Online Microcredential in Business & Management

Product Marketing: Product Research, Pricing, Personas, and OKRs

Advance your product marketing career and skills whilst working towards a CV-boosting PMMC certification.

Created by

Product Marketing AllianceProduct Marketing Alliance

Learn more

Endorsed by

The CPD Certification ServiceThe CPD Certification Service

Learn more

Endorsed by

Institute of Product MarketingInstitute of Product Marketing

Learn more

Endorsed by

Chartered Institute of MarketingChartered Institute of Marketing

Learn more

Get product marketing training with experts at HubSpot, Microsoft, IBM and more

Want to certify your product marketing skills and move up the product marketing career ladder?

Join this professional certificate course from the Product Marketing Alliance (PMA) to access up-to-date training in the what, why, and how of product marketing.

From product research to optimisation, across the two courses, you’ll explore the A to Z of product marketing, and earn a PMMC qualification which will prove your skills to employers and set your product marketing CV apart.

Upskill in product marketing strategy

This microcredential includes the first five of 11 modules of PMA’s product marketing certification.

You’ll cover product research, pricing, personas, and OKRs as you learn how to build and market a product your customer wants.

You’ll learn how to truly embody the voice of the customer and master the art of getting products to market – and keeping them there.

Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.

Build a product marketing plan for launching a new product

Combining practical, informative, and academic teaching, experts at PMA will take you through the most commonly used research techniques, including win/loss interviews, customer feedback, competitor analysis and intel, plus how to validate and present research back to key stakeholders.

You’ll learn about the four most prominent pricing models – cost-plus, value-based, competitor-based and dynamic pricing – as well as get to grips with OKRs and what types of OKRs product marketers should be using.

You’ll also discover how to use personas effectively as a product marketer, learning how to create your own and understanding the ‘jobs-to-be-done’ theory.

Discover modern-day product marketing examples and techniques

You’ll learn how to roll out, test, and iterate everything you do as a product marketing manager so that you can walk away with career-enhancing hacks and skills for product marketing today.

You’ll also receive ongoing access to 20+ product marketing templates, examples, and frameworks, as well as new, refreshed content every quarter so you’re constantly learning from up-to-date information.

Hear from product marketing experts at top tech organisations

The professional certificate course includes extensive interviews with product marketing maestros at successful, product-led organisations such as HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, and Google.

You’ll enjoy access to all of this course content even after the course is finished and stay part of the exclusive PMMC Alumni Slack channel and network for life.

Will I become a certified product marketing manager?

Yes. If you complete this microcredential – as well as Product Marketing: Product positioning, Sales Enablement, Onboarding, and Analysis – and achieve a pass rate of at least 75% in each of the module’s exams, you will earn your PMMC qualification and become product marketing certified.

What is the PMMC certification?

Product Marketing Core benchmarks the latest product marketing standards. It’s designed for product marketers, by product marketers, with a mission of helping those in or outside of the industry pave a successful career in product marketing.

It covers every core product marketing principle and is the ultimate resource for professionals of any level. If you’re a product marketing newbie, it will provide you with a robust understanding of everything you need to know to kickstart your career in style. If you’re an experienced PMM, it’ll provide you with an in-depth refresher on all the essentials and latest trends, using only up-to-date frameworks.

The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.

What skills will you learn?

  • Product research
  • Product lifecycle
  • Competitor intel
  • Product marketing strategy
  • Product marketing planning
  • Customer feedback
  • Product marketing management

What you will achieve

By the end of the microcredential, you’ll be able to...

  • Grasp every element of the cross-functional and rapidly evolving discipline that is product marketing
  • Stand out in the job market - more and more employers request PMMC certification as a prerequisite for job seekers
  • Advance up the career ladder with your newfound knowledge, skills, and product marketing network
  • Become the total package. Product marketing is an incredibly varied role. Our curriculum covers all the nooks and crannies
  • Show off to your peers with a shiny new certificate #braggingrights

Are you eligible for this microcredential?

There are no prerequisites to joining this course, just enthusiasm to learn.

This professional certificate has been built with both product marketing novices and more experience marketing managers in mind.

Newcomers will experience a solid grounding in each of the core product marketing components and experienced product marketers will refresh their skills and learn about the up-to-date product marketing strategies and trends.

Is this microcredential right for you?

This certificate is for anyone with an interest in product marketing.

If you’re looking to transition into the industry, it’ll arm you with that all-important foundational layer of intel to hit the ground running.

If you’re relatively new to product marketing, you’ll upskill in areas you don’t have much practical experience in.

If you’re a product marketing veteran, you’ll discover current trends and potential new practices.


What happens before, during, and after your microcredential

  • Before learning

    You’ll join the Product Marketing Alliance Slack community, where you’ll meet 1000s of product marketers from all over the globe and ask questions, have discussions, and make product marketing contacts.

  • Course

    From 5 Apr 2021

    Product Marketing Core 1.0

    Whether you're new to the industry or a seasoned pro, this course is everything you need to excel in product marketing.

    5 weeks

    4 hours per week

  • After learning

    After completing both microcredentials, you’ll receive your PMMC certification. You’ll also have ongoing access to the Slack community and alumni channel as well as free resources from PMA, including exclusive podcasts, blogs, reports, and live broadcasts.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by Product Marketing Alliance

Product Marketing Alliance was founded in February 2019 with a mission of uniting product marketers across the globe. And it did just that.

Since then, we’ve gathered more than 11,000 enthusiasts from the USA to Russia, Greece to Germany, England to Australia. All with one shared goal.

To drive demand, adoption and the overall success of their products.

We’re defining the product marketing landscape and enabling the leaders of tomorrow to be just that.

This microcredential is endorsed by The CPD Certification Service

This microcredential is endorsed by Institute of Product Marketing

The Institute of Product Marketing sets the standard for product marketing professionals all over the world, and they exist to support and represent all product marketing professionals.

This microcredential is endorsed by Chartered Institute of Marketing

Endorsed by the Chartered Institute of Marketing, the world’s leading professional marketing body with a global membership base, including studying and professional members and Chartered Marketers.

Delivered by experts

Bryony's the Lead Course Instructor here at PMA and in collaboration with the likes of HubSpot, Salesforce, SurveyMonkey and more, she's responsible for building and delivering all our course content.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

What are our learners saying?

Add a new skill or forge a new path

"I recommend Futurelearn to anyone looking to learn and upskill...If you are in the job market, you might want to add a new skill or forge a new path."

They bring the classroom right to you

"FutureLearn courses are always interesting and informative. They bring the classroom right to you and send you on a journey to explore new ideas and offer interesting topics."

When would you like to start?

Enrolment for this microcredential is closed. We aim to run our microcredentials every few months. Register to find out more about this microcredential and future start dates.

    Find out more

    Not sure if microcredentials are right for you? Fill in your details below and we will send you more information to help you make a decision.

    By clicking submit, I agree to FutureLearn's Terms & Conditions and Privacy Policy.


    We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

    You will have 14 days from the day the course starts to apply for a refund. If this Microcredential has any non-refundable costs they will be stated in the ‘Overview’ section above. You can find more information in our cancellation and refund policy.

    Microcredentials are designed to fit around your life and timezone.

    There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

    No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

    Want to know more? Read the microcredential FAQs, or contact us.