Going Viral and Growth Hacking

The Psychology of Virality

Almost all viral content has certain commonalities; the STEPPS framework for evaluating this content is among the most useful because of its reproducibility. Students will learn this framework to produce marketing content that has a high probability of being shared.

Meme Culture and Marketing

Internet memes have played a significant role in how companies have started to market themselves. Students will learn how to leverage the internet’s tendency to share particular types of content to their advantage.

Influencer Marketing, Affiliate Marketing, & Referral Programs

With the extent to which people spend their lives on platforms such as YouTube and Instagram, influencer and referral programs (also closely tied to affiliate marketing) have become among the most popular and efficient ways for companies to market. Students will learn about the advantages and disadvantages of this channel.

Creative Briefing Fundamentals

At the start of every campaign, a marketer will craft a creative brief to communicate strategies and creative needs to different external and internal stakeholders to execute the requirements in the creative brief. Students will learn the fundamentals of writing a compelling creative brief and complete a creative brief as a part of their final project.

Search Engine Marketing

Viral growth can be further boosted by Search Engine Marketing strategies, both paid and unpaid. Additionally, the research and analysis involved in Search Engine Optimization can be applied to viral marketing strategies. Students will learn about these synergies and how to apply them to digital marketing plans.

Measurement of Organic Growth & Driving Continuous Improvement

Setting goals and defining KPI benchmarks at the onset are critical aspects of determining the success of any given viral or organic campaign. Students will learn the importance of this and about different metrics and tools that can measure success.

Ethics of Viral Marketing

We live in a culture where information can be shared rapidly via digital, whether it be true or false. We are facing an epidemic in society where companies share false information to get traffic to their website or obtain more clicks. Students will learn the ethics behind viral marketing and sharing.

Social Proof Marketing

There are a variety of approaches that build consumer confidence that helps drive organic growth. This course will talk about the different content mediums & tactics that can be used to drive conversion.