Invaluable. Crucial.

Comprehensive. Essential.
Not our words, but those of our alumni.

Trusted by the world’s biggest brands,

Product Marketing Certified: Core's the
industry standard, the catalyst to your
success, the only companion you need
for personal and professional growth.

GET CERTIFIED NOW

11 modules 101 chap-

ters 128 exam ques-
tions 19+ hours
Official certification
Optional coursework
Live weekly workshops
100% self-paced

Whether you’re new to the industry or a

seasoned PMM, B2B or B2C, physical or
SaaS, by the end of this program, you’ll
have all the knowledge and tools needed
to effectively and successfully attract and
keep more customers.

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Course overview.
From research to optimization, Product
Marketing Core explores (cliche alert!)
the A to Z of product marketing, and with
PMMC in your pocket, you’ll have a rich-
er understanding of the what, why, and
how of every product marketing princi-
ple. And that’s a promise.

From pricing strategies, market research,

OKRs and KPIs, to personas, messaging
and positioning, and go-to-market
strategies… PMMC has it all. If you’re a
current or aspiring product marketing
manager, this course will show you how
to successfully promote and sell your
product to give you that competitive
product edge.

You’ll learn how to truly embody the

voice of the customer. You’ll master the
art of getting products to market - and
keeping them there. You’ll understand
how to roll out, test, and iterate every-
thing you do. You’ll walk away with ca-
reer-enhancing hacks and skills. You’ll
get all this and so much more. All on
your watch.

Unlock the cutting-edge information

and frameworks you need to succeed
within the fast-evolving world of product
marketing with our fully comprehensive
and revised certification.

What you can expect in our

OnDemand course.

Get certified

"Being a top product mar-

keter means continuously
looking for ways to en-
hance your knowledge and
skills. Developed with input
from several experienced
product marketing profes-
sionals, Core will show you
the blind spots in your go-
to-market strategy and
offer you the tools and a
blueprint to help you suc-
cessfully launch any ser-
vice or product."

- Francisco T. Bram, Former Head of Prod-

uct Marketing at Uber & Uber Eats

P.s. Head here for TONS more testimoni-

als just like this.

Completing this course

will help you...

Grasp every element of the cross-

functional and rapidly evolving discipline
that is product marketing.

Market your product through its en-

tire lifecycle and successfully meet your
product marketing key performance in-
dicators.

Stand out in the job market - more

and more employers request PMMC
certification as a prerequisite for job
seekers.

Advance up the career ladder with

your newfound knowledge, skills, and
product marketing network.

Become the total package. Product

marketing is an incredibly varied role.
Our curriculum covers all the nooks and
crannies.

Show off to your peers with a shiny

new certificate #braggingrights.

Why choose us not oth-

ers?

With 11 modules covering everything

from research and pricing to positioning
and onboarding, we have the most
comprehensive curriculum around. Fact.

Home to the world’s largest PMM

community, all our content’s based on
the most current trends.

With coursework and live, weekly

workshops, we're hands down the most
interactive, OnDemand course around.

Product marketing maestros from

orgs like HubSpot, SurveyMonkey,
Adobe & more feature in 3+ hours’ worth
of bonus footage.

Our course is entirely self-paced, so

you can always learn on your own
watch.

Every quarter, we refresh our content

so you’re only ever working off up-to-
date info.

Total access to 20+ templates and

frameworks, all course content and an
exclusive PMMC Alumni channel for life.

Official PMMC® certification if you

pass all the exams

Discounted rate to PMA's Member-

ship Plans

Why PMMs PMMC®

Don't just take our word for it, here's why
product marketers all over the world love
Product Marketing Core.

Get certified

Learn from industry-lead-

ing guest speakers like...

April Dunford
CEO at Ambient Strategy

Susan 'Spark' Park

Head of Product Marketing, VR experiences: Work,

Fitness ad Media at Meta.

Mary Sheehan
Group Manager, Product Marketing at Adobe

Francisco T. Bram
Customer Obsessed Marketing Leader | Former
Head of Product Marketing at Uber & Uber Eats.

Marcus Andrews
Group Lead, Product Marketing at HubSpot

Sarah Din
VP of Product Marketing at Unbabel

Natalie Louie
Senior Director of Product Marketing at Zuora

Tamara Grominsky
VP Strategic Growth at Unbounce

Kyle Poyar
VP of Growth at OpenView

Misha Rangel
Senior Product Marketing Manager at IBM

Darlene Samer
Global Programs, Sales Readiness at LinkedIn

Kushagra Sharma
Product Manager at VMware.

Don't worry, we do team

rates, too.

If you're looking to get a team of three or

more PMMs certified, then speak to Tom
about team rates on t.madden@pm-
malliance.com.

Trusted by some of
the world's biggest
brands.

And with feedback like this , who can

blame them: "This is the most compre-
hensive product marketing training avail-
able! It's a great course that should be in
every PMM's toolkit."

P.s. If you need help convincing your boss

so you can be the next logo, we've done
the hard part for you here.

Course curriculum

Welcome [60 mins]

Pre-course survey START

What to expect in this

(1:53) START
course

How to get the most out of

START
PMMC®

Your course pack START

What is product
(7:58) START
marketing

Product marketing
(1:24) START
career table

Portfolio messaging(2:14) START

PMA's product
marketing (9:26) START

framework

The product lifecycle(6:50) START

The difference
between PM and (4:08) START

PMM

How to work with

Product (12:05) START

Management

Key takeaways(1:50) START

Time to reflect START

Weekly workshops START

Bonus videos [61 mins]

The evolution of product

marketing to portfolio
START
messaging | Growth
Mentor

Portfolio product
marketing talk | Peloton START

Interactive

Research [62 mins]

Research overview(6:46) START

B2B versus B2C

(3:32) START
customer research

Qualitative vs
quantitative (3:37) START

research
 Win-loss interviews(18:49) START

Win-loss coursework(0:55) START

Customer feedback(4:31) START

Observations + the
(3:32) START
rest of your market

Competitor intel(7:55) START

Competitor intel
(1:01) START
coursework

Validating your
(3:35) START
hypothesis

Building a business
(6:55) START
case

Key takeaways(2:20) START

Research templates START

Exam | Research START

Time to reflect START

Weekly workshops START

Fireside chat [29 mins]

B2C and B2B principles for

customer and market START

research | Meta

Pricing [50 mins]

Pricing basics(3:04) START

How to take
(2:53) START
ownership of pricing

Calculating your
(2:08) START
baseline

Cost-plus pricing(3:50) START

Competitor-based
(2:07) START
pricing

Value-based pricing(3:37) START

Dynamic pricing(9:01) START

Price sensitivity
surveys & conjoint (6:11) START

analysis

MaxDiff(2:06) START

Key takeaways(2:38) START

Exam | Pricing START

Time to reflect START

Weekly workshops START

Bonus video [15 mins]

The pricing and packaging

roadmap to help grow START

revenue | MobileCoin

Objectives and key results [70 mins]

An intro to OKRs(5:23) START

Go-to-Market OKRs(10:44) START

Sales enablement
(6:03) START
OKRs

Lead-gen OKRs(3:32) START

Product adoption
(11:47) START
OKRs

Reporting and
(2:34) START
communication

Key takeaways(2:22) START

Exam | OKRs START

Time to reflect START

OKR coursework(0:56) START

Weekly workshops START

Bonus video [37 mins]

Product marketing metrics

START
that matter | Adobe

Personas [90 mins]

What are personas?(4:30) START

B2B versus B2C user

(2:15) START
personas

Persona templates(4:26) START

Buyer personas vs
(4:26) START
user personas
Download the brochure

Creating your
(11:19) START
personas

How to use personas

(6:43) START
effectively

What is Jobs-to-be-
(13:01) START
Done?

Ideal Customer
(6:11) START
Profiles

Key takeaways(3:04) START

Persona templates START

Exam | Personas START

Persona Certified START

Time to reflect START

Weekly workshops START

Bonus video [33 mins]

How to develop personas

the right way | Veeam START

Software

Positioning & messaging [85 mins]

Positioning overview(6:52) START

Positioning
(6:48) START
fundamentals

How to approach
(15:58) START
positioning

Positioning
(1:01) START
coursework

Understanding
(14:57) START
messaging

An intro to narrative
(10:13) START
design

Narrative design certified START

Storytelling
(9:45) START
framework

Key takeaways(2:09) START

Positioning templates START

Exam | Positioning &

START
messaging

Time to reflect START

Weekly workshops START

Fireside chat [36 mins]

Storytelling and
messaging in B2C product
START
marketing | Albertsons
Companies

Bonus video [28 mins]

7-step messaging process

START
| Builder.io

Go-to-Market [100 mins]

Go-to-Market
(3:26) START
overview

Marketing channels(4:05) START

Field marketing(4:36) START

Partner Marketing(2:03) START

The difference
between PMM and (5:20) START

solutions marketing

Technical product
marketing versus
(3:45) START
traditional product
marketing

What a GTM strategy

for startups should (3:19) START

look like

Go-to-Market
(9:46) START
process

Acquisition &
engagement (10:37) START

channels

3-step growth strategy START

Go-to-Market
(2:05) START
process continued

Beta testing(3:34) START

Timing your launch(5:18) START

Communicating your
(2:57) START
GTM strategy

Key takeaways(2:14) START

Go-to-Market templates START

Exam | Go-to-Market START

Time to reflect START

Go-to-Market
(1:09) START
coursework

Weekly workshops START

Fireside chat [26 mins]

The relationship between

product marketing and START

solutions | VMware

Bonus videos [65 mins]

Building a multi-channel
customer marketing START

strategy | Instagram

Evolving product
marketing to solutions
START
marketing | Veeam
Software

Communication & collaboration [57

mins]

Why communication
(2:03) START
is so important

12 tips to
communicate (19:53) START

better

Working with sales,

marketing & product (6:35) START

management

How to train and

(9:03) START
empower sales

How to work with

(2:55) START
marketing

How to work with

(4:19) START
product

Key takeaways(2:41) START

Exam | Communication START

Time to reflect START

Weekly workshops START

Bonus videos [92 mins]

Building a bridge between

product marketing and START

sales | Oracle

Panel discussion: B2B vs

B2C what they should
START
learn from each other....
and what they shouldn't

Sales enablement [70 mins]

The role of sales

(7:10) START
enablement

Sales enablement
(10:58) START
tactics

Creating a sales
playbook from (25:28) START

scratch

Sales enablement
(7:28) START
fundamentals

Getting sales teams

(9:45) START
bought in

Measuring sales
(5:05) START
enablement

Sales enablement
(4:48) START
platforms

Product-led growth START

Key takeaways(2:57) START

Sales enablement
START
templates

Exam | Sales enablement START

Time to reflect START

Sales enablement
(0:36) START
coursework

Weekly workshops START

Onboarding [37 mins]

Onboarding
(4:51) START
examples

Onboarding
(6:03) START
framework

Onboarding best
(3:26) START
practices

Customer onboarding
(1:12) START
coursework

Retention tactics(5:03) START

Customer case
(4:38) START
studies

Key takeaways(2:17) START

Onboarding + case study

START
templates

Exam | Onboarding START

Time to reflect START

Weekly workshops START

Analysis & optimization [44 mins]

Analysis
(10:11) START
fundamentals

Areas to analyse(8:32) START

A/B testing(4:47) START

Cohort analysis(6:04) START

Key takeaways(3:22) START

Exam | Analysis &

START
optimization

Cohort analysis
(0:48) START
coursework

Time to reflect START

Weekly workshops START

Wrap up

Resource library START

Fancy leaving a review? START

Your feedback START

Let's get social START

Certified and #proud START

Learn. Level-up. Lead. START

Continue your professional

START
development

Get your certificate START

Fancy taking the program

live & online?

Then get certified with a virtual room full

of others with our part and full-time op-
tions. Prefer to take it at your own pace?
No drama. Just keep scrollin'.

Upcoming part-time courses >

Upcoming full-time courses >

"I just went through the PMA

Product Marketing Certification
program, and I can truly say that
it is the new standard when it
comes to getting certified in
product marketing. Not only is
the actual certification program
rigorous and engaging, but the
supporting materials, templates,
videos, and other industry tool-
chest items are product market-
ing gold in their own right. "

- Scott Bamford, Product Marketing Spe-

cialist

Get certified

Accredited and recognized

by:

A flavor of what's to come.

Here's a 5-minute teaser from our
positioning module - get certified for 10+
hours' of learning just like this.

Built with some of the

world's biggest brands.
PMMC is vetted, tested and approved
by senior-level PMMs from companies
like Salesforce, HubSpot, Google, Face-
book and more, so you can be sure
you’re getting the real deal.

We partnered with positioning maestro

April Dunford for our positioning and
messaging module and throughout the
rest of the course, teamed up with prod-
uct marketing powerhouses from the
likes of

"The PMA covered every inch of

product marketing in a robust,
yet digestible, format. The mix of
presenters, resources, and eval-
uations kept me engaged
throughout. The best part is, I
was able to take it at my own
pace and now have a wealth of
resources available to me on
demand. THANK YOU, PMA!"

-Gwendolyn Smith, Senior Product Mar-

keting Manager at Litera Microsystems

FAQs
Q: Is the course accredited?

A: Yep, it sure is. As well as having PMA’s

seal of approval along with orgs like Hub-
Spot, Facebook, TikTok, Salesforce, Sky
and more, Product Marketing Core is rec-
ognized by both the Chartered Institute of
Marketing (CIM) and Continuing Profes-
sional Development (CPD).

Q: Who's this course for?

A: Anyone with an interest in product

marketing. If you’re looking to transition
into the industry, it’ll arm you with that
all-important foundational layer of intel
to hit the ground running. If you’re rela-
tively new to product marketing, it’ll up-
skill you in areas you might not have
quite so much practical experience in. If
you’re a product marketing veteran, it’s a
great refresher on current trends and po-
tential new practices. And for everyone,
it’s an awesome opportunity to learn
from senior-level PMMs from some of the
world’s biggest businesses.

Q: Does this course cover everything I

need to know to be a product marketer?

A: If we do say so ourselves, this course is

pretty darn comprehensive. From re-
search through to optimization it covers
the A to Z, however, as there are so many
facets to product marketing, it’s very
much more focused on the essentials.

For a closer look at the course content

check out the curriculum.
Q: I’d love to get my whole team certi-
fied, do you have any discounts on offer?

A: Yep! All our team packages are be-

spoke to make sure they’re tailored to-
wards what you’re after, but if you drop
Tom a line on [email protected]
com and let him know what you want,
he’ll put a personalized package together
for you. FYI, these don’t just have to be
online and on-demand either, they can
be online + live or live + in-person, too.

Q: Is the coursework mandatory?

A: It's not mandatory, but we'd highly rec-

ommend getting stuck in. The more you
put in, the more you get out, so we
strongly encourage everyone to com-
plete any coursework and get involved
with the weekly workshops to go through
what you've been working on.

Q: I’d love to enroll in the course, but it’s

looking like it may be out of my price
range. Is there a way of staggering pay-
ments to make it more affordable?

A: We’re super-proud of the course and

think it’s a great opportunity to under-
stand more about the core principles of
product marketing. So, we’ve put together
price plans designed to fit your personal
circumstances. Affiliate programs are
also available before and after taking the
course to help reduce the overall ex-
pense. Drop us a line on certify@product-
marketingalliance.com to discuss if you
wanna talk payment options.

Q: I’m considering a career change and

would like to enter product marketing,
but I’m not sure if I’ll be out of my depth.
Is the course geared towards helping
entry-level product marketers, or
should I seek an alternative?

A: Absolutely not, our course caters for

product marketers of all levels. Newbies
definitely won’t be out of their depth and
it’s packed with tons of fresh learnings,
templates, case studies, and exercises for
people who have prior experience in the
product marketing field, too.

Q: How long will it take to complete?

A: It depends on how you choose to work

your way through it. All in all, there’s
around two solid days’ worth of course
content but we’ve created it in a way
that’s easy for you to chip away at as and
when you want, and each module can be
completed in total isolation.

Q: What happens if I don’t pass the ex-

ams?

A: If you fail first time round you'll be given

the option retake the exam. If you fail the
second attempt too, unfortunately, it
means you won’t get the certificate. How-
ever, all’s not lost, you’ll have still learned
LOTS and you’ll be given access to the
course materials for life - so you can
brush up on the bits you slipped up on
forevermore.

Q: What are the live, weekly sessions all

about?

A: To give you the convenience of a self-

paced, online course, without skipping on
the benefits of those live, two-way con-
versations, Product Marketing Core
comes with weekly calls with senior-level
product marketers.

Why? So you can ask questions on any-

thing you’ve learned, chat with like-mind-
ed PMMs who’re also undergoing certifi-
cation, and soak up extra insights from
experienced product marketers who
know how to nail all aspects of the indus-
try.

Q: I can’t guarantee I’ll be able to attend

the live workshops. Will they be avail-
able to access at a time to suit me?

A: Sure, we totally understand there may

be times you can’t attend, and that’s not
a problem. To make sure you don’t miss
out, we upload all of our previous work-
shops to an archive for you to dip into at
your leisure.

Q: I noticed course subscribers qualify

for a discount for PMA Membership
Plans, but what’s included in the mem-
bership?

A: That’s right! Anyone who takes part in

the Product Marketing Core program will
be eligible for a discount to our member-
ship plans - which includes exclusive
content, even more templates and
frameworks, mentors, OnDemand videos,
and more. For more details about what’s
included within the subscriptions head
here.

Q: Do I receive access to a personal

mentor as part of the Product Marketing
Core course?

A: You sure do. You’ll be able to chat with

product marketing whizzes every week
during our live session and they’ll be on
hand to talk about all things product
marketing, offering everyone on the call
expert advice and handy tips for your
own practice.

Get certified

Check out our other

courses.

Segmentation Certified |
Masters
Fine-tune your focus. Understand your
audience. Propel your product. Get
segmentation certified.

Tamara Gromins… $500

Product Marketing Certified:

Core
Propel your product - and career - to the
next level with our fully self-paced
certification program.

Product Marketin… $1,299

Narrative Design Certified |

Masters
Tell a story they can't ignore. Get certified
in Narrative Design.

Marcus Andrews $500

Persona Certified | Masters

Take your personas to the next level. Get
Persona Certified.

PMA | Persona ce… $500

PMM Hired | Lifetime access

Everything you need to climb the product
marketing career ladder.

PMA | PMM Hired $250

Product Marketing Core: live &

online | Part-time
Get certified. Grow your skills. All with
virtual classmates and your very own PMM
instructor.

1 Course Bundle $1,299

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