Course Overview

The Product Marketing Course provides learners with comprehensive knowledge and skills in product positioning, market research, go-to-market strategy, and customer engagement. Participants will explore key topics, including product lifecycle management, competitive analysis, messaging, and multi-channel marketing. The course covers essential strategies for launching and promoting products, creating compelling value propositions, and using data-driven insights to refine marketing efforts. By the end of the course, learners will be equipped to drive product success and maximise market impact.

 

Prerequisites

Basic knowledge of marketing principles is recommended.

Target Audience

This course is ideal for marketing professionals, product managers, entrepreneurs, and anyone interested in learning how to market products effectively. It is suitable for beginners in product marketing as well as those with experience in related fields.

Course Highlights

  • Learn the fundamentals of product positioning and differentiation.
  • Develop skills in market research, customer segmentation, and persona creation.
  • Explore go-to-market strategy, product launch planning, and brand messaging.
  • Gain insights into competitive analysis and market trends.
  • Understand customer engagement techniques and performance measurement.

Course Objectives

By the end of this course, learners will be able to:

  • Explain the role of product marketing and market dynamics.
  • Conduct market research and define customer personas.
  • Develop a compelling product positioning and value proposition.
  • Plan and execute a go-to-market strategy for product launches.
  • Implement multi-channel marketing strategies to reach target audiences.
  • Perform competitive analysis to differentiate products effectively.
  • Engage customers, gather feedback, and build brand loyalty.
  • Measure marketing performance using relevant metrics and analytics.
  • Adapt strategies based on customer insights and market trends.
  • Align product marketing initiatives with broader business objectives.

Course Outline

Instructional Methods: Group discussions on product marketing principles, practical exercises in market research, and case studies on successful product launches.

Topics Covered:

  • Overview of product marketing and its role in business.
  • Understanding the product lifecycle and stages.
  • Conducting market research and analysis for informed decision-making.
  • Identifying market trends, customer needs, and pain points.
  • Creating customer personas and segmenting target audiences.

Instructional Methods: Hands-on exercises in positioning statements, group discussions on differentiation, and case studies on product messaging.

Topics Covered:

  • Defining product positioning and brand identity.
  • Crafting a unique value proposition.
  • Differentiating products from competitors in the market.
  • Aligning positioning with customer personas and preferences.
  • Testing positioning statements for resonance and clarity.

Instructional Methods: Practical exercises in go-to-market planning, group discussions on launch strategies, and case studies on successful product launches.

Topics Covered:

  • Developing a go-to-market (GTM) strategy for product launches.
  • Setting goals, KPIs, and timelines for launch initiatives.
  • Cross-functional collaboration with sales, engineering, and support teams.
  • Planning and executing pre-launch, launch, and post-launch activities.
  • Creating impactful launch events and media engagement plans.

Instructional Methods: Practical exercises in content creation, group discussions on channel strategy, and case studies on effective multi-channel campaigns.

Topics Covered:

  • Selecting marketing channels for reaching target audiences (digital, social, email).
  • Developing content tailored to different stages of the buyer journey.
  • Leveraging influencer marketing, paid ads, and partnerships.
  • Creating a consistent content strategy aligned with brand messaging.
  • Analysing channel performance and adjusting strategies.

Instructional Methods: Group discussions on competitive analysis, practical exercises in SWOT analysis, and case studies on competitor differentiation.

Topics Covered:

  • Conducting competitive research and benchmarking.
  • Analysing competitor strengths, weaknesses, opportunities, and threats.
  • Positioning products to highlight unique selling points (USPs).
  • Developing competitive battle cards for sales teams.
  • Using competitive insights to refine marketing strategies.

Instructional Methods: Hands-on exercises in customer engagement, group discussions on feedback channels, and case studies on performance analysis.

Topics Covered:

  • Building customer loyalty and retention strategies.
  • Gathering and analysing customer feedback and reviews.
  • Measuring product performance with key metrics (e.g., customer satisfaction, adoption rates).
  • Using analytics tools to assess marketing impact.
  • Iterating on strategies based on performance data and insights.

Certification

A certificate of completion will be awarded upon successful completion of the course.

Course Fees

$788 $488

Product Marketing

Launch Smarter, Engage Better, and Drive Results with Product Marketing

Apply Now

Register for the Product Marketing Course

Launch Smarter, Engage Better, and Drive Results with Product Marketing

Register your interest for this course.
Declaration
This field is for validation purposes and should be left unchanged.