Product Marketing: From Planning to Launch

Course Description

Please note: This course was previously offered under the title "Product Marketing and Management."

Successful product marketing requires balancing customer needs, competitive dynamics, and organizational goals throughout the product lifecycle. This course offers an applied introduction to product management and product marketing, guiding students from concept to launch and beyond. Students learn to identify customer problems, analyze markets, and develop product strategies that include positioning, pricing, forecasting, and go-to-market planning. The course covers creating product requirements, collaborating with engineering and cross-functional teams, and supporting sales, channels, and merchandising. Emphasis is placed on practical skills for planning roadmaps, launching products, managing lifecycle transitions such as end-of-life planning, and understanding the leadership and business skills necessary for product professionals.

Topics Broadly Include

• Concept of the 'whole' product and product lifecycle
• Product planning, scoping markets, pricing and margins, forecasting
• Product management, MRD and PRD, roadmaps, metrics
• Product packaging, costing, production
• Product positioning, persona, promotion, launch planning
• Product support for sales, channels, merchandising
• End of life (EOL) planning
• Analyzing customer needs
• Researching and sizing markets
• Evaluating competition
• Developing product requirements
• Assessing ROI
• Managing product lifecycles
• Working with engineering, marketing and sales
• Working with sales channels