General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Giovanni Giusti

Teaching languages

  • Spanish


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

Specific skills
  • CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

  • CE14. Apply the knowledge acquired to the management of digital communities.

  • CE15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Understanding the startup as a systematic process of experimentation where you try things that may or may not work, and you learn along the way instead of trying to get everything right at once. Know how to implement techniques that help scale sales, improve business Key Performance Indicators (KPIs), capture new customers and even set up automated sales funnels.

Throughout the course, we will explore the essential pillars of Growth Hacking, such as the composition of the growth team and the level of maturity required in the product to successfully address this process. We will detail the characteristics of Growth Hacking strategies that are distinctive at each stage of the product funnel. In addition, several examples of successful cases will be presented to inspire ideas, although it is cautioned that Growth Hacking is an ever-evolving art, and what worked well a few years ago may not have an impact today .



Topic 1: Introduction to Growth Hacking

1.1 Presentation and Goals

1.2 Concept of Growth Hacking

1.3 Specialized teams in Growth Hacking

1.4 Growth Hacking Experimentation Process

1.5 Pyramid of Growth by Sean Ellis

1.6 Test by Sean Ellis ("Must-Have" Survey)


Topic 2: Funnel design

2.1 Introduction to Funnel Design

2.2 Conversion Funnel

2.3 Customization of the funnel

2.4 Calls to Action (CTA) and Triggers (Triggers)

2.5 After the Product-Market Fit

2.6 Minimum Viable Test (MVT)



Topic 3: Hacking Capture and Acquisition

3.1 Introduction to Collection and Acquisition

3.2 Crawling and Scraping: Generation of Leads

3.3 Drivers, Hooks and Moment "Aha!"

3.4 Effect "Wow!" and Associated Metrics



Topic 4: Hacking the Activation

4.1 Introduction to Activation

4.2 Workflows and the Onboarding process

4.3 Ensure activation

4.4 Activation Step Criteria

4.5 Objectives and Key Results (OKRs)

4.6 Customer acquisition cost (CAC or COCA)

4.7 Vanity Metrics


Topic 5: Hacking Retention

5.1 Introduction to Retention

5.2 Phases of Retention

5.3 "Sticky" Viral Machine

5.4 The North Pole Metric (NSM)

5.5 The Metric That Matters (OMTM)

5.6 Analysis of Cohorts and Retention Levers

5.7 DAU, MAU and WAU indicators


Topic 6: Hacking Monetization

6.1 Introduction to Monetization

6.2 Push to Pay

6.3 Average Revenue per User (ARPU)

6.4 Customer Lifetime Value (CLV, LTV or CLTV)

6.5 Virality Machine: Paid

6.6 Experiment to Optimize the Price


Topic 7: Create your Referral Machine

7.1 Introduction to Referencing

7.2 Virality Coefficient or Factor

7.3 Viral Referral Machine

7.4 Good Practices of the Growth Machine

7.5 Pros and Cons of Gamification

7.6 Network Effects


Topic 8: Growth Hacking tools

8.1 Introduction to Growth Hacking Tools

8.2 Growth Strategies

8.3 Growth Hacking Tools I

8.4 Growth Equation

Evaluation system

30% class activities

30% final presentation

40% exam 



Ellis. S and Morgan B, (2017). Hacking Growth: The definitive playbook by the pioneers of Growth Hacking. Edited by Virgin Books, Penguin Random House group



Eyal, N. (2014). Hooked: How to build habit-forming products. Penguin.

Hart, M. (2022). The Growth Hacking Playbook: Your Ultimate List of Growth Hack Resources. Hubspot [Online] Available: https://blog. hubspot. com/sales/growth-hacking-websites.


Coll, P. (2019). Content marketing in the growth hacking strategy in the new economy. The cases of Wallapop, Westwing and Fotocasa. adCommunica. Scientific Journal of Strategies, Tendencies and Innovation in Communication, no. 17, 2019.

Cavallo, A., Cosenz, F., & Noto, G. (2023). Business model scaling and growth hacking in digital entrepreneurship. Journal of Small Business Management, 1-28.