Introduction to course framework and pre-course assessment review. We will review the results of a pre-course product marketing assessment that you will complete. Through peer and teacher feedback we will identify your most critical product marketing challenges we are looking to solve.

Understanding the Role of Product Marketing, review key concepts and frameworks in product marketing, identify target customers and market segmentation

We will do this through:

• Interactive exercises to analyze target customer profiles
• Group discussions to explore different market segmentation strategies
• Case study review

We will define and refine your current value proposition, share best practices for conducting competitive analysis and positioning and dive deep into examples of effective messaging and storytelling for product marketing.

We will do this through:

• Individual exercises
• SWOT Analysis feedback
• Real world guest lecture

Learn frameworks to plan and execute on successful product launches. Develop aligned go to market plans and strategies, all while driving cross-functional collaboration for launch success.

We will do this through:

• Group simulation exercise and product marketing launch plan tear down
• Cross functional collaboration brainstorm and real world lecture

Learn how to design effective marketing campaigns, select right channels and tactics and measure/analyze campaign performance and post product launch metrics.

We will do this through:

• Collaborative group activity developing a marketing campaign plan for a simulated product
• Interactive discussion on channel selection and campaign optimization

Aside from the three 90-minute interactive sessions, you will have access to recorded videos, and Archita's marketing templates. (Some topics: how to write better case studies; checklists for aligning marketing goals with overall business objectives, stakeholder analysis, measure the success of marketing campaigns; and more.)