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Marketing Certified | Masters
Introduction module [20 mins]
Pre-course survey
PMA's top course tips
Your course pack
What to expect from this course (1:23)
How to get the most out of this course (1:16)
The difference between PMM and traditional marketing (2:52)
Why close alignment with marketing is important (3:02)
Resource library
Key takeaways (1:19)
Module 1: How PMM and marketing should work together [96 mins]
How to foster close alignment between PMM and marketing (2:16)
How to overcome common challenges when working with marketing (4:40)
How to work with content (3:18)
Coursework (0:59)
Key takeaways (1:55)
Exam
Fireside chat
How PMM and Marketing should work together | Growth Mentor
Module 2: The OKRs and KPIs you should share with Marketing [140 mins]
The OKR and KPI framework (1:19)
Marketing qualified leads (4:10)
Customer lifetime value (2:02)
Click-through rate and open rate (1:38)
Brand awareness (2:53)
How to improve your impact on marketing metrics (2:16)
Coursework (1:02)
Key takeaways (1:38)
Exam
Bonus footage
Product marketing metrics that matter | Adobe
Building a bridge between product marketing and sales | Oracle
Module 3: The road to CMO [180 mins]
How to position yourself as a CMO (3:04)
Leaders keep learning (3:51)
Case study with Elliott Rayner (7:00)
Effective leadership within the PMM and marketing functions (2:20)
The interpersonal skills you need for leadership (1:54)
The technical skills you need on your PMM and marketing teams (4:29)
The people you need to reach out to (2:13)
Coursework (0:51)
Key takeaways (2:26)
Exam
Fireside chat
The road to CMO | Arion
Bonus footage
Roundtable discussion: PMM career progression
Effective storytelling | Arion
Module 4: Operational marketing knowledge [170]
Digital marketing (2:32)
B2B versus B2C digital marketing (2:24)
The measurability of digital marketing (2:22)
SEO (1:30)
Content marketing (1:42)
Social media management (1:36)
Pay Per Click (1:58)
Influencer collaboration and affiliate marketing (2:18)
Email marketing and PR (2:31)
Coursework (1:25)
Key takeaways (1:43)
Exam
Bonus footage
The Three Stages of Product Marketing | Privy
Panel Discussion | B2B vs B2C
Module 5: Time management [110 mins]
Why it’s important to have a time management plan (1:35)
How to manage the time you spend with marketing (1:44)
Understand and manage your energy (2:23)
Pick the right time to ask for help (2:05)
How to avoid burnout (3:45)
Coursework (1:25)
Key takeaways (1:58)
Exam
Fireside chat
Leadership, productivity and impact | Groupe BPCE
Wrap up
Course satisfaction survey
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Course feedback
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The Three Stages of Product Marketing | Privy
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