HTE410BKK
Growth Strategies in Tech
Faculty
Katya de Freedericksz
Entrepreneur & Growth Marketing Advisor
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This practical course equips students with the skills and knowledge to develop and execute an effective growth & Go-To-Market strategy. The curriculum draws on valuable insights and proven strategies from the tech industry's most successful leaders. From acquiring and retaining customers to understanding user psychology and forming habits, students will learn how to tackle challenging growth obstacles and achieve tangible results. The course is filled with real-world examples from category-defining companies, offering students a dynamic and engaging learning experience.
Learning highlights
- Learn how to create a successful retention & engagement plan
- Learn how to create and deploy an innovative acquisition channel
- Understand how monetisation works for different types of business models
- Understand what growth models are and draft a model for a project
- Understand user psychology and how to strategise around your users' psychology
- Understand why and how to experiment to achieve rapid growth
Course outline
15 classes
Session 1
Overview of course objectives and key learning outcomes.
Outline of course projects and expectations.
Learn the definition of customer journeys, their importance in growth strategies, and explore examples from both B2B and B2C companies.
Group exercise: Map the customer journey for a tech company.
Session 2
Differentiating Product, Digital Marketing, and Growth: Recognizing how these three areas differ and interrelate within a tech company.
Pirate Funnel (AARRR): Understanding Acquisition, Activation, Retention, Referral, and Revenue stages.
Exploring acquisition loops: viral, content, paid, and sales loops.
Session 3
Growth Mindset: Embracing failure, learning from challenges, and using feedback constructively.
Data-Driven Decisions: Tracking key metrics in SaaS and e-commerce, focusing on customer touchpoints beyond basic data.
Session 4
Rapid Experimentation: Why it’s critical for a tech company.
Running Growth Experiments: GROWS process and the essentials of A/B testing for continuous improvement.
Session 5
Presentation on User Psychology history and user psychology now.
The ELMR framework: Emotion, Logic, Motivation and Rewards.
Principles of influence.
User psychology exercise.
Session 6
Marketing Funnels, Channels & Tools.
Learn how to design effective marketing funnels, identify product-channel fit, and apply the power law of distribution.
Discover strategies for selecting the right channels and leveraging low-cost tools to drive growth efficiently.
Session 7
Monetization Strategies and Acquisition.
Deep dive into monetizing products.
Strategies for effective monetization planning.
Experimentation techniques to determine optimal pricing.
Session 8
Customer Segments, ICP & Development Interview.
Explore how to define customer segments, create Ideal Customer Profiles (ICP), and conduct effective customer development interviews.
Learn to move beyond demographics to psychographics, focusing on values, behaviors, and motivations.
Jobs to Be Done: developing products based on understanding both the customer's specific goal.
Session 9
The Mom Test to help you ask your customers the right questions and gain actionable insights.
How to conduct a user interview: Best practices.
Uber & Couchsurfing example.
Session 10
Importance of Retention.
Retention Drives Growth: Fuels acquisition through referrals and word-of-mouth.
The Hook Framework: Internal & external triggers, simple actions, variable rewards, and user investment.
Case Study - TikTok.
Session 11
Go-to-Market (GTM) Strategies.
Learn how to develop effective go-to-market strategies to successfully launch products and reach target customers.
“Crossing the Chasm” by Geoffrey Moore, which highlights the gap between early adopters and the early majority.
Session 12
Go-to-market strategy, used by unicorns like Facebook, Uber, and Amplitude.
Discover how your GTM choices impact product development, messaging, pricing, branding, and sales channels.
Session 13
Branding for Tech Companies.
Explore the importance of branding in tech, focusing on how it drives memorability, differentiation, and emotional connection.
Learn key concepts like Simon Sinek's Golden Circle (Why, How, What) and brand archetypes that align with human desires, such as The Hero, The Creator, and The Explorer.
Understand how strong branding helps tech companies stand out beyond features and pricing.
Session 14
Final project presentations: Applying course learnings to real-world scenarios or hypothetical business models.
Reflection session: Sharing experiences and key takeaways, discussing potential applications in students’ future endeavours.
Session 15
Summarizing key insights and strategies covered throughout the course.
Exploring emerging trends and future predictions in the tech industry.
Final project presentations: Applying course learnings to real-world scenarios or hypothetical business models.
Reflection session: Sharing experiences and key takeaways, discussing potential applications in students’ future endeavours.
Prerequisites
General Knowledge of Tech Company Landscape: Understanding the current state, trends, and dynamics within the technology industry.
Methodology
Interactive Lectures: Engaging sessions with live discussions, ensuring a dynamic learning experience.
Group Work: Collaborative projects fostering teamwork, with a focus on practical applications of course concepts.
Case Studies: Analysis of real-world scenarios from leading tech companies, bringing theory to life.
Workshops: Hands-on exercises to apply learning in a simulated environment.
Fun and Engaging Exercises: Interactive tasks designed to be enjoyable while reinforcing key concepts.
Individual Assignments: Opportunities for personal reflection and application of course material.
Weekly Progress: The course will build progressively, starting with fundamental concepts and moving to advanced strategies, ensuring a comprehensive understanding and skill development in a fun, interactive environment.
Grading
Katya de Freedericksz is an entrepreneur with a diverse background in marketing and growth. With experience working with notable corporations like Unilever and Forrester and start-ups in the SaaS, GreenTech, and EdTech industries, Katya has trained and coached numerous founders and marketers on growth marketing strategies. Currently, Katya is dedicated to her new venture SheRise, supporting women entrepreneurs with financial know-how and access to capital. In 2023, Katya was awarded The Break Fellowship, an esteemed EU initiative for women entrepreneurs.
See full profileApply for this course
Growth Strategies in Tech
by Katya de Freedericksz
Total hours
45 Hours
Dates
Mar 17 - Apr 04, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.