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  • Berkeley Global

Managing Product and Go-to-Market Strategies

BUS ADM X448

40292
Delivery Options Online

Formerly Introduction to High Tech Product Management and Marketing

Whether you are a product manager, product marketing manager, startup founder or CEO, this introductory course provides the real-world knowledge and the tools you need to succeed in building a successful product. Students will learn practical techniques and solutions like identifying market need, building consensus for a product idea, taking a concept into product development, learning about product launch, product positioning, sales enablement and managing a full product lifecycle. Additional topics include how to define product priorities, market sizing, competitive analysis, pricing and packaging.

Course Outline

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Course Goals and Learning Objectives

On successful completion, you can:

  • Understand the product lifecycle and process along with insight into day-to-day responsibilities of strategizing and tactfully executing on a product idea
  • Introduce a product idea or new feature in a company, articulate market size, need and various strategies needed to support and manage an effective product
  • Know how to deliver crisp requirements, persona, prioritize product features, positioning statements, value proposition, messaging, pricing and packaging
  • Demonstrate the product’s touch points across other organizations such as sales, marketing, finance, customer support and legal
  • Align deliverables to go-to-market strategies, buying behavior and campaign channels
  • Identify key product metrics to measure that indicate the performance of the product and whether it meets sales, revenue and customer targets

What You'll Learn

You cover these topics over 30 hours of classroom instruction:

  1. Product Management and Product Marketing: Introduction
    • Product marketing and product marketing manager role definition and responsibilities
    • Marketing basics and concepts
    • Product lifecycle
  2. Product Definition I: Product and Market Definition
    • Customer problem and workflows
    • Market and vertical segmentation
    • Competitive analysis
  3. Product Definition II: Product Introduction Process
    • Product and competitive positioning
    • Building a business case
    • Basic financials
  4. Product Definition III: Product Development
    • Roadmap prioritization
    • Product requirements
    • Product design thinking
  5. Mid-Term Presentations and Guest Speaker
    • Guest speaker I – product management mid-term project presentations
  6. Productization and Case Studies
    • Operational and functional requirements
    • Product management case studies
    • Best practices
    • Mid-term exam
  7. Go-to-Market: Pricing and Distribution
    • Pricing techniques and strategy
    • Packaging methods
    • Direct vs. channel distribution
  8. Product Launch: Sales Process and Messaging
    • Sales funnel
    • Sales training and enablement
    • Product collaterals
  9. Guest Speaker and Marketing Channels
    • Guest speaker II – product marketing
    • Marketing channels and campaigns
    • Marketing and product metrics
    • Product marketing case studies
  10. Final Presentations
    • Final project presentations
    • Career transition tips

Is This Course Right for Me?

This course is designed for anyone interested in learning about B2B or B2C product strategies and go-to-market mechanics.

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Sections

Section 030

Jan 14, 2021 to Mar 18, 2021 Live Online

Course Fee(s)

Course Fee credit (2 units)

$995.00


Type Live Online

Access classroom-style interactive learning from anywhere in the world! Attend scheduled online sessions with your instructor and classmates in addition to completing your coursework.

Live Online format allows you to take classes from anywhere with an internet connection. Classroom sections will be taught in this format through Spring 2021. Learn more about this format.

Beginning August 15, 2020, you must have a Zoom account to participate.

Many schools are now accepting transfer credit for online coursework, including health and sciences programs. Check with your institution before enrolling.

Days

Th

Time

6:00PM to 9:00PM Pacific Time

Dates

Jan 14, 2021 to Mar 18, 2021

Schedule and Location

View Details

Instructional Hours

30.0

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Anita Balaraman

Section Notes

No required textbooks.

Enroll early to secure a space in class. Students must enroll before the second class meeting.

This course applies to the following programs:

Certificate Program in Marketing

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Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231

Prerequisites

Marketing Management BUS ADM X460.1 or equivalent

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1995 University Ave., Suite 200

Berkeley, CA 94704-7000

extension@berkeley.edu

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BUS ADM X448 - 030 - Managing Product and Go-to-Market Strategies

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Anita Balaraman

Anita Balaraman, M.B.A., M.S., is a technology product leader with more than 15 years of experience in building technology products that delight the customer. Most recently she led the digital customer experience practice at Cisco Systems, designing and launching enterprise solutions. Prior to that, she led the product team at WalmartLabs launching products that combine machine learning, predictive analytics and personalization. She also consults independently and on the board of technology startups in the advertising and ed-tech space. Anita believes that product managers are the CEO of their product, responsible for strategy, customers, the roadmap of the product from inception to execution, and its life cycle. The job duties of a product manager require skills in business, technology and design.

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