In today’s crowded marketplace, building a great product doesn’t guarantee success. To ignite customer demand, product marketers must tell a compelling story about how their product solves a customer problem better than anything else on the market. That’s why product marketing starts with knowing everything about the market, your target audience and your competition.

In this one-course specialization, you’ll prepare to be job-ready for the modern roles and responsibilities of product marketing. You’ll understand how to communicate a product’s value to maximize customer adoption and sales, and you’ll go beyond theory as you learn to use leading-edge AI applications to solve marketing challenges. We’ll examine why and when go-to-market strategies succeed — or fail — and you’ll bring it all together as you create your own strategic marketing plan.

▸ Related: Get expert insights from our instructor in this talk about unlocking success in product marketing. 

DESIGNED FOR

Those with some experience in marketing, product management, entrepreneurship, sales or other business areas who want to gain skills to launch and promote products in the market.

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▸ Explore More: Looking to add even more to your business skillset? Compare our business management programs — or find the right marketing program for you.

SKILLS YOU’LL GAIN

• Applications of artificial intelligence
• Competitive market and consumer research
• Customer journey mapping
• Go-to-market strategies
• Marketing performance measurement
• Messaging frameworks
• Product positioning
• Segmentation and target audience
• Value propositions