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?

1. 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

2. 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

3. 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

4. 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

5. 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:

1. 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

2. 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

3. 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

4. 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