Positioning is what you stand for in the hearts and minds of customers

Developing positioning is a fundamental part of a product marketing manager's job and a key part of your marketing strategy.

Positioning includes the benefits you offer customers, why they should believe you, and why you are differentiated from your competitors.

In this class, learn how to craft a winning positioning platform so customers choose you.

You'll learn through video lectures discussing strategic concepts as well as worksheets and templates that you can use today.

In this class, you'll learn:

  • Why Positioning Matters

  • Anatomy of a Positioning Statement

  • Step-by-Step Guide for Creating a Positioning Platform

  • Process for Positioning Development with Teams

Course curriculum

  • 1
    Welcome
    • Before we get started ...
    • Introducing BetterPlantz and Business Boost
    • Handout: Better Plantz and Business Boost descriptions
    • Supplemental Note
  • 2
    Positioning
    • Positioning
    • What is Positioning?
    • Handout: Positioning Statement Structure
    • Crafting Positioning: Needs & Features
    • Crafting Positioning: Benefits & Differentiation
    • Handout: Additional Class Notes
    • Crafting Positioning: Positioning Platform
    • Templates: Positioning Platform and Messaging Guide
    • Worksheet: How to Write your Positioning
    • Quiz
  • 3
    Positioning Development Process
    • Positioning Development Process
    • Handout: Additional Class notes
    • Supplemental Note
  • 4
    Next Steps
    • Before you go ...
    • Next Steps

Your Instructor

  • Melinda Chung

    Melinda Chung

    Melinda Chung has over 15 years of experience leading strategy, marketing and product management in technology companies. Melinda has built marketing teams from the ground up at two companies and has led full-stack product marketing teams at companies including Yahoo!, StumbleUpon, Locu (acquired by GoDaddy), and GoDaddy. Melinda is currently Director of Product Marketing at Adobe. Melinda has an MBA in Marketing & Strategy from the Kellogg School of Management at Northwestern University and a BA in Mathematical Economics from Pomona College.

FAQ

  • Is this a live class?

    No, this is an online class with prerecorded video lectures. You'll also get, handouts, exercises, and templates for you to practice and use on the job right away.

  • How long do I have to finish this class?

    You have lifetime access to this class and can finish it at your own pace.

  • How long is this class?

    You will spend about 1-2 hours completing the class through the video lectures, worksheets, and templates.