App marketing course

Lesson 1 • App Marketing vs. Traditional Digital Marketing

Contrasts app-specific funnels with web-based funnels. Highlights unique constraints like store policies and mobile attribution.

Lesson 2 • The App Economy Overview

Covers app store ecosystems, revenue models, and market size. Establishes the commercial context that drives every subsequent marketing decision.

Lesson 3 • Core Marketing Channels for Apps

Surveys paid, organic, and owned channels available to app marketers. Provides a channel map used throughout the course.

Lesson 1 • Building Mobile User Personas

Guides creation of actionable personas from research data. Personas directly inform messaging, creative, and channel strategy.

Lesson 2 • Audience Segmentation Strategies

Teaches behavioural, lifecycle, and value-based segmentation. Enables precise targeting and personalised messaging at scale.

Lesson 3 • Competitive Audience Intelligence

Analyses competitor audiences to find positioning gaps. Feeds directly into differentiation and messaging strategy.

Lesson 1 • ASO Testing and Iteration

Introduces store-native and third-party testing frameworks for continuous improvement. Connects test results to iterative optimisation cycles.

Lesson 2 • Keyword Research and Strategy

Covers keyword discovery, difficulty scoring, and strategic placement. Directly drives organic search visibility improvements.

Lesson 3 • Optimising Visual Store Assets

Teaches icon, screenshot, and preview video best practices for conversion. Visual assets are the primary driver of install rate from store pages.

Lesson 4 • ASO Fundamentals and Ranking Factors

Explains how store algorithms rank apps using metadata and behavioural signals. Sets the foundation for all optimisation work.

Lesson 1 • Analysing User Acquisition Data

Teaches cohort analysis, funnel analysis, and channel comparison. Converts raw data into actionable UA decisions.

Lesson 2 • Mobile Attribution Fundamentals

Explains how mobile attribution works, including deterministic and probabilistic methods. Foundational knowledge for interpreting all campaign data.

Lesson 3 • Setting Up a Measurement Framework

Covers SDK integration, event taxonomy, and data pipeline setup. A clean measurement framework is prerequisite to any optimisation work.

Lesson 1 • Paid UA Strategy and Budget Planning

Establishes campaign goals, budget allocation logic, and channel mix decisions. Prevents wasted spend before a single ad is launched.

Lesson 2 • Campaign Setup and Targeting

Walks through audience targeting, placement selection, and campaign structure. Proper setup prevents budget waste and enables clean data collection.

Lesson 3 • Measuring Paid UA Profitability

Introduces ROAS, payback period, and LTV-to-CAC ratio analysis. Connects spend decisions to long-term business profitability.

Lesson 4 • Campaign Optimisation and Scaling

Teaches data-driven optimisation levers and scaling strategies. Moves campaigns from break-even to profitable growth.

Lesson 1 • Push Notifications and In-App Messaging

Teaches segmented messaging strategies for push and in-app channels. Properly timed messages drive re-engagement without causing opt-outs.

Lesson 2 • Churn Prediction and Prevention

Uses behavioural signals to identify at-risk users before they churn. Proactive intervention significantly reduces revenue loss from churn.

Lesson 3 • Onboarding Flow Design Principles

Covers first-session experience design to maximise activation rates. Activation is the gateway metric between install and retained user.

Lesson 4 • Email and Cross-Channel Retention

Integrates email into the mobile retention stack alongside push and in-app. Multi-channel orchestration improves retention vs. single-channel approaches.

Lesson 1 • In-App Purchase Optimisation

Covers paywall design, pricing psychology, and purchase flow UX. Optimised IAP flows increase conversion without increasing churn.

Lesson 2 • Ad Monetisation for Apps

Teaches ad format selection, fill rate optimisation, and eCPM improvement. Ad revenue must be balanced against user experience to avoid retention damage.

Lesson 3 • App Monetisation Models Compared

Evaluates freemium, subscription, one-time purchase, and ad-supported models. Model selection has direct downstream effects on UA and retention strategy.

Lesson 1 • Growth Experimentation and Testing

Builds a structured experimentation process for continuous growth improvement. Systematic testing compounds gains across all marketing channels.

Lesson 2 • Reporting, Forecasting, and Roadmapping

Teaches executive reporting, growth forecasting models, and marketing roadmap creation. Connects daily execution to strategic business planning.

Lesson 3 • Growth Frameworks for Mobile Apps

Introduces AARRR, growth loops, and product-led growth adapted for mobile. Frameworks provide structure for prioritising growth experiments.

Lesson 4 • International and Localisation Strategy

Covers market selection, localisation depth, and launch sequencing for new regions. International expansion multiplies addressable market without rebuilding core product.