Product Manager is a top 5 job on LinkedIn's Most Promising Jobs for 2019, and one of the most coveted roles in large tech enterprises, as well as entrepreneurial startups. While Product Management roles have been growing rapidly for a while, a recent analysis of Google Trends revealed an increase of 425% in average monthly interest about Growth Product Management over the last 5 years. Hone specialized Product Management skills in growth and acquisition strategy by learning how to build an agile acquisition plan with market-based measurable KPIs which fits well into the overall growth strategy. Build Growth Product Management experience in the course final project by acting as the growth product manager for a B2B cloud infrastructure offering and craft an acquisition strategy to increase signups of the product.
Growth and Acquisition Strategy is the first of three courses in the Growth Product Manager Nanodegree program. Hone specialized Product Management skills in growth and acquisition strategy by learning how to build an agile acquisition plan with market-based measurable KPIs which fits well into the overall growth strategy.
Overview
Syllabus
- Acquisition Funnels and Growth Loops
- Build the initial acquisition strategy using funnels and growth loops and learn how to apply various types of growth loops to their acquisition strategy depending on the product/market or model.
- Measuring and Optimizing Acquisition Performance
- Identify key performance indicators critical for acquisition
strategy depending on the product/market/business, and optimize/improve acquisition using product line expansion and layering. - Defining the Audience and Channel
- Define target audience, develop personas and understand market segmentation principles for successful niche domination. Learn how to apply behavioral psychology in customer buying decision process to improve the design and facilitate micro-conversions to increase acquisition, retention, and stickiness.
- A/B Testing at Scale
- Learn and apply best practices for forming an A/B test hypothesis,
performing research, and analyzing test data to achieve
statistically significant results. - Final Project: Unleash Growth “to the Clouds”
- In this project, you will act as the growth product manager for a B2B cloud infrastructure company and build an acquisition strategy to increase product signups. Based on a provided dataset of quantitative and qualitative product characteristics, you will first define acquisition funnels and corresponding KPIs to measure. Then, you will suggest growth loops to optimize them and increase signup conversion. Lastly, you will formulate a hypothesis and suggest a related A/B test designed to boost product acquisition.
