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Foundations
Implement a proven,
practical blueprint for being
market-driven and get your
entire organization on the
same page.
Everyone who has a stake in
the product’s success in the
market
n Gain a thorough
understanding of your
market
n Find and prioritize
opportunities
n Better balance strategic
and tactical tasks
n Positioning
n Gap analysis
n Market segmentation
n Roles & responsibilities
n Action plans
Focus
Identify and present the
right product strategies to
empower your company.
Anyone responsible for
product direction and
strategy
n Find opportunities with
the biggest impact,
urgency and potential
n Get internal buy-in and
approval for business
plans
n Articulate how
opportunities fit with
company strategy
n Business plans
n Roadmaps
n Competitive analysis
n Business proposals
n KPIs
Design
Partner with designers to
create intuitive, innovative
products the market will
embrace.
Product professionals who
work with a designer or
design team and want to
ensure market adoption,
improve customer ratings
and increase competitive
advantage
n Deepen a shared
understanding of target
users’ problems, goals
and experience
n Reframe market problems
to foster product
innovation
n Increase efficiency,
lower risk and ensure
user adoption through
prototyping and feedback
loops
n User personas
n Experience maps
n Ideation and evaluation
tools
n Feedback models
Build
Learn how to align product
and development to create
remarkable products.
Everyone who writes,
prioritizes, consumes,
uses or dreams about
requirements and user
stories
n Communicate effectively
to increase alignment
with stakeholders
n Build highly effective
product and development
partnerships
n Articulate and prioritize
market problems and
plan releases using
market data
n Action plan
n Stakeholder
communication template
n Prioritization worksheet
n Market requirements
table
n Roles for Effective
product teams
Market
Build buyer expertise and
create strategic product
marketing plans that deliver
results.
Anyone responsible for
setting go-to-market
strategies
n Align tactical expert’s
marketing outcomes to
broader organizational
strategy
n Gain a thorough
understanding of your
buyers and how they buy
n Get funding and support
for your marketing efforts
n Connect marketing plans
to the metrics that matter
n Marketing Canvas
n Buyer personas
n Messaging matrix
n Marketing programs
calendar
Launch
Think strategically
about launch and sales
enablement to better meet
business objectives.
Anyone responsible for
product launch or sales
enablement
n Identify key launch
strategies and build plans
to achieve them
n Align and prepare your
organization for launch
n Empower sales for
success with the right
tools and training that
reduces friction and
increases close rates
n Organizational readiness
n Launch plans
n Sales enablement
n Launch strategy
assessment
Price
Learn how to set the right
price for each product in
each market.
Everyone who makes
or influences product
pricing decisions, those
responsible for packaging
and segmentation, and
those who determine which
products to build
n Determine what your
market is willing to pay
n Develop pricing models
that support corporate
strategies and empower
sales
n Use segmentation and
portfolios to optimize
revenue
n Pricing plans
n Price segmentation
Insight
Leverage data to empower
product practices and
decisions.
Product professionals
who want to harness the
potential of their data to
discover new insights, drive
productive data projects
and build confidence and
consensus in product
decisions
n Uncover patterns and
validate behaviors using
data
n Better partner with data
professionals to execute
successful and profitable
projects
n Translate data projects
into compelling
narratives with clear
recommendations
n Action Plan
n Pragmatic Data Insights
Model
n Insight Report
n Data Census
n Data Theme Tracker
KEY
DELIVERABLES
MAJOR
TAKEAWAYS
WHO’S IT FOR
COURSE
PRODUCT
CURRICULUM
PRODUCT COURSE GUIDE
Find the right courses for you.
PUBLIC COURSE PRICING
Individual course: $1,295 USD
Additional courses only $1,195 when
purchased at the same time.
CERTIFICATIONS
Foundations, Insight, Focus, Design, Build, Market, Launch, Price
(PMC level upgraded with each course certification earned)
CERTIFIED EXPERT BADGES
Product Manager: Foundations, Focus, Design, Build
Product Marketer: Foundations, Market, Launch, Price
Product Master: Foundations, Focus, Design, Build, Market, Launch, Price, Data
For more information call 480.515.1411 or visit pragmaticinstitute.com

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