👩🏼‍🏫 11 modules 📙 101 chapters ✅ 128 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.


Product Marketing Core Framework

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, you’ll have a 
richer understanding of the what, why, and how of every product marketing principle. And that’s 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 you’re 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.

You’ll learn how to truly embody the voice of the customer. You’ll master the art of getting products to market - and keeping them there. You’ll understand how to roll out, test, and iterate everything you do. You’ll walk away with career-enhancing hacks and skills. You’ll get all this and so much more.

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.

What you can expect from Product Marketing Core live & online

How it works.


💻 We virtually meet for a
one-off, full-day certification session.

✅ During class, your instructor will take you through 6 modules of the program and then there’ll be an exam to complete at the end.

❓ Throughout the curriculum, you’ll be given lots of opportunities to ask questions and take part in group activities. 

🎥 After the day’s over, you’ll be given access to all course content including pricing, communication & collaboration, sales enablement, analysis & optimization, as well as 2+ hours’ worth of bonus footage.

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

🔖   After a single day of learning, you’ll be Product Marketing Certified (providing you pass the exams!).

Check out the full program here.

How PMMC works
"The PMA Core course provided a thorough and complete view of a PMMs remit. From research, through to analysis and optimization, and everything in-between, it was well done throughout. I appreciated the checkpoint exams after each stage, as well as the supplementary videos. Thank you PMA!"


Jessica Suranyi-Hammond, Senior Product Marketing Manager at Accusoft


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

Meet your Experts in Residence.

Tamara Grominsky
Tamara Grominsky

VP Product Marketing & Lifecycle at Kajabi


Susan 'Spark' Park
Susan 'Spark' Park

Former Head of Product Marketing at Meta


Francisco T. Bram
Francisco T. Bram

Vice President of Marketing & Customer Growth at Albertsons Companies


Aaron Brennan
Aaron Brennan

Head of Product Marketing at Redox


Tania Clarke
Tania Clarke

Product Marketing Lead at Qwilr


Harvey Lee
Harvey Lee

Vice President Product Marketing at Product Marketing Alliance


Sapphire Reels
Sapphire Reels

Senior Director of Product Marketing at Pluralsight


Elliot Rayner
Elliott Rayner

CMO at ARION


Sonduren Fanarredha
Sonduren Fanarredha

Director of Product Marketing at Airbase


Div Manickam
Div Manickam

Mentor | Author | Speaker - Product Marketing Influencer


Richard King
Richard King

CEO at Product Marketing Alliance


Kushagra Sharma
Kushagra Sharma

Product Manager at VMware


"I took the single-day Product Marketing Alliance core certification program today and loved it! I’m not a career PMM and only recently transitioned to the industry, so this provided a lot of great foundational background information and learnings for me. I also love having lifetime access to their amazing template and framework pack, and their awesome PMA community — it’s a great place to network! My instructor for today’s class was also super engaging and authentic, thanks Brett!"


Michelle Lee Amos, Product Marketing Manager at Nextdoor

Pick your program:

Pssst. Wanna spread your lessons out? Then check out our part-time programs here.

OR

Take things at your own pace with our 100% OnDemand version here.

Looking to learn as a team?


If you're looking to subscribe your team, speak to Matt about team rates at [email protected], or schedule time directly in his diary.

Built with the best in the business.


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
Product Marketing Certified

Why choose us not others?


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

📝 Coursework, additional live, weekly workshops, and an exclusive alumni channel come part and parcel with the program.

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

💪 Product marketing maestros from orgs like HubSpot, SurveyMonkey, Adobe & more feature in 3+ hours’ worth of bonus footage.

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

📙 Total access to 20+ templates and frameworks, all course content and an exclusive PMMC Alumni channel for life.

🔖 Official PMMC® certification if you pass all the exams

🤑 Discounted rate to PMA's Membership Plans

Accredited and recognized by:

CPD & CIM

Unlock an additional 24+ courses 🔓


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 ❤️ PMMC®

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

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.

PMA certified companies
"The PMA are experts in Product Marketing, the core course is for you whether you are starting out or experienced. Packed with examples, tips and templates across key facets of the job."


- Asif Chaudhry, Global Director - Product Marketing & Propositions at Sage

Program breakdown:

Morning

Welcome to Product Marketing Core


Research

  • Overview
  • B2B vs B2C customer research
  • Qualitative vs quantitive research
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case

OKRs

  • An intro to OKRs
  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting and communication

Personas

  • What are personas
  • B2B vs B2C user personas
  • Persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • What is Jobs-to-be-done
  • Ideal customer profiles




Afternoon


Positioning & messaging

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


Go-to-Market

  • Go-to-Market overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical product marketing vs traditional
  • GTM strategy for startups
  • Go-to-Market process
  • Acquisition & engagement channels
  • 3-step growth strategy
  • Go-to-Market process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy


Onboarding

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


"I took the Core Certication and it really solidified the concepts I'd need to succeed in my role as PMM, as well as providing a community and resource library to fall back on. It helped me in gaining the confidence needed to excel in my role and drive success in insights, research, and GTMs."


- Kate Orchard, Senior Product Marketing Manager at Dash Hudson

Pick your program:

Pssst. Wanna spread your lessons out? Then check out our part-time programs here.

OR

Take things at your own pace with our 100% OnDemand version 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: The day will be a real mix of your instructor going through the course content, you and your classmates asking questions (and getting answers!), and practical tasks. At the end of the session, you’ll be asked to complete all your exams and there’ll be the option to complete some coursework too.

Q: Is the coursework 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: 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 Matt a line on [email protected] and let him know what you want, he’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: How long will it take to complete?

A: One, full-day. You'll meet with your instructors and classmates in the morning and then nine hours later, voila, you’re product marketing certified - 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