Product Development, Marketing & Growth

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About Course

Course Code: IS04

Program: Innovation & Startup Skills Program

Course Overview: Startup growth depends on products that solve meaningful problems, create strong customer experiences, and continue improving as needs and markets change. Product development, marketing, communication, customer engagement, and responsible scaling must work together to create lasting value.

This course develops customer-centred product design, feature prioritization, product vision, accessibility, minimum viable products, agile workflows, feedback and validation, roadmaps, branding, storytelling, digital marketing, analytics, acquisition, retention, community-building, partnerships, scaling, adaptability, and sustainable growth.

Learning Outcomes

  • Apply customer-centred, accessible, and inclusive product-development principles
  • Build, test, validate, and improve products using MVP and agile approaches
  • Develop responsible branding, storytelling, digital-marketing, and communication strategies
  • Strengthen customer acquisition, retention, engagement, community, and partnership approaches
  • Use data-informed thinking to support sustainable product scaling and future growth

Target Audience: Student startup teams, aspiring product developers, marketers, founders, and innovators preparing products and ventures for sustainable growth.

Learning Experience: Students engage through video overviews, audio deep dives, study guides, practical examples, reflection prompts, workbook activities, applied tasks, knowledge checks, and end-of-module quizzes. Activities support customer-centred product design, MVP testing, agile improvement, roadmapping, branding, digital marketing, analytics, acquisition, retention, community-building, and responsible scaling.

Course Structure: 5 modules / 25 lessons.

Special Feature: Every module concludes with a Putting It All Together audio deep dive that connects the key lessons and supports reflection and practical application.

Pathway Focus: Build customer-centred products. Reach and retain users. Scale responsibly.

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Course Content

Course Introduction

  • IS04 Product Development, Marketing & Growth
    04:55

Foundations of Product Development & Customer-Centered Design
Module Overview: Module Focus: Product thinking, customer value, design fundamentals Learning Focus: Introduction to Product Development & Startup Products Customer-Centered Design & User Experience (UX) Product Ideation, Features & Prioritization Accessibility, Inclusion & Human-Centered Product Design Product Vision, Strategy & Long-Term Value Creation Lesson Sequence: Introduction to Product Development & Startup Products Customer-Centered Design & User Experience (UX) Product Ideation, Features & Prioritization Accessibility, Inclusion & Human-Centered Product Design Product Vision, Strategy & Long-Term Value Creation

Product Testing, MVPs & Iterative Improvement
Module Overview: Module Focus: MVPs, experimentation, feedback, agile development Learning Focus: Minimum Viable Products (MVPs) & Rapid Experimentation Agile Product Development & Iterative Learning Customer Feedback, Testing & Product Validation Product Roadmaps, Priorities & Execution Planning Adaptability, Product Improvement & Innovation Cycles Lesson Sequence: Minimum Viable Products (MVPs) & Rapid Experimentation Agile Product Development & Iterative Learning Customer Feedback, Testing & Product Validation Product Roadmaps, Priorities & Execution Planning Adaptability, Product Improvement & Innovation Cycles

Startup Marketing, Branding & Customer Communication
Module Overview: Module Focus: Marketing, storytelling, brand trust, customer engagement Learning Focus: Foundations of Startup Marketing Branding, Storytelling & Startup Identity Digital Marketing, Content & Social Media Strategies Customer Communication, Trust & Ethical Marketing Marketing Analytics, Performance & Optimization Lesson Sequence: Foundations of Startup Marketing Branding, Storytelling & Startup Identity Digital Marketing, Content & Social Media Strategies Customer Communication, Trust & Ethical Marketing Marketing Analytics, Performance & Optimization

Customer Growth, Retention & Community Building
Module Overview: Module Focus: Growth strategies, retention, loyalty, communities Learning Focus: Customer Acquisition & Startup Growth Strategies Customer Retention, Loyalty & Long-Term Engagement Community Building & Customer Advocacy Partnerships, Collaboration & Ecosystem Growth Human-Centered Growth & Sustainable Scaling Lesson Sequence: Customer Acquisition & Startup Growth Strategies Customer Retention, Loyalty & Long-Term Engagement Community Building & Customer Advocacy Partnerships, Collaboration & Ecosystem Growth Human-Centered Growth & Sustainable Scaling

Product Scaling, Analytics & Future Growth Strategies
Module Overview: Module Focus: Scaling, analytics, optimization, future-ready growth Learning Focus: Product Scaling & Operational Growth Startup Analytics, Metrics & Data-Informed Decisions Innovation, Adaptability & Competitive Advantage Future Trends in Product Development & Digital Growth Lifelong Product Innovation & Entrepreneurial Growth Lesson Sequence: Product Scaling & Operational Growth Startup Analytics, Metrics & Data-Informed Decisions Innovation, Adaptability & Competitive Advantage Future Trends in Product Development & Digital Growth Lifelong Product Innovation & Entrepreneurial Growth

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