COURSE NUMBER: MBA267.2

COURSE TITLE: Growth Marketing

UNITS OF CREDIT: 3

INSTRUCTOR: Bill Pearce

EMAIL ADDRESS: wdpearce@berkeley.edu (primary) or through bCourses 


CAREER FIELD: Designed for students interested in careers in Marketing, Consulting, General Management or Early Stage / Venture. For anyone who wants to learn about how to build a business when money is scarce and Return on Marketing Investment has to be immediate. Growth marketers are data-driven and work to find innovative ways to drive user acquisition, keep customers engaged, retain them, and ultimately turn them into brand champions. In other words, growth marketers are master experimenters at every stage of the funnel. And they work closely with the whole business to gain better insights.

COURSE FORMAT: Mixture of cases, lectures, and in-class practice

BASIS FOR FINAL GRADE: 
Class attendance and participation accounts for 20% of the grade. Individual assignments account for 40%. A team based final project accounts for 40%.

COURSE ABSTRACT:

Growth without retention isn’t growth after all. The objective of this course is to help students take the traditional marketing model and add immediately quantifiable layers such as: A/B testing, value-additive blog posts, data-driven email marketing campaigns, SEO optimization, creative ad copy, and technical analysis of every aspect of a user’s experience to attract, qualify, sign and retain customers. This approach to marketing will prepare people for careers in Start-Ups, Tech, Consulting and D2C.

BIOGRAPHICAL SKETCH:

Bill Pearce is Assistant Dean and CMO of Haas. For the past eight years Bill has been on the Marketing Faculty where he teaches on the subjects of Marketing, Strategy and Innovation. Bill is the Chairman of Rich Relevance, a VC backed AI/Big Data firm and is Lead Director of Ooma (NYSE). Bill sits on the Advisory Boards of several other firms in the area of Digital Marketing. Bill was previously Chief Marketing Officer for Del Monte Foods and Taco Bell. He was previously VP of Marketing for Campbell Soup and Marketing Director with Procter & Gamble. Bill has an MBA from Cornell University, Johnson School of Management and his BA in Economics from Syracuse University.

PREREQUISITES: MBA 206 or equivalent

REQUIRED READINGS: Assigned via Reader.