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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 051

Sep 04 to Nov 06

Type: Live Online

Instructor:

  • Rinoti Amin

Cost: $1,050.00

See section 051 Details

Type Live Online

Days

Th

Time

6:00PM to 9:00PM Pacific Time

Dates

Sep 04, 2025 to Nov 06, 2025

Location

Live Online

Schedule and Location

View Details

Instructional Hours

30.0

Location

Live Online

Delivery Options

Online

Available for Credit

2 semester units

Section Notes

Students will receive access to the course in Canvas on the course start date. Zoom meeting information will be emailed to enrolled students before the first class meeting and posted to the announcements page in Canvas.

Fall 2025 enrollment opens on June 16!

This course applies to the following programs:

Certificate Program in Marketing

Expand or collapse section

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
  • Strategic Brand Management

Learn More About This Program

Notes

Departmental contact: extension-business@berkeley.edu

Instructional Types

Live Online
Live Online courses provide an interactive learning experience with scheduled synchronous online sessions held via Zoom video conferencing (Pacific Time). Learn more about the Live Online format.
Online, Start Anytime
Continuous enrollment course begins when you enroll. You have a minimum of 90 days and a maximum of 180 days to complete the course.
Online, Fixed Date
Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.
Classroom
Take classes in-person at one of our buildings or partner locations.

English Language Proficiency Requirements

All of our courses are taught in English. If English is not your first language, please use the following test scores as guides in order to be successful:

  • TOEFL: 90
  • IELTS Academic Format: 7
  • DAAD: C1
  • TEM-4 or TEM-8: Level 70
  • Duolingo: 125

Note: You do not need to submit test scores.

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Course Fee

Rinoti Amin

Rinoti Amin is a seasoned professional in digital and growth marketing with extensive experience across various high-profile roles. Currently, she holds the position of Vice President of Growth at Malwarebytes, where she is responsible for overseeing growth strategies and customer value and retention initiatives, product marketing and content amplification, ensuring that product messaging is effectively communicated and reaches the target audience through innovative campaigns and robust content strategies. Her extensive background also includes a significant tenure at PayPal, where she held various leadership roles including Director of Digital Marketing and Director of Growth Marketing Strategy.

BUS ADM X448 - 051 - Managing Product and Go-to-Market Strategies

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