Download
your brochure
Shape your product’s journey with Strategic Design Certified
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Certification
overview
Good product marketers are natural storytellers. But great product marketers use a proven storytelling framework that can be learned and refined over time.
This certification teaches that coveted skill. Recently revamped, Strategic Design Certified equips you with an effective storytelling framework.
Learn to craft compelling narratives that capture attention and accelerate growth, even in crowded markets. The updated curriculum provides the latest techniques for constructing stories that truly resonate.
Curriculum
Chapters
- What is Strategic Design?
- Brand narrative vs. product narrative
- Cross-functional collaboration in strategic design
- Narrative design vs. positioning and messaging
- How customers influence strategic design
Chapters
- Strategic design research
- Leveraging data insights
- Bonus: Building a customer focused brand narrative - Channing Fleetwood, CMO at Rinse Free
- AI in strategic design
- Aligning narrative with brand identity
- B2B vs B2C strategic design
- Exam
Chapters
- Key steps to designing a strategy
- Strategic design frameworks: Zuora
- Framework case study: Zoom
- Strategic design frameworks: Tesla
- Strategic design frameworks: Donald Miller
- Do's and don'ts
- Bonus: How NOT to tell a story: Crafting compelling narratives - Tim Bowman, Head of Compete - Product Marketing at Asana
- Coursework: Filling out a framework
- Exam
Chapters
- Managing an internal launch
- How to get C-level buy-in
- Bonus: New positioning & narrative design - Convincing C-Level stakeholders
- Executing an external launch
- Strategic design case studies
- Coursework
- Exam
Chapters
- Measuring the impact of your strategy
- Improving your strategic design
- When to change your strategic design
- Outro
- Exam
Chapters
Chapters
Chapters
Chapters
Chapters
Chapters
- What is Strategic Design?
- Brand narrative vs. product narrative
- Cross-functional collaboration in strategic design
- Narrative design vs. positioning and messaging
- How customers influence strategic design
Chapters
- Strategic design research
- Leveraging data insights
- Bonus: Building a customer focused brand narrative - Channing Fleetwood, CMO at Rinse Free
- AI in strategic design
- Aligning narrative with brand identity
- B2B vs B2C strategic design
- Exam
Chapters
- Key steps to designing a strategy
- Strategic design frameworks: Zuora
- Framework case study: Zoom
- Strategic design frameworks: Tesla
- Strategic design frameworks: Donald Miller
- Do's and don'ts
- Bonus: How NOT to tell a story: Crafting compelling narratives - Tim Bowman, Head of Compete - Product Marketing at Asana
- Coursework: Filling out a framework
- Exam
Chapters
- Managing an internal launch
- How to get C-level buy-in
- Bonus: New positioning & narrative design - Convincing C-Level stakeholders
- Executing an external launch
- Strategic design case studies
- Coursework
- Exam
Chapters
- Measuring the impact of your strategy
- Improving your strategic design
- When to change your strategic design
- Outro
- Exam
Chapters
Chapters
Modules
Modules
Modules
Our stats
"The course was an amazing experience, guiding step-by-step through the process in a highly professional manner with effective examples. I especially appreciated the practical frameworks and the thorough explanations of important topics like 'Research and Alignment.' The course has enhanced my understanding of narrative design and its application in product marketing. Highly recommended for anyone looking to level up their skills in this area!"
Imran Hossain
Product Manager
"The course was insightful, well structured, and packed with practical frameworks that made the process of building a compelling strategic narrative feel both achievable and impactful. A must for anyone looking to master strategic narrative in marketing!"
Ayushi Kapil
Product Marketing Manager
Download
your brochure
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.
Your
instructors
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Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Tim Bowman
Tim Bowman is a seasoned marketing strategist with a strong background in technology and business innovation. Currently serving as the Head of Market Strategy at Asana, he plays a pivotal role in shaping the company's approach to market trends and customer engagement.
With a career spanning over a decade, Tim has developed a keen insight into the dynamics of digital business transformation. His expertise lies in identifying emerging market opportunities and aligning them with strategic initiatives to drive growth.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Channing Fleetwood
Channing Fleetwood is a modern marketing executive with a strong track record of driving brand growth across the communications, technology, and consumer products industries. With over 15 years of experience, Channing has led global marketing teams across key functions including brand, public relations, digital, creative, events, product marketing, and customer experience. He is fueled by a passion for achieving aggressive growth objectives and building high-performing, results-driven marketing organizations. His leadership spans both mid-size and enterprise-level B2B and B2C brands, consistently delivering strategic impact in fast-paced, competitive markets.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
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Your instructor,
Ashley Herbert Popa
Ashley is an accomplished product marketer with a proven history of driving growth and scale across multiple global high-growth SaaS companies. She is passionate about great products, compelling storytelling, and crafting exceptional customer experiences. With deep expertise as the voice of the customer, Ashley excels at enabling cross-functional alignment, shaping strategic direction, and leading high-performing teams. Her ability to blend customer insight with business strategy makes her a key driver of product success and organizational impact.
By the end of the certification
you'll be able to...
Craft compelling stories
Unlock techniques for developing narratives that resonate with customers and differentiate your products in the market.
Build deeper connections
Explore ways to tap into customer emotions, experiences, and aspirations through well-designed stories that forge strong relationships with your audience.
Align narratives
Discover methods for maintaining consistent, cohesive narratives across marketing channels to reinforce key product messages.
What's
included
An extensive on-demand curriculum with all the tools you need to master narrative design storytelling process. This innovative process has been adopted by some of the fastest-growing companies across B2B and B2C to differentiate themselves from the competition.
Dive into 5+ hours of exclusive, on-demand course content, and enhance your storytelling skills at your own pace.
Hone your skills with help from a line-up of engaging activities designed to help transform your theoretical knowledge into impactful storytelling strategies.
Elevate your career with a Narrative Design certification upon successful completion of all exams. Solidify your newfound mastery of storytelling and positioning, and set yourself apart in the industry.
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Unlock exclusive access to our Slack channel, which is reserved solely for narrative design alumni. Join a vibrant community of like-minded professionals who share experiences, exchange ideas, and offer peer-to-peer support.
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.
Book a free
career consultation
Identify your strengths and areas for improvement.
Get expert advice tailored to your career goals.
Explore the impact of certification on your career.
Get this certification 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.
25+ certifications (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 On-demand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams
Get this certification plus 25 others, with Exec+ membership
Discover how our Exec+ memberships stack up against our individual certifications to find the best value for your investment.
25+ certifications (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams
Certification
benefits
Learn how to craft stories that convey the value of your product and captivate your audience.
Create a distinctive identity for your product to ensure it outshines the competition.
Influence strategic decisions and align teams with a cohesive and impactful product narrative.
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Choose the wayyou want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
Why choose
certifications 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
New way
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:
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Accelerate your learning with our product marketing AI coach.
Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
This certification is specifically designed for product marketers with 1+ years’ experience, including those with the title of:
- Senior Product Marketing Manager
- Head of Product Marketing
- Director of Product Marketing
- VP of Product Marketing
- Head/Director of Marketing
- CMO
- Start-up Founder/CEO
Whatever your position, this course will help you weave an engaging narrative your audience can’t ignore.
The certification is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in coursework, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you successfully pass all of the exams, you’ll officially be Strategic Design Certified!
You can take however long you need to work through the materials, it’s completely flexible. The certification consists of 5+ hours of on-demand content, including activities and exams.
Good news - you’ll get lifetime access! Dive into the depths of strategic design anytime, anywhere, at your own pace.
Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.
