Become a Product Marketing Manager | Product Management MBA

Become a Product Marketing Manager | Product Management MBA

Become a Product Marketing Manager | Product Management MBA

Product Marketing Strategy : Marketing New Product : Product to Market : Product Management : Product Owner Launch | MBA

Language: english

Note: 4.4/5 (1,060 notes) 17,412 students

Instructor(s): Dekker Fraser, MBA

Last update: 2023-01-04

What you’ll learn

  • Potentially Get Hired As A Product Marketing Manager
  • Product Management
  • How To Launch A New Product
  • Market research
  • Branding
  • Product marketing strategy
  • Product Marketing Psychology
  • Marketing & Lead Generation
  • & So Much More!

 

Requirements

  • The Willingness To Learn

 

Description

Learn from an experienced Silicon Valley PMM with a top MBA

Learn how to become a product marketing manager from someone with years of experience in product marketing at small, medium, and large companies including Sony. Your lead instructor received his MBA from the top marketing school in the U.S. and works in the epicenter of product marketing in San Francisco. He is the author of two product marketing books, taught college-level marketing, and was a VP of marketing for a Google-accelerator startup.

  • New! Free access to the top-rated book Become a Product Marketing Manager (PDF version)

  • New! Product Marketing Calendar Template (Excel)

  • 1-Page Product Marketing Plan Template + 1-Page Competitive Analysis Template (Word)

  • Marketing strategy, tactics, and execution for outbound product management (customer acquisition)

  • Interview skills to land a six-figure product marketing position

  • Day-to-day operational skills

  • Advanced MBA level product marketing for product management

  • Hard skills in quantitative marketing analytics and software

  • Soft skills to succeed in the office and get promoted

  • Product owner marketing & customer acquisition

  • MBA level marketing

  • Business management skills


Course Content

  1. Product marketing strategy & planning

  2. Lead generation & customer acquisition

  3. How to go big with product marketing

  4. Product messaging

  5. Key skills such as calendar management

  6. Sizing markets & demand

  7. Product marketing research

  8. Investor marketing

  9. Sales enablement

  10. Product marketing career & education

  11. Advanced B2B marketing

  12. Product led growth

  13. Advertising

  14. Product marketing analytics

  15. Soft skills

  16. Chief Marketing Officer skills

  17. Leadership & people management

  18. Growth

  19. Branding


About the Instructor

Management Experience

• Global Product Marketing Manager for Sony PlayStation

• Vice President of Marketing for Talkatoo

• Senior Product Marketing Manager for Webgility

• Product Marketing Manager for Rocket Lawyer (Google-backed)

• Director of Marketing for Ironclad Games / Flame Design

• SaaS Marketing Consultant

Education

MBA in Marketing from Northwestern University – Kellogg School of Management

• Leadership Essentials from Columbia Business School

• Bachelor of Commerce from Mount Allison University

• Master’s and bachelor’s-level business courses at BI: Norwegian Business School

• Presidential Scholar at Saint Mary’s University

Academic & Volunteer Experience

• University MBA Program Advisor

• College Marketing Lecturer for Digital Marketing & Business Analytics

• Division Director and VP of Membership for Toastmasters International

• Board of Directors for a charity

 

Who this course is for

  • Anyone Who Wants To Become A Product Marketing Manager, Potentially Earning Over $100k

 

Course content

  • Product Marketing Strategy & Planning
    • Introduction to Become a Product Marketing Manager Course
    • Content Overview
    • 1-Page Product Marketing Plan + FREE BOOK!
    • Lecture 1 Quiz
    • Positioning Mistakes
    • Positioning Mistakes
    • Profit
    • Profit
    • Key B2B Marketing Notes – Part 2
    • Notes Quiz
    • Budgeting
    • The Big Mistake in B2B Product Marketing that People Keep Making
    • B2B Product Marketing
    • PART 1 : Competitive Analysis
    • PART 2 : Competitive Analysis
    • PART 3: Competitive Analysis – Customer Captivity
    • PART 4 : Competitive Analysis – Marketing Strategy & Tactics
    • SaaS Positioning Worksheet – Part A
    • Positioning Worksheet – Part 1
    • SaaS Positioning Worksheet – Part B
    • Positioning
    • Notes from Byron Sharp
    • Notes from Byron Sharp
    • 1-Page Competitive Analysis Template Walk-through
    • 7 Big Product Marketing Mistakes
    • Product Marketing Mistakes
    • History of Product Marketing
    • History of Product Marketing
    • Why PMMs Need to Understand Marcom
    • Why PMMS need to understand marcom
    • Managing Cannibalization
    • Product lifecycle decisions
    • How Brands Grow – Part 1
    • How Brands Grow – Part 1
    • 7 Rules for Brand Growth
    • 7 Rules for Brand Growth
    • Marketing Laws
    • Marketing Laws
    • Nike Example: Big Product Marketing Mistake
  • Proven Methods for Lead Generation & Customer/User Acquisition
    • 1) Your List A
    • 2) Your List B
    • 3) Your List C
    • 4) Your List D
    • 5) Your List E
    • 6) Your List F
    • 7) Your List G
    • 8) Stop Marketing Your Product
    • Note on “Stop Marketing Your Product”
    • 9) Latch onto Larger Companies
    • 10) Latch onto Larger Companies B
    • 11) Pipeline A
    • 12) Pipeline B
    • 13) Pipeline C
    • 14) Customer Journey 1
    • 15) Customer Journey 2
    • 16) Customer Journey 3
    • 17) Direct Mail
    • 18) Viral Content
    • 19) Influencers 1
    • 20) Influencers 2
    • 21) Hard Offer 1
    • 22) Harder Offer 2
    • 23) Promote Your Hard Offer through Facebook Advertising
    • 24) Content Syndication
    • 25) Cold Calls that Are Actually Warm Calls
    • 26) Email 1
    • 27) Email 2
    • 28) 7 Secrets to Acquire Tons of Software Customers Quickly
  • Go Big or Go Back to Selling Services
    • Product Marketing vs. Service Marketing
    • Product Marketing vs. Service Marketing
    • Going Big (LinkedIn Targeting Example)
    • Going Big (LinkedIn Targeting Example)
    • Going Big (Facebook Targeting Example)
    • Going Big (Facebook Targeting Example)
    • Big Targeting
    • Positioning Doesn’t Matter as Much as You Might Think
    • Positioning Doesn’t Matter as Much as You Think
    • Awareness Tied to Triggers
    • Awareness Tied to Triggers
    • Website Data Insights
    • Website Data Insights
    • Viral KPIs
    • Word of Mouth 1
    • Word of Mouth 2
    • Burger King Example
    • Budgeting
  • Product Promotion – Marketing Messaging
    • Making Marketing Go Viral
    • Virality
    • PART 1 : Messaging in App
    • PART 2 : Messaging in App
    • Persuasion
    • PART 3 : Messaging in App
  • Important Skills for Product Marketing
    • Calendar Management
    • Pricing Tactics
    • Product Marketing Calendar Template (Excel)
    • Presentations
  • Sizing Markets & Sizing Demand
    • Introduction to Market Sizing
    • Quiz
    • Sizing Markets with Investor Relations
    • Sizing Markets with Social Media Advertising
    • Estimating Demand with ProfitGuru
    • Estimating Demand with Google Keyword Planner
    • Be Careful with Using Views, Reviews, and Subscribers!
    • Sizing Book Demand with KDSPY
    • Sizing Podcast Markets
    • Sizing Markets with Panel Data
    • Absolute #s Matter more than Relative #s
    • The Uniqueness Trap
  • Market Research
    • 3 Types of Market Research
    • 3 Types of Market Research
    • 3 Types of Data
    • 3 Types of Data
    • 2 Pointers for Market Research
    • Exploratory Research
    • Example: Arthritis Supplement (Branding Based on Exploratory Interviews)
    • Opinion Testing
    • Descriptive Market Research 1
    • Descriptive Market Research 1
    • Descriptive Market Research 2
    • 3 Classic Advertising Testing Methods
    • Market Research Lessons from Advertising Strategy
    • Survey Solicitation
    • David Ogilvy on Market Research
  • Investor Marketing
    • Telling Investors What They Want to Hear
  • Sales Enablement
    • Sales Enablement Introduction: Start with the Problem
    • Sales Enablement 2
    • Internal Education 1
    • Internal Education 2
    • Customer-Facing Content
    • Operational Improvement
    • Sales Enablement Tips
    • How to Create a Sales Demo that Closes Deals (5 Tips!)
    • Sales Demos
  • Product Marketing Career
    • Various Marketing Roles
    • Marketing Schools
    • Working with Product Managers and Designers
    • Salaries
  • Advanced B2B Marketing
    • B2B Marketing Timeline
    • B2B Marketing Timeline
    • Account Based Marketing with LinkedIn Sales Navigator
    • Sending Cold Emails & Automated LinkedIn
    • Sending Cold Emails & Automated LinkedIn
    • Pay for Meetings (LinkedIn)
    • LinkedIn Advertising Campaigns – B2B
    • Facebook Advertising Campaigns – B2B
    • Facebook Advertising
    • Validating Emails with Bouncer
    • Calculating Sales Velocity
    • Diagnosing Problems 1
    • Diagnosing Problems 2
    • Advanced Considerations in B2B Funnels
    • B2B Branding
    • Homepage Example
    • Homepage Sequence
    • Enterprise B2B Website
    • Evidence-Based Website Design
    • Interviewing Potential Buyers (Qualitative Research)
    • Interviewing
    • Surveying B2B Buyers (Quantitative Research)
    • Surveying B2B Buyers
    • Collecting B2B Survey Responses
    • Collecting B2B Survey Responses
    • Competitive Analysis 1
    • Competitive Analysis 2
    • Writing Case Studies
    • Case Study Interview Questions
    • Case Study Interviews
    • Best Content for Each Funnel Stage
    • Content for Each Funnel Stage
    • Content for Six Groups of People
    • SPF Framework
    • SPF Framework
    • Key B2B Marketing Notes – Part 1
    • Trigger Events
    • Product Positioning vs Brand Positioning
    • Positioning
    • Big Account Based Marketing Mistake
    • ABM Mistake
    • Your Website Doesn’t Need to Convert!
  • Product Marketing Psychology
    • A simple way to get people to do what you’re asking
    • Simple Persuasion
    • Why obsolete frameworks like the 4Ps and Myers-Briggs stick around
    • Radical Simplification
    • How to change people’s minds using Jonah Berger’s framework
    • Quiz 2
    • How to change people’s minds (example)
    • Likeability as a tool for persuasion [case study]
    • Incrementalism
    • Generating Word of Mouth
    • Finding influencers to generate word of mouth
    • Addressing objections through marketing
    • Addressing objections – continued
    • 1 simple way to change people’s minds
    • Case Study – Harvard Business Review
    • The sunk cost fallacy
    • Don’t ask for annoying information upfront
    • Reciprocity
    • Scarcity in Ecommerce
    • Visibility
    • Visibility in product marketing
    • Toilet Paper Buzz
    • Familiarity, Likeability, and Influence
    • Familiarity
    • Product Marketing Pricing Psychology Tactics – Great Examples
    • How Customers Come to Think of a Product as an Extension of Themselves
    • Flattery
    • Associations and Clustering
    • Assignment 1: Building Associations for Your Brand
    • Closure
    • Be careful about giving “air time” to negative things
    • People don’t like surprises
    • Cold emails as a demonstration of marketing psychology
    • Assignment2 Applying Psychological Principles to Explain Performance Differences
    • Case Study – Cheers
    • Case Study – Agoda
  • Product Led Growth
    • The key to product led growth is a wider top-of-funnel
    • What can we learn about product-led growth from free-to-play games?
    • Gamification: the Frontier of Product-Led Growth
    • Jason Lemkin on Freemium
    • Quiz 1 – Product Led Growth
    • Habit-forming products
    • Product Led Habit Formation
    • Do not require a work email!
    • What does product-led really mean?
    • The end user is king
    • Usage-based trials
    • Changing people’s minds with PLG
    • Product Led Growth with RocketReach: The Usage Experience
    • Why do welcome emails contain multiple calls-to-action?
    • Email nurturing after signing up for a free account – part 2
    • Email nurturing after signing up for a free account – part 1
    • Sample nurture emails and tips
    • Case studies
    • Initial sign-up process
    • Freemium vs. Free Trial
    • Product Led Growth Conversion Benchmarks
  • Advertising Strategies
    • Three Groups to Focus on
    • Advertising Focus
    • Advertising Large vs. Small
    • Advertising Methods and Costs
    • Accounting
    • Companies that don’t Benefit from Mass Advertising
    • Hard to convince
    • Creative Strategies
    • Direct-Response Advertising
    • Evaluating AD Plan from a High Level
    • Segmentation Limitations
    • Robinhood
    • Timing your advertising budget
    • Budgeting
  • Practical Product Marketing Analytics – Quantitative Marketing
    • Measure Success
    • Digital Marketing Analysis – Part 1
    • Digital Marketing Analysis – Part 2
    • Customer Analysis – Part 1
    • Customer Analysis – Part 2
    • Value Propositions & Demand Generation – Part 1
    • Value Propositions & Demand Generation – Part 2
    • Product Analytics
    • Broad Market Analytics – Part 1
    • Broad Market Analytics – Part 2
    • Pricing & Profit – Part 1
    • Pricing & Profit – Part 2
    • Advertising & Media – Part 1
    • Advertising & Media – Part 2
  • Soft Skills
    • How People will Evaluate You
    • Interpersonal Skills and Communication Barriers
    • Task-oriented vs. people-oriented
    • Commitments
    • Ask open-ended questions
    • Assertiveness
    • Candor
    • Communicate frequently
    • Dealing with stress
    • Eye contact
    • Encourage everyone to talk
    • Generosity
    • Giving critical feedback
    • How do you react in stressful situations?
    • Listen
    • Engaging with new people
    • Mixed signals
    • Power
    • Powerful people
    • Phone calls
    • Praise publicly
    • Silence is your friend
    • PART 1 : Writing E-mails
    • PART 2 : Writing E-mails
    • Soft skills tips
  • Become a Chief Marketing Officer (CMO)
    • Focus on this, not that!
    • Focus on this.
    • Great Marketers Understand Accounting
    • Accounting
    • Allocating Your Marketing Budget
    • The Law of Diminishing Returns
    • Diminishing Returns
    • Stop Focusing on Direct Impact
    • The Magic Three
    • The Big 2 Things You Need to Work On
    • Making Investment Decisions
    • Consistency Is Not the Key to Success!
    • Consistency
    • Leverage Salesy Content
    • Leverage
  • Leadership & People Management
    • Executive Presence 1
    • Executive Presence 2
    • Executive Presence Quiz
    • Leadership Tips
    • Leadership Quiz
    • Toastmasters Leadership Advice
    • Toastmasters Tips
    • Team Mangement
    • Team Management
    • Team Leadership
    • Team Leadership
    • Leadership Principles & Myths 1
    • Leadership Principles & Myths 2
    • Leadership Principles & Myths 3
    • Leadership Principles & Myths 4
    • Leadership Principles & Myths 5
    • Leadership Principles & Myths
    • Collaboration
    • Collaborative Leadership & Management
  • Growth and Marketing
    • Growth is often bad for business
    • When Growth is necessary
    • Where does Growth come from?
    • Three ways to grow a business
    • PART 1 – The Two Types of to Look for Growth
    • PART 2 – The Two Types of to Look for Growth
    • PART 1 : Getting Customers
    • Sources of Growth : The Marketing Perspective
    • The Big 2 Things
    • PART 2 : Getting Customers
    • Riding a Wave is Easier Than Creating a Wave
    • Growth relies on Having a Clear Financial Goal
    • Growth Happens in Small Pockets
    • Measure Demand for Your Product Before You Create It
    • Growth Hacking a Product Launch
    • The Early Stages of Growth
    • How High-level Marketing Decisions Drive Growth
    • What if you’re First to Market?
    • The Customer Decision Journey
    • The Measurement Myth
  • Branding
    • Introduction
    • Key Influencers
    • Assignment: Brand Partnerships
    • Word of Mouth
    • Word of Mouth
    • Brand Collaborations
    • Brands vs. Products
    • Consequential Word of Mouth
    • Assignment
    • Visual Identity Is More than a Logo
    • Assignment
    • How Does Your Brand Create Value?
    • Brands are not Competitive Advantages
    • Competitive Advantage
    • Strategy
    • Target Market
    • Personas
    • Value Propositions from Brands (Not Products)
    • Customer Value Proposition (Brands)
    • Value Proposition
    • A Point of Confusion
    • 4Ps
    • Changing a Brand
    • Brand Design
    • Brand Design Example
    • Brand Design
    • Logo Evolution Example
    • Tactical evolution and sequels
    • Brand Sounds
    • Brand Sounds Example
    • Brand Naming
    • Your Brand’s Motto / Slogan
    • Brand Extensions
    • Brand Architecture
    • Workbook 1 [Brand Strategy]
    • Workbook 2 [Brand Strategy]
    • Brand Customer Value Proposition
    • Brand Tactics Assignment [Personal Branding]
    • Assignment – Sub Branding
    • Stages of Awareness
    • Raising Awareness through Video
    • Raising Brand Awareness with Facebook Advertising
    • Awareness Campaign Example – B2B
    • Reach & Frequency
    • Brand KPI Benchmarks
    • Ad Recall & Purchase Intent
    • Repetition
    • Brand Marketing Measurements & Mistakes
    • A Million Impressions Campaign Example
    • Influencer Vid
    • What is a Brand Manager?
    • Marketing Small Vs. Large Companies
    • Positioning
    • Positioning
    • Creative Direct Response & Brand Marketing
    • The consumer journey, go-to-market
    • Research, Metrics, and Advertising
    • Out of Market Buyers
    • Quiz
    • B2B Creative Branding
    • Mascots & Emotions in B2B Branding
    • Make Your B2B Brand FAMOUS
    • Other Lessons from the B2B Institute
    • B2B Branding for SAAS
    • Brex Example
    • Branding is more important in some context than others
    • Resources
    • Personal Branding & more
  • BONUS LECTURE
    • Product Marketing Interviews & More!

 

Become a Product Marketing Manager | Product Management MBABecome a Product Marketing Manager | Product Management MBA

Time remaining or 567 enrolls left

 

Don’t miss any coupons by joining our Telegram group 

Udemy Coupon Code 100% off | Udemy Free Course | Udemy offer | Course with certificate