What is Product Marketing?

In any successful organization, product marketers drive growth by promoting customer needs, communicating product value to the right consumer base, and accelerating distribution. Evidently, product marketing is critical to a company's financial advancement and reputation.

Therefore, the underlying objective of product marketing is to ensure that the right customers have a thorough understanding of the product, whether or not they choose to buy it. In essence, product marketing is about awareness. The entire process consists of introducing a new service or product into the market and augmenting its demand. While ultimately, the product launch is the main event, product markets also invest considerable resources into marketing, communication, and product positioning.

Why is Product Marketing Important?

In recent times, more and more organizations have realized the need to understand customers better and engage with them on a deeper level. Product marketing facilitates precisely that. Rather than bombarding customers with information, product marketing helps companies develop products that appeal to the target groups and engage them in conversation. In this way, it fosters meaningful, long-term relationships, identifies new pain points in customers and optimizes production and marketing processes for the future.

Consumer research and market surveys are essential to product marketing. This enables businesses to approach production from customers' point of view rather than investing their resources in fascinating products that do not meet the market's demands. In addition, such insights greatly help product marketers ensure a successful launch and significantly boost the shelf-life of the newly-developed product or service.

Can I learn about product marketing online?

As organizations become increasingly aware of the need for product marketing in their promotional campaigns and business strategy, they prefer hiring individuals with a penchant for the same. This has, in turn, spurred job-seekers to upskill, which has led several resources to emerge. Among these, online product marketing courses have garnered immense popularity as they are affordable, engaging, and offered by some of the most distinguished institutions in the world. In addition, these courses are a helpful way of mastering basic product marketing techniques as well as the more nuanced and advanced aspects of the field.

What careers can I pursue with a background in product marketing?

Marketing is an exciting field that is growing rapidly. The rise of e-commerce, duly complemented by social media and mobile marketing, has given birth to an active, communicative, and knowledgeable consumer base. This significantly expands the scope of employment for individuals with a background in product marketing.

A Deloitte report highlights the need for authentic and inclusive marketing, designing a human-first system, and AI-powered customer service among the most important global marketing trends. As product marketing reserves space for all of the above, more and more individuals are now veering towards establishing a career in the field. High-paying roles include that of a product marketing manager, product marketing specialist, director of product marketing, and vice president of product marketing.

Why take an online course at Emeritus?

Each Emeritus online course is designed keeping key learning outcomes in mind by a team of experts. We use the backward design methodology to develop instruction for learners of all ages. This enables us to craft unique, interactive learning experiences that include a combination of assessments, hands-on activities, skill application, and more.

Emeritus also collaborates with the best universities and faculty around the world to curate the course curriculum that can effectively tackle present challenges in the industry, while preparing you for the trends and risks in the future. Our courses consist of assignments, exams, capstone projects, networking opportunities, a fine balance of practical and theoretical concepts, and the opportunity to learn from top minds in the industry. This adds to the holistic experience we try to provide for each learner.

We are also focused on providing courses that are standardized in quality. This is done by adhering to standards set by a global organization called Quality Matters which is focused on providing quality standards for online and innovative digital teaching and learning environments. The rigorous criteria ensure all our learners invest in quality education that is easily accessible and affordable.