Product Marketing
Product marketing plays a crucial role in product success. This course familiarizes participants with the product marketing role, building a product marketing strategy, and planning two key elements of the product marketing mix – pricing and go-to-market. The last module of the course focuses on growth hacking, particularly, using product marketing techniques for growth.
Course Learning Objectives:
- Familiarize with the role, structure, skillsets and importance of the product marketing team.
- Learn the key elements of product marketing strategy, product vision, product positioning, product / market fit, and competitive analysis.
- Understand the key considerations involved in deciding product pricing and learn the various methods to price products.
- Learn the hallmarks of an effective go-to-market strategy – building effective messaging, demand generation strategies across the sales and marketing funnel and effective sales enablement strategies.
- Familiarize with the concept, channels, tools and tactics of growth hacking.
Syllabus
- Introduction to Product Marketing
- Product Marketing Strategy
- Product Pricing Strategy
- Go-to-Market Strategy
- Growth Marketing Strategies
- Additional Resources
Learning Objectives:
- Familiarize with the role, structure, skillsets and importance of the product marketing team.
- Understand the similarities and differences between product marketing and corporate marketing.
Module Components:
Video Lectures:
- The Definition and Role of Product Marketing
- Differences in Product Marketing and Product Management Roles
Readings:
- Importance of Product Marketing in Product Success
- Where Product Marketing and Traditional Marketing Meet
- Structure of a Product Marketing Team
- Skillset, Roles and Responsibilities of Product Marketing Managers
Quiz:
- Introduction to Product Marketing
Learning Objectives:
- Familiarize with the key elements of product marketing strategy, product vision, product positioning, product / market fit, and competitive analysis.
- Learn methods to establish product marketing goals and initiatives.
Module Components:
Video Lectures:
- Developing the Product Vision
- Determining Product-Market Fit
- Conducting Competitive Analysis
Readings:
- What is Product Marketing Strategy?
- Establishing Product Positioning
- Aligning Product Marketing with Company Goals
- Creating a Product Focus Funnel
- Elements of Product Marketing Mix
Quiz:
- Product Marketing Strategy
Learning Objectives:
- Understand the key considerations involved in deciding product pricing and learn the various methods to price products.
Module Components:
Video Lectures:
- What is Product Pricing Strategy?
- Key Considerations in Pricing Decisions
- Cost Plus Pricing
- Value Based Pricing
- Competition Based Pricing
- Skimming Pricing
- Penetration Pricing
Quiz:
- Product Pricing Strategy
Learning Objectives:
- Learn the hallmarks of an effective go-to-market strategy – building effective messaging, demand generation strategies across the sales and marketing funnel and effective sales enablement strategies.
Module Components:
Video Lectures:
- Creating Product Messaging
Readings:
- What is a Go-To-Market Strategy?
- Product Marketing Strategy vs. Go-To-Market Strategy
- What Makes Great Product Messaging
- Building Demand Across the Marketing Funnel
- Aligning Sales Enablement and Product Marketing
Quiz:
- Go-To-Market Strategy
Learning Objectives:
- Familiarize with the concept, channels, tools and tactics of growth hacking.
Module Components:
Video Lectures:
- What is Growth Hacking?
- Growth Hacking Example – Air BnB
- A Framework for Growth Marketing
- Growth Marketing Channels
Readings:
- Growth Marketing Tools and Tactics
Quiz:
- Growth Marketing
Module Components:
Readings:
- State of Product Marketing Report – 2020
- Marketing Analytics – Success Through Analysis
- 4 Marketing Analytics That Matter for Driving Higher Revenue
Support
Please email [email protected] for any support required with respect to the program, course or platform.