Business Growth Engine

O.P. Jindal Global University via Coursera

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Overview

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Turn marketing into a powerful engine for sustainable business growth. Business Growth Engine: Marketing Strategy is a self-paced online course designed for marketing professionals, managers, business leaders, entrepreneurs, and executives who want to move beyond traditional promotion and build customer-centric growth strategies. Through a practical, design thinking-led approach, you will learn how to uncover customer insights, identify unmet needs, rethink Segmentation, Targeting and Positioning (STP), create compelling brand stories, and redesign the marketing mix for today’s fast-changing markets. Explore how successful brands such as Netflix, Airbnb, P&G, Slack, and Spotify have used customer insight, experimentation, personalization, and strategic pivots to drive growth. You will also learn to build customer value flywheels, improve retention and advocacy, measure growth using KPIs and Customer Lifetime Value (CLV), and identify growth bottlenecks through data-driven experimentation. Prepare for the future of marketing with insights into AI, sustainability, personalization, ethics, and customer experience. Build practical strategies you can apply to your organization and start designing marketing that creates lasting customer and business value.

Syllabus

Welcome to Business Growth Engine: Marketing Strategy
- Marketing Strategy is a self-paced online course designed for executives seeking to harness marketing as a driver of growth. Grounded in design thinking, the course explores how to uncover customer insights, build compelling brand stories, and reimagine classic frameworks like STP and the marketing mix. Through short video lessons, toolkits, and case stories from companies like Netflix, Airbnb, and P&G, learners will gain practical strategies to design customer-centric growth engines. The course also equips participants to navigate future trends such as AI, sustainability, and personalization at scale, preparing them to lead with innovation and impact.
Customer Discovery & Empathy Tools
- This module introduces customer discovery as the foundation of sustainable growth. Using design thinking tools, learners develop deep customer empathy through interviews, empathy maps, and journey mapping. The module emphasizes uncovering latent needs and translating insights into actionable opportunity areas that inform innovation, strategy, and value creation.
Segmentation, Targeting & Positioning (STP) Reimagined
- This module reimagines Segmentation, Targeting, and Positioning (STP) through a human-centered, design thinking lens. Learners move beyond demographic segmentation to empathy-based insights, enabling customer-led targeting and narrative-driven positioning that aligns strategic intent with authentic customer needs and differentiated value creation.
Brand Storytelling & Emotional Connection & Marketing Mix 2.0 (4Ps → 7Ps)
- This module explores how storytelling shapes brand meaning, trust, and emotional connection. Drawing on neuroscience and design thinking, it examines how compelling narratives—built around human conflict and resolution—drive engagement and loyalty. Learners analyze iconic brand stories and apply creative frameworks to design authentic, customer-centric narratives.
Brand Storytelling & Emotional Connection & Marketing Mix 2.0 (4Ps → 7Ps)
- This module re-examines the marketing mix through a design-thinking lens, treating the 4Ps and 7Ps as interconnected design choices rather than static levers. By applying customer insight, experimentation, and iteration, learners see how design-led marketing transforms value creation, coherence, and adaptability in dynamic markets.
Growth Engines & Customer Value Flywheels
- This module reframes marketing-led growth as a system of reinforcing loops rather than isolated campaigns or linear funnels. Learners explore how customer value creation, retention, trust, and advocacy interact to form sustainable growth engines. The module integrates branding, customer experience, marketing mix, and organizational alignment into repeatable flywheels that drive long-term growth across industries.
Growth Engines & Customer Value Flywheels
- This module examines growth as a cumulative outcome of customer experience, retention, trust, and learning loops. Moving beyond acquisition-centric thinking, it explores how marketing decisions, experimentation, and ethics interact to create—or break—sustainable growth engines. Learners diagnose where growth systems fail and how they can be redesigned for long-term value creation.
Metrics & Measuring Growth
- This module equips learners with frameworks and tools to measure marketing-led growth effectively. It integrates funnel metrics, customer lifetime value, and KPIs with qualitative customer insights. Through design-led experimentation and journey diagnostics, participants learn to identify growth bottlenecks and optimize strategies using data-driven yet human-centered approaches.
Case Story Walkthrough
- This module examines iconic growth stories from Netflix, Airbnb, P&G, Slack, and Spotify to demonstrate how customer insight, experimentation, and design thinking drive strategic pivots. Through narrative-led case walkthroughs, learners extract transferable growth lessons on listening, adapting, and prototyping in uncertain markets.
The Future of Marketing + Personal Reflection Toolkit
- This concluding module explores the future of marketing through the lenses of AI, sustainability, personalization, and participatory innovation. It reframes marketing as the design of relationships and ecosystems. Learners synthesise course insights using a structured reflection toolkit to articulate their personal growth philosophy and future-ready marketing strategy.

Taught by

Arushi Bathla

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