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Course
overview 

Ready to level up in product marketing? Whether you're new to the game or looking to refine your skills, our in-person course is the ticket.

We address the real challenges you face – from breaking into the PMM world to understanding the tools and frameworks you’ll use once you’re there. And guess what?

We're bringing in industry experts to share their tried-and-tested strategies. Plus, with this certification, your entire team will be on the same page, speaking the same PMM language. Let's make magic together!

Chapters

  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management

Chapters

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

Chapters

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

Chapters

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

Chapters

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

Chapters

  • Go-to-market process
  • Go-to-market templates (and how to use them)
  • Acquisition and engagement channels
  • Timing your launch
  • Communicating your go-to-market strategy

Chapters

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

Chapters

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

Chapters

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

Chapters

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

Welcome

Chapters

  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management

Research

Chapters

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

Pricing

Chapters

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

OKRs

Chapters

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

Positioning & messaging

Chapters

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

Go-to-market

Chapters

  • Go-to-market process
  • Go-to-market templates (and how to use them)
  • Acquisition and engagement channels
  • Timing your launch
  • Communicating your go-to-market strategy

Communication

Chapters

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

Sales enablement

Chapters

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

Onboarding

Chapters

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

Analysis & optimization

Chapters

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

The Product Marketing
Core framework

Product marketing is a multi-faceted role with many concepts to cover so you can launch successful products, satisfy your customers, and be acing your career.

This framework helps you navigate all those concepts through five fundamental stages. For each of the stages: discover, strategize, define, get set, and grow, you'll journey through to boost your understanding of pivotal topics.

By understanding each topic on the framework, you'll increase your competency every time to become a well-rounded product marketer.

Discovery

Equip yourself and your team with the info needed through customer feedback and competition research to formulate a strategy that’s relevant to your product and market.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

Strategize

Fail to prepare, prepare to fail. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards creating a winning master plan.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

Define

Define your market, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

Get set

If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.

Sales assets

Training

Sales enablement sessions

Marketing

Grow

Prolong your efforts with a post-launch process to ensure your product goes from strength to strength through analysis, optimization, feedback loops, and customer advocacy.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

"I loved the in-person version of the course. I bought the course online first and it was really dry and hard to get through. Switching to in-person had so many more benefits and excelerated my learning."

Ariana Calligaro

Fellow App

"It is an excellent course - for beginners as well as experiences PMM candidates. A very well structured and executed program!"

Sandeep Rath

ProcessMAP Corporation

"Comprehensive and encouraging. It was great to have a community to learn from after the course itself."

Deborah Komkov

Guusto

"Great way to connect to other Product Marketers and learn from each other. The course offers a deeper understanding of PM and how it should be positioned within the organization. It gave me the right tools to get started in this new role within the organization."

Sebastiaan Tillema

Mercell

Download
the curriculum 

Here at PMA, you can learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

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Your
instructors

5 star ratings from:

What you'll
accomplish 

Confidence

Leave completely confident in every core product marketing competency, and become the ultimate, well-rounded PMM.

Strategy

Develop actionable strategies to drive product success and growth for your company.

Growth

Instantly apply your newfound learnings & ideas into day-to-day projects and accelerate reaching the next level in your career.

What's
‍‍Included 

01
Content

Dive deep into 11 comprehensive modules covering the A to Z of product marketing, ensuring you're industry-ready.

02
Coursework

Engaging assignments to put theory into practice, creating actionable strategies tailored for your company.

03
Templates

20+ tried, tested, and ready-to-use templates and frameworks to streamline your processes.

04
Insights

Exclusive knowledge from product marketing leaders at top organizations, giving you an edge in the industry.

05
Interactivity

Ask questions and get tailored advice from your instructor and peers throughout this fully interactive course.

06
Access

Lifetime access to all course materials (updated quarterly), including 20+ editable templates, so you're always up-to-date.

07
Workshops

Participate in live, weekly sessions forevermore, to ask questions and learn how to apply your knowledge in the real world.

08
Certification

Official recognition accredited by CPD & CIM, boosting your credibility and career prospects in the PMM world.

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Win/loss email invite template

Win-loss interview questions

Customer feedback questions

Competitor intel checklist

Competitor SWOT analysis

Competitive intel tools

Business case template

B2B and B2C persona questions

B2B user persona example

B2B and B2C buyer persona example

Certified PMMs
earn $16,732 more

43% of those looking to get into PMM secured their first PMM role within three months of completing the course.

Nearly half of the people taking Product Marketing Certified: Core felt more confident in their role upon completion of the course.

Plus, you'll get free drinks and a chance to pick your instructor's and fellow peers' brains!

Learn with an

expert...

Product Marketing Certified: Core
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
October 8, 2024
Product Marketing Certified: Core
Europe
14:00 - 16:30 UTC
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Global Product Marketing Leader, Mastercard

Mandy Schafer
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Mandy is the Director of Product Marketing and aseasoned Product Marketing leader with over 15 years of experience building product marketing functions at both large multinational corporations and startups. Most recently from the San Francisco Bay Area, she has focused her career in the security and the collaboration space at companies such as Oracle, IBM, Demandbase and Dropbox. Prior to Mastercard, she relocated to Amsterdam to build the Enterprise Product Marketing team at Miro.

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October 8, 2024
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Global Product Marketing Leader, Mastercard

Mandy Schafer
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Mandy is the Director of Product Marketing and aseasoned Product Marketing leader with over 15 years of experience building product marketing functions at both large multinational corporations and startups. Most recently from the San Francisco Bay Area, she has focused her career in the security and the collaboration space at companies such as Oracle, IBM, Demandbase and Dropbox. Prior to Mastercard, she relocated to Amsterdam to build the Enterprise Product Marketing team at Miro.

See More
Hide more info
October 14, 2024
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.

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October 14, 2024
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.

See More
Hide more info
November 11, 2024
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Johnson
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

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Hide more info
November 11, 2024
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Johnson
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

See More
Hide more info
November 5, 2024
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Head Product Marketing and Research, StyleSeat

Meenal Relekar
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.

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November 5, 2024
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Head Product Marketing and Research, StyleSeat

Meenal Relekar
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.

See More
Hide more info
November 19, 2024
Product Marketing Certified: Core
North America
09:00 - 14:00 CT
2 Day Program
Tuesday & Wednesday, Part-time
Instructed by:

Senior Product Marketing Manager, Motive

Crystal Crouch
To be announced
Previous instructors: Google, Meta and Amazon
2 classes of 5 hours across 2 days
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Crystal is a seasoned Fintech/Insurtech Product Marketing Leader driven by a deep-seated passion for understanding and fulfilling customer needs. Her expertise lies in generating substantial momentum for new product launches through meticulous planning, development, and execution of brand, go-to-market, and CRM marketing strategies, all meticulously aligned with enterprise objectives.

Drawing upon data and analytics, Crystal is adept at driving informed business decisions and offering continuous recommendations to optimize marketing outcomes.

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December 9, 2024
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Mondays & Wednesday, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.

See More
Hide more info
December 9, 2024
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Mondays & Wednesday, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon