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Propel your career withProduct Marketing Certified

Get the industry insights, expert tips, and proven strategies you need to excel as a PMM. With Product Marketing: Core, your future is bright.
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Course
overview 

Want to move into product marketing but don’t have the experience or qualifications? Already in product marketing and want to level up? We’ve got your back. ‍

‍

With this product marketing certification, you’ll grasp the what, why, and how of every aspect of product marketing – and that’s a promise. From pricing, market research, and OKRs to personas, positioning, and go-to-market, Product Marketing Core has it all.

‍

You’ll learn how to embody the voice of the customer. You’ll nail the art of getting products to market and keeping them there. You’ll walk away with career-enhancing frameworks – all at a time that suits you. Unlock the cutting-edge knowledge you need to get ahead in product marketing today.

Curriculum

Introduction

Research

Pricing

OKRs

Personas

Positioning & messaging

GTM

Communication

Sales enablement

Onboarding, analysis & optimisation

Chapters

  • What is product marketing?
  • Product marketing career table
  • Portfolio messaging
  • Product marketing framework
  • PMA's product marketing playbook
  • The product lifecycle
  • The difference between a PM and PMM
  • How to work with product

‍

Have 3+ years in product marketing experience?

‍

Take Advanced Product marketing certified >>

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitive intelligence
  • Validation
  • Building a business case

‍

Take an advanced certification in:

‍Market Research >>

‍Competitive Intelligence >>

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys + conjoint analysis
  • Max Diff method

‍

Take an advanced certification in Pricing >>

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication

‍

Take an advanced certification in Metrics >>

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona template
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles

‍

Take an advanced certification in Personas >>

Chapters

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • SurveyMonkey's 7-step messaging process
  • An intro to Narrative design
  • Storytelling framework

‍

Take an advanced certification in:

Positioning >>

Narrative Design >>

‍Storytelling >>

‍Messaging >>

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • Go-to-Market process
  • GTM for start-ups
  • Acquisition + engagement channels
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

‍

Take an advanced certification in Go-to-Market >>

Chapters

  • Why communication's so important
  • 11 tips to communicate better
  • How to work with sales, marketing and engineering

‍

Take an advanced certification in Cross-Functional Collaboration >>

Chapters

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch
  • sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms
  • Product-led growth

‍

Take an advanced certification in Sales Enablement >>

Chapters

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies
  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis

‍

Take an advanced certification in Consumer Psychology >>

Introduction

Chapters

  • What is product marketing?
  • Product marketing career table
  • Portfolio messaging
  • Product marketing framework
  • PMA's product marketing playbook
  • The product lifecycle
  • The difference between a PM and PMM
  • How to work with product

‍

Have 3+ years in product marketing experience?

‍

Take Advanced Product marketing certified >>

Research

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitive intelligence
  • Validation
  • Building a business case

‍

Take an advanced certification in:

‍Market Research >>

‍Competitive Intelligence >>

Pricing

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys + conjoint analysis
  • Max Diff method

‍

Take an advanced certification in Pricing >>

OKRs

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication

‍

Take an advanced certification in Metrics >>

Personas

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona template
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles

‍

Take an advanced certification in Personas >>

Positioning & messaging

Chapters

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • SurveyMonkey's 7-step messaging process
  • An intro to Narrative design
  • Storytelling framework

‍

Take an advanced certification in:

Positioning >>

Narrative Design >>

‍Storytelling >>

‍Messaging >>

GTM

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • Go-to-Market process
  • GTM for start-ups
  • Acquisition + engagement channels
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

‍

Take an advanced certification in Go-to-Market >>

Communication

Modules

  • Why communication's so important
  • 11 tips to communicate better
  • How to work with sales, marketing and engineering

‍

Take an advanced certification in Cross-Functional Collaboration >>

Sales enablement

Modules

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch
  • sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms
  • Product-led growth

‍

Take an advanced certification in Sales Enablement >>

Onboarding, analysis & optimisation

Modules

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies
  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis

‍

Take an advanced certification in Consumer Psychology >>

Our stats

19+
Hours of content
11
Modules
57
Exam questions
11
Templates
5
Coursework tasks

"The PMA are experts in Product Marketing, the core course is for you whether you are starting out or experienced. Packed with examples, tips and templates across key facets of the job."

Asif Chaudhry

Global Director, Product Marketing

"The PMM Core course is an excellent course for all levels of product marketing professionals. The useful frameworks, structured course outline, and real-life examples from the instructors help everyone understand how critical product marketing, as a function, is for any organization's growth and success."

Sandeep Rath

Senior Director, Global Product Marketing

"I started the Product Marketing Core program wishing to learn at least one of the various activities a Product Marketer does. I finished it by feeling confident enough to take on any job in the area. All the coursework makes you reflect upon the process and already get some experience on the job, also the mentor sessions are a unique opportunity to meet different minds and exchange rich experiences. Absolutely recommend!"

Gympass

Global Product Marketing Specialist

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

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.

Download the framework

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

Enroll now

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

Enroll now

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

Enroll now

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

Enroll now

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

Enroll now
5 star ratings from:

Your
‍instructors 

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

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Implement frameworks

From battlecards to GTM strategies, you'll use tried-and-tested templates to create your own – ready to roll out the very next day.

Standardize processes

Get everyone working to best practices and speaking one unified PMM language.

Collaborate cross-functionally

See how product marketing can consistently drive outcomes for the whole business and learn to clearly communicate its value to stakeholders.

What's
‍‍included  

01
Content

11 comprehensive modules covering everything from research to pricing and positioning, updated quarterly to keep up with market trends.

02
Coursework

8 optional, actionable tasks, so you can put the theory into practice and create a ready-to-use pack of materials to implement in your company.

03
Workshops

Live monthly Q&A sessions with a PMM expert to ask burning questions, get tailored answers, and overcome your day-to-day challenges with ease.

04
Insights

Exclusive nuggets of knowledge from seasoned product marketing leaders at world-renowned organizations like Google, Adobe, and OpenView.

05
Templates

20 customizable, tried-and-tested templates and frameworks to help you hit the ground running. Less time on reinventing the wheel, more time on making an impact.

06
Flexibility

100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best. Did we mention lifetime access?

07
Support

Join a private alumni channel, so you can network with peers, be supported throughout your certification journey...and beyond.

08
Certification

Official recognition by CPD & CIM upon passing all exams, increasing your marketability and job prospects exponentially.

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 and interview questions

Customer feedback questions master list

Competitor intel checklist

Competitor SWOT analysis

Competitive intel tools

Business case template

B2B and B2C persona questions master list

B2B user persona example

B2B and B2C buyer persona example

Jobs-to-be-done canvas

Messaging framework

Positioning framework

Storytelling framework example and template

Go-to-Market template

Product launch tiers

Content mapping template

Battlecard template

Sales script

Onboarding framework

Customer case study questions master list

Enroll now

Sign up to the
pro+ membership

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

Upgrade now

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.

Learn about Pro+
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
$1,299
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

Enroll now

Get this course plus 25 others,
‍with Exec+ membership

Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.

Learn about Exec+
Exec+ membership
$250
/month (billed annually)
$150
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, peer groups, dinners, exclusive leadership events, and more,

25+ courses (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

Subscribe to Exec+
Individual course
$1,299
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

Enroll now

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.

Enroll now

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.

In Person
Enroll now
Live
Enroll now
OnDemand
Enroll now
Comprehensive curriculum
19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams.
Official certification
Official CPD & CIM accredited certification.
Real-time interaction
Interact with peers and the instructor live with real-time feedback.
Instructor-led
Direct support to guide you through the curriculum from a PMM expert.
Role play
Hands-on activities and tangible exercises.
Networking opportunities
Build your network with PMMs near you and bond over drinks.

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...

Enroll now

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.

Convince the bossBuy now

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:

Book a call
Learn more

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.

Ask your AI coach

FAQS

Is Product Marketing Certified: Core accredited?

Yep, it sure is. As well as getting the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is accredited by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).

Who is Product Marketing Core for?

Anyone with an interest in product marketing. If you want to transition into the industry, it’ll give you the knowledge you need to hit the ground running. If you’re new to product marketing, it’ll upskill you in areas you might not have much experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and new practices. Whatever your level, it’s an awesome opportunity to learn from senior PMMs at some of the world’s biggest businesses.

Does this course cover everything I need to know to be a product marketer?

This course is pretty darn comprehensive, if we do say so ourselves. From research through to optimization it covers the A to Z. However, as there are so many facets to product marketing, it’s very much more focused on the essentials.

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

Yup! Plus, all our team packages are tailored to your needs. If you drop Matt a line at m.booth@pmmalliance.com and tell him what you want, he’ll put a package together for you – it doesn’t have to be online and on-demand either – it can be online and live, or live and in-person.

Is the coursework mandatory?

No, but we'd highly recommend getting stuck in. The more you put in, the more you get out, so we encourage everyone to complete all coursework and get involved with the weekly workshops.

I'm considering a career change and would like to enter product marketing, but I'm not sure if I'll be out of my depth. Is the course geared towards helping entry-level product marketers, or should I seek an alternative?

Absolutely not! Our course caters to product marketers of all levels. Newbies definitely won't be out of their depth and it's packed with tons of fresh learnings, templates, case studies, and exercises for people who have prior experience in the product marketing field, too.

How long will Product Marketing Certified: Core take to complete?

It depends! All in all, there are around two solid days’ worth of course content but you can chip away at it as and when you want, and each module can be completed in total isolation.

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.

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Wait! Unlock this and 25 other courses ‍OnDemand with a Pro+ membership.

Get access to $16,000+ worth of world-class product marketing resources. With expert-led training, cutting-edge resources, networking, and mentoring opportunities, you’ll have everything you need to tackle everyday PMM challenges with confidence. 

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