👩🏼🏫 10 modules ✅ 90 exam questions🛠 18 actionable templates & frameworks 👨🏽💻 8 coursework tasks 🔖 Official certification
Course overview.
This comprehensive, self-paced B2C product marketing certification provides you with the knowledge, tools, and resources needed to successfully launch products, and attract and retain customers throughout every lifecycle stage.
From pricing and positioning to OKRs and GTM strategies, this certification helps PMMs master their craft in the B2C space, whether you’ve just landed your first PMM role or an established PMM looking to step into a more strategic position in your org.
Walk away with tried-and-tested templates and frameworks to kick start your next project, new insights, and knowledge that can be applied in the real world, and be supported by the largest PMM community in the world so you can achieve your career goals.
By the end of this course, you'll be able to:
Unearth powerful insights
Conduct meticulous market research to uncover your customers’ true pain points and build must-have solutions perfectly aligned with evolving needs.
Create compelling messaging
Build powerful personas to create unmissable campaigns and captivate audiences for impactful product launches that deliver seamless customer experiences.
Drive business impact
Strategically orchestrate product launches to escalate impact, align teams to deliver seamless customer experiences, retain customers for life, and maximize revenue.
"The PMA B2C Core is a strong foundational course to learn the ins and outs of marketing to individual customers. There's a nuisance to B2C marketing and this course covers everything from gaining a better understanding of your customers' needs to translating those insights into concrete marketing strategies."
Jeremy Grant, Head of Brand and Product Marketing at LendingTree
Learn from industry experts like:
April Dunford
Founder at Ambient Strategy
Francisco T Bram
Vice President of Marketing at Albertsons Companies
Susan Park
Head of Product Marketing, VP Work Experiences at Meta
Priscilla Tenggara
Sr. Product Marketing Manager at Snap Inc
Elliott Rayner
CMO at ARION
Matt Hurley
Principal Product Marketing Manager - Generative AI on Alexa
Course benefits.
🧠 Master the B2C product lifecycle: Gain a deep understanding of the end-to-end process and learn to think strategically at every stage of the customer lifecycle.
🛠️ Unlock proven PMM frameworks: Get battle-tested tools and knowledge to boost customer acquisition, nurture loyalty, and optimize performance for growth.
💪 Become a strategic marketing leader: Elevate yourself as a strategic marketing leader. Walk away with the specialized skills needed to be a product expert that drives innovation.
What to expect from Product Marketing B2C Core
"This course? It's like getting a roadmap from those who've been there, done that. For anyone serious about leveling up in B2C Product Marketing, it's time to roll up your sleeves and dive in. Your future self will thank you."
Francisco T Bram, Vice President of Marketing and Customer Insights at Albertsons Companies
Course curriculum
- Pre-course survey
- What to expect in this course (1:33)
- How to get the most out of this course (1:25)
- Our top learning tips
- Your course pack
- Resource library
- What is B2C Product Marketing? (1:58)
- How does B2C differ from B2B and B2D? (2:37)
- Product Marketing career table (0:40)
- PMA's product marketing framework (0:34)
- The B2C Product lifecycle (3:32)
- The difference between PMM and PM (0:31)
- How PMM and PM should work together (0:21)
- Portfolio messaging (2:14)
- Key takeaways (3:26)
- Time to reflect
- Research overview (3:03)
- B2C approaches and tools for research (4:50)
- Qualitative versus quantitative research (3:37)
- Customer feedback (4:31)
- Competitor intel (7:55)
- Incentivisation best practice (5:56)
- 10 steps to validating your hypothesis (4:12)
- Building a business case (6:55)
- Key takeaways (5:34)
- Coursework (0:35)
- Exam
- Time to reflect
- Pricing basics (3:04)
- How to take ownership of pricing (2:24)
- Willingness to pay (5:16)
- B2C Pricing in the era of industry 4.0 (4:00)
- Cost-plus pricing (3:50)
- Competitor pricing (2:07)
- Value-based pricing (3:53)
- Dynamic pricing (9:01)
- Max diff (3:13)
- Key takeaways (4:39)
- Coursework (0:21)
- Exam
- Time to reflect
- Positioning overview (6:52)
- Positioning fundamentals (6:48)
- How to approach positioning (15:58)
- Mastering positioning for growth (0:24)
- Understanding messaging (14:57)
- An intro to narrative design (10:13)
- Narrative design certified
- Examples of storytelling in marketing (0:26)
- Storytelling framework (9:45)
- Coursework (0:53)
- Key takeaways (3:00)
- Exam
- Time to reflect
- Go-to-Market overview (3:26)
- GTM for B2C (2:15)
- Establishing alignment (4:28)
- Marketing channels (4:05)
- Using community in B2C product launches (4:59)
- Segmenting messaging before launch (4:02)
- Beta testing (3:34)
- Timing your launch (3:47)
- Communicating your GTM strategy (1:41)
- Product led growth in the B2C SaaS space (3:45)
- Coursework (1:01)
- Key takeaways (5:59)
- Exam
- Time to reflect
Looking to learn as a team?
If you're looking to get a team of three or more certified, then speak to Matt about team rates on [email protected].
P.s. If you need help convincing your boss, we've done the hard part for you.
FAQs.
Q. Who's this course for?
A. Whether you're starting your PMM journey or have a few years of experience under your belt, this comprehensive training is for you. B2C core is also highly relevant for product marketing leaders, and subject matter specialists who want to learn more about other deliverables to improve their chances of promotion/strategic influence.
Q. I'm keen to get my whole team certified, are there any discounts available?
A. Yep! We offer customized group packages to perfectly meet your needs. Feel free to connect with Matt at [email protected] and he’ll help to create a tailored bundle just for you. Group plans can combine online self-study with live virtual or in-person instruction. Just as a side note, we also offer live + online or live + in-person, not just online and on-demand!
Q. What happens if I don’t pass the exams?
A. 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. But remember, a failed exam isn't the end; this course is about the journey. You'll gain invaluable insights even without the certificate. Consider it a roadmap to mastery you can revisit anytime. Lifetime access allows you to deepen your knowledge until concepts click.
Q. How long will it take to complete?
A. This course is self-paced, so it totally depends on how you choose to work your way through it. All in all, there’s around two solid days’ worth of course content but we’ve created it 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.
Q. I can’t guarantee I’ll be able to attend the live workshops. Will they be available to access at a time to suit me?
A. We all lead busy, busy lives so we understand that you might not be able to attend every time. To make sure you don’t miss out, we upload all of our previous workshops to an archive for you to dip into at your leisure.
Q. I noticed course subscribers qualify for a discount for PMA Membership Plans, but what’s included in the membership?
A. You’re in luck! Anyone who takes part in the B2C Certified: Core program will be eligible for a discount on our membership plans. This includes (drum roll, please) exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.
Q. Do I receive access to a personal mentor as part of the Product Marketing Core course?
A. You absolutely do. You’ll be able to chat with product marketing maestros during our live session and they’ll be on hand to talk about all things product marketing, offering everyone on the call exclusive expert advice and handy tips for your own practice.
"The program equipped me with the expertise to navigate complex market analysis, devise competitive pricing strategies, and position products with precision. I'm now a valuable asset to my organization, driving success and making our brand stand out in the competitive field."
Mohamed Elgarem, Senior Marketing Executive at EIM Group
