👩🏼🏫 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.
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 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.
"It was a really valuable training session consisting of a 2-day workshop & some on-demand content. For someone who only has work experience in product marketing, it was a great way to consolidate knowledge of the specialty and also learn something new."
Anthony Nedanoski, Product Marketing Speciliast - Emerging Products at Black Dog Institute
P.s. Head here for TONS more testimonials just like this.
Meet your Experts in Residence.
Tamara Grominsky
VP Product Marketing & Lifecycle at Kajabi
Susan 'Spark' Park
Former Head of Product Marketing at Meta
Francisco T. Bram
Vice President of Marketing & Customer Growth at Albertsons Companies
Aaron Brennan
Head of Product Marketing at Redox
Tania Clarke
Product Marketing Lead at Qwilr
Harvey Lee
Vice President Product Marketing at Product Marketing Alliance
Sapphire Reels
Senior Director of Product Marketing at Pluralsight
Elliott Rayner
CMO at ARION
Sonduren Fanarredha
Director of Product Marketing at Airbase
Div Manickam
Mentor | Author | Speaker - Product Marketing Influencer
Richard King
CEO at Product Marketing Alliance
Crystal Crouch
Founder - Product Marketing Consultant at Marketing Spark
"I've recently completed the PMA Core Certified training. It was a great experience, I expanded my Product Marketing knowledge and learnt some great skills that I will be able to implement in my job. PMA provide some valuable resources for PMM. I recommend you take one of the training courses they provide."
Benjamin Hartin, Product Marketing Specialist at Maxeon Solar Technologies
Don't worry, we do team rates, too.
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 👉.
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, additonal 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:
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 here.
"As a recently took on a role in product marketing, I took the PMA: Core course. It was an easy-to-digest and comprehensive course developed to provide introductory knowledge to areas a product marketer is likely to get involved with. Let's not forget about very helpful templates that would set you up for success during multiple PMM tasks."
Martina Simovicova, Product Marketing Associate at Bloomreach
Program breakdown:
Session 1
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
Session 2
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
Session 3
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
Session 4
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
"This course is everything a product marketer needs to navigate our incredibly cross-functional and rapidly evolving discipline. It explores the unique role of PMM in a way that has simply not been done before."
Gabriele Dane, Product Marketing Manager at Amazon
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 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: 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.
