👩🏼‍🏫 11 modules 📙 68 chapters ✅ 87 exam questions 👨🏽‍💻 Delivered by industry experts 🔖 Official certification 🙋 Coursework, workshops, Q&As, and more


Whether you’re new to the industry or a seasoned PMM, B2B or B2C, physical or SaaS, by the end of this program, you’ll have all the knowledge and tools needed to effectively and successfully attract and keep more customers.


How PMMC works

How it works.

💻 We virtually meet for 2.5 hours every week, for four weeks.

Each class covers 2-3 modules plus Q&As, exams, and coursework.

🎥 After every session, you’ll be given optional, extra materials.

👨‍🏫 You'll have the option to join weekly workshops every Thursday for additional, group mentor calls.

🔖 After week four, you’ll be Product Marketing Certified (providing you pass the exams!).

Check out the full program here.

Only the very best instructors.

All our instructors are true experts in the field and come with years upon years of product marketing experience, real-life case studies, and a track record of success.

They'll be delivering the content, sharing their own learnings, and helping you apply our content and their expertise to your set-up.

Just some of the orgs our instructors come from include MasterCard, Virgin, Unbounce, Epson, Freshbooks, and more. 👉

Meet our PST instructor, Tamara Grominsky, here, and our EU, EST and GMT instructor, Harvey Lee, here.

PMMC instructor experience
Product Marketing Core Framework

"This course is everything a Product Marketer needs and it explores the unique role of PMM in a way that has simply not been done before. Every lesson has actionable learnings and sparks new ideas, making this PMM excited to roll up their sleeves and get to work."

- Gabriele Boland, Product Marketing Manager at Criteo

P.s. Head here for TONS more testimonials just like this.

Pssst. Wanna fast-track your learning? Then check out our one-day certification programs here.

Bang for your buck.

🤓 11 modules covering everything from research and pricing to positioning and onboarding.

📙 Total access to all templates and frameworks referenced in the course.

👨🏽‍💻 All courses delivered by a senior-level, PMA-approved PMM.

🙋 Endless practical workshops, coursework tasks, and Q&As throughout.

🔖 Official PMMC® certification if you pass all the exams.

🤑 Discounted rate to PMA's Membership Plans.

💻 Access to all course content and materials for life.

Product Marketing Certified

Why PMMs ❤️ PMMC®

Don't just take our word for it, here's why product marketers all over the world love Product Marketing Core.

 
Product Marketing Venn diagram

Why choose us, not others?

👩🏼‍🏫 We have the most comprehensive curriculum around. Fact.

💁🏽‍♂️ Home to the world’s largest PMM community, all our content’s based on the most current trends.

👩‍💻 All our instructors come with a wealth of experience and bring tons of real-life case studies to the table.

💪 With workshops, coursework and endless Q&As, you're guaranteed to walk away with lots of actionable insights.

🗓 Every quarter, we refresh our content so you’re only ever working off up-to-date info

Trusted by some of the world's biggest brands.

And with feedback like this 👉, 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.


PMA certified companies

Program breakdown:

Week 1
Each column has its own individual text fields.

Welcome

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with Product Management
  • Research

Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case

Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis
Week 2
Each column has its own individual text fields.

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs

Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done


Week 3
Each column has its own individual text fields.

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework

Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy

Communication

  • The importance of strong communication skills
  • 12 tips to communicate better
Week 4
Each column has its own individual text fields.

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement

Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies

Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis


"The information in the product marketing certificate course is INVALUABLE. One cannot put a price on how much knowledge can be obtained from these lessons. There is no other program in the market that educates product marketers or aspiring product marketers on how to compile and synthesize market intelligence to effectively deliver solutions the market is in need of."


- Louis Guerrero, Product Marketing Manager at TikTok

Built with the world’s biggest brands.

PMMC is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, Facebook and more, so you can be sure you’re getting the real deal.

We 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 👉.

PMMC certified companies

Pssst. Wanna fast-track your learning? Then check out our one-day certification programs here.

FAQs

Q: Is the course accredited?

A: Yep, it sure is. As well as having PMA’s seal of approval along with orgs like HubSpot, Facebook, TikTok, Salesforce, Sky and more, Product Marketing Core is accredited 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 you’re looking to transition into the industry, it’ll arm you with that all-important foundational layer of intel to hit the ground running. If you’re relatively new to product marketing, it’ll up-skill you in areas you might not have quite so much practical experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and potential new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest businesses.


Q: How do the online sessions actually run?

A: Each session will be a real mix of your instructor going through the course content, you and your classmates asking questions (and getting answers!), practical tasks, and setting and going through coursework assignments.


Q: Is the homework mandatory?

A: It's not mandatory, but we'd highly recommend getting stuck in. These live and online sessions have been designed to bring even more interactivity to Product Marketing Core, and give you plenty of actionable takeaways. The more you put in, the more you get out, so we strongly encourage everyone to complete any coursework and get involved with the Q&As when they're happening.


Q: What happens if I can't make one of my weekly sessions?

A: Hopefully this won't happen if you pick a program that fits your schedule, but we totally understand that sometimes, things come up. We record all our sessions so if you're unable to attend one week, you can still get access to all the content, Q&As, and find out about any coursework.


Q: Do I have to turn my camera on for the sessions?

A: You don't have to, no, however, we do recommend it. 🙂 Being able to see everyone will help you and everyone else replicate that in-person, classroom environment, and provide your instructor with more visual cues. That said, we're not in the industry of making people feel uncomfortable, so if you don't want your camera on, please don't feel pressured!


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, it’s very much more focused on the essentials.

For a closer look at the course content check out the curriculum. 👆


Q: I’d 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 they’re tailored towards what you’re after, but if you drop Bella a line on [email protected] and let her know what you want, she’ll put a personalized package together for you. FYI, these don’t just have to be online and live either, they can be online + on demand or live + in-person, too.


Q: I’d love to enroll in the course, but it’s looking like it may be out of my price range. Is there a way of staggering payments to make it more affordable?

A: We’re super-proud of the course and think it’s a great opportunity to understand more about the core principles of product marketing. So, we’ve put together price plans designed to fit your personal circumstances. Affiliate programs are also available before and after taking the course to help reduce the overall expense. Drop us a line on [email protected] to discuss if you wanna talk payment options.


Q: How long will it take to complete?

A: Four weeks from the start of your first session. You'll meet with your instructors and classmates once a week, every week, for four weeks, and then you'll be certified by the end of that fourth session - providing you pass all your exams, of course. 😉


Q: What happens if I don’t pass the exams?

A: Let your instructor know. 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 won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.


Q: I noticed course subscribers qualify for a discount for PMA Membership Plans, but what’s included in the membership?

A: That’s 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 what’s included within the subscriptions head here.