Product marketing basics
Decide who a product is for, say why it matters in their words, back it with real proof, size the launch to the change, and give sales something they can use.
- Level
- Beginner
- Length
- About 45 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 1 Oct 2026
Skills you'll practise
- Describe a target customer from evidence rather than assumption
- Write a positioning statement with audience, problem, benefit, proof and difference
- Order a message as benefit, then proof, then feature
- Choose a launch tier that matches the size of a release
- Check a sales one-pager for unsupported claims before it ships
Course outline
- 1.Product marketing basicsVideo · 2 min
- 2.Who it's for and why it mattersLesson · 16 min
- 3.Messages that lead with benefit and carry proofLesson · 16 min
- 4.Launch tiers and sales enablementLesson · 14 min
- 5.Product marketing basics: knowledge checkKnowledge check · 15 questions
- 6.Product marketing basics: practical exerciseKnowledge check · 1 question
- 7.Final exam9 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- General product marketing practice: positioning, messaging and launches
- US FTC: Advertising and marketing basics (truth in advertising)
See it with your own jobs and topics
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