Develop the Core Concepts of Product Marketing
Understand positioning and promotion, and how to craft strategies that resonate with your target audience, through five short, practical lessons delivered to your inbox.
- 5–10 minute daily lessons, developed by IPL faculty and practitioners
- Frameworks you can apply the same day
- No cost, no obligation, unsubscribe anytime
Free
No cost, ever
What You'll Learn, Day by Day
Each lesson builds on the last, taking you from core concepts to practical application.
day 1
What Is Product Marketing?
How product marketing differs from brand marketing and demand generation.
day 2
Positioning
A framework for defining how your product is understood relative to alternatives.
day 3
Messaging
How to translate positioning into messaging that resonates with your target audience.
day 4
Go-to-Market Basics
The core components of a go-to-market plan for a product launch or update.
day 5
Next Steps
Common mistakes in product marketing, best practices, and resources to continue building the skill.
A Preview of Day 1
Here’s an excerpt of exactly what lands in your inbox on day one.
Institute of Product Leadership
Day 1 of 5: What Is Product Marketing?
Today's lesson
Product marketing is often confused with advertising, but it starts well before a single ad is written. Today, you’ll learn what product marketing actually covers and where it fits alongside product management.
- How product marketing differs from brand marketing
- The three questions positioning needs to answer
- One question to test your current messaging against
Tomorrow: Positioning.
Related Courses
Once you’ve completed this course, these are natural next steps.
Digital Marketing Fundamentals
Understand the essentials of digital marketing, including SEO, social media, and email marketing.
Discovery & Value Proposition
Learn to identify genuine customer problems and shape a value proposition customers want to buy.
Product Management Foundation
Develop an understanding of the product management discipline and its role within technology-driven organizations.
Frequently Asked Questions
Is this course really free?
Yes. There is no cost, and no obligation to enroll in any IPL program, to receive the lessons.
How much time does each lesson take?
Each email is designed to be read in 5–10 minutes, with practical takeaways you can apply immediately.
Will I be contacted by an admissions advisor?
You may receive occasional relevant updates from IPL. You can unsubscribe at any time, and the course itself involves no sales calls.
Who is this course for?
Anyone responsible for taking a product to market, including product managers, marketers, and founders who want a working grasp of product marketing.
What happens after the five days?
You will have a working understanding of product marketing fundamentals, and we will point you toward deeper resources, including IPL’s full programs, if you would like to continue.
Your First Lesson Is One Step Away
Five days. Five focused lessons. No cost, no obligation.