PRODUCT MARKETING COURSE

ONLINE
6 WEEKS
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Product Marketing — a practical online course that will help you to start your career as a product marketing manager

OVERVIEW

Skills and tools

Apply the best practices and tools that will help you to build processes in a mature product or in a startup at an early stage

Competences

The school is targeted at the development of competencies of a product marketing manager, who will be able to study the customer of the product in detail, be responsible for positioning, market entry strategy, key messaging, and competitive differentiation

Networking

Become the driver of the development of the product ecosystem, find like-minded people and mentors with whom you will communicate even after completing the course

The course is held in the Ukrainian, English and Russian languages

Lecturers

Dmytro Bilkun

Product Marketing Manager at MacPaw

Bohdan Drozdov

Marketing Manager at Evapolar

Daniil Kopilevych

Marketing Manager at HelpCrunch

Hanna Yatel

Chief Marketing Officer at Admixer

Andriy Umansky

Product Manager at Wix

Nazar Panchyshyn

Head of Marketing at Crello

Pavlo Sakhatskiy

Product Marketing Manager at Readdle

Program

Target Audience

-Who is your target audience?
- What criteria defines your audience?
- How to segment your audience in a way that makes commercial sense?
- How do you evaluate the size and dynamics of each market segment?
- How do you validate your target audience and segments?

Market & Competition

-What is a Market and how to identify the market you operate on?
- How to evaluate market size and market growth dynamics?
- Key Company/product Market Performance metrics and how to evaluate them?
- Who are your competitors
- what defines your key competitors?
- Competitor analysis - what to look for and how to use the information to earn more market share?
- Substitutes as threats to your product

Go-To-Market Strategy

-Early traction How to set product and marketing goals
- How to craft a Go-To-Market Strategy based on business goals
- GTM Structure
- Derivative Documents
- High-level Product GTM Strategy vs. Feature launch GTM.

Channel Mix & Acquisition

-Channel Model Fit - How to identify key acquisition channels?
- Channel parameters & KPI’s
- How to efficiently scale acquisition volumes?
- How to measure the Acquisition Performance (Marketing & Product Metrics)?
- Growth loops
- Unit Economics
- Payback

Positioning & Messaging

- What is Positioning and why you might still need it?
- How to craft a positioning statement that resonates with the target audience?
- How to identify differentiation points that resonate with your target audience?
- How to identify key value factors that resonate with your target audience?
- Creating a Messaging Canvas and testing the positioning and messaging hypothesis
- How to craft a communication strategy that sticks?

Product

-Product as a Marketing Function (Customer at its core)
- Product hypothesis based on Target Audience and Market Data - Product Development scope based on Target Audience and Market Data
- Hypothesis validation before the product is live and while it is live
- Product & Business Metrics that define marketing metrics scope and KPIs

Retention & Engagement

- What is engagement and how it helps to improve customer retention
- Customer Success Map
- Onboarding and education programs
- Trial & demo
- Email marketing: regular newsletters and email automation
- Customer feedback loop
- Communication/Interaction Calendar
- Customer Loyalty and Reward Programs

AUDIENCE

Marketing managers

You will get the necessary base of skills and tools that the market requires from the product marketing manager at the moment. Moreover, you will be able to use most of the tools in your work while completing the course

CEO & Co-Founders of a product company/startup

You will study the set of tools used to build a product marketing process in your company and understand the basic set of competencies of a product marketing manager, with which you can form a team of specialists

Product managers

Product marketing is an indispensable part of product development. The competencies you will gain in the course will allow you to understand the marketing part of the product better and build an effective process of working with the marketing team