Convince
your boss
Download
your brochure
Fundamentals of
product marketing success
.svg)
.svg)
.svg)
.svg)
Brought to you,
in partnership with...
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
Course
overview
Ready to dip your toe into product marketing? This course is your perfect first step. The product marketing role is notoriously tricky to pin down and define. The type of product you market, stage of growth your company's at, industry you're in, and so much more, can impact how you execute your role.
In this course, you’ll learn from top marketers at TikTok and Doctor.com on how to nail the invaluable basics without breaking the bank. It's perfect for marketing beginners or those looking for a career shift. By the end of this course, you’ll have a clear roadmap firm grasp on product marketing essentials without feeling swamped. Your future starts here.
Chapters
- Welcome
- Monthly Q&A workshops
Chapters
- What is product marketing?
- 101 definitions of product marketing
- The PMM role broken down
- State of Product Marketing [report]
- What is product marketing slide deck
Chapters
- The product marketing framework
- The product lifecycle
- Weekly workshop
Chapters
- The differences between PM & PMM
- How to work with product
- Product marketing vs traditional marketing
- Product marketing and product management dynamic duo [Doctor.com]
Chapters
- Is product marketing right for you? [TikTok]
- Product marketing career table
- Weekly workshop
Chapters
- Take the next step in your career
- Continue your professional development
- Get your certificate of completion
Chapters
Modules
Modules
Modules
Chapters
- Welcome
- Monthly Q&A workshops
Chapters
- What is product marketing?
- 101 definitions of product marketing
- The PMM role broken down
- State of Product Marketing [report]
- What is product marketing slide deck
Chapters
- The product marketing framework
- The product lifecycle
- Weekly workshop
Chapters
- The differences between PM & PMM
- How to work with product
- Product marketing vs traditional marketing
- Product marketing and product management dynamic duo [Doctor.com]
Chapters
- Is product marketing right for you? [TikTok]
- Product marketing career table
- Weekly workshop
Chapters
- Take the next step in your career
- Continue your professional development
- Get your certificate of completion
Chapters
Modules
Modules
Modules
Our stats
.png)
"PMA contains some of the most up-to-date high quality courses on product marketing. The community is also extremely supportive and helpful. Whether you're new to product marketing and are looking to gain the skills you need to become a PMM, or you're an experienced product marketer looking to build upon your expertise, PMA has some amazing courses for you. Highly recommend."
Chris Ashby
Product Marketing Manager
"Product Marketing Alliance is a global membership organization that offers access to resources, events, courses, and podcasts on product marketing topics. The thing I like best about the Alliance is its strong community and online presence, and the fact they leverage top PMM leaders across the world to create and share frameworks and valuable content."
Bianca Stanescu
Director of Product Marketing
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
Your instructor,
Chris Tran
.svg)
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,
Bryony Pearce
Bryony's the Chief Marketing Officer at The Alliance, and has been around since day one creating and shaping the Product Marketing Alliance community. She's the creator of our flagship course, Product Marketing Certified: Core, which is taken and trusted by 10,000+ PMMs globally, and oversees The Alliance's entire suite of education offerings. Additionally, she has authored a highly acclaimed non-fiction book, "Product Marketing Misunderstood," enjoyed by 1,000s and rated 4.5/5.
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,
Louis Guerrero
Louis is currently a consumer product marketer focused on payments & monetization experiences at Meta.
Before his role supporting Meta’s FinTech org, Louis was a product marketer at Lyft after having led product marketing at an AdTech company, and digital marketing at numerous leading advertising agencies. Having spent 10+ years in various marketing roles, Louis is most exhilarated about connecting people to delightful products.
Louis is also passionate about Brazilian Jiu-Jitsu, hiking, and MMA. He also enjoys connecting with current and aspiring product marketers, so feel free to reach out.
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,
Allie Bollman
Allie is the Senior Manager of Marketing at Headway, where she plays a pivotal role in the company's mission to revolutionize mental healthcare accessibility and affordability. With a passion for driving positive change, she leverages her expertise to amplify Headway's message and reach. Through strategic marketing initiatives, Allie contributes to the company's efforts in rewiring the mental healthcare system for the better.
By the end of the course
you'll be able to...
Grasp basics
Gain an impeccable understanding of product marketing essentials. Navigate the industry with confidence.
Speak fluently
Comfortably discuss product marketing, sales enablement, and positioning. Impress peers with your industry knowledge.
Transition smoothly
Prepare for a seamless shift into product marketing. Broaden your career prospects with essential skills.
What's
included
OnDemand, instructor-led course material expertly delivered by industry professionals. Learn the basics and beyond with ease.
Optional assignments for practical application of theories. Get hands-on experience and feedback on your ideas and strategies.
Non-compulsory evaluations to test your understanding and progress. Validate your learning and gain the confidence to step forward in the industry.
Downloadable, editable frameworks to streamline your processes. Use tried and tested templates for real-world application and efficiency.
Bonus footage from established PMMs at Doctor.com, TikTok, Yelp, Lyft and more. Gain insights from the best in the business.
Enjoy unlimited entry to weekly live workshops. Ask questions, get clarifications, and network with peers - every Thursday.
Earn a certificate of completion upon finishing the course. Note - this isn't a certification but a recognition of your newly acquired skills.
Access to a vibrant community of learners and experts. Collaborate, share ideas, and grow together in your marketing journey.
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.
Get this course 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+ 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
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Affordable learning: Learn product marketing fundamentals without straining your budget. High-quality education made accessible.
Industry insights: Gain exclusive insights from established PMMs from top companies. Benefit from real-world experiences and strategies.
Career boost: Enhance your career prospects whether you're new or transitioning into product marketing. Open doors to exciting opportunities.
.svg)
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
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:
.svg)
.svg)
Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
This course is ideal for anyone new to product marketing (less than 6 months in) or looking to transition into this field from any profession. Particularly great for marketing generalists eyeing up a career switch!
The course is self-paced, so it really depends on you! You can speed through the material or take your time to digest it all. Remember, you'll have lifetime access to the course.
After you complete the course, you'll receive a Certificate of Completion to mark your achievement! You'll also have gained invaluable insights and skills to apply in your career. And don't forget the 10% discount on our other courses and discounted membership plans.
We encourage questions and foster an interactive learning environment. Throughout the course, you'll have opportunities to engage with instructors and fellow students. So, feel free to ask away and ignite insightful discussions. We're here to support your learning journey!
Students like you
always love...
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.
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
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
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
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
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.
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
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
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
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
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