Product Marketing and Go-to-Market Strategy

抓住节省的机会！购买 Coursera Plus 3 个月课程可享受40% 的折扣，并可完全访问数千门课程。

Product Marketing and Go-to-Market Strategy

位教师：Wiley-Expert Edge Course Instructors

包含在中

了解更多

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

6 小时完成

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

6 小时完成

灵活的计划

自行安排学习进度

您将学到什么

Develop and execute high-impact go-to-market strategies
Craft compelling messaging and brand positioning for tech products
Lead and collaborate effectively across product, sales, and marketing teams

要了解的详细信息

可分享的证书

添加到您的领英档案

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

该课程共有5个模块

Based on the best-selling book, Loved, by Martina Lauchengco. Product marketing sits at the intersection of strategy, storytelling, and execution, especially in fast-moving tech markets. This course explores how to position, launch, and grow tech products by aligning value, messaging, and market needs.

You’ll learn how to craft compelling narratives, design effective go-to-market strategies, and collaborate across product, sales, and marketing teams. The course focuses on building practical skills that translate directly into stronger launches and sustained market impact. What sets this course apart is its balance of proven frameworks and real-world application. Concepts are grounded in practical examples drawn from both startups and established tech organizations. This course is ideal for product marketers, aspiring marketers, and product leaders with basic marketing knowledge who want to strengthen their strategic influence in tech-driven environments. From Loved Copyright © 2022 by John Wiley & Sons, Inc. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Used by arrangement with John Wiley & Sons, Inc.

In this section, we examine how adopting a product marketing mindset-focusing on differentiation, user onboarding, effective messaging, and community engagement-drives adoption and growth beyond technical features alone.

涵盖的内容

2个视频3篇阅读材料1个作业

In this section, we examine how effective product marketing clarifies value propositions, aligns product, sales, and marketing teams, and enhances sales outcomes through informed messaging, market fit validation, and strategic collaboration.

涵盖的内容

1个视频7篇阅读材料1个作业

1个视频总计1分钟

How to Do the Role: Who Should Do Product Marketing and How to Do It Well - Overview Video 1分钟

7篇阅读材料总计110分钟

Introduction 10分钟
Key Skills of Strong Product Marketers 10分钟
Key Responsibilities 10分钟
Focus Areas for B2B PMM 30分钟
Set It Up for Success 20分钟
Creative Market Test Ideas 20分钟
Agile Marketing 10分钟

1个作业总计10分钟

Product Marketing Roles, Collaboration, and Best Practices 10分钟

In this section, we examine how strategic launch timing, customer validation, and coordinated brand and pricing strategies influence product adoption and sales, using practical frameworks and real-world examples for effective go-to-market execution.

涵盖的内容

1个视频2篇阅读材料1个作业

In this section, we examine the distinct roles of positioning and messaging, apply iterative customer feedback, and use storytelling to craft credible, customer-centric communication strategies for product marketing.

涵盖的内容

1个视频4篇阅读材料1个作业

1个视频总计1分钟

Storyteller - Clarity and Authenticity: The Process and Tools to Rethink Messaging - Overview Video 1分钟

4篇阅读材料总计50分钟

Introduction 10分钟
CAST: A Simple Guide 10分钟
Zendesk Anticipates What Customers Want to Know 10分钟
Profile in Product Marketing: Julie Choi 20分钟

1个作业总计10分钟

Principles and Processes of Effective Product Messaging 10分钟

In this section, we examine how to lead and transform product marketing by aligning strategy, talent, and market insights, enabling measurable business growth and effective collaboration with product and go-to-market teams.

涵盖的内容

1个视频3篇阅读材料1个作业

1个视频总计1分钟

Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company - Overview Video 1分钟

3篇阅读材料总计60分钟

Introduction 10分钟
Where Should Product Marketing Report? 30分钟
I'm a Great Director of Marketing. Why Am I Not a VP? 20分钟

1个作业总计10分钟

Effective Product Marketing Leadership Across Company Stages 10分钟

位教师

Wiley-Expert Edge Course Instructors

John Wiley & Sons

14 门课程 181 名学生

提供方

John Wiley & Sons

从 Marketing 浏览更多内容

状态：预览
IE Business School
Marketing Management Essentials: Product and Branding
课程
状态：免费试用
Microsoft
Product Strategy and Roadmapping
课程
状态：免费试用
Coursera
Fundamentals of Product Strategy
课程
状态：免费试用
Board Infinity
Strategic Product Management
课程

人们为什么选择 Coursera 来帮助自己实现职业发展

Felipe M.

自 2018开始学习的学生

''能够按照自己的速度和节奏学习课程是一次很棒的经历。只要符合自己的时间表和心情，我就可以学习。'

Jennifer J.

自 2020开始学习的学生

''我直接将从课程中学到的概念和技能应用到一个令人兴奋的新工作项目中。'

Larry W.

自 2021开始学习的学生

''如果我的大学不提供我需要的主题课程，Coursera 便是最好的去处之一。'

Chaitanya A.

''学习不仅仅是在工作中做的更好：它远不止于此。Coursera 让我无限制地学习。'

通过 Coursera Plus 开启新生涯

无限制访问 10,000+ 世界一流的课程、实践项目和就业就绪证书课程 - 所有这些都包含在您的订阅中

了解更多

通过在线学位推动您的职业生涯

获取世界一流大学的学位 - 100% 在线

探索学位

加入超过 3400 家选择 Coursera for Business 的全球公司

提升员工的技能，使其在数字经济中脱颖而出

了解更多

常见问题

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.