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Program

overview

There's a lot of buzz about product marketing and what it entails. Our certification's here to set things straight. Dive into an immersive experience covering everything from market research and pricing strategies to positioning and onboarding.

Beyond the theory, we roll up our sleeves with hands-on activities, expert tuition, and engaging Q&A sessions. But what's in it for you? First, you'll master essential PMM skills, boosting your market value and confidence.

Plus, this certification is the key to getting your entire team aligned on PMM's core principles. With everyone in sync, you'll foster a unified approach to product launches, campaigns, and strategies. So, if you’re looking to enhance your skill set and ensure everyone's marching to the same beat, you're in the right place.

Course

Timetable

General Activity
Topic Discussion
Topic Activity
1 Day
Program
AM Session

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

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

PM Session

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

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

Day 1

AM Session

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

PM Session

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
Day 2

AM Session

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

PM Session

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
Week 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

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
Week 2

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

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
Week 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
Week 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
Week 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
Week 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
Week 1
Research
  • Research overview
  • B2B versus B2C customer research
  • Qualitative vs quantitative research
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case

Week 2
Pricing 
  • Pricing basics
  • How to take ownership of pricing
  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis
  • MaxDiff

Week 3

 Objectives and key results 

  • An intro to OKRs
  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting and communication

Week 4

Personas

  • What are personas?
  • B2B versus B2C user personas
  • Persona templates
  • Buyer personas vs user personas
  • Creating your personas
  • How to use personas effectively
  • What is Jobs-to-be-Done?
  • Ideal Customer Profiles
  • Persona template resources
  • Persona Certified
Week 5

Positioning & messaging

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework
  • Positioning template resources

Week 6

Go-to-Market

  • Go-to-Market overview
  • Marketing channels
  • Field marketing
  • Partner Marketing
  • The difference between PMM and solutions marketing
  • Technical product marketing versus traditional product marketing
  • GTM strategy for startups
  • Go-to-Market process
  • Acquisition & engagement channels
  • Go-to-Market process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

Week 7

 Communication

  • Why communication is so important
  • 12 tips to communicate better
  • Working with sales, marketing & product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product

Week 8

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a sales playbook from scratch
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms
  • Product-led growth

Week 9

Onboarding 

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Customer onboarding coursework
  • Retention tactics
  • Customer case studies

Week 10

Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis

"PMA delivers real-world leadership training from proven specialists

Once again, the Product Marketing Alliance has delivered an excellent course based on real-world experience and leadership.

Highly recommend anyone wanting to further their leadership aspirations to learn from these existing proven performers and raise your own bar."

Andrew Hatfield

Deepstar Strategic

Deepstar Strategic

"I found the course to be highly instructive. I thought the facilitator/instructor was very knowledgeable, engaging, informative, and clear. Definitely enjoyed the course."

Antonio Diep

ToastTab

ToastTab

"I loved the in-person version of the course. I bought the course online first and it was really dry and hard to get through. Switching to in-person had so many more benefits and excelerated my learning."

Ariana Calligaro

Fellow App

Fellow App

How it'll
work

We meet online over the period you've chosen and cover the outlined modules, exams, and coursework plus have time for a Q&A session(s) with your expert instructor.

After every session, you’ll be given optional extra materials. You'll also have the option to join mentorship calls every Thursday.

After your last session (provided you pass the exams), you’ll be officially Product Marketing Certified!

Download
the curriculum

Here at PMA, you can learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

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Your
instructors

The Product Marketing
Core framework

Product marketing is a multi-faceted role with many concepts to cover so you can launch successful products, satisfy your customers, and be acing your career.

This framework helps you navigate all those concepts through five fundamental stages. For each of the stages: discover, strategize, define, get set, and grow, you'll journey through to boost your understanding of pivotal topics.

By understanding each topic on the framework, you'll increase your competency every time to become a well-rounded product marketer.

Discovery

Equip yourself and your team with the info needed through customer feedback and competition research to formulate a strategy that’s relevant to your product and market.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

Strategize

Fail to prepare, prepare to fail. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards creating a winning master plan.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

Define

Define your market, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

Get set

If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.

Sales assets

Training

Sales enablement sessions

Marketing

Grow

Prolong your efforts with a post-launch process to ensure your product goes from strength to strength through analysis, optimization, feedback loops, and customer advocacy.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

5 star ratings from:

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

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Live vs
OnDemand 

Accountability

No need to worry about buying a course that you won’t use. Attend the dedicated session(s) you’ve committed to.

Real-time

Learn from the experience of and ask your expert instructor questions if you get stuck or to help solve your real-life challenges in your role.

Reinforcement techniques

50% of info is forgotten within an hour - unless you’re learning with us. We drive long-lasting change with science-backed teaching methods.

Choose the wayyou want to learn

Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.

In Person
Enroll now
OnDemand
Enroll now
Comprehensive curriculum
19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams.
Official certification
Official CPD & CIM accredited certification.
Real-time interaction
Interact with peers and the instructor live with real-time feedback.
Instructor-led
Direct support to guide you through the curriculum from a PMM expert.
Role play
Hands-on activities and tangible exercises.
Networking opportunities
Build your network with PMMs near you and bond over drinks.

Get this course plus 25 others,
with Pro+ membership

Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every session, live, and OnDemand plus more:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Subscribe to Pro+
Individual course
$1,299
One off payment
One-off payment available for on-demand, live and online, and in-person:

Lifetime access to individual course bought

Get exclusive content based on your course

Access to PMM Mentors

Book a free
career consultation

Learn from product marketing maestros at Meta, Atlassian, Airbase, and more!

Unlock tried-and-tested frameworks used by the best in the biz.

Walk away with actionable learnings you can apply right away.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, s
elect the plan that’s best for you...

Old Way

Long, boring books by armchair authors
Stodgy, outdated training
All theory, not actionable
vs

New Way

Content updated every 6 months
Interactive learning at your own pace
Insights from the best in the business

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Learn with an

expert...

Product Marketing Certified: Core
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
November 11, 2024
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Johnson
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

See More
Hide more info
November 11, 2024
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Mondays & Wednesdays, Part-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Johnson
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

See More
Hide more info
November 5, 2024
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Head Product Marketing and Research, StyleSeat

Meenal Relekar
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.

See More
Hide more info
November 5, 2024
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Head Product Marketing and Research, StyleSeat

Meenal Relekar
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.

See More
Hide more info
November 19, 2024
Product Marketing Certified: Core
North America
09:00 - 14:00 CT
2 Day Program
Tuesday & Wednesday, Part-time
Instructed by:

Senior Product Marketing Manager, Motive

Crystal Crouch
To be announced
Previous instructors: Google, Meta and Amazon
2 classes of 5 hours across 2 days
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Crystal is a seasoned Fintech/Insurtech Product Marketing Leader driven by a deep-seated passion for understanding and fulfilling customer needs. Her expertise lies in generating substantial momentum for new product launches through meticulous planning, development, and execution of brand, go-to-market, and CRM marketing strategies, all meticulously aligned with enterprise objectives.

Drawing upon data and analytics, Crystal is adept at driving informed business decisions and offering continuous recommendations to optimize marketing outcomes.

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Hide more info
December 9, 2024
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Mondays & Wednesday, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.

See More
Hide more info
December 9, 2024
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Mondays & Wednesday, Part-time
Instructed by:

GTM Startup Advisor & Mentor, Techstars

Ginevra Mambretti
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.

See More
Hide more info
December 3, 2024
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Founder & President, ADE Imports

Brett Schetzsle
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Brett is a brand-building and go-to-market specialist with extensive global marketing experience. He has worked with top brands like Gillette, Old Spice and EA Sports. Throughout his career, Brett has led initiatives across the entire product marketing lifecycle, from consumer-driven product development to market launches, often collaborating with globally dispersed teams. Passionate about storytelling, Brett helps bring big ideas to life and successfully launches products into the market.

See More
Hide more info
December 3, 2024
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
2 week Program
Tuesdays & Thursdays, Part-time
Instructed by:

Founder & President, ADE Imports

Brett Schetzsle
To be announced
Previous instructors: Google, Meta and Amazon
4 classes of 2.5 hours across 2 weeks
Join our expert in residence, where you’ll cover the theory, concepts and practical applications during the live and online training.

Brett is a brand-building and go-to-market specialist with extensive global marketing experience. He has worked with top brands like Gillette, Old Spice and EA Sports. Throughout his career, Brett has led initiatives across the entire product marketing lifecycle, from consumer-driven product development to market launches, often collaborating with globally dispersed teams. Passionate about storytelling, Brett helps bring big ideas to life and successfully launches products into the market.

See More
Hide more info
January 14, 2025
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
January 14, 2025
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
January 29, 2025
Product Marketing Certified: Core
North America
09:00 - 18:00 CT
1 Day Program
Wednesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
February 11, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
February 11, 2025
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
February 25, 2025
Product Marketing Certified: Core
North America
09:00 - 14:00 CT
2 Day Program
Tuesday & Wednesday, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
March 4, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
4 week Program
Tuesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
March 4, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
4 week Program
Tuesdays, Part-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
March 26, 2025
Product Marketing Certified: Core
Europe
09:00 - 18:00 UTC
1 Day Program
Wednesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
Chicago
Product Marketing Certified: Core
November 12, 2024
1 Day Program
Tuesday, Full-time
Instructed by:

Senior Product Marketing Manager, VelocityEHS

Anna Kovalenko
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Leveraging B2B marketing expertise to create and execute impactful go-to-market strategies for the leading cloud-based environmental, health, and safety software. Anna works with cross-functional teams to deliver compelling messaging, positioning, and content that differentiated our products and solutions in the market and drove customer engagement and retention.

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Hide more info
London
Product Marketing Certified: Core
December 3, 2024
1 Day Program
Tuesday, Full-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Johnson
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

See More
Hide more info
Toronto
Product Marketing Certified: Core
November 19, 2024
9:00 AM - 5:00 PM (EDT)
1 Day Program
Tuesday, Full-time
Instructed by:

Sr. Director of Product Marketing, Airbase

Sonduren Fanarredha
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Sonduren is a renowned product marketing leader with over a decade of experience in B2B SaaS product marketing within the computer software industry. With a strong foundation in marketing strategy, team building, and cross-functional stakeholder management, Sonduren excels in orchestrating seamless go-to-market campaigns and product launches for high-growth technology companies at various stages. Holding a Bachelor of Accounting (Honours) from Brock University, Sonduren brings extensive knowledge in accounting and finance, with expertise in corporate finance, taxation, audit, business spend management, and procurement.

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Los Angeles
Product Marketing Certified: Core
February 18, 2025
1 Day Program
Tuesday, Full time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
New York City
Product Marketing Certified: Core
March 18, 2025
1 Day Program
Tuesday, Full time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
Minneapolis
Product Marketing Certified: Core
March 25, 2025
1 Day Program
Tuesday, Full time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
San Francisco
Product Marketing Certified: Core
April 1, 2025
1 Day Program
Tuesday, Full time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
Product Marketing Certified: Core
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
Chicago
Product Marketing Certified: Core
April 22, 2025
1 Day Program
Tuesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
Toronto
Product Marketing Certified: Core
May 6, 2025
1 Day Program
Tuesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
Boston
Product Marketing Certified: Core
May 13, 2025
1 Day Program
Tuesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
London
Product Marketing Certified: Core
June 3, 2025
1 Day Program
Tuesday, Full-time
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.
Product Marketing Certified: Leadership
Included in Exec+

Approx. 12+ hours

Virtual OnDemand
Instructed by experts from:
Jennifer BuntingLinkedIn,
Aaron BrennanRedox,
Tamara NiesenShopify,
Yoni SolomonGympass,
Tamara Grominsky,
Product Marketing Alliance
Show more info
Enablement Stakeholder Management Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Theo DaviesGoogle,
Sonia PupazaCamunda,
Ben Purton RingCentral,
Maria Jose EspejoSalesforce,
Product Marketing Alliance
Show more info
Product Marketing Certified: Core Teams

Approx.

Virtual OnDemand
Instructed by experts from:
April Dunford,
Susan 'Spark' Park,
Mary Sheehan,
Francisco T. Bram,
Marcus Andrews,
Product Marketing Alliance
Show more info
Developer Marketing Certified: Core
Included in Pro+

Approx. 8+ hours

Virtual OnDemand
Instructed by experts from:
Justin FinkMachinify,
Karien PypeOntoforce,
Chris RileyHubSpot,
Nisha BaxiGong,
Product Marketing Alliance
Show more info
B2C Product Marketing Certified: Core
Included in Pro+

Approx. 12+ hours

Virtual OnDemand
Instructed by experts from:
April Dunford,
Susan 'Spark' Park,
Francisco T. Bram,
Product Marketing Alliance
Show more info
Building a PMM Team Certified: Masters
Included in Pro+

Approx. 6+ hours

Virtual OnDemand
Instructed by experts from:
No items found.
Product Marketing Alliance
Show more info
Positioning Certified: Masters
Included in Pro+

Approx. 5+ hours

Virtual OnDemand
Instructed by experts from:
April Dunford,
Marcus Andrews,
James Doman-PipeRemote,
Product Marketing Alliance
Show more info
Advanced Product Marketing Certified
Included in Pro+

Approx. 35+ hours

Virtual OnDemand
Instructed by experts from:
April Dunford,
Jennifer BuntingLinkedIn,
Scott ShapiroGoogle,
William ChiaStyra,
Richard SeroterGoogle,
Product Marketing Alliance
Show more info
Competitive Intelligence Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Alex McDonnellAirtable,
Clara SmythSlack,
Andrew McCotter-BicknellApollo.io,
Scott KortrightBeyondTrust,
Alejandro RodriguezAmazon,
Product Marketing Alliance
Show more info
Product-Led Growth Certified: Core
Included in Pro+

Approx. 6+ hours

Virtual OnDemand
Instructed by experts from:
Daniel KupermanAtlassian,
Saswata BiswasIU Group,
Eloise TaysomZoa,
Shishir AgrawalGoogle,
Product Marketing Alliance
Show more info
Product Marketing: Fundamentals
Included in Pro+

Approx. 1.5+ hours

Virtual OnDemand
Instructed by experts from:
Bryony PearceThe Alliance,
Louis GuerreroMeta,
Allie BollmanHeadway,
Product Marketing Alliance
Show more info
Positioning & Messaging: Fundamentals
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Bryony PearceThe Alliance,
Sarah Din,
Jeevan PatilLinksys,
Product Marketing Alliance
Show more info
Transitioning to PMM: Fundamentals
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Jennifer BuntingLinkedIn,
Louis GuerreroMeta,
Sean BroderickSitecore,
Product Marketing Alliance
Show more info
Go-to-Market Certified: Masters
Included in Pro+

Approx. 5+ hours

Virtual OnDemand
Instructed by experts from:
April Dunford,
Rohan RameshEntrust,
Kavya NathMeta,
Product Marketing Alliance
Show more info
Sales Enablement: Fundamentals
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Brenda Vinta HarrisOracle,
Julie NewhouseMural,
Trenton BloomFreshworks,
Product Marketing Alliance
Show more info
Sales Enablement Certified: Core
Included in Pro+

Approx. 13+ hours

Virtual OnDemand
Instructed by experts from:
Sheevaun ThatcherSalesforce,
Tom CheriyanRattle,
Laura WelchHP,
Rob HornishRedaptive,
Sapphire ReelsAtlassian,
Product Marketing Alliance
Show more info
Customer Advisory Boards Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
No items found.
Product Marketing Alliance
Show more info
Storytelling Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
No items found.
Product Marketing Alliance
Show more info
Marketing Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Elliott RaynerOWOW,
Mary Sheehan,
Yannick KpodarAmenitiz,
Brenda Vinta HarrisOracle,
Div ManickamCeligo,
Product Marketing Alliance
Show more info
Pricing Certified: Masters
Included in Pro+

Approx. 5+ hours

Virtual OnDemand
Instructed by experts from:
Tamara Grominsky,
Ria BhavnaniShopify,
Alan AlbertMarketFit,
Product Marketing Alliance
Show more info
Narrative Design Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Marcus Andrews,
Tom LoganCohley,
Jennifer WangCohley,
Product Marketing Alliance
Show more info
Cross-Functional Collaboration Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Alison HayterLoopio,
Tamara Grominsky,
Erica JenkinsCrayon,
Product Marketing Alliance
Show more info
Persona Certified: Masters
Included in Pro+

Approx. 7+ hours

Virtual OnDemand
Instructed by experts from:
Sridhar KarnamSalesforce,
Georgia DiaconescuCanva,
Trevor DaughneyPicus Security,
Product Marketing Alliance
Show more info
Metrics Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Mary Sheehan,
Aaron BrennanRedox,
Scott ShapiroGoogle,
Product Marketing Alliance
Show more info
Sales Enablement Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Sapphire ReelsAtlassian,
Darlene Samer,
Product Marketing Alliance
Show more info
Consumer Psychology Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
No items found.
Product Marketing Alliance
Show more info
Segmentation Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
No items found.
Product Marketing Alliance
Show more info
Analyst Relations Certified: Masters
Included in Pro+

Approx. 2+ hours

Virtual OnDemand
Instructed by experts from:
Daniel KupermanAtlassian,
Heather MosesCornerstone OnDemand,
William ChiaStyra,
Product Marketing Alliance
Show more info
Market Research Certified: Masters
Included in Pro+

Approx. 8+ hours

Virtual OnDemand
Instructed by experts from:
Bożena PieniazekMeister,
Alex McDonnellAirtable,
Daniel KupermanAtlassian,
Product Marketing Alliance
Show more info
Messaging Certified: Masters
Included in Pro+

Approx. 4+ hours

Virtual OnDemand
Instructed by experts from:
Div ManickamCeligo,
James Doman-PipeRemote,
Holly WatsonAmazon Web Services (AWS),
Product Marketing Alliance
Show more info
Customer Research Certified: Masters
Included in Pro+

Approx. 3+ hours

Virtual OnDemand
Instructed by experts from:
Lauren CulbertsonLoopVOC,
Dana RosenbergMastercard,
Gaurav JaiswalPearson,
Product Marketing Alliance
Show more info
Product Marketing Certified: Core
Included in Pro+

Approx.

Virtual OnDemand
Instructed by experts from:
April Dunford,
Susan 'Spark' Park,
Mary Sheehan,
Francisco T. Bram,
Marcus Andrews,
Product Marketing Alliance
Show more info
Customer Marketing Certified: Core
Included in Pro+

Approx. 10+ hours

Virtual OnDemand
Instructed by experts from:
Bree Bunzel,
Jane MenyoGong,
Sai ChavaliCloudflare,
Phill AgnewBuffer,
Product Marketing Alliance
Show more info

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

FAQS

Is Product Marketing Certified: Core accredited?

Yep, it sure is. As well as getting the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is accredited by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).

Who's Product Marketing Certified: Core for?

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.

How do the online sessions actually run?

Each session will be a 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.

Is the homework mandatory?

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 Certified: 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.

What happens if I can't make one of my weekly sessions?

If you pick a program that fits your schedule, hopefully this won't happen. However, we totally understand that things sometimes come up, so we record all our sessions. That way, if you're unable to attend one week, you can still get access to all the content and Q&As, and find out about any coursework.

Do I have to turn my camera on for the sessions?

You don't have to. 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 don't want anyone to feel uncomfortable, so if you don't want your camera on, please don't feel pressured!

Does this course cover everything I need to know to be a product marketer?

This course is pretty darn comprehensive, if we do say so ourselves. 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.

I’d love to get my whole team certified – do you offer any discounts?

Yep! Drop Matt a line on m.booth@pmmalliance.com and let him know what you want, and 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.

I noticed course subscribers qualify for a discount on PMA Membership plans – what do they include?

That’s right! Anyone who takes part in the Product Marketing Certified Core program will be eligible for a discount on our membership plans – which include exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, 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.

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