MKTG 4605 — Demand Generation and Growth Marketing
4 semester hoursUndergraduateLecture
Explores data-driven strategies for building customer demand and scaling product adoption in technology companies. Emphasizes experimentation methodologies, conversion optimization, and performance measurement to drive sustainable growth. Topics include customer life-cycle management, funnel analysis, marketing automation, channel strategy, and growth analytics. Covers growth frameworks, A/B testing design, messaging optimization, acquisition tactics, and retention strategies. Features project-based experiential study through semester-long partnerships with technology companies, where student teams develop and test growth strategies that address real-world product management challenges.