Product Marketing: Creating a Marketing Plan

Elements of Marketing in a Digital World: Learn everything you should know about the basic principles of marketing.
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  • Lectures 26
  • Length 1.5 hours
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2014 English

Course 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.

What are the requirements?

  • Basic Understanding of Business
  • Use of Power Point if student desires to do the exercises

What am I going to get from this course?

  • 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

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

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction
Learning Objectives

Creating Insanely Great Customers


History of Product Management and Marketing


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

Apple, Market Research, Henry Ford and Faster Horse


Content, Content, Content – Think Again!


Give Sales the Right Selling Tools


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

Get Market Segmentation Right


About the Exercises: For each lesson
Inputs to Writing a Marketing Plan
Outputs from Marketing Plan
Marketing Principle's Lessons
Section 2: Introduction, Definitions, Creating Insanely Great Customers and their Journey
Introduction Lecture Video (0)
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…
Introduction: Exercise
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

Customer Journey Exercise
Post-Lesson "Creating Insanely Great Customers" and "Customer Journey" Quiz
1 question
Section 3: Personas, Differences, Target Markets and Positioning
Pre-Lesson Personas Quiz
1 question

Understand what a persona is and how to write them

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

Post-Lesson "Differences" Quiz
1 question
Pre-Lesson "Target Markets Quiz
1 question

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

Post-Lesson "Target Markets" Quiz
1 question
Pre-Lesson "Positioning" Quiz
1 question

Understand what positioning is and how to do it.

Post-Lesson "Positioning" Quiz
4 questions
Section 4: Values, Messaging, Media, Mix and Plan
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.

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

Post-Lesson "Marketing Strategy" Quiz
1 question
Pre-Lesson "Media, Mix, Plan" Quiz
1 question

Understand the various media options, mix and plan.

Post-Lesson "Media, Mix, Plan" Quiz
1 question
Section 5: Packaging, Bundling, Promotion, Marcom
Pre-Lesson "Packaging, Bundling, Promotions" Quiz
1 question

Understand packaging, bundling and promotions.

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

Understand what marketing communications is and its key elements.

Post-Lesson "Marcom" Quiz
1 question
Section 6: Channels, Product Marketing Manager Activities, Timing, Budget, Schedule
Pre-Lesson "Channels" Quiz
1 question

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

Post-Lesson "Channels" Quiz
1 question
Pre-Lesson "PMM Activities" Quiz
1 question

Understand what a typical product marketing manager does.

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.

Post-Lesson Timing Budget Schedule Quiz
1 question
Section 7: Sustaining Marketing
Pre-Lesson Sustaining Marketing Quiz
1 question

Understand the components of a marketing plan.

Post-Lesson Sustaining Marketing Quiz
1 question
Section 8: Next Steps
Conclusion and Next Steps

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Instructor Biography

David Fradin, 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.

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