What you'll learn
This course offers a comprehensive and practical introduction to Product Marketing within the high-tech industry, blending foundational concepts with modern tools and strategies. You'll explore core topics such as audience understanding, competitive analysis, unique value propositions, branding, storytelling, channel selection, content marketing, community engagement, measurement, and go-to-market strategies.
Emphasizing hands-on learning, the course integrates AI tools to prepare you to leverage innovative techniques in real-world product marketing scenarios. Through case studies, assignments, and a final project, you'll develop the skills to craft compelling product narratives, identify target markets, optimize campaigns, and make data-driven decisions — all essential for success in the dynamic high-tech landscape.
Equip you with the practical skills and strategic knowledge to develop and execute effective product marketing campaigns in high-tech — and to foster innovative thinking by integrating modern tools like AI to sharpen creativity, decision-making, and audience engagement.
The semester-long project
On day one you'll be placed in a group and get a real company. Your mission: take a product to market for that company — you can invent a brand-new product or work with an existing one, it's your choice. Each week runs as a 30–45 minute lecture, and the remaining class time is your group's workshop to put what you learned into practice — turning the topic into 1–3 slides. By Week 13 those slides add up to one cohesive go-to-market deck you present to the class.
Groups of 2–3, each assigned a real company at random.
Learn the week's product-marketing topic.
Put it into practice — build 1–3 slides with your group.
Present your full product & GTM deck.
