Product Marketing

Product marketing plays a crucial role in product success. This course familiarizes participants with the product marketing role, building a product marketing strategy, and planning two key elements of the product marketing mix – pricing and go-to-market. The last module of the course focuses on growth hacking, particularly, using product marketing techniques for growth.

Course Learning Objectives:

  • Familiarize with the role, structure, skillsets and importance of the product marketing team.
  • Learn the key elements of product marketing strategy, product vision, product positioning, product / market fit, and competitive analysis.
  • Understand the key considerations involved in deciding product pricing and learn the various methods to price products.
  • Learn the hallmarks of an effective go-to-market strategy – building effective messaging, demand generation strategies across the sales and marketing funnel and effective sales enablement strategies. 
  • Familiarize with the concept, channels, tools and tactics of growth hacking.

Syllabus

Learning Objectives:
  • Familiarize with the role, structure, skillsets and importance of the product marketing team.
  • Understand the similarities and differences between product marketing and corporate marketing.
Module Components:

Video Lectures:

  • The Definition and Role of Product Marketing
  • Differences in Product Marketing and Product Management Roles

Readings:

  • Importance of Product Marketing in Product Success
  • Where Product Marketing and Traditional Marketing Meet
  • Structure of a Product Marketing Team
  • Skillset, Roles and Responsibilities of Product Marketing Managers

Quiz:

  • Introduction to Product Marketing

 

Learning Objectives:
  • Familiarize with the key elements of product marketing strategy, product vision, product positioning, product / market fit, and competitive analysis.
  • Learn methods to establish product marketing goals and initiatives.
Module Components:

Video Lectures:

  • Developing the Product Vision
  • Determining Product-Market Fit
  • Conducting Competitive Analysis

Readings:

  • What is Product Marketing Strategy?
  • Establishing Product Positioning
  • Aligning Product Marketing with Company Goals
  • Creating a Product Focus Funnel
  • Elements of Product Marketing Mix

Quiz:

  • Product Marketing Strategy
Learning Objectives:
  • Understand the key considerations involved in deciding product pricing and learn the various methods to price products.
Module Components:

Video Lectures:

  • What is Product Pricing Strategy?
  • Key Considerations in Pricing Decisions
  • Cost Plus Pricing
  • Value Based Pricing
  • Competition Based Pricing
  • Skimming Pricing
  • Penetration Pricing

Quiz:

  • Product Pricing Strategy
Learning Objectives:
  • Learn the hallmarks of an effective go-to-market strategy – building effective messaging, demand generation strategies across the sales and marketing funnel and effective sales enablement strategies.
Module Components:

Video Lectures:

  • Creating Product Messaging

Readings:

  • What is a Go-To-Market Strategy?
  • Product Marketing Strategy vs. Go-To-Market Strategy
  • What Makes Great Product Messaging
  • Building Demand Across the Marketing Funnel
  • Aligning Sales Enablement and Product Marketing

Quiz:

  • Go-To-Market Strategy

 

Learning Objectives:
  • Familiarize with the concept, channels, tools and tactics of growth hacking.
Module Components:

Video Lectures:

  • What is Growth Hacking?
  • Growth Hacking Example – Air BnB
  • A Framework for Growth Marketing
  • Growth Marketing Channels

Readings:

  • Growth Marketing Tools and Tactics

Quiz:

  • Growth Marketing

 

Module Components:

Readings:

  • State of Product Marketing Report – 2020
  • Marketing Analytics – Success Through Analysis
  • 4 Marketing Analytics That Matter for Driving Higher Revenue

 

Support

Please email support@northwest.academy for any support required with respect to the program, course or platform.