In this lesson, you Start with the “why” and “how” of measuring marketing performance. Understand the role of analytics in decision-making, common KPIs, and how to set up metrics that actually matter to business outcomes.

Learning Outcomes

• Understand what marketing analytics is and why it’s crucial in performance marketing.
• Identify key metrics across paid, owned, and earned channels (e.g., CAC, LTV, ROAS, engagement rate).
• Differentiate between vanity metrics and actionable metrics.

In this week, you explore how different attribution models assign value to user actions along the customer journey. Learn to map and analyze conversion paths using first-touch, last-touch, linear, and data-driven models.

Learning Outcomes

• Explain various attribution models and their use cases.
• Analyze multi-touch journeys and identify drop-off points.
• Choose the right attribution model for different marketing objectives.
  

In this lesson, you will learn how to build and interpret marketing dashboards that communicate insights clearly. You’ll explore tools (like Looker Studio or GA4), visualization principles, and reporting structures for different stakeholders.

Learning Outcomes

• Build a marketing dashboard with key campaign and funnel metrics.
• Tailor reports for executives, marketers, or technical teams.
• Translate data into actionable recommendations.
  

In this week, you will go beyond keywords. This topic teaches how to evaluate SEO and content efforts using metrics like organic traffic, CTR, bounce rate, and engagement—tying content to conversions, not just rankings.

Learning Outcomes

• Track and interpret key SEO performance metrics using tools like Google Search Console.
• Measure content performance with behavioral and engagement data.
• Connect organic visibility to business goals (leads, signups, revenue).

In this week, you will learn the fundamentals and strategy of performance marketing: acquisition-focused, data-driven, and ROI-obsessed. Students will explore how to use paid media effectively to drive predictable, scalable growth.

Learning Outcomes

• Understand what distinguishes performance marketing from brand or awareness campaigns.
• Identify the key metrics for evaluating performance (CPA, ROAS, CAC, etc.).
• Design a paid growth strategy across Meta, Google, and emerging channels
  

In this week, we will discuss growth doesn’t end at acquisition. This topic covers how to extend customer lifetime value through lifecycle marketing, email flows, re-engagement campaigns, and onboarding optimization.

Learning Outcomes

• Map the customer lifecycle and key engagement milestones.
• Design basic retention strategies using email, SMS, and remarketing.
• Calculate and increase LTV using post-purchase engagement strategies.

In this week, you will explore how modern growth teams use viral loops, product triggers, and user behavior to drive compounding growth. This topic focuses on non-paid growth mechanics that reduce CAC and accelerate user acquisition.

Learning Outcomes

• Define what a growth loop is and how it differs from traditional funnels.
• Design basic viral/referral loops that incentivize user-to-user acquisition.
• Apply viral coefficients and referral mechanics to campaign planning.

In this week, you will shift from spending money to making it. This topic teaches how to plan, forecast, and optimize budgets for growth based on revenue outcomes, not just traffic or clicks.

Learning Outcomes

• Create funnel-based budget allocations tied to revenue goals.
• Forecast spend vs expected ROAS or CAC targets.
• Identify when to scale, pause, or optimize based on profitability signals.

In this lesson, we will discuss Conversion Rate Optimization (CRO), the art and science of turning traffic into results. This topic gives you a hands-on framework for testing landing pages, creatives, and user flows to improve outcomes.

Learning Objectives

• Understand key CRO concepts (e.g., above-the-fold, visual hierarchy, friction points).
• Design and run structured A/B tests for ads, landing pages, and CTAs.
• Analyze test results and prioritize winning variations for scale.

In this lesson, you learn to use email and CRM platforms not just for messaging, but for growth. Students will learn to structure lifecycle campaigns, retention drips, and lead nurturing flows that drive conversion and LTV.

Learning Objectives

• Build and optimize email flows for onboarding, cart recovery, and upsell.
• Use CRM data to segment users by behavior, lifecycle stage, and engagement.
• Track and improve email performance with metrics like open rate, CTR, and revenue per email.

In this lesson, you will learn how to lead with vision, communicate

• Understand the difference between managing tasks and leading people.
• Build credibility, influence, and trust within cross-functional teams.
• Create a personal growth plan for career acceleration (short- and long-term).
• Develop habits for continuous learning and strategic thinking.
• Communicate effectively with business leaders and non-marketers.

In this lesson, you will learn how to harness the power of AI tools and insights to transform product marketing, elevating strategies, optimizing customer experiences, and driving data-informed decisions through audience insights, personalized engagement, and campaign optimization.

• Understand key AI concepts relevant to product marketing and how they work in practice.
• Identify AI tools that can support customer segmentation, messaging, and predictive analytics.
• Learn how to integrate AI insights into go-to-market strategies and product positioning.
• Explore use cases for AI-driven personalization and customer journey optimization.
• Evaluate the ethical considerations and limitations of using AI in marketing.
• Gain practical steps to adopt AI tools and workflows for immediate impact in your marketing role.