Cement your product as the category leader
Transform scattered launch tactics into a strategic machine. Learn to orchestrate memorable product launches that drive adoption, exceed revenue targets, and establish market leadership.
Course overview
Master the art of successful product launches with our Product Launches certification. This comprehensive program guides you through every stage, from planning to post-launch optimization.
Learn to craft compelling messaging, create impactful marketing collateral, and develop sales enablement materials that drive conversions.
By the end, you'll have the skills to execute launches that achieve business goals, strengthen customer relationships, and elevate your brand in the market.
Curriculum
The curriculum is divided into several modules, including:
Introduction
Introduction
Chapters
Initial assessment survey
How to get the most out of your certification
Resource library
Introduction to product launches
Introduction to product launches
Chapters
Welcome
What is a product launch?
Why product launches matter in marketing
Key takeaways
Time to reflect
Pre-launch planning
Pre-launch planning
Chapters
Setting clear objectives
Understanding your target audience
Market positioning
Competitive analysis
Pricing
Crafting a GTM strategy
Key takeaways
Coursework
Exam #1
Time to reflect
Bonus footage
Bonus footage
Chapters
[Bonus footage] The Metaverse product launch and go-to-market strategy - Arthur Tkachuk, Co-founder & CPO at W3rlds
Building the product launch
Building the product launch
Chapters
Assembling a launch team: cross-functional and accountability
Assembling a launch team: agile and productivity
Assembling a launch team: team roles and structures
Assembling a launch team: the details
Timelines and milestones
Key takeaways
Coursework
Exam #2
Time to reflect
Fireside chat
Fireside chat
Chapters
[Fireside chat: teams and collaboration] José Fernández - Adjunct Professor at University of Maryland (formerly Director of Product Management at Politico)
[Fireside chat: development and ideation] - Cindy Camacho, Principal Product Consultant & Founder at VOC Strategies
Creating launch materials
Creating launch materials
Chapters
Core messaging and storytelling
Marketing collateral
Sales enablement material
Coursework
Exam #3
Time to reflect
Prep activities
Prep activities
Chapters
Generating buzz
Engaging early adopters
Types of early adopters
Internal readiness
Key takeaways
Coursework
Exam #4
Time to reflect
Launch
Launch
Chapters
Digital launch day strategies
Launch day events and crisis management
Soft and hard launches
Avoiding launch day mistakes
Real-time monitoring
Key takeaways
Coursework
Exam #5
Time to reflect
Bonus footage
Bonus footage
Chapters
[Bonus footage] Product launch metrics - Mary Sheehan, Group Manager, Product Marketing at Adobe Creative Cloud
By the end of the certification you'll be able to...
 Plan and executeMaster every product launch stage, from strategy development to post-launch optimization. |
 Craft compelling messagingCreate marketing materials and messaging that resonate with your audience and drive engagement.
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 Empower sales teamsDevelop effective enablement tools to convert leads into loyal customers and achieve business goals. |
What's included
Content
An extensive on-demand curriculum teaching you a battle-tested product launch framework. This proven process has helped B2B and B2C companies achieve successful launches that capture market attention and drive day-one revenue.
Footage
Master the complete product launch playbook through 4+ hours of focused, on-demand content you can access anytime. Learn everything from pre-launch buildup to post-launch optimization.
Tasks
Put theory into practice with hands-on exercises and templates designed to help you plan and execute your next product launch with confidence.
Templates
Hit the ground running with our complete set of product launch templates - from timeline planning to campaign briefs to measurement frameworks.
Access
Join our exclusive Slack community of certified product launchers. Network with professionals who've successfully launched products across industries, share tactics, and get feedback on your launch plans.
Certificates
Stand out as a product marketing leader with an official Product Launch certification. Demonstrate your expertise in go-to-market strategy and launch execution upon completing all course requirements.
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$500 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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Certification benefits
Go from managing chaotic launches to orchestrating strategic campaigns that drive predictable wins.
Lead complex product launches that shape company growth and establish market leadership.
Become your org's launch expert, unlocking senior roles and opportunities to drive major initiatives.
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
How does the Product Launches Certified: Masters certification work?
The certification is 100% online and self-paced. You’ll work through the modules in chronological order and be invited to take part in activities. At the end of each module, you’ll be presented with exam questions and, if you pass all these, you’ll become certified!
How long will the Product Launches Certified: Masters certification take to complete?
The certification content, activities, and exams will take approximately 4 hours to complete.
What happens if I don’t pass the 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.