When you try to develop an education that is attentive to the potential job market of students, one of the things you will face are buzzwords. Every employer will have a new buzzword that they would like you to use when educating the students. The current term is "growth hacking."
There is nothing wrong with wanting our students to know about growth hacking. If you research the term online, it is mainly a way of thinking, a strategy for understanding how everything in a business can be optimised in order to gain and retain customers. Patel and Bryson have "A Definite Guide to Growth Hacking", and they are quite enthusiastic about it, even if they feel like they have heard the term a million times.
So why does growth hacking show up when we plan a tiny course of just a few ects at a University in Denmark, what is smart about it, and what is a problem. First, we are doing a course on networked user practices. That is pretty much the bread and butter of growth hackers. They want to know how to study users, in order keep them around for as long as possible. Sound strategy. It is what we have public relations and marketing departments for: to understand the people who keeps the business running: The consumers/users/clients. And growth hacking mainly means that the knowledge of these departments need to be drawn in closer to the production and innovation, in order to inform every step of the chain from concept to product more closely. For those of us who have been reading something on the development of PR as a profession, this is pretty much the Grunig and Hunt excellence model on steroids: The business is in continuous conversation with the surroundings.
But why is this then a problem? Because when they call it growth hacking, they think we are not already doing it. A solid, updated education teaching strategic communication will already teach the students what they need to know in order to support growth hacking in an organisation. The term isn't really needed for the university to understand the importance of constant user testing and feedback to an organisation that wants to develop quickly. The terms is needed for the businesses in order to understand that the thing they want to have our students doing is exactly what we want to teach them.
The problem arises when we can't find literature on the term to put on the reading list, because when the solid research that exists is on dull and well known topics like market demography, data scraping and netnography, that doesn't read like the sexy terms consultants throw at their clients. But here it is. Instead of hiring a horribly expensive firm to give your business a growth hack spin, look for somebody with a solid education in communication. Give them the attention and resources you would give the self-proclaimed growth hacker, and make certain all the different levels of the organisation is available to them - and they are available to all in the organisation. Then you can get on with the growth hacking, but buzz free. And we can get back to teaching things like the methods that facilitate the development so often disguised behind the buzzword.
When that's said: I will have growth hacking as part of my lectures. I have now read up on it, and my book shelf is already full of the communication literature I need to ground it in a solid organisational communication history. I don't think I will publish on it though. Before it's out, the term will be out, too.