đ©đŒâđ«Â 11 modules đ 101 chapters â 128 exam questions Ⱐ19+ hours
đ Official certification đ Optional coursework đ„ Live weekly workshops
đšđŒâđ» 100% self-paced
Whether youâre new to the industry or a seasoned PMM, B2B or B2C, physical or SaaS, by the end of this program, youâll have all the knowledge and tools needed to effectively and successfully attract and keep more customers.
Course overview.
From research to optimization, Product Marketing Core explores (cliche alert!) the A to Z of product marketing, and with PMMC in your pocket, youâll have a richer understanding of the what, why, and how of every product marketing principle. And thatâs a promise.
From pricing strategies, market research, OKRs and KPIs, to personas, messaging and positioning, and go-to-market strategies⊠PMMC has it all. If youâre a current or aspiring product marketing manager, this course will show you how to successfully promote and sell your product to give you that competitive product edge.
Youâll learn how to truly embody the voice of the customer. Youâll master the art of getting products to market - and keeping them there. Youâll understand how to roll out, test, and iterate everything you do. Youâll walk away with career-enhancing hacks and skills. Youâll get all this and so much more. All on your watch.
Unlock the cutting-edge information and frameworks you need to succeed within the fast-evolving world of product marketing with our fully comprehensive and revised certification.Â
What you can expect in our OnDemand course.
"I not only enjoyed the lesson plans and extensive videos, but I also enjoyed the community that comes with it. You have access to the Slack channel with 100s of other PMMs from across the world. They have a weekly Zoom meeting to ask questions directly to the PMA and other colleagues. Through all of these resources, I have increased my connections, learned a ton, and found a new job. I really appreciated the tools they have and am glad that they have come together to make it accessible."
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- Josh Diner, Group Product Marketing Manager at Infobip
P.s. Head here for TONS more testimonials just like this.
Completing this course will help you...
đ Grasp every element of the cross-functional and rapidly evolving discipline that is product marketing.
đ Market your product through its entire lifecycle and successfully meet your product marketing key performance indicators.
đ©đœâđŒ Stand out in the job market - more and more employers request PMMC certification as a prerequisite for job seekers.
đ§đŒââïž Advance up the career ladder with your newfound knowledge, skills, and product marketing network.
đŠ Become the total package. Product marketing is an incredibly varied role. Our curriculum covers all the nooks and crannies.
đ Show off to your peers with a shiny new certificate #braggingrights.
Why choose us not others?
đ€ With 11 modules covering everything from research and pricing to positioning and onboarding, we have the most comprehensive curriculum around. Fact.
đđœââïž Home to the worldâs largest PMM community, all our contentâs based on the most current trends.
đ With coursework and live, weekly workshops, we're hands down the most interactive, OnDemand course around.
đȘ Product marketing maestros from orgs like HubSpot, SurveyMonkey, Adobe & more feature in 3+ hoursâ worth of bonus footage.
đŻ Our course is entirely self-paced, so you can always learn on your own watch.
đ Every quarter, we refresh our content so youâre only ever working off up-to-date info.Â
đ Total access to 20+ templates and frameworks, all course content and an exclusive PMMC Alumni channel for life.
đ Official PMMCâą certification if you pass all the exams.
đ€ Discounted rate to PMA's Membership Plans.
Unlock an additional 24+ courses đ
For just $700 more, you'll access our entire suite of courses, 700+ hours of strategy content, templates & frameworks, mentorship opportunities, and more
when you become a Pro+ Member.
Why PMMs â€ïž PMMCâą
Don't just take our word for it, here's why product marketers all over the world love Product Marketing Core.
Learn from industry-leading guest speakers like...
April Dunford
CEO at Ambient Strategy
Susan 'Spark' Park
Non-Executive Director at Mobilus Labs
Mary Sheehan
Head of Lightroom Product Marketing at Adobe
Francisco T. Bram
Vice President of Marketing & Customer Growth at Albertsons Companies
Marcus Andrews
Senior Director of Product Marketing at Pendo.io
Sarah Din
VP of Product Marketing at Quickbase
Natalie Louie
Product Marketing, Senior Director at Replicant
Tamara Grominsky
VP Product Marketing & Lifecycle at Kajabi
Kyle Poyar
Operating Partner at OpenView
Misha Rangel
Director, Enterprise Product Marketing at Veeam Software
Kushagra Sharma
Product Manager at VMware
Darlene Samer
Director Global Capacities & Milestones at Google
Looking to get a team of three or more certified?
Speak to Matt about team rates at [email protected]
Trusted by some of the world's biggest brands.
And with feedback like this đ, who can blame them: "This is the most comprehensive product marketing training available! It's a great course that should be in every PMM's toolkit."
P.s. If you need help convincing your boss so you can be the next logo, we've done the hard part for you here.
Fancy taking the program live & online?
Then get certified with a virtual room full of others with our part and full-time options. Prefer to take it at your own pace? No drama. Just keep scrollin'.
"I recently went through the Core PMA training with my product marketing team. This was incredibly useful, because it provided a common framework for addressing product marketing challenges and identifying gaps, with extensive templates and examples to make application of the framework easier. I would highly recommend this, to both novice and experienced PMM teams."
- Lou Bajuk, Sr. Director, Product Marketing and Community Marketing at Posit PBC
Course curriculum
- What to expect in this course (1:32)
- How to get the most out of PMMC
- Your course pack
- Resource library
- What is product marketing (7:58)
- Product marketing career table (1:24)
- Portfolio messaging (2:14)
- PMA's product marketing framework (9:26)
- The product lifecycle (6:50)
- The difference between PM and PMM (4:08)
- How to work with Product Management (12:05)
- Key takeaways (1:50)
- Time to reflect đĄ
- Weekly workshops
- Research overview (6:46)
- B2B versus B2C customer research (3:32)
- Qualitative vs quantitative research (3:37)
- Win-loss interviews (18:49)
- Win-loss coursework (0:55)
- Customer feedback (4:31)
- Observations + the rest of your market (3:32)
- Competitor intel (7:55)
- Competitor intel coursework (1:01)
- Validating your hypothesis (3:35)
- Building a business case (6:55)
- Key takeaways (2:20)
- Research templates
- Exam | Research
- Time to reflect đĄ
- Weekly workshops
- Pricing basics (3:04)
- How to take ownership of pricing (2:53)
- Calculating your baseline (2:08)
- Cost-plus pricing (3:50)
- Competitor-based pricing (2:07)
- Value-based pricing (3:53)
- Dynamic pricing (9:01)
- Price sensitivity surveys & conjoint analysis (6:11)
- MaxDiff (2:06)
- Key takeaways (2:38)
- Exam | Pricing
- Time to reflect đĄ
- Weekly workshops
- What are personas? (4:30)
- B2B versus B2C user personas (2:15)
- Persona templates (4:26)
- Buyer personas vs user personas (4:26)
- Creating your personas (11:19)
- How to use personas effectively (6:43)
- What is Jobs-to-be-Done? (13:01)
- Ideal Customer Profiles (6:11)
- Key takeaways (3:04)
- Persona templates
- Exam | Personas
- Persona Certified
- Time to reflect đĄ
- Weekly workshops
- Positioning overview (6:52)
- Positioning fundamentals (6:48)
- How to approach positioning (15:58)
- Positioning coursework (1:01)
- Understanding messaging (14:57)
- An intro to narrative design (10:13)
- Narrative design certified
- Storytelling framework (9:45)
- Key takeaways (2:09)
- Positioning templates
- Exam | Positioning & messaging
- Time to reflect đĄ
- Weekly workshops
- Go-to-Market overview (3:26)
- Marketing channels (4:05)
- Field marketing (4:36)
- Partner Marketing (2:03)
- The difference between PMM and solutions marketing (5:20)
- Technical product marketing versus traditional product marketing (3:45)
- GTM strategy for startups (3:19)
- Go-to-Market process (9:46)
- Acquisition & engagement channels (10:37)
- 3-step growth strategy
- Go-to-Market process continued (2:05)
- Beta testing (3:34)
- Timing your launch (5:18)
- Communicating your GTM strategy (2:57)
- Key takeaways (2:14)
- Go-to-Market templates
- Exam | Go-to-Market
- Time to reflect đĄ
- Go-to-Market coursework (1:09)
- Weekly workshops
- Why communication is so important (2:03)
- 12 tips to communicate better (19:53)
- Working with sales, marketing & product management (6:35)
- How to train and empower sales (9:03)
- How to work with marketing (2:55)
- How to work with product (4:19)
- Key takeaways (2:41)
- Exam | Communication
- Time to reflect đĄ
- Weekly workshops
- The role of sales enablement (7:10)
- Sales enablement tactics (10:58)
- Creating a sales playbook from scratch (25:28)
- Sales enablement fundamentals (7:28)
- Getting sales teams bought in (9:45)
- Measuring sales enablement (5:05)
- Sales enablement platforms (4:48)
- Product-led growth
- Key takeaways (2:57)
- Sales enablement templates
- Exam | Sales enablement
- Time to reflect đĄ
- Sales enablement coursework (0:36)
- Weekly workshops
Accredited and recognized by:
Built with some of the world's biggest brands.
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PMMC is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, Facebook and more, so you can be sure youâre getting the real deal.ï»ż
ï»żWe partnered with positioning maestro April Dunford for our positioning and messaging module and throughout the rest of the course, teamed up with product marketing powerhouses from the likes of đ
"This course was a very valuable use of my time -- an excellent review for someone who has experience in product marketing (I guarantee you will not have covered every single piece of this course in your role!) yet a super training ground for newbies. The templates I now have access to are amazing and increase my own confidence that I will be able to tackle any future PMM initiative. Customer support was top notch too."
- Courtney Grosch, Product Marketing Manager at Redhat
FAQs.
Q: Is the course accredited?
A: Yep, it sure is. As well as having PMAâs seal of approval along with orgs like HubSpot, Facebook, TikTok, Salesforce, Sky and more, Product Marketing Core is recognized by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).
Q: Who's this course for?
A: Anyone with an interest in product marketing. If youâre looking to transition into the industry, itâll arm you with that all-important foundational layer of intel to hit the ground running. If youâre relatively new to product marketing, itâll up-skill you in areas you might not have quite so much practical experience in. If youâre a product marketing veteran, itâs a great refresher on current trends and potential new practices. And for everyone, itâs an awesome opportunity to learn from senior-level PMMs from some of the worldâs biggest businesses.
Q: Does this course cover everything I need to know to be a product marketer?
A: If we do say so ourselves, this course is pretty darn comprehensive. From research through to optimization it covers the A to Z, however, as there are so many facets to product marketing, itâs very much more focused on the essentials.
For a closer look at the course content check out the curriculum. đ
Q: Iâd love to get my whole team certified, do you have any discounts on offer?
A: Yep! All our team packages are bespoke to make sure theyâre tailored towards what youâre after, but if you drop Tom a line on [email protected] and let him know what you want, heâll put a personalized package together for you. FYI, these donât just have to be online and on-demand either, they can be online + live or live + in-person, too.
Q: Is the coursework mandatory?
A:Â It's not mandatory, but we'd highly recommend getting stuck in. The more you put in, the more you get out, so we strongly encourage everyone to complete any coursework and get involved with the weekly workshops to go through what you've been working on.
Q: Iâm considering a career change and would like to enter product marketing, but Iâm not sure if Iâll be out of my depth. Is the course geared towards helping entry-level product marketers, or should I seek an alternative?
A: Absolutely not, our course caters for product marketers of all levels. Newbies definitely wonât be out of their depth and itâs packed with tons of fresh learnings, templates, case studies, and exercises for people who have prior experience in the product marketing field, too.
Q: How long will it take to complete?
A: It depends on how you choose to work your way through it. All in all, thereâs around two solid daysâ worth of course content but weâve created it in a way thatâs easy for you to chip away at as and when you want, and each module can be completed in total isolation.
Q: What happens if I donât pass the exams?
A: If you fail first time round you'll be given the option retake the exam. If you fail the second attempt too, unfortunately, it means you wonât get the certificate. However, allâs not lost, youâll have still learned LOTS and youâll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
Q: What are the live, weekly sessions all about?
A: To give you the convenience of a self-paced, online course, without skipping on the benefits of those live, two-way conversations, Product Marketing Core comes with weekly calls with senior-level product marketers.
Why? So you can ask questions on anything youâve learned, chat with like-minded PMMs whoâre also undergoing certification, and soak up extra insights from experienced product marketers who know how to nail all aspects of the industry.
Q: I canât guarantee Iâll be able to attend the live workshops. Will they be available to access at a time to suit me?
A: Sure, we totally understand there may be times you canât attend, and thatâs not a problem. To make sure you donât 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 whatâs included in the membership?
A: Thatâs right! Anyone who takes part in the Product Marketing Core program will be eligible for a discount to our membership plans - which includes exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about whatâs 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 sure do. Youâll be able to chat with product marketing whizzes every week during our live session and theyâll be on hand to talk about all things product marketing, offering everyone on the call expert advice and handy tips for your own practice.