Product Marketing Fundamentals

What You Will Learn

• 1 Learn the core role of product marketing, how it differs from related disciplines, and how it creates value across the product lifecycle.
• 2 Understand how to conduct market research and competitive analysis to ground your strategy in real customer and market data.
• 3 Apply proven frameworks to define your target audience, build detailed buyer personas, and map the customer journey.
• 4 Develop compelling product positioning and messaging that differentiates your offer and resonates with specific buyer segments.
• 5 Explore pricing strategy fundamentals and learn how to select and apply pricing models that reflect product value and market dynamics.
• 6 Build a go-to-market strategy by defining launch objectives, selecting channels, and coordinating cross-functional teams.
• 7 Create sales enablement materials and equip customer-facing teams with the tools they need to communicate product value effectively.
• 8 Analyze key product marketing metrics to measure performance, track adoption, and make data-informed decisions post-launch.
• 9 Understand how to manage product messaging across the full lifecycle, from introduction through maturity and eventual sunsetting.
• 10 Apply integrated product marketing thinking to real planning scenarios, synthesizing research, positioning, launch, and measurement into a cohesive strategy.