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Description
Welcome to course: Product Marketing: Go to Market Strategy by MTF Institute
Course provided by MTF Institute of Management, Technology and Finance
MTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance.
MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.
MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.
MTF is present in 215 countries and has been chosen by more than 605 000 students.
Course Author:
Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.
In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTF Institute Ms. Amoroso is leading Product Development academical domain.
In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.
Alex Amoroso’s extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.
With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.
What is Product Management?
Product Management is a multifaceted discipline that encompasses the planning, development, marketing, and optimization of a product or service throughout its lifecycle. It involves aligning customer needs with business goals and coordinating cross-functional teams to deliver successful and valuable products. Product managers act as the linchpin between various departments, ensuring seamless communication and collaboration.
Why is Learning Product Management Important for Companies and Experts?
Market Relevance and Competitiveness:
In an era of rapid technological advancements and evolving consumer preferences, companies must stay relevant. Product management equips professionals with the skills to identify market trends, understand customer needs, and develop products that outpace competitors
Customer-Centric Approach:
Successful products are those that solve real problems for customers. Product management emphasizes a customer-centric approach, ensuring that the product aligns with user needs and expectations. This focus enhances customer satisfaction and loyalty
Optimized Resource Allocation:
Product managers are adept at prioritizing features and functionalities based on business goals and customer needs. This strategic allocation of resources ensures that the most critical aspects of a product are addressed, maximizing the impact of limited resources
Effective Communication and Collaboration:
Product managers act as bridges between various departments, fostering effective communication and collaboration. This ensures that development, marketing, sales, and other teams work cohesively toward a common goal, reducing silos and enhancing overall efficiency
Adaptability and Innovation:
The product management discipline encourages a mindset of continuous improvement and innovation. Professionals in this field are equipped to adapt to changing market conditions, incorporate feedback, and drive iterative development, fostering a culture of innovation within the organization
How Knowledge of Product Management Aids Career Development:
Cross-Functional Skillset:
Product management requires a diverse skill set that includes market research, strategic planning, communication, and project management. Professionals with expertise in these areas are highly sought after, making product management a versatile career path
Leadership Opportunities:
Product managers often take on leadership roles, overseeing teams and guiding product development strategies. The ability to lead cross-functional teams and drive product success positions individuals for advancement in their careers
Entrepreneurial Mindset:
Product managers are often viewed as the “CEOs of their products.” Learning product management instills an entrepreneurial mindset, empowering individuals to take ownership of their projects and make strategic decisions that impact the success of the product
Global Perspective:
As products have a global reach, product managers gain exposure to international markets and diverse customer bases. This global perspective enhances their ability to navigate the complexities of the modern business landscape
Product management is a critical discipline for companies aiming to thrive in today’s dynamic markets. For professionals, mastering product management opens doors to leadership roles, cultivates an entrepreneurial mindset, and provides a comprehensive skill set that is invaluable in the ever-evolving business landscape.
Course contains Video Lessons about Product Marketing and Management and Textual Module
about Go to Market Strategy. Content of the textual Module:
Lesson 1: Foundations of Go-to-Market Strategy
Definition and scope of go-to-market strategy
Evolution of GTM in the digital age
Key components of a successful GTM strategy
Common pitfalls and how to avoid them
Building a GTM strategy framework
Lesson 2: Market Analysis and Competitive Landscape
Conducting thorough market research
Identifying target audience and segmentation
Competitive analysis: Identifying key players and their strategies
SWOT analysis for market entry
Understanding market trends and dynamics
Lesson 3: Defining Your Value Proposition and Positioning
Articulating your unique selling proposition (USP)
Crafting compelling messaging and positioning statements
Communicating value to your target audience
Differentiation strategies in crowded markets
Case studies of successful product positioning
Lesson 4: Pricing Strategies for Optimal Market Penetration
Understanding pricing models and their impact
Value-based vs. cost-plus pricing
Competitive pricing analysis and strategy
Pricing psychology and consumer behavior
Dynamic pricing and revenue management
Lesson 5: Building a Powerful Marketing Mix
Integrating product, price, place, and promotion
Leveraging digital marketing channels effectively
Content marketing for lead generation and brand building
Social media marketing and community engagement
Measuring and optimizing marketing ROI
Lesson 6: Sales Enablement and Channel Management
Equipping your sales team for success
Developing effective sales collateral and tools
Channel partner selection and management
Sales training and performance optimization
CRM and sales automation technologies
Lesson 7: Launch Planning and Execution
Setting clear launch objectives and timelines
Pre-launch marketing and buzz generation
Launch day activities and communication strategies
Post-launch monitoring and evaluation
Contingency planning for unexpected challenges
Lesson 8: Customer Acquisition and Retention
Identifying and targeting high-value customers
Customer journey mapping and optimization
Building customer loyalty programs
Leveraging customer feedback for product improvement
Measuring customer lifetime value (CLTV)
Lesson 9: Metrics and Analytics for GTM Success
Key performance indicators (KPIs) for GTM strategies
Tracking and analyzing campaign performance
Data-driven decision making for optimization
A/B testing and experimentation
Marketing automation and reporting tools
Lesson 10: Post-Launch Optimization and Growth
Analyzing launch performance and identifying areas for improvement
Iterating on your GTM strategy based on data and feedback
Scaling your GTM strategy for growth
Pivoting your strategy in response to market changes
Case studies of successful GTM optimization
