During this class, you’ll learn to:

  • Create a marketing plan with both acquisition and engagement channels

  • Develop a differentiated positioning platform

  • Conduct market and user research

  • Conduct a competitive analysis

  • Create metrics and reporting dashboards

  • Identify key areas for customer feedback and behavioral analysis

Marketers trained have succeeded across both small and large tech companies

Microsoft, Google, LinkedIn, Lyft, Salesforce, Eventbrite, Udacity, Figure Eight and more

Request Detailed Syllabus

View the specific topics we'll cover plus the how-to guides, handouts, examples and templates provided

Request Syllabus

Course syllabus

  • 1
    Welcome
    • Welcome to the Product Marketing Bootcamp
    • Before we get started ...
  • 2
    Intro to Product Marketing
    • What is Product Marketing?
    • Handout: Range of PMM responsibilities
    • Handout: PMM by business growth stage
    • Handout: Additional Class Notes
    • The Full Stack of Product Marketing
    • Handout: The Full Stack of Product Marketing
    • Introducing BetterPlantz and Business Boost
    • Handout: Better Plantz and Business Boost descriptions
    • Quiz: Test your learning
  • 3
    1.1: Research & Analysis Overview
    • Market and User Research
    • Why Conduct Research?
    • Research Process & Market Research
    • Handout: Market Research Questions
    • Quiz - Test your learning
  • 4
    1.2: Qualitative Research
    • Qualitative Research: Ethnographies and Focus Groups
    • Handout: User Research Topics
    • Handout: How to Set up a Focus Group
    • Template: Recruitment Posting for Focus Groups
    • Template: Focus Group Discussion Guide
    • Qualitative Research: 1:1 Interviews and Person on the Street
    • Handout: Example Interview Questions
    • Template: Participant Screener
    • Quiz: Test your learning
  • 5
    1.3: Quantitative Research
    • Quantitative Research: Surveys
    • Quiz
  • 6
    1.4: Research along Product Development Process
    • Research along Product Development Process
  • 7
    1.5: Competitive Analysis
    • Competitive Analysis
    • Step 1: Data Collection
    • Step 2: Data Analysis
    • Handout: Additional Class Notes
    • Templates: Competitive Overview & Feature Comparison
    • Step 3: Developing Conclusions
    • Handout: Example Conclusions
    • Quiz
  • 8
    2.1: Marketing Strategy
    • Marketing Strategy
    • Components of Marketing Strategy
    • Quiz
  • 9
    2.2: Targeting
    • Targeting
    • Targeting
    • Quiz
  • 10
    2.3: 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
  • 11
    2.4: Positioning Development Process
    • Positioning Development Process
    • Handout: Additional Class notes
  • 12
    3.1: Launch / Channel Plans
    • Launch / Channel Plans
    • Product Launch Stages
    • How to Develop Your Launch Plan
    • Quiz
  • 13
    3.2: Marketing Funnels (B2C and B2B)
    • Marketing Funnels (B2C and B2B)
    • Handouts: Marketing Funnels
    • Quiz
  • 14
    3.3: Acquisition Channels
    • Acquisition Channels: Overview
    • Acquisition Channels: PR, Influencers, Offline
    • Example Influencers
    • Acquisition Channels: SEO, Social
    • Example SEO & Social
    • Acquisition Channels: Paid Media, Retargeting, SEM
    • Example Paid Media & SEM
    • Quiz
    • Worksheet: Acquisition Channel Planning
  • 15
    3.4: Engagement Channels
    • Engagement Channels: Overview
    • Engagement Channels: In-product messaging
    • Example In-product messaging
    • Engagement Channels: Email
    • Example Emails
    • Engagement Channels: Social
    • Engagement Channels: Mobile, Customer Care
    • Quiz
    • Worksheet: Engagement Channel Planning
  • 16
    3.5: Go to Market (GTM) Marketing Launch Plans
    • Launch Plan - Better Plantz (B2C)
    • Template: Better Plantz Launch Plan
    • Launch Plan - Business Boost (B2B)
    • Template: Business Boost Launch Plan
  • 17
    Bonus: 4.1: Metrics
    • Metrics
    • Metrics
    • Handout: Evaluating Marketing ROI
  • 18
    Bonus: 4.2: Behavioral Analysis
    • Behavioral Analysis
    • Behavioral Analysis
  • 19
    Bonus: 4.3: Customer Feedback
    • Customer Feedback
    • Customer Feedback
  • 20
    Bonus: 4.4: A/B Testing
    • A/B Testing
    • A/B Testing
  • 21
    4.5: Ongoing Marketing Plans
    • Ongoing Marketing Plans
    • Developing Ongoing Marketing Plans
    • Example: ClosetSwapr Marketing Plan
  • 22
    Next steps
    • Congratulations!
    • More resources
    • Before you go...

From a past student:

"After taking this class, I feel more confident and excited to continue growing into my new role, and as an overall marketing professional! "

 

Frequently Asked Questions

  • 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.

  • Does this cover all aspects of product marketing?

    This class focuses on the essentials of product marketing: market and user research, competitive analysis, positioning, launch planning, acquisition and engagement marketing, and customer analysis and metrics. Please review the syllabus for more detail. There are other areas that will be covered in future classes.

  • How long do I have to finish this class?

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

  • Who is this class NOT for?

    This class focuses on the essentials of product marketing. This class is not for you if: you already have significant experience in product marketing and a structured framework for doing so or if you are looking for a deep training on digital marketing.

  • How long is this class?

    There are about two hours of video lectures and handouts, templates, and quizzes along the way. So you'll likely spend 4-5 hours working through this course.