Information on individual educational components (ECTS-Course descriptions) per semester

Growth Hacking for Startups

Degree programme International Business Administration
Subject area Business and Management
Type of degree Bachelor
Summer Semester 2024
Course unit title Growth Hacking for Startups
Course unit code 025008042216
Language of instruction English
Type of course unit (compulsory, optional) Elective
Teaching hours per week 2
Year of study 2024
Level of the course / module according to the curriculum
Number of ECTS credits allocated 3
Name of lecturer(s) Koen VAN HAEREN
Requirements and Prerequisites


Course content
  • Project-based development and establishment of a growth hacking strategy for (one's own) start-up.
  • Identify and analyse a growth challenge
  • Setting up and managing a data-driven process of rapid experimentation across different digital channels
  • Monitor and interpret metrics for digital marketing (click-through rate, conversion rate, etc.)
  • Designing and implementing content marketing
  • Working with Google Analytics
  • Applying practical marketing tools (e.g. persona analysis, social media marketing tools, landing page builders, etc.)
Learning outcomes

With growth hacking, start-ups in their early development phase try to achieve the maximum marketing effect with the lowest possible expenditure of time, money and labour. In this course, students (especially of the Entrepreneurship and Innovation focus) acquire basic knowledge and skills in the process of growth hacking.

Students are familiar with a range of concepts and practical tools in the field of growth hacking. They understand the growth hacking workflow: a) define goals, b) develop strategies and creative ideas, c) test, d) optimise.

They can apply the growth hacking process of rapid experimentation across different digital channels and learn the importance of the particular mindset and the relevant tools to design and drive the growth hacking process in startups.

Planned learning activities and teaching methods

Interactive course with lecture, case studies, exercises in individual and group work, presentations and homework.

Assessment methods and criteria

Pre-assignment, participation during the seminar in the form of contributions and short presentations (individual or group assignments), post-assignment, individual weighting as determined by the instructors, announcement at the beginning of the semester



Recommended or required reading

Herzberger, Thomas; Jenny, Sandro (2019) Growth Hacking: Der Praxisratgeber für Durchstarter im Online-Marketing, 2nd Edition, Bonn: Rheinwerk Computing.

Traynor, Des; Peacock, Karen, Chen, Andrew, Keating, Geoffrey (2018) The Growth Handbook, Intercom.Inc

Holiday, Ryan (2014) Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, London: Penguin Publishing

Blank, Steve; Dorf, Bob (2012): The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company. Pescadero, CA: K&S Ranch Press.

Mode of delivery (face-to-face, distance learning)

Classes with compulsory attendance