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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 - 12 weeks
  • Times: Evenings
  • Cost: $2,095

Next start date:

September 25, 2025

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About this Program


In today's crowded marketplace, building a great product doesn’t guarantee success. To ignite customer demand, product marketers need to 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 learn about the roles and responsibilities of product marketing. You’ll understand how to partner across your company to align the 4P’s of marketing — product, price, place and promotion — and how to communicate a product’s value to maximize customer adoption and sales. You’ll also explore how you can leverage AI for more efficient and effective product marketing. 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 a preview of our instructor's expert insights 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.

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

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

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 develop and execute marketing strategy

Career Stats

16%

Projected growth in U.S. demand for product marketing skills (2025–27)

13%

Projected growth in U.S. demand for go-to-market strategy skills (2025–27)

Source: Lightcast. Learn about career stats data.

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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.

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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
    • Sep
      25 Thu 6–9 P.M.

      Online

    • Oct
      02 Thu 6–9 P.M.

      Online

    • Oct
      09 Thu 6–9 P.M.

      Online

    • Oct
      16 Thu 6–9 P.M.

      Online

    • Oct
      23 Thu 6–9 P.M.

      Online

    • Oct
      30 Thu 6–9 P.M.

      Online

    • Nov
      06 Thu 6–9 P.M.

      Online

    • Nov
      13 Thu 6–9 P.M.

      Online

    • Nov
      20 Thu 6–9 P.M.

      Online

    • Dec
      04 Thu 6–9 P.M.

      Online

    • Dec
      11 Thu 6–9 P.M.

      Online

    • Dec
      18 Thu 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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