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. 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.

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▸ 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