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Going to Market

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Course Details

This course can only be taken as part of the Certificate in Software Product Management.

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About this Course


In this course, you’ll advance your understanding of techniques for creating a marketing communications strategy that drives product awareness and supports the customer buying process. You’ll learn how to evaluate marketing options and select the best message and channels to bring attention to your new product. We’ll cover the cross-enterprise launch coordination needed to ensure a smooth release. You’ll finalize your group project by developing a marketing strategy for your product launch and filling in the business case with marketing costs and sales projections.

Topics include:

  • Refining your target customer, messaging and positioning
  • Branding techniques
  • Pricing principles
  • Working with departments across the enterprise to ensure launch success
  • Understanding digital and traditional media channels
  • Completing the product business case and calculating return on investment

Program Overview

Complete the courses listed below to earn the certificate. You may be able to take individual courses without enrolling in the certificate program; check the course pages for details.

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