Product Marketing: Creating a Marketing Plan
3.8 (9 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
114 students enrolled
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Product Marketing: Creating a Marketing Plan

Elements of Marketing in a Digital World: Learn everything you should know about the basic principles of marketing.
3.8 (9 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
114 students enrolled
Created by David Fradin
Last updated 2/2017
English
Price: $195
30-Day Money-Back Guarantee
Includes:
  • 1.5 hours on-demand video
  • 9 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Learn about the basic elements of marketing
  • Understand what goes into a launch plan and on-going or sustaining marketing plan
  • Be able to write a basic marketing and launch plan
View Curriculum
Requirements
  • Basic Understanding of Business
  • Use of Power Point if student desires to do the exercises
Description

This course covers the fundamental principles of marketing for product leaders, managers, marketers, business analysts and field marketing. It covers:

  • Foundations
    • What is Marketing
    • Creating Insanely Great Customers
    • Personas
    • Differences in Geography, Demographics,
      Bias, Ways of Doing Business and Cultures
  • Preparation for Planning
    • Target Market(s)
    • Positioning
  • Marketing Plan
    • Value, Messaging and Messages
    • Marketing Strategies, Objectives, Types and Techniques
    • Media, Mix and Plan
    • Packaging and Bundling
    • Marketing Communications
    • Channels
    • Typical Product Marketing Manager Activities
    • Timing, Budget and Schedule/Responsibilities
    • Sustaining/Ongoing Marketing Plan and Metrics
    The course includes a detailed workbook to be used to create a marketing plan.

The course includes two bonus features not found anywhere else:

First, if you make a commitment to finish the course and its exercises by any date of your choosing, I will review your plan and give you feedback. Such an effort will enable you to create your plan and help refine it based upon my experience. I say any date of your choosing to help motivate you to "get it done" but at your own pace.

Second, if you do a good job by clearly demonstrating in your plan that you know how to pull the plan together. Which is, by the way, the purpose of this course, for you to learn not only what should be done but how to do it. I will give you a personal recommendation that you can use to help get a job or for any other purpose like posting on your Linkedin profile.

This is in addition to getting a course completion certificate provided by Udemy to prove you have the skills to get the job done.

Who is the target audience?
  • Leader (Director, VP, Business Unit Manager, Startup, Entrepreneur)
  • Product Manager and Product Marketing Manager Entry Level (Basic), Intermediate, Advanced (Specialist)
  • Product: Owners, Strategists, Solution, Line, Scientist
  • Manager: Industry, Portfolio, Program
  • Business Analysts
  • Field Marketing
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Curriculum For This Course
Expand All 26 Lectures Collapse All 26 Lectures 01:24:11
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Introduction
7 Lectures 01:55

Learning Objectives
00:06

Creating Insanely Great Customers

–http://www.creatinginsanelygreat.com/complimentary-pdf-download/

History of Product Management and Marketing

–http://spicecatalyst.com/history-of-product-management/

Do: It is more than Demographics. Its about Behavior...What do people do?

http://spicecatalyst.com/do/

Apple, Market Research, Henry Ford and Faster Horse

–http://spicecatalyst.com/does-apple-do-market-research-henry-ford-and-faster-horse/

Content, Content, Content – Think Again!

–http://spicecatalyst.com/content/

Give Sales the Right Selling Tools

–http://spicecatalyst.com/give-sales-the-right-selling-tools/

4 Key Lessons You Can Learn from P&G, HP and Apple

http://spicecatalyst.com/4-key-lessons-you-can-learn-from-pg-hp-and-apple/

Get Market Segmentation Right

–http://spicecatalyst.com/get-market-segmentation-right-0/

Suggested Reading Materials
00:36

About the Exercises: For each lesson
00:26

Inputs to Writing a Marketing Plan
00:01

Outputs from Marketing Plan
00:01

Marketing Principle's Lessons
00:44
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Introduction, Definitions, Creating Insanely Great Customers and their Journey
5 Lectures 22:10

Pre-Lesson "What is" Quiz
1 question

Understand what:

  • Marketing, sales, business development, account management is and does in a digital world
  • The Customer Journey is…
Preview 11:59

Introduction: Exercise
00:23

Post-Lesson "What is" Quiz
1 question

Pre-Lesson "Creating Insanely Great Customers" Quiz
1 question

•Understand Pre-Work

•What is the Customer Journey and Creating Insanely Great Customers

•Importance of values and vision

Creating Insanely Great Customers Video (2)
05:50

Customer Journey Exercise
00:44

Post-Lesson "Creating Insanely Great Customers" and "Customer Journey" Quiz
1 question
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Personas, Differences, Target Markets and Positioning
4 Lectures 14:34
Pre-Lesson Personas Quiz
1 question

Understand what a persona is and how to write them

Personas Video (3)
02:46

Post-Lesson Personas Quiz
1 question

Pre-Lesson "Differences" Quiz
1 question

Understand the marketing differences in geography, demographics, bias and ways to doing business

Differences in Geography, Demographics, Bias, Ways of Doing Business, Culture
02:02

Post-Lesson "Differences" Quiz
1 question

Pre-Lesson "Target Markets Quiz
1 question

Understand what is a target market and how to identify them.

Target Markets Video )5)
01:47

Post-Lesson "Target Markets" Quiz
1 question

Pre-Lesson "Positioning" Quiz
1 question

Understand what positioning is and how to do it.

Positioning Video (6)
07:59

Post-Lesson "Positioning" Quiz
4 questions
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Values, Messaging, Media, Mix and Plan
3 Lectures 17:30
Pre-Lesson "Value Messaging" Quiz
1 question

Understand what a value proposition is, messaging, messages, how to use them and develop the ability to compose them.

Value Messaging Messages Video (7)
05:27

Post-Lesson "Value Messaging" Quiz
4 questions

Pre-Lesson "Marketing Strategy" Quiz
1 question

Understand the many marketing strategies, types, techniques and tactics. Learn about the 11 Ps marketing

Marketing Strategies, Objectives, Types and Techniques Video (8)
07:12

Post-Lesson "Marketing Strategy" Quiz
1 question

Pre-Lesson "Media, Mix, Plan" Quiz
1 question

Understand the various media options, mix and plan.

Media Mix Plan Video (9)
04:51

Post-Lesson "Media, Mix, Plan" Quiz
1 question
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Packaging, Bundling, Promotion, Marcom
2 Lectures 11:55
Pre-Lesson "Packaging, Bundling, Promotions" Quiz
1 question

Understand packaging, bundling and promotions.

Packaging Bundling and Promotions Video (10)
03:49

Post-Lesson "Packaging, Bundling, Promotions" Quiz
1 question

Pre-Lesson "Marcom" Quiz
1 question

Understand what marketing communications is and its key elements.

Marketing Communications Video (11)
08:06

Post-Lesson "Marcom" Quiz
1 question
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Channels, Product Marketing Manager Activities, Timing, Budget, Schedule
3 Lectures 09:17
Pre-Lesson "Channels" Quiz
1 question

Understand alternative channels, different pricing, support, sales materials and managing without channel conflict.

Channels Video (12)
04:53

Post-Lesson "Channels" Quiz
1 question

Pre-Lesson "PMM Activities" Quiz
1 question

Understand what a typical product marketing manager does.

Product Marketing Manager Activities Video (13)
00:57

Post-Lesson PMM Activities Quiz
1 question

Pre-Lesson Timing Budget Schedule Quiz
1 question

Understanding the basics of the marketing schedule, budget, needs and return on investment.

Timing Budget Schedule Video (14)
03:27

Post-Lesson Timing Budget Schedule Quiz
1 question
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Sustaining Marketing
1 Lecture 03:09
Pre-Lesson Sustaining Marketing Quiz
1 question

Understand the components of a marketing plan.

Sustaining Marketing Plan Metrics Video (15)
03:09

Post-Lesson Sustaining Marketing Quiz
1 question
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Next Steps
1 Lecture 01:17
About the Instructor
David Fradin
4.3 Average rating
54 Reviews
758 Students
5 Courses
Certified Product Manager and Marketing Manager, Instructor

David Fradin has trained hundreds of managers throughout the world. He infuses his workshops with insights and experiences gained as a product leader at companies like Apple and Hewlett-Packard. He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs. His Amazon book “Building Insanely Great Products” and these workshops covers the founding values, vision, product life cycle and management employed by Apple at its founding and which it returned to in 1997 when Steve Jobs returned to Apple. What students will learn in his courses are exactly what has made Apple the most valuable company in the world and what enabled HP to grow 20% per year for 50 years.