Achieve product marketing excellence with our team certification
The road to product marketing mastery starts here. Our comprehensive certification will provide your team with all the tools they need to excel in the ever-evolving marketplace.
Course overview
Ready to get your whole team up to speed in product marketing? Welcome to Product Marketing Core, your go-to certification for mastering this fast-evolving field.
We’ll guide your team through every facet of product marketing, from research and pricing to positioning and onboarding, eliminating all ambiguity and boosting their confidence.
If your team members are struggling with different levels of understanding or are simply not on the same page, we're here to help.
Our alumni call our certification 'invaluable' - and we think you will too. Enroll today and empower your product marketing team to be the best it can be.
Curriculum
Introduction: The product marketing career table
Introduction: The product marketing career table
Chapters
What is product marketing?
Product marketing career table
Portfolio messaging
Product marketing framework
PMA's product marketing playbook
The product lifecycle
The difference between a PM and PMM
How to work with product management
Key takeaways
Bonus: The evolution of product marketing to portfolio messaging [PMM Consultant]
Bonus: Portfolio product marketing talk [Peloton]
Research: Conducting market research
Research: Conducting market research
Chapters
Research overview
B2B versus B2C
Customer research
Qualitative vs quantitative
Win-loss interviews
Win-loss coursework
Customer feedback
Observations + the rest of your market
Competitor intel
Competitor intel coursework
Validating your hypothesis
Building a business case
Key takeaways
Exam
Fireside chat: Susan 'Spark' Park at Meta
Pricing: Understanding market dynamics and price sensitivity
Pricing: Understanding market dynamics and price sensitivity
Chapters
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
Key takeaways
Exam
Bonus: The pricing and packaging roadmap to help grow revenue [MobileCoin]
OKRs (Objectives and Key Results): Setting and achieving measurable goals
OKRs (Objectives and Key Results): Setting and achieving measurable goals
Chapters
An intro to OKRs
GTM OKRs
Sales enablement OKRs
Lead-gen OKRs
Product adoption OKRs
Reporting + communication
Key takeaways
Exam
OKR coursework
Bonus: Product marketing metrics that matter [Adobe]
Personas: Identifying target audiences and their needs
Personas: Identifying target audiences and their needs
Chapters
What are personas?
B2B versus B2C personas
Persona templates
Buyer vs user personas
Creating personas
How to use personas effectively
What is Jobs-To-Be-Done?
Ideal customer profiles (ICP)
Key takeaways
Exam
Bonus: How to develop personas the right way [IBM]
Positioning & Messaging: Crafting compelling brand messages
Positioning & Messaging: Crafting compelling brand messages
Chapters
Positioning overview
Positioning fundamental
Show to approach positioning
Positioning coursework
Understanding messaging
An intro to narrative design
Storytelling framework
Key takeaways
Exam
Fireside chat: Francisco T Bram at Albertsons Companies
Bonus: 7-step messaging process [Unbabel]
GTM: Developing effective GTM strategies
GTM: Developing effective GTM strategies
Chapters
GTM overview
Marketing channels
Field marketing
Partner marketing
The difference between PMM and solutions marketing
Technical PMM versus traditional PMM
GTM for start-ups
GTM process
Acquisition & engagement channels
3-step growth strategy [Unbounce]
GTM process continued
Beta testing
Timing your launch
Communicating your GTM strategy
Key takeaways
Exam
GTM coursework
Fireside chat: Kushagra Sharma at VMWare
Bonus: Building a multi-channel customer marketing strategy [Sellics and Twilio Inc]
Bonus: Evolving product marketing to solutions marketing [Veeam Software]
Communication: Enhancing team communication and collaboration
Communication: Enhancing team communication and collaboration
Chapters
Why communication's so important
112 tips to communicate better
Working with sales, marketing and product management
How to train and empower sales
How to work with marketing
How to work with product
Key takeaways
Exam
Bonus: Building a bridge between product marketing and sales [Oracle]
Bonus: Panel discussion: B2B vs B2C what they should learn from eachother.. and what they shouldn't
Sales Enablement: Equipping sales teams with the tools and knowledge they need
Sales Enablement: Equipping sales teams with the tools and knowledge they need
Chapters
The role of sales enablement
Sales enablement tactics
Creating a playbook from scratch
Sales enablement fundamentals
Getting sales teams bought in
Measuring sales enablement
Sales enablement platforms
Product-led growth
Key takeaways
Exam
Sales enablement coursework
Onboarding, Analysis & Optimization: Designing smooth onboarding experiences
Onboarding, Analysis & Optimization: Designing smooth onboarding experiences
Chapters
Onboarding examples
Onboarding framework
Onboarding best practices
Customer onboarding coursework
Retention tactics
Customer case studies
Key takeaways
Exam
Analysis fundamentals
Areas to analyse
A/B testing
Cohort analysis
Key takeaways
Exam
Cohort analysis coursework
By the end of the course, you'll be able to...
 Master PMMEquip your team with a 360-degree understanding of product marketing fundamentals. |
 Crack the marketLearn effective research, pricing, and positioning strategies – and much more – to make your products a hit. |
 Speak a unified languageUnderstand the unique language and key concepts of product marketing, enhancing your team’s communication. |
What's included
Content
11 comprehensive modules covering every aspect of product marketing, from research and pricing to onboarding – designed to get your whole team speaking the same language.
Coursework
8 optional but highly recommended tasks to help your team put theory into practice and create a ready-to-use pack of materials to implement in your company.
Templates
Lifetime access to 20+ tried-and-tested customizable templates, designed to streamline your processes and enhance your team’s efficiency.
Flexibility
Learn at your own pace with our OnDemand option, or let us guide your team together with a Live and Online or Live and In-Person program.
Support
Get all your team’s questions answered by top product marketing experts with regular support sessions.
Community
Access to the PMMC alumni channel, where your team can continue networking and learning from certified peers long after the course is over.
Updates
Always stay abreast of the latest in product marketing with lifetime access to course content. We update our content quarterly to reflect new trends and developments in the field.
Certification
Upon successful completion of all exams, earn an official certificate recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD), as well as the likes of Hubspot, Salesforce, and TikTok.
AI-Powered
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get this certification plus 25 others with Pro+ membership
Looking for lifelong L&D support? 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 course, a yearly Summit, workshops, templates, mentors, members-only events, and more.
✅25+ courses (incl. updates and future releases)
✅Complimentary access to 1x PMM Summit every year
✅Live workshops every month
✅Exclusive content
✅100+ templates and frameworks
✅500+ hours of OnDemand video content
✅PMM mentors
✅Members-only events and community
✅PMM learning paths and toolkits
✅Ungated access to industry reports | Individual certification$3,507.30 One off payment One-off payment and lifetime access to this accredited course.
✅Lifetime access to all course content
✅Access to all future course updates
✅Official certification if you pass the exams
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Course benefits
Get to grips with real-life product marketing scenarios.
Empower your team with the tools they need to shine.
Drive impact across your organization.
Choose the way you 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 | Live virtual | OnDemand |
Comprehensive curriculum 19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams. |
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Official certification Official CPD & CIM accredited certification. | ✔️ | ✔️ | ✔️ |
Real-time interaction Interact with peers and the instructor live with real-time feedback. |
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Instructor-led Direct support to guide you through the curriculum from a PMM expert. |
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Role play Hands-on activities and tangible exercises. | ✔️ |
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Networking opportunities Build your network with PMMs near you and bond over drinks. |
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FAQs
Is this product marketing course accredited?
Absolutely! As well as having the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD)
Who’s the Product Marketing Core course for?
Anyone in the field of product marketing or transitioning to this role. If they're relatively new to product marketing, it’ll upskill them in areas they have less experience. If they're a product marketing veteran, it’s a great refresher on current trends and new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest companies.
What does the Product Marketing Core course curriculum include?
Take a look!
Module one: Research
Module two: Pricing
Module three: OKRs
Module four: Personas
Module five: Positioning and messaging
Module six: Go-to-market
Module seven: Communication
Module eight: Sales enablement
Module nine: Onboarding
Module ten: Analysis and optimization
Module eleven: The wrap-up
Are there any certifications or accolades awarded upon completion?
Yes! You receive an official CPD- and CIM-accredited Product Marketing Certified: Core certification upon passing all exams.
Are there any special rates for teams?
Yup! Contact us for information on special team rates.
Is this Product Marketing Core course self-paced?
That’s up to you! We understand that everyone has unique schedules and learning speeds, so we offer a 100% OnDemand course, allowing you to learn at your own pace.
Alternatively, you can opt for a live and online part-time course so your team can spread out its learning over four structured weeks. Or, you can book one intensive day’s learning to get your whole team up to speed in one fell swoop! You can even do it in person if you prefer! If you drop Tom a line on t.madden@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
How long will it take to complete the Product Marketing Core course?
There is about two solid days’ worth of content, but how long it takes to complete will vary depending on your pace. We’ve created the course in a way that’s easy for you to chip away at as and when you want, and each module can be completed in total isolation.
Do I receive access to a personal mentor as part of the Product Marketing Core course?
No, but you will qualify for a discounted PMA membership plan, which includes access to mentorships!
What happens if I don’t pass the course exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
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.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.