Specialization in Product Marketing

Amplify Your Product’s Value and Position


Program Details

  • Location: Online
  • Duration: 11 weeks
  • Times: Evenings
  • Cost: $1,995

Next start date:

September 18, 2024

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About this Program

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.


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.

See Requirements

Explore More: Looking to add even more to your business skillset? Compare our business management programs or find the right marketing program for you.


  • 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


  • Create a messaging framework, positioning statement, value proposition and marketing brief
  • Create and execute a comprehensive go-to-market plan for a real or hypothetical product
  • Learn to leverage AI tools and optimize a digital marketing campaign

Career Stats


Projected demand for growth in product marketing skills in the U.S. (2024-26)


Projected demand for growth in go-to-market strategy skills in the U.S. (2024-26)

Source: Lightcast

digital badge example


After successfully completing this program, you can claim a digital achievement badge that can be shared on LinkedIn and other social media sites. Learn more about digital badges.


Connect with an enrollment coach to learn more about this offering. Or if you need help finding the right certificate, specialization or course for you, reach out to explore your options.

Learning Format

Online With Real-Time Meetings

Online With Real-Time Meetings

Combine the convenience of online learning with the immediacy of real-time interaction. You’ll meet with your instructor and classmates at scheduled times over Zoom. Learn More »

Program Sessions

Online With Real-Time Meetings


    Noncredit Program

    You'll earn 3.6 continuing education units (CEUs) for successfully completing this program. Learn more about noncredit options.

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