growth executive with a track record of scaling user bases from zero to hundreds of millions. Diao has led growth teams for over 12 years at industry-leading companies such as Meta (Facebook/Instagram) to build full-funnel growth programs for hundreds of millions of users, Pinterest as the first B2B growth hire to acquire the first million business customers, and Descript (Series C led by OpenAI and a16z) as the first growth hire. Diao invests in software companies as a Venture Partner at IOVC and also advises early stage founders on growth marketing. Diao is a keynote speaker and lecturer at over thirty conferences on the topics of growth strategy and entrepreneurship.

### Guest Lecturers from Top Companies

This course features growth executives from fast-growing companies such as Meta, TikTok, a16z, and more.

Colby Raden 1

Colby Raden, Sr. Director of Growth Marketing at Meta

Ethan Smith 3

Ethan Smith, SEO Growth at Graphite

Junyan Xie 4

Junyan Xie, Head of Growth & Product at TikTok

## Loved by Former Participants

See what some of our former participants, spanning marketing managers to founders had to say:

-Director of Growth at Company with >$700M Revenue

- Product Manager at Google

– Founder, Series A Startup

## Registration ended April 17th

Doe 4543 (2)

## FAQ

Who is a good fit for this course?Expand

This course is designed for a diverse range of experienced students and working professionals aiming to gain an understanding of basics of growth marketing strategies, frameworks, and tactics. The growth marketing frameworks and examples covered in this course primarily apply to software companies and products, and their concepts can be adapted to other business types. Familiarity with data and marketing channels will facilitate comprehension of the course content.

Is there tuition support or discounts?Expand

We don’t offer any individual seat discounts. If you are interested in group rates (2 or more individuals per organization or purchase), please contact the instructor smdiao@berkeley.edu and we can send you pricing based on the total number of seats.

Additionally, if you’d like support on expensing this course with your company learning credits, you can reference this reimbursement request template.

Can I get this course reimbursed through my employer?Expand

If your organization or employer offers education reimbursements, this course could be a great way for you to utilize that benefit. To make this process easy for you, we’ve created a compelling reimbursement request template that you can copy and paste to use.

What is the cost to enroll in the course?Expand

Costs are $695 per student. This covers access to live online lectures, lecture slides provided after class, office hours, and a certificate of completion.

What type of certificate or credit will I receive upon completion?Expand

By completing this course, you will receive a certificate of completion from the UC Berkeley School of Engineering Sutardja Center that you can reference in your resume or on LinkedIn.

What prerequisites are needed to be successful in this course?Expand

There are no prerequisites to attend this course, which is primarily designed to be an introductory in nature.. Students who want to maximize their learning experience should come prepared to touch on basic marketing and data concepts.

What is the expected time commitment?Expand

The course will be 5 weeks starting Tuesday April 23rd and ending on May 21st. Each lecture will be approximately 1 hour 45 minutes, with a 10 minute break during each class. In addition, the instructor will provide slides after the course to review, and provide a final assignment that will take approximately 2 to 3 hours outside of class to complete. In total, you should expect the time commitment to range from 10 hours to 15 hours total to maximize your outcomes.

Can I still get the certificate if I don't attend all of the live online classes?Expand

Students must attend at least 4 out of 5 live class sessions to receive a certificate of completion. If you can't attend live due to time zone or personal reasons, please contact the instructor to set up alternative options to accommodate your circumstances.

Can I drop the course or get a refund later on?Expand

We don’t encourage prospective students to hold up seats in the course if they aren’t serious about attending. We encourage you to email the instructor in advance if you have questions about the curriculum.

Requests for refunds will be considered only up until the April 22nd by sending an email to kmcaleer@berkeley.edu

How can I get in touch with the instructor?Expand

You can reach the instructor by emailing smdiao@berkeley.edu. Make sure to add “Growth Marketing Course” in the title so that we can keep track of your questions and get back to you as soon as possible.

You can also add Sandy Diao on LinkedIn and send a message.

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