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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

"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

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

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...

July 8, 9, 15, 16, 2024

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September 3, 2024
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Vancouver
October 8, 2024
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Product Marketing Certified: Core

Learn the A to Z of product marketing and take your career to the next level with our fully self-paced and only CPD and CIM-accredited product marketing certification. Already taken by thousands of product markters and trusted by the largest companies around - wil you join them?

Product Marketing Certified: Core

Get this course plus 25 others,
with Pro+ membership

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual course
$1,499
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to individual course bought

Access to all future course updates

Official certification if you pass the exams

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you…

Old Way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New Way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths