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Specialization in Product Marketing

www.pce.uw.edu/specializations/product-marketing

Specialization in Product Marketing

Amplify Your Product’s Value and Position

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Program Details

  • Location: Online
  • Duration: 11 weeks
  • Times: Evenings
  • Cost: $1,995

Next start date:

January 29, 2025

Get Details & Apply
Talk to an Enrollment Coach

About this Program


In today's crowded marketplace, building a great product doesn’t guarantee success. To stake out an ideal market position, you also need a compelling story about how your product solves a customer problem better than the alternatives. That's why product marketing starts with knowing everything about your product — and your target audience.

In this one-course specialization, you’ll explore how to identify and effectively communicate a product’s value to maximize customer adoption and sales. You’ll learn to design product marketing strategies that are steeped in customer, company and competitive market research. You’ll learn why product marketing plays a critical role in the tech industry, and you’ll discover how you can influence any product roadmap. You'll learn about marketing in the age of AI, and we’ll also examine product lifecycles, pricing, packaging and real-world go-to-market strategies.

DESIGNED FOR

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

See Requirements

▸ 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

  • Product positioning
  • Value propositions
  • Customer, company and competitive research
  • Segmentation and target audience
  • Customer journey mapping
  • Messaging frameworks
  • Marketing performance measurement
  • Go-to-market strategies

GET REAL-WORLD EXPERIENCE

  • Create a messaging framework, positioning statement, value proposition and marketing brief
  • Create and execute a comprehensive go-to-market plan for a real or hypothetical product
  • Learn to leverage generative AI tools to optimize marketing campaigns, customize your resume and prepare for product marketing interviews

Career Stats

16%

Projected growth in U.S. demand for product marketing skills (2024–26)

13%

Projected growth in U.S. demand for go-to-market strategy skills (2024–26)

Source: Lightcast

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EARN A DIGITAL BADGE

After successfully completing this program, you can claim a digital achievement badge that can be shared on LinkedIn and other social media sites. Learn more about digital badges.

OUR ENROLLMENT COACHES ARE HERE TO HELP

Connect with an enrollment coach to learn more about this offering. Or if you need help finding the right certificate, specialization or course for you, reach out to explore your options.

Specialization in Product Marketing

Approved by the UW Foster School of Business.

Attend an info session

Join an upcoming information session to learn more about the program, curriculum and instructors.

Fri, Dec 20 at 12 p.m. – Online

RSVP

Specialization, Certificate or Course:
What’s the Difference?

Specialization

Deep dive into an in-demand skill

Courses: 1-2 | Class Hours: 35+ | Credential: Certificate of Completion

Certificate

In-depth preparation for a new career or career advancement

Courses: 1-3 | Class Hours: 90+ | Credential: Certificate of Completion

Course

Foundation in a topic and step toward further study 

Class Hours: < 30

Learn More »

Learning Format

Online With Real-Time Meetings

Online Synchronous

Combine the convenience of online learning with the immediacy of real-time interaction. You’ll meet with your instructor and classmates at scheduled times over Zoom. Learn More »

Program Sessions

Online Synchronous

    Scheduled Meetings
    • Jan
      29 Wed 6–9 P.M.

      Online

    • Feb
      05 Wed 6–9 P.M.

      Online

    • Feb
      12 Wed 6–9 P.M.

      Online

    • Feb
      19 Wed 6–9 P.M.

      Online

    • Feb
      26 Wed 6–9 P.M.

      Online

    • Mar
      05 Wed 6–9 P.M.

      Online

    • Mar
      12 Wed 6–9 P.M.

      Online

    • Mar
      19 Wed 6–9 P.M.

      Online

    • Mar
      26 Wed 6–9 P.M.

      Online

    • Apr
      02 Wed 6–9 P.M.

      Online

    • Apr
      09 Wed 6–9 P.M.

      Online

    • Apr
      16 Wed 6–9 P.M.

      Online

    All times are Pacific Time.

    Online

    Noncredit Program

    You'll earn 3.6 continuing education units (CEUs) for successfully completing this program. Learn more about noncredit options.

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