Perfect your storytellingwith narrative design

Transform your company’s positioning and make sure your product stands out from the crowd - get your narrative design certification and tell a story your market simply can't ignore.
Enroll now
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Built and taken by experts at

Course
overview 

Good product marketers are natural storytellers. But great product marketers use a storytelling formula that can be learned, replicated, and iterated.

In this course, you'll acquire exactly that.

Narrative design has become a crucial element of product marketing, enabling brands to capture market-wide attention in even the most crowded industries.

With Narrative Design Certified, you'll be equipped with the practical skills and knowledge to construct narratives that'll accelerate your product's growth.

Chapters

  • What to expect from this course
  • Your course pack
  • Why narrative design
  • Examples of narrative design in action
  • The flywheel
  • Drift's narrative design
  • Building a foundation for narrative design
  • The narrative design team
  • Resource library
  • Exam #1
  • Pitching the process
  • Video pitch [example]
  • Exam #2
  • Bonus footage: Interview with Dave Gerhardt

Chapters

  • Instructions for how-to design a narrative
  • The change
  • The impact of that change on a specific audience
  • How companies should adapt
  • The challenge
  • What you've built up
  • Exam #3
  • Activity #2
  • How to use the narrative design deck
  • Bonus footage: Narrative design case study

Chapters

  • Creation process and rollout
  • Rolling out the narrative internally
  • Launching your narrative externally
  • Tying your narrative to a product launch
  • Best practices
  • Conclusion
  • Exam #4

Chapters

  • Resource library
  • Get product marketing certified
  • Continue your professional development
  • Get your certificate

Chapters

Chapters

Chapters

Modules

Modules

Modules

Intro to narrative design

Chapters

  • What to expect from this course
  • Your course pack
  • Why narrative design
  • Examples of narrative design in action
  • The flywheel
  • Drift's narrative design
  • Building a foundation for narrative design
  • The narrative design team
  • Resource library
  • Exam #1
  • Pitching the process
  • Video pitch [example]
  • Exam #2
  • Bonus footage: Interview with Dave Gerhardt

Designing a narrative

Chapters

  • Instructions for how-to design a narrative
  • The change
  • The impact of that change on a specific audience
  • How companies should adapt
  • The challenge
  • What you've built up
  • Exam #3
  • Activity #2
  • How to use the narrative design deck
  • Bonus footage: Narrative design case study
Rolling out and maintaining your narrative

Chapters

  • Creation process and rollout
  • Rolling out the narrative internally
  • Launching your narrative externally
  • Tying your narrative to a product launch
  • Best practices
  • Conclusion
  • Exam #4

Wrap up

Chapters

  • Resource library
  • Get product marketing certified
  • Continue your professional development
  • Get your certificate

Chapters

Chapters

Chapters

Modules

Modules

Modules

Our stats

3
Hours of content
3
Modules
55
Exam questions
2
Templates
3
Coursework tasks

“The course was very simple and easy to navigate. The exams were related to the subject at hand (no tricks). There were useful guides and templates which you could append to and make it your own. Lecturer was very knowledgeable.”

Tricia Balthazar

Product Marketing Manager

“I completed the core certification and the narrative design master certification and I have to say that both were really great but especially the narrative design one. Marcus really has a way to teach it and he automatically take you in, you will want to start working on it right away. The two certifications are really a must have for Product Marketers”

Louis-Marie de Chateauvieux

Senior Product Marketing Manager

“The Narrative Design certification course by Marcus Andrews provides an amazing framework for implementing narrative design at your company. I loved the way he broke the methodology into simple steps and the examples he provided. The bonus interview and video case study conversation balanced theory with action.”

Ashley Nichols Guttuso

Senior Product Marketer

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.

Pitch the program
5 star ratings from:

Your
instructors 

By the end of the course
‍‍you'll be able to...

Master product storytelling

Become an unrivaled expert in impactful storytelling and rally your org around a common narrative.

Stand out

Develop the skills needed to elevate your company’s profile and cut through the noise, even in the most competitive markets.

Drive change

Adopt unique skills to impress senior leadership and pioneer innovation and change within your organization.

What's
‍‍included  

01
Content

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.

02
Templates

Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.

03
Q&A

Get your burning questions answered - gain access to a 40-minute Q&A with Dave Gerhardt, CMO at Privy. This is your chance to delve into the insights of a marketing mastermind!

04
Activities

Hone your skills with help from a line-up of engaging activities designed to help transform your theoretical knowledge into impactful storytelling strategies.

05
Process

Follow a mock pitch process that’ll empower you to make a persuasive business case and turn your narrative design skills into real-world results.

06
Access

Unlock exclusive access to our Slack channel, which is reserved solely for PMA alumni. Join a vibrant community of like-minded professionals who share experiences, exchange ideas, and offer peer-to-peer support.

07
Certificates

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.

08

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.

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

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.

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 certification
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
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.

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

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

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

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

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:

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

What is the Narrative Design Certified course?

The Narrative Design Certified course is a certification program focused on storytelling and positioning in product marketing. The course is self-paced and contains 3 modules, 23 chapters, 57 exam questions, and 2 activities. The course is centered around a step-by-step framework to help you define your product's narrative using real-life case studies, design examples, pitching processes, and best practices​.

Who’s this Narrative Design Certified course for?

This course 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.

How does the Narrative Design Certified course work?

The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, 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 Narrative Design Certified!

How long will the Narrative Design Certified course take to complete?

You can take however long you need to work through the materials, it’s completely flexible. The course consists of 3+ hours of on-demand content, including activities and exams.

How long will I have access to the course content for?

Good news - you’ll get lifetime access! Dive into the depths of narrative design anytime, anywhere, at your own pace.

I'd love to get my whole team certified, do you have any discounts on offer?

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.

How much does the Narrative Design Certified course cost?

The cost of the Narrative Design Certified course is $500. This fee includes access to over 3 hours of OnDemand course content, real-life case studies, activities to put theory into action, a mock pitch process, a Q&A with Dave Gerhardt, CMO at Privy, and exclusive access to a narrative design alumni channel in Slack​. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.

What happens if I don’t pass the course exams?

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.

Students like you
‍‍always love...

Storytelling Certified Masters

Learn how to create an actionable storytelling framework and captivate your audience through product stories that sell.

Persona Certified Masters

Level up your personas! This course offers practical tips, real-life case studies, expert advice, and persona examples to create game-changing personas.

Messaging Certified Masters

Elevate your messaging with our certified course. Learn from experts, drive product growth, and boost your career.

The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets