Product Marketing Core

4 Weeks

·

Cohort-based Course

Get certified in just 4 weeks with our part-time, live & online certification program. Same in-person experience, all online.

Course overview

Invaluable. Crucial. Comprehensive. Essential.

👆 Not our words, but those of our alumni.


Trusted by the world’s biggest brands, Product Marketing Certified: Core's the industry standard, the catalyst to your success, the only companion you need for personal and professional growth.

Who's this course for?

01

This course is for anyone who has an interest in or passion for product marketing. 

02

If you're looking to transition into the industry or are new to the role, it'll provide you with a solid understanding of product marketing.

03

A product marketing veteran? Great. The product marketing landscape's constantly evolving and this course will level up your expertise

What you’ll get out of this course

Grasp every element of the cross-functional and rapidly evolving discipline that is product marketing.

With 11 modules covering everything from research and pricing to positioning and onboarding, we have the most comprehensive curriculum around. Fact.

Market your product through its entire lifecycle and successfully meet your product marketing key performance indicators.

Product marketing maestros from orgs like HubSpot, SurveyMonkey, Adobe & more feature in 3+ hours’ worth of bonus footage.

Stand out in the job market - more and more employers request PMMC certification as a prerequisite for job seekers.

Trusted by the world’s biggest brands, Product Marketing Certified: Core's the industry standard, the catalyst to your success, the only companion you need for personal and professional growth.

Advance up the career ladder with your newfound knowledge, skills, and product marketing network.

Home to the world’s largest PMM community, all our content’s based on the most current trends.

Become the total package. Product marketing is an incredibly varied role. Our curriculum covers all the nooks and crannies.

With coursework and live, weekly workshops, we're hands down the most interactive course around.

What people are saying:

        "I just went through PMA's Product Marketing Certification program, and I can truly say that it is the new standard when it comes to getting certified in product marketing. Not only is the actual certification program rigorous and engaging, but the supporting materials, templates, videos, and other industry tool-chest items are product marketing"
Scott Bamford

Scott Bamford

Director of Global Product Marketing at WorkForce Software
        "The information in this course is INVALUABLE. One cannot put a price on how much knowledge can be obtained from these lessons. There is no other program in the market that educates product marketers or aspiring product marketers on how to compile and synthesize market intelligence to effectively deliver solutions the market is in need of."
Louis Guerrero

Louis Guerrero

Product Marketing, Monetization Experiences at Meta
        "Being a top product marketer means continuously looking for ways to enhance your knowledge & skills. Core will show you the blind spots in your go-to-market strategy and offer you the tools to help you successfully launch any service or product."
Francisco T Bram

Francisco T Bram

Vice President of Marketing & Customer Growth at Albertsons Companies
        "Product Marketing Core is everything a product marketer needs to navigate our incredibly cross-functional and rapidly evolving discipline. It explores the unique role of a product marketing manager in a way that has simply not been done before."
Gabriele Dane

Gabriele Dane

Product Marketing Manager at Amazon
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Product Marketing Core

Course syllabus

01

Introduction to Product Marketing

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with Product Management
  • Research


02

Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case


03

Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis


04

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs


05

Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done



06

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework


07

Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy


08

Communication

  • The importance of strong communication skills
  • 12 tips to communicate better

09

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement

10

Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies

11

Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis

Course schedule.

2-3 hours per week

  • Join your very own Expert In Residence who’ll guide you through our renowned product marketing syllabus trusted by elite brands including Facebook, Microsoft, and Hubspot (to name a few 😏), during 4x 2.5 hour sessions.

  • Wednesday, May 3rd

    10:00 - 12:30pm CT


  • Wednesday, May 10th

    10:00 - 12:30pm CT


  • Wednesday, May 17th

    10:00 - 12:30pm CT


  • Wednesday, May 24th

    10:00 - 12:30pm CT

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Meet your instructor

Ginevra Mambretti

Ginevra Mambretti

Senior Product Marketing Manager at Square

Senior PMM with experience marketing tech products in EMEA, APAC and NA. I speak fluent English, French, Spanish and Italian and have worked in eCommerce, cybersecurity and fintech on both b2c and b2b products.


Ginevra is also a speaker at Product Marketing Alliance and was recognized among the top 100 product marketing influencers worldwide in 2022. She's always always happy to chat about upcoming freelancing projects or product marketing team training initiatives.

Collette Johnson

Collette Johnson

Product Marketing Consultant

Collette supports organizations in deep tech, software and healthcare to achieve their strategic goals through a product focussed approach. With 15+ years of product and commercial experience from start-ups to world leading organisations.


Her previous experience includes working as VP Marketing in a data visualisation scale-up to help them to understand their identify and to develop their strategy and marketing approach. 


Her work has involved global brand development of both organisations and key personnel to enable company growth and investment. 


Her experience also includes a strategic roles in consultancies for world-leading corporate organisations and highly innovative start-ups.


She also mentors and lectures students from Undergraduates to MBA at the Cambridge Judge Business School sharing her passion and knowledge for product marketing.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

FAQs

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Product Marketing Core

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