A3 Book section, Chapters in research books
Software Startup Education : Gamifying Growth Hacking (2020)

Kemell, K.-K., Feshchenko, P., Himmanen, J., Hossain, A., Jameel, F., Puca, R. L., Vitikainen, T., Kultanen, J., Risku, J., Impiö, J., Sorvisto, A., & Abrahamsson, P. (2020). Software Startup Education : Gamifying Growth Hacking. In A. Nguyen-Duc, J. Münch, R. Prikladnick, X. Wang, & P. Abrahamsson (Eds.), Fundamentals of Software Startups : Essential Engineering and Business Aspects (pp. 269-277). Springer. https://doi.org/10.1007/978-3-030-35983-6_16

JYU authors or editors

Publication details

All authors or editors: Kemell, Kai-Kristian; Feshchenko, Polina; Himmanen, Joonas; Hossain, Abrar; Jameel, Furqan; Puca, Raffaele Luigi; Vitikainen, Teemu; Kultanen, Joni; Risku, Juhani; Impiö, Johannes; et al.

Parent publication: Fundamentals of Software Startups : Essential Engineering and Business Aspects

Parent publication editors: Nguyen-Duc, Anh; Münch, Jürgen; Prikladnick, Rafael; Wang, Xiaofeng; Abrahamsson, Pekka

ISBN: 978-3-030-35982-9

eISBN: 978-3-030-35983-6

Publication year: 2020

Pages range: 269-277

Number of pages in the book: 343

Publisher: Springer

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-030-35983-6_16

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/74246

Abstract

Marketing is a vital activity for software startups as they seek high growth. A specific type of digital marketing, growth hacking, in particular has attracted a lot of attention in software startups. Growth hacking is about utilizing low-cost marketing practices and existing platforms to rapidly increase the user count of a service. Though topics related to growth hacking such as marketing on a general level have been extensively studied in the past, growth hacking has not seen much direct interest in the academia thus far. As a result, we currently have few tools to teach growth hacking in startup education. In this chapter, we present two board games intended to serve as an introduction to growth hacking.

Keywords: startup companies; software sector; growth companies; marketing; marketing planning; digital marketing; business; gamification; company establishment

Free keywords: growth hacking; startup education; startup gamification; software startup

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 2