ESP Biography


Major: MCS

College/Employer: Stanford

Year of Graduation: 2019

Picture of Michael Brooks

Brief Biographical Sketch:

Not Available.

Past Classes

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L6745: How to Scale an Idea: Acquire, Engage, and Retain Customers in Splash Fall 2018 (Dec. 01 - 02, 2018)
The focus of this course is on the next steps that entrepreneurs can take after developing an idea in order to scale it. We will explore modern growth strategies used by early-stage companies to attract, acquire, activate, engage, and retain customers. In particular, we will discuss digital marketing channels: paid search, social media, SEO / content, display advertising, emails, retargeting, etc. And we will define success metrics (e.g., cost per click, conversion rate, etc.) as well as examine methods and analytical tools to improve them. We will also consider the effectiveness of marketing strategies based on the lifetime value and costs of different customer types. The class will be discussion-based, allowing students to learn about these concepts in the context of case studies as well as their own ideas.