Growth Marketing Strategy Training Course

Duration 10 days 16 modules · 65 contact hours
Level Intermediate Certificate on completion
Who attends Growth Marketing Managers, Digital Marketing Managers and others
Fee from USD 2,200 KSh 190,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-M-077

Before you join: Participants should have practical experience in marketing, digital campaigns, customer communications, product marketing, sales enablement or customer experience.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Growth marketing teams are expected to produce measurable customer and revenue growth while managing limited budgets, fragmented data, approval processes and channel saturation. Traditional campaign planning often separates acquisition, conversion and retention, making it difficult to identify where growth is constrained or which actions deserve further investment. This course gives marketers a disciplined way to find growth opportunities, test them quickly and scale only the approaches supported by evidence.

Participants learn how to define a growth model, segment priority audiences, map customer journeys and diagnose funnel friction. The course covers Jobs to Be Done, AARRR funnel metrics, RACE planning, value proposition design, demand generation, conversion-rate optimisation, lifecycle messaging, referral mechanics, marketing automation and growth experimentation. Participants will formulate evidence-based hypotheses, select meaningful metrics, design controlled tests, interpret results and make channel investment decisions.

Teaching combines focused instructor briefings, practitioner cases, group analysis, experiment-design workshops, campaign simulations and structured work on participants' own commercial or service-growth challenge. Cases can be adapted for banking, telecommunications, retail, public services, technology, healthcare, NGOs and business-to-business markets. Participants leave with a growth marketing strategy pack containing a growth model, funnel diagnosis, audience priorities, experiment backlog, measurement plan and 90-day execution roadmap.

The course suits marketing professionals who already understand core marketing concepts and need a repeatable system for finding, testing and scaling growth opportunities. It is particularly relevant where marketing, product, sales and customer-service teams must coordinate around shared customer and commercial outcomes.

What you will be able to do

  • Construct a growth model linking customer actions, funnel metrics and commercial outcomes
  • Diagnose acquisition, activation, retention and referral constraints using AARRR metrics
  • Prioritise growth opportunities using ICE scoring and evidence-based assumptions
  • Design controlled marketing experiments with hypotheses, success criteria and guardrail metrics
  • Build audience segments and Jobs to Be Done profiles from behavioural and qualitative evidence
  • Optimise landing pages, calls to action and conversion paths using CRO methods
  • Create lifecycle messaging programmes for onboarding, retention, reactivation and referral
  • Present a 90-day growth marketing strategy with measurement, governance and investment decisions

Benefits of attending

For you

  • Build a credible growth strategy rather than a disconnected campaign calendar
  • Use experiment evidence to defend marketing priorities and budget requests
  • Identify funnel constraints before spending on additional acquisition channels
  • Design customer lifecycle programmes that improve activation and repeat purchase
  • Present growth results using commercial metrics understood by senior stakeholders

For your organisation

  • Focus marketing investment on the customer and funnel constraints limiting growth
  • Reduce waste from untested campaign assumptions and poorly targeted channel activity
  • Create shared metrics across marketing, product, sales and customer-service teams
  • Increase learning speed through structured experiment design and decision records
  • Produce a prioritised 90-day growth roadmap tied to measurable business outcomes

Course modules

16 modules over 10 days

Participants can define a growth marketing operating model linked to commercial objectives.

  • Growth marketing distinguished from campaign delivery and brand communications
  • North Star Metric selected from customer value and business economics
  • Growth model links customer actions to revenue, margin and retention
  • RACE framework structures reach, act, convert and engage activity
  • Cross-functional growth teams define marketing, product and sales responsibilities
  • Decision cadence connects insights, experiments, investment and executive reporting

Participants can assess market opportunities and identify the constraints most likely to limit growth.

  • TAM, SAM and SOM estimates test realistic market opportunity
  • Category demand distinguishes market growth from competitor switching
  • Porter's Five Forces examines structural pressure on growth economics
  • Competitor teardown compares offers, journeys, channels and conversion triggers
  • Growth constraints classified as demand, conversion, retention or capacity
  • Assumption map separates known evidence from decisions requiring validation

Participants can define priority customer segments and actionable Jobs to Be Done profiles.

  • Segmentation combines needs, value, behaviour and purchase context
  • Jobs to Be Done interviews identify progress, barriers and desired outcomes
  • Buying committees mapped by role, influence, concern and information need
  • Behavioural data reveals high-intent actions and meaningful engagement patterns
  • Priority segments scored by attractiveness, accessibility and strategic fit
  • Persona documents replaced with evidence-based segment decision sheets

Participants can develop value propositions and messages that address priority customer jobs.

  • Value Proposition Canvas connects customer pains, gains and offering benefits
  • Message hierarchy translates product features into customer-relevant outcomes
  • Proof points establish credibility through evidence, specificity and relevance
  • Objection mapping anticipates perceived risk, effort and switching costs
  • Demand messages differ from activation, retention and referral messages
  • Message tests compare comprehension, relevance, differentiation and intent

Participants can map customer journeys and quantify the funnel stages requiring intervention.

  • Journey maps capture customer goals, touchpoints, emotions and friction
  • AARRR funnel measures acquisition, activation, retention, referral and revenue
  • Stage conversion rates expose losses between meaningful customer actions
  • Cohort analysis separates recent performance from historical customer behaviour
  • Path analysis identifies common routes, drop-offs and dead ends
  • Funnel diagnosis distinguishes traffic problems from experience problems

Participants can create a measurement plan with decision-ready growth metrics.

  • Metric trees connect leading indicators with commercial outcome measures
  • Acquisition cost calculated by channel, segment and campaign cohort
  • Customer lifetime value estimates retention, margin and repeat purchases
  • Conversion definitions standardise events, time windows and exclusions
  • Guardrail metrics protect customer experience, compliance and profitability
  • Dashboard specifications assign data source, owner, cadence and action

Participants can build a prioritised experiment backlog from evidence and growth hypotheses.

  • Growth hypotheses state audience, intervention, expected mechanism and metric
  • ICE scoring ranks ideas by impact, confidence and ease
  • Experiment backlog records assumptions, dependencies, owners and deadlines
  • Learning agendas organise tests around strategic growth uncertainties
  • Quick wins distinguished from scalable opportunities and foundational improvements
  • Ethical review checks fairness, consent, transparency and customer harm

Participants can design controlled tests and make sound decisions from experimental results.

  • A/B test structure defines control, treatment, audience and duration
  • Primary metrics selected before launch to prevent result shopping
  • Sample-size planning considers baseline rate, effect size and confidence
  • Randomisation reduces selection bias between experimental comparison groups
  • Statistical significance interpreted alongside practical commercial significance
  • Test readouts document results, limitations, decisions and follow-up actions

Participants can select and manage acquisition channels according to audience intent and economics.

  • Channel portfolio balances owned, earned, paid and partner routes
  • Search intent maps keywords to educational, commercial and transactional content
  • Paid media testing isolates audience, creative, offer and landing-page variables
  • Content clusters build authority around priority customer questions
  • Account-based marketing coordinates target accounts, buying groups and outreach
  • Channel economics compare incremental conversions, costs and payback periods

Participants can improve conversion paths using structured conversion-rate optimisation methods.

  • Landing-page anatomy aligns headline, proof, offer and call to action
  • Heuristic review identifies clarity, relevance, friction and anxiety issues
  • Fogg Behavior Model diagnoses motivation, ability and prompt weaknesses
  • Form design reduces unnecessary fields, ambiguity and perceived effort
  • Heatmaps and session recordings generate hypotheses, not final conclusions
  • Conversion tests prioritise high-traffic pages and critical customer actions

Participants can design activation programmes that move new customers toward first value.

  • Activation event defined as the earliest meaningful customer value moment
  • Onboarding journeys sequence guidance, prompts, proof and support
  • Time-to-value analysis identifies delays after registration or purchase
  • Progressive profiling collects customer information without excessive initial friction
  • Behaviour-triggered messages respond to incomplete setup and dormant actions
  • Onboarding metrics track activation rate, completion time and early retention

Participants can develop lifecycle programmes that improve retention and customer value.

  • Retention curves reveal when customer cohorts begin to disengage
  • Churn analysis identifies behavioural signals preceding cancellation or inactivity
  • Lifecycle segmentation differentiates new, active, at-risk and lapsed customers
  • Win-back campaigns combine timely triggers, relevant offers and service recovery
  • Frequency and recency measures identify valuable repeat-purchase opportunities
  • Retention experiments assess incremental value rather than email engagement alone

Participants can design referral and advocacy approaches suited to customer motivation and trust.

  • Referral loops map invitation, sharing, acceptance and new-customer activation
  • Incentive design balances customer motivation, fraud risk and unit economics
  • Net Promoter Score used cautiously alongside behavioural advocacy evidence
  • Customer proof formats include reviews, case studies, ratings and references
  • Community programmes define member value, participation rules and moderation
  • Advocacy measurement tracks referred activation, retention and customer value

Participants can specify lifecycle automation that supports relevant and timely customer communication.

  • Trigger maps connect customer behaviour with timely communication responses
  • Contact policy controls frequency, suppression rules and channel preferences
  • Lead scoring combines fit, intent and engagement signals
  • Nurture sequences address information needs across extended buying cycles
  • CRM handoffs define qualification criteria, ownership and response standards
  • Automation governance manages approvals, data quality and performance reviews

Participants can govern growth activity through clear decisions, budgets, controls and accountability.

  • Growth roadmap sequences foundational work, tests and scaling decisions
  • Budget allocation uses marginal returns rather than historical spending patterns
  • Test-and-scale gates specify evidence required before wider investment
  • Marketing risk register covers privacy, brand, financial and operational risks
  • Consent management aligns campaign activity with applicable data-protection requirements
  • Executive reporting presents decisions, evidence, risks and resource implications

Participants can build, review and present a complete 90-day growth marketing strategy for a defined business challenge.

  • Growth objective framed with commercial target, audience and time horizon
  • Funnel diagnosis identifies the primary constraint and supporting evidence
  • Segment priorities and Jobs to Be Done guide value proposition choices
  • Experiment portfolio applies ICE scoring, hypotheses and measurement criteria
  • Channel, activation and retention actions form an integrated roadmap
  • Peer review challenges assumptions, risks, resource needs and success measures

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Growth model and metric tree template
  2. AARRR funnel diagnosis worksheet
  3. Jobs to Be Done interview guide
  4. ICE-scored experiment backlog
  5. Lifecycle marketing automation map
  6. 90-day growth strategy roadmap

Who should attend

  • Growth Marketing Managers — need a repeatable system for prioritising and scaling growth initiatives
  • Digital Marketing Managers — need to connect channel activity with conversion and retention outcomes
  • Product Marketing Managers — need stronger evidence for adoption, activation and lifecycle decisions
  • Demand Generation Managers — need to improve qualified demand through testing and funnel diagnosis
  • Customer Experience Managers — need to reduce journey friction and improve customer retention
  • Marketing Analysts — need to turn customer data into actionable growth hypotheses

Skills and tools covered

Growth strategy designFunnel analysisExperiment designConversion optimisationLifecycle marketingMarketing measurement

Tools and standards

AARRR funnel, RACE framework, Jobs to Be Done, ICE scoring

How the course runs

Training methodology

The instructor uses short briefings to introduce growth frameworks, followed by cases, group analysis and applied design work. Participants diagnose sample funnels, assess campaign evidence, formulate hypotheses and make investment decisions in simulated growth reviews. Workshops use realistic artefacts such as dashboards, landing pages, email sequences, customer interviews and channel plans. Participants progressively develop their own growth strategy materials, receive peer and instructor feedback, and refine them into a practical 90-day plan.

Requirements and prerequisites

Participants should have practical experience in marketing, digital campaigns, customer communications, product marketing, sales enablement or customer experience. They should be comfortable discussing campaign metrics such as traffic, leads, conversion rate, acquisition cost and retention. Familiarity with spreadsheets and basic web or campaign analytics is useful. The course does not require coding, advanced statistics, data-science experience, access to specialist software or prior responsibility for a large marketing budget. Participants gain most when they bring a current product, service, audience or growth challenge.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should have practical exposure to marketing, customer communications, digital campaigns, product marketing or customer experience. Basic familiarity with campaign and funnel metrics is helpful; coding and advanced statistical knowledge are not required.

Bring a current product, service, customer segment or growth problem if you have one. Useful materials include recent campaign results, funnel data, customer research, landing pages or lifecycle communications, although none are mandatory.

It is designed for intermediate marketing, digital, product marketing, demand generation, customer experience and marketing analytics professionals. It also suits managers coordinating growth work across marketing, sales, product and customer-service teams.

Digital marketing courses usually focus on individual channels and execution techniques. This course focuses on the growth system: customer journeys, funnel constraints, experimentation, lifecycle value, measurement and decisions about where to invest.

Participants develop a funnel diagnosis, experiment backlog and 90-day roadmap around a real or realistic business challenge. These materials can be adapted into planning documents, test briefs and management discussions after the course.

Each training day runs from 08:30 to 16:30 and provides about 6.5 contact hours. The first week establishes the growth model, audience evidence, funnel analysis and experimentation methods; the second week applies these methods to channels, conversion, lifecycle programmes, governance and the capstone.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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