Product Marketing: Product Research, Pricing, Personas, and OKRs

Want to certify your product marketing skills and move up the product marketing career ladder?

Join this professional certificate course from the Product Marketing Alliance (PMA) to access up-to-date training in the what, why, and how of product marketing.

From product research to optimisation, across the two courses, you’ll explore the A to Z of product marketing, and earn a PMMC qualification which will prove your skills to employers and set your product marketing CV apart.

Upskill in product marketing strategy

This microcredential includes the first five of 11 modules of PMA’s product marketing certification.

You’ll cover product research, pricing, personas, and OKRs as you learn how to build and market a product your customer wants.

You’ll learn how to truly embody the voice of the customer and master the art of getting products to market – and keeping them there.

Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.

Build a product marketing plan for launching a new product

Combining practical, informative, and academic teaching, experts at PMA will take you through the most commonly used research techniques, including win/loss interviews, customer feedback, competitor analysis and intel, plus how to validate and present research back to key stakeholders.

You’ll learn about the four most prominent pricing models – cost-plus, value-based, competitor-based and dynamic pricing – as well as get to grips with OKRs and what types of OKRs product marketers should be using.

You’ll also discover how to use personas effectively as a product marketer, learning how to create your own and understanding the ‘jobs-to-be-done’ theory.

Discover modern-day product marketing examples and techniques

You’ll learn how to roll out, test, and iterate everything you do as a product marketing manager so that you can walk away with career-enhancing hacks and skills for product marketing today.

You’ll also receive ongoing access to 20+ product marketing templates, examples, and frameworks, as well as new, refreshed content every quarter so you’re constantly learning from up-to-date information.

Hear from product marketing experts at top tech organisations

The professional certificate course includes extensive interviews with product marketing maestros at successful, product-led organisations such as HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, and Google.

You’ll enjoy access to all of this course content even after the course is finished and stay part of the exclusive PMMC Alumni Slack channel and network for life.

Will I become a certified product marketing manager?

Yes. If you complete this microcredential – as well as Product Marketing: Product positioning, Sales Enablement, Onboarding, and Analysis – and achieve a pass rate of at least 75% in each of the module’s exams, you will earn your PMMC qualification and become product marketing certified.

What is the PMMC certification?

Product Marketing Core benchmarks the latest product marketing standards. It’s designed for product marketers, by product marketers, with a mission of helping those in or outside of the industry pave a successful career in product marketing.

It covers every core product marketing principle and is the ultimate resource for professionals of any level. If you’re a product marketing newbie, it will provide you with a robust understanding of everything you need to know to kickstart your career in style. If you’re an experienced PMM, it’ll provide you with an in-depth refresher on all the essentials and latest trends, using only up-to-date frameworks.

The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.

Courses under this program:
Course 1: Product Marketing Core 1.0
-Whether you're new to the industry or a seasoned pro, this course is everything you need to excel in product marketing.