Growth Specialist Certification (Review)

CXL Growth Marketing Minidegree: Week 12

I completed CXL Institute’s Growth Marketing Minidegree last week and will conclude the 12-week commitment of weekly posts with a final overview of the entire minidegree.

Content Structure

My sweet spot was 20 minute video lessons in 1–3 hour courses. I watched on 2x speed, since most of the presenters spoke slower than the average conversational speed. So each 20 minute video took 10–15 minutes to complete (pausing to take notes and re-watch confusing or more dense sections), which didn’t feel too overwhelming or lengthy. As many people who take non-university online courses, I didn’t dedicate full days to going through the content, so the medium-length video lessons were ideal to focus on and schedule in between the rest of my daily activities.

Usability

Once you completed a course, there was no straightforward way to move onto the next one. I had to navigate my way into the minidegree drop-down list, click the growth marketing page, open the modules drop-down, and then manually select the next course. Again, not that big of a deal but could have been easier to do.

Despite the interface and navigation issues, I appreciated the closed captioning under each video. Having the transcript scroll automatically with the video ensured I properly understood what was being said and captured less-enunciated words. It also allowed me to go faster, since my brain can digest more information with audio and visual inputs together. It also really helped when looking back through the material to find specific content. Not all the course quizzes provided an explanation for incorrect answers, and it would have been much more time consuming to re-watch the videos in full.

Content outline

The entire content lineup is (module — courses):

Growth marketing foundations — growth mindset: growth vs. traditional marketing, building a growth process, user-centric marketing, identifying and amplifying growth channels.

Running growth experiments — research and testing, conversion research, A/B testing mastery, statistics fundamentals for testing.

Data and analytics — Google Analytics for beginners, intermediate Google Analytics, Google Tag Manager for beginners, attribution, excel and sheets for marketers.

Conversion — landing page optimization, product messaging

Channel-specific growth skills — Email marketing from basics to best-in-class, messaging strategy in public relations, Facebook ads, Google ads, content strategy and SEO for lead generation, retention: the most underrated growth channel, maximizing audiences for you PPC campaigns, SEO driven editorial calendar LinkedIn adverting, YouTube ads, technical SEO, data-driven influencer marketing, account based marketing.

Growth program management — GrowthMaster trainings workshop, optimizing your growth process.

Management — optimizing your marketing tech stack, marketing strategy, project management for marketers.

I can’t think of much in the field of marketing that isn’t covered by the modules and courses above. The module clusters didn’t always logically flow, as the minidegree seems to a group of stand-alone courses from CXL’s all-access marketing offerings. But together, they offer a comprehensive series of deep-dives spanning the areas of expertise of growth marketers.

I’m not sure how often the material gets updated, expanded, or retired, but as of 2021, none of the material seemed out of date or irrelevant to modern marketers.

Fit

1. A recent college graduate who studied marketing, psychology, or business and is looking to learn about how their major relates to growth marketing

2. A channel-specific marketer interested in more general marketing strategy for growth

3. A non-marketer who has taken one or more basic marketing courses before and is now ready to dive deeper into growth marketing specifics

Plenty of others may benefit from the minidegree, but the above three come to mind as those who may be a particularly good fit.

Scholarship experience

The time commitment will vary per person based on your writing process and how creative and polished you want the posts to be, but I dedicated 2–4 hours to writing each week, on top of the 10–12 hours of watching course content.

The program not only enhanced my learning but also allowed me to access such a high quality course. I’m very thankful for the program and would highly recommend it to anyone else in a similar position.

P.S. :)

Recent undergrad business graduate with a passion for personal growth, professional development, and tech marketing.