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Achieve product marketingexcellence with our team certification.

The road to product marketing mastery starts here. Our comprehensive certification will provide your team with all the tools they need to excel in the ever-evolving marketplace.
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Course
overview 

Ready to get your whole team up to speed in product marketing? Welcome to Product Marketing Core, your go-to certification for mastering this fast-evolving field. 

‍

We’ll guide your team through every facet of product marketing, from research and pricing to positioning and onboarding, eliminating all ambiguity and boosting their confidence. 

‍

If your team members are struggling with different levels of understanding or are simply not on the same page, we're here to help. 

‍

Our alumni call our certification 'invaluable' - and we think you will too. Enroll today and empower your product marketing team to be the best it can be.

Curriculum

Introduction

Research

Pricing

OKRs

Personas

Positioning & messaging

GTM

Communication

Sales enablement

Onboarding, analysis & optimization

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 management
  • Key takeaways
  • Bonus: The evolution of product marketing to portfolio messaging [PMM Consultant]
  • Bonus: Portfolio product marketing talk [Peloton]

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Win-loss coursework
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Competitor intel coursework
  • Validating your hypothesis
  • Building a business case
  • Key takeaways
  • Exam
  • Fireside chat: Susan 'Spark' Park at Meta

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
  • MaxDiff
  • Key takeaways
  • Exam
  • Bonus: The pricing and packaging roadmap to help grow revenue [MobileCoin]

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication
  • Key takeaways
  • Exam
  • OKR coursework
  • Bonus: Product marketing metrics that matter [Adobe]

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona templates
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles (ICP)
  • Key takeaways
  • Exam
  • Bonus: How to develop personas the right way [IBM]

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework
  • Key takeaways
  • Exam
  • Fireside chat: Francisco T Bram at Albertsons Companies
  • Bonus: 7-step messaging process [Unbabel]

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • GTM for start-ups
  • GTM process
  • Acquisition & engagement channels
  • 3-step growth strategy [Unbounce]
  • GTM process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy
  • Key takeaways
  • Exam
  • GTM coursework
  • Fireside chat: Kushagra Sharma at VMWare
  • Bonus: Building a multi-channel customer marketing strategy [Sellics and Twilio Inc]
  • Bonus: Evolving product marketing to solutions marketing [Veeam Software]

Chapters

  • Why communication's so important
  • 112 tips to communicate better
  • Working with sales, marketing and product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product
  • Key takeaways
  • Exam
  • Bonus: Building a bridge between product marketing and sales [Oracle]
  • Bonus: Panel discussion: B2B vs B2C what they should learn from eachother.. and what they shouldn't

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
  • Key takeaways
  • Exam
  • Sales enablement coursework

Chapters

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

‍

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 management
  • Key takeaways
  • Bonus: The evolution of product marketing to portfolio messaging [PMM Consultant]
  • Bonus: Portfolio product marketing talk [Peloton]
Research

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Win-loss coursework
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Competitor intel coursework
  • Validating your hypothesis
  • Building a business case
  • Key takeaways
  • Exam
  • Fireside chat: Susan 'Spark' Park at Meta
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
  • MaxDiff
  • Key takeaways
  • Exam
  • Bonus: The pricing and packaging roadmap to help grow revenue [MobileCoin]
OKRs

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication
  • Key takeaways
  • Exam
  • OKR coursework
  • Bonus: Product marketing metrics that matter [Adobe]
Personas

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona templates
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles (ICP)
  • Key takeaways
  • Exam
  • Bonus: How to develop personas the right way [IBM]
Positioning & messaging

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework
  • Key takeaways
  • Exam
  • Fireside chat: Francisco T Bram at Albertsons Companies
  • Bonus: 7-step messaging process [Unbabel]
GTM

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • GTM for start-ups
  • GTM process
  • Acquisition & engagement channels
  • 3-step growth strategy [Unbounce]
  • GTM process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy
  • Key takeaways
  • Exam
  • GTM coursework
  • Fireside chat: Kushagra Sharma at VMWare
  • Bonus: Building a multi-channel customer marketing strategy [Sellics and Twilio Inc]
  • Bonus: Evolving product marketing to solutions marketing [Veeam Software]
Communication

Modules

  • Why communication's so important
  • 112 tips to communicate better
  • Working with sales, marketing and product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product
  • Key takeaways
  • Exam
  • Bonus: Building a bridge between product marketing and sales [Oracle]
  • Bonus: Panel discussion: B2B vs B2C what they should learn from eachother.. and what they shouldn't
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
  • Key takeaways
  • Exam
  • Sales enablement coursework
Onboarding, analysis & optimization

Modules

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

‍

Our stats

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

“Deep and rich knowledge packaged up. Alex presented in a highly engaging and positive style. Templates and tools are highly relevant and practical.”

Asif Chaudhry

Global Director, Product Marketing & Propositions

"It is an excellent course - for beginners as well as experiences PMM candidates. A very well structured and executed program!"

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...

Enroll now

Master PMM

Equip your team with a 360-degree understanding of product marketing fundamentals.

Crack the market

Learn effective research, pricing, and positioning strategies – and much more – to make your products a hit.

Speak a unified language

Understand the unique language and key concepts of product marketing, enhancing your team’s communication.

What's
‍‍included  

01
Content

11 comprehensive modules covering every aspect of product marketing, from research and pricing to onboarding – designed to get your whole team speaking the same language.

02
Coursework

8 optional but highly recommended tasks to help your team put theory into practice and create a ready-to-use pack of materials to implement in your company.

03
Templates

Lifetime access to 20+ tried-and-tested customizable templates, designed to streamline your processes and enhance your team’s efficiency.

04
Flexibility

Learn at your own pace with our OnDemand option, or let us guide your team together with a Live and Online or Live and In-Person program.

05
Support

Get all your team’s questions answered by top product marketing experts with regular support sessions.

06
Community

Access to the PMMC alumni channel, where your team can continue networking and learning from certified peers long after the course is over.

07
Updates

Always stay abreast of the latest in product marketing with lifetime access to course content. We update our content quarterly to reflect new trends and developments in the field.

08
Certification

Upon successful completion of all exams, earn an official certificate recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD), as well as the likes of Hubspot, Salesforce, and TikTok.

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
$3,507.30
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
$3,507.30
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

Get to grips with real-life product marketing scenarios.

Empower your team with the tools they need to shine.

Drive impact across your organization.

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 this product marketing course accredited?

Absolutely! As well as having the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).

Who’s the Product Marketing Core course for?

Anyone in the field of product marketing or transitioning to this role. If they're relatively new to product marketing, it’ll upskill them in areas they have less experience. If they're a product marketing veteran, it’s a great refresher on current trends and new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest companies.

What does the Product Marketing Core course curriculum include?

Take a look!

  • Module one: Research
  • Module two: Pricing
  • Module three: OKRs
  • Module four: Personas
  • Module five: Positioning and messaging
  • Module six: Go-to-market
  • Module seven: Communication
  • Module eight: Sales enablement
  • Module nine: Onboarding
  • Module ten: Analysis and optimization
  • Module eleven: The wrap-up
Are there any certifications or accolades awarded upon completion?

Yes! You receive an official CPD- and CIM-accredited Product Marketing Certified: Core certification upon passing all exams.

Are there any special rates for teams?

Yup! Contact us for information on special team rates.

Is this Product Marketing Core course self-paced?

That’s up to you! We understand that everyone has unique schedules and learning speeds, so we offer a 100% OnDemand course, allowing you to learn at your own pace. 

Alternatively, you can opt for a live and online part-time course so your team can spread out its learning over four structured weeks. Or, you can book one intensive day’s learning to get your whole team up to speed in one fell swoop! You can even do it in person if you prefer! If you drop Tom a line on t.madden@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.

How long will it take to complete the Product Marketing Core course?

There is about two solid days’ worth of content, but how long it takes to complete will vary depending on your pace. We’ve created the course in a way that’s easy for you to chip away at as and when you want, and each module can be completed in total isolation.

Do I receive access to a personal mentor as part of the Product Marketing Core course?

No, but you will qualify for a discounted PMA membership plan, which includes access to mentorships!

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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‍‍always love...

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Product Marketing Certified Leadership

This leadership certification will equip you with the insider knowledge you need to create a lasting, successful career as a product marketing leader.

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Product-Led Growth Certified Core

Leverage real-world examples and case studies to propel your career and your organization's growth. Your path to product-led success starts here.

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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. 

Sign up to Pro+Learn more