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

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Hear from satisfied students

“This course takes anyone with no or limited knowledge of Marketing to a level of knowledge where this person would function as a Product Manager.

This course is great because it is practical, with templates ready to go straight into the workflow of most companies. And the pace is great. You never get bored, yet you have time to reflect and learn.

I have recommended this course to my entire team.”

Daniel Delviken
Brand & Communications Manager, Softube AB

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"Having been in my current PMM role for a year, having moved over from a more campaign based position, my manager recommended I partake in the bootcamp training to help familiarize myself with areas of the role I was not yet covering; the scope of a PMM being so wide and varied. 

The course provided valuable information that I was immediately able to apply to my current role, and has allowed me to feel more confident in meetings where items are discussed that previously I was lacking clarity on, or not feeling confident speaking up on.  

The course is broken down in such a way that makes it very easy to dip in and out of, depending on your own schedule, and yet is still engaging enough that at the times when you have an hour or so free to do a bigger chunk, you don’t feel bored and get distracted.

I would recommend this course to anyone starting off in their role as a PMM or considering it as a future career."

Dinah Hillsdon
Product Marketing Manager EMEA, Adobe Stock

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...

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.