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Product Marketing & Go-to-Market Strategy

Stanford University via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

4 weeks, 10 hours a week
Sessions

Self-Paced
Level

Intermediate

Found in

Overview

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In this Specialization, you will build a foundation in modern marketing and go-to-market strategy, starting with target markets, audiences, demand objectives, and the buyer’s journey. You will then examine demand vehicles, measurement, branding, messaging, growth hacking, marketing operations, MarTech, product-led growth, segmentation, sources of value, and new product strategy.

Syllabus

Course 1: Product Marketing Foundations
Course 2: Demand Generation, Measurement, and Messaging
Course 3: Growth Hacking and Marketing Operations
Course 4: Segmentation, Value, and Launch Strategy

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This course focuses on demand generation, measurement, branding, and messaging. You will examine demand vehicles used to execute marketing strategies, including types of demand, content, inbound vehicles, social media, PR, and other outbound vehicles. You will then learn how marketing and campaign performance are measured through top-line measures, program measurement, and performance metrics used to optimize strategy. The course also introduces branding and messaging, including branding basics, how brands are communicated, and how to craft effective messages for target audiences. Exercises, a practice activity on testing and refining a customer message, and knowledge checks help you apply these ideas to campaign execution, performance review, channel choices, and message development for specific audiences.