Master the art of brandand product positioning.

Learn from product marketing pros, gain practical insights, and position your product for maximum impact with Positioning Certified: Masters.
Enroll now
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Course
overview 

Getting positioning right is central to a strong product marketing strategy, and our Positioning Certified: Masters course is your roadmap. 

No more guesswork or outdated strategies. Learn the ins and outs of positioning from industry experts who have honed their knowledge through years of experience. Dive into 5+ hours of comprehensive content, plus tried-and-tested templates and real-life case studies. Ask questions, get answers, and build your toolbox of practical advice. 

With lifetime access to all course materials (including future updates!) and an official certification, you'll stay ahead of the curve and establish yourself as a marketing authority. Enroll now, position yourself for success, and get a foothold in the market.

Chapters

  • What is positioning and why is it important?
  • The perils of the positioning statement
  • The difference between messaging and positioning
  • A combined positioning and messaging framework
  • Key takeaways
  • Exam #1
  • Q&A with April Dunford
  • Time to reflect
  • The relationship between positioning & messaging

Chapters

  • Carrying out a positioning exercise
  • Let go of the old, make way for the new
  • Identify what makes you unique
  • Identify the value of those features
  • Find out who really cares
  • Your market frame of reference
  • Your positioning versus your competitors'
  • Positioning and Competition
  • Positioning at a -up
  • Key takeaways
  • How to nail product positioning when your company needs a refresh
  • Time to reflect

Chapters

  • Taking your positioning to the next level
  • Key takeaways
  • Mastering positioning for growth
  • Time to reflect

Chapters

  • Signs your positioning isn't working
  • How to reposition your product
  • Validating your positioning
  • How to roll out repositioning
  • How often should you review your positioning?
  • Pivoting positioning in times of upheaval
  • Key takeaways
  • Time to reflect

Chapters

  • The power of storytelling
  • A guide to using narrative design
  • Your customers' story
  • Key takeaways
  • Time to reflect
  • Learning feedback form
  • The relationship between positioning & narrative design

Chapters

  • Driving positioning within your organization
  • Securing leadership buy-in
  • Key takeaways
  • Time to reflect

Chapters

Modules

Modules

Modules

Why positioning is so important

Chapters

  • What is positioning and why is it important?
  • The perils of the positioning statement
  • The difference between messaging and positioning
  • A combined positioning and messaging framework
  • Key takeaways
  • Exam #1
  • Q&A with April Dunford
  • Time to reflect
  • The relationship between positioning & messaging

How to do positioning

Chapters

  • Carrying out a positioning exercise
  • Let go of the old, make way for the new
  • Identify what makes you unique
  • Identify the value of those features
  • Find out who really cares
  • Your market frame of reference
  • Your positioning versus your competitors'
  • Positioning and Competition
  • Positioning at a -up
  • Key takeaways
  • How to nail product positioning when your company needs a refresh
  • Time to reflect
Positioning for growth

Chapters

  • Taking your positioning to the next level
  • Key takeaways
  • Mastering positioning for growth
  • Time to reflect
Repositioning

Chapters

  • Signs your positioning isn't working
  • How to reposition your product
  • Validating your positioning
  • How to roll out repositioning
  • How often should you review your positioning?
  • Pivoting positioning in times of upheaval
  • Key takeaways
  • Time to reflect
Positioning & storytelling

Chapters

  • The power of storytelling
  • A guide to using narrative design
  • Your customers' story
  • Key takeaways
  • Time to reflect
  • Learning feedback form
  • The relationship between positioning & narrative design
Driving positioning internally

Chapters

  • Driving positioning within your organization
  • Securing leadership buy-in
  • Key takeaways
  • Time to reflect

Chapters

Modules

Modules

Modules

Our stats

5+
Hours of content
6
Modules
71
Exam questions
5
Templates
100%
Self-paced

"Positioning is a tricky topic to cover well, but this course pulls it off by balancing theory with how-to instructions and solid examples. I love the no-fluff topics, like how positioning statements can be dangerous, how internal teams using one wrong word can tank your positioning, and how Narrative Design works with positioning."

Tim Hinds Positioning Masters

Co-founder and Product Marketing Leader

"The solid foundation all PMMs should have. The clear explanations of what Positioning and Messaging are and case study examples were my favorite part. To execute on P + M effectively is rarely discussed and this course is great for PMMs to build a solid foundation on."

Samuel Miller Positioning Masters

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.

Pitch the program
5 star ratings from:

Your
instructors 

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

Gather insights

Conduct both quantitative and qualitative customer research to create powerful positioning strategies.

Craft narratives

Develop compelling brand narratives that resonate with target audiences and drive engagement.

Stand out

Position your product for success in even the most crowded of marketplaces.

What's
‍‍included  

01
Content

8 comprehensive modules covering how to position your product for growth, how to harness the power of storytelling, how to drive positioning internally, and much more!

02
Templates

7 tried, tested, and vetted templates to help you seamlessly apply your learnings in the real world.

03
Insights

Exclusive insights, real-life case studies, and practical advice from legendary product marketers like April Dunford, Marcus Andrews, and our very own Bryony Pearce.

04
Coursework

Engaging assignments and hands-on exercises to deepen your understanding and get you applying new concepts to your marketing right away.

05
Exams

71 thought-provoking exam questions to consolidate your knowledge and test your positioning proficiency.

06
Flexibility

100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best.

07
Access

Lifetime access to all course materials, including future updates, ensuring you stay up-to-date with the latest positioning trends and practices.

08
Certification

Official certification upon successfully completing the course and exams, showcasing your newfound mastery of positioning.

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.

Customer feedback template

Positioning template

SWOT analysis template

Storytelling framework template

CI for marketing: Competitive positioning reference doc

Customer feedback template

Customer feedback template

Positioning template

SWOT analysis template

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

Gain a competitive edge.

Position yourself as a marketing leader.

Open doors to new career opportunities.

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 Positioning Certified course?

The Positioning Certified course is your ticket to becoming a positioning pro. It's a comprehensive program packed with all the knowledge, tools, and real-world case studies you need to nail your product positioning game.

Who's this brand and product positioning course for?

Calling all rockstar product marketing managers, visionary heads of product marketing, and director and VP-level superheroes! This course is designed to level up your positioning skills. If you're an aspiring PMM or a Product Marketing Associate hungry for growth, there’s heaps for you to learn here too.

How does positioning certified work?

The course is self-paced, so you can learn at the time and tempo that suit you best. You'll have access to 5+ hours of course content, including bonus features and case studies. Oh, and you can ask questions along the way – our product marketing experts are here to dish out the answers. At the end of each module, you’ll be presented with mandatory exam questions and, if you pass all these, you’ll become Positioning Certified!

What are the benefits of completing this positioning course?

By completing this course, you'll develop practical skills in positioning and narrative design. You’ll learn how to differentiate your brand and make informed decisions based on customer research, Plus, you’ll position yourself as a product marketing leader, opening up new career opportunities.

What practical skills in narrative design will I develop on this positioning course?

Oh, we're going to turn you into a storytelling wizard! Get ready to craft captivating brand narratives that mesmerize your audience and position your product as the best possible solution to their problems.

How long will the positioning course take to complete? Is it self-paced?

This course contains over five hours of content. It’s also 100% self-paced, so you can learn whenever and wherever, meaning the completion time varies from learner to learner. Smash it out in a day, or take your time to absorb the knowledge, complete assignments, and become the positioning master you were born to be.

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.

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...

Narrative Design Certified Masters

Transform your company’s positioning and make sure your product stands out from the crowd.

Messaging Certified Masters

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

Go-to-Market Certified Masters

The bread and butter of any product marketer. Get a repeatable, collaborative, and creative formula to nail your product launch every single time

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

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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