Growth marketing

Whether you're a marketer, a business leader or a product manager, you'll probably have noticed that the digital marketing industry is being profoundly disrupted by agile organisations capable of adapting more quickly to the market.

So how do you stay competitive and stand out in a fiercely competitive market?

Firstly, by keeping an entrepreneurial spirit: it's no longer a question of groping your way forward using your intuition, but rather of encouraging experimentation. In this programme, you will learn how to develop products tailored to your customers' needs (Product Market Fit) using a rigorous approach.

We will then structure your entire marketing strategy by working on your conversion funnel. Using the AARRR Framework (Acquisition, Activation, Retention, Referral and Revenue), you will learn how to analyse the sales cycle and design a coherent strategy for the entire customer journey.

Once this framework is in place, we'll look at Ads campaigns (Google Ads, Meta, etc.) as an acquisition lever. The aim is not to turn you into Ads specialists, but to enable you to communicate effectively with your agencies. Too many organisations are still trapped by a lack of transparency or understanding on these subjects. You will leave with concrete keys to analysing your campaigns and improving their performance.

Finally, we'll look at how to optimise your results using a data-driven approach: A/B Testing, Conversion Rate Optimisation (CRO), and other techniques that will enable you to improve the effectiveness of your marketing actions across the entire funnel.