Lifetime - Access
Product Management: Product Market Strategy
Learn 18 essential components to design a strong product market strategy, from positioning to pricing, for beginners and intermediate professionals.
Created By David Fradin
Get this course with 2000+ of our top related courses with personal plan.
Try Personal Plan for freeWhat you'll learn
- Lead the development of a complete product market strategy plan.
- Define decision-making processes, schedules, market opportunities, and product value.
- Use personas, use cases, market status, and segmentation to define target markets.
- Apply competitive research and analysis to strengthen positioning.
- Write clear and effective product positioning statements.
- Conduct SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
- Plan strategies to penetrate both new and existing markets.
- Set requirements and training for sales, marketing, distribution, and support teams.
- Define pricing strategies and business models.
- Identify metrics to measure product success.
- Develop and write a comprehensive product market strategy plan.
Requirements
- Basic knowledge of business and management principles.
Description
With fewer than 60% of products succeeding in the market, having a well-structured market strategy is essential. This course provides you with a framework to design effective strategies that improve your chances of product success.
You’ll cover 18 critical lessons in a concise format, combining video lectures, examples, and exercises. Each session is short, making it easy to follow and apply. You’ll also receive a downloadable workbook template to build your own plan step by step.
Key highlights of the course include:
- Understanding the critical components of product market strategy.
- Applying agile principles to strategy planning.
- Building alignment within your organization for faster market success.
- Exercises and assessments to reinforce learning.
- Practical feedback on your completed plan, plus the possibility of earning a recommendation from the instructor.
By the end of this course, you’ll know how to analyze your market, position your product effectively, define business models, and write a plan that drives results.
Who this course is for
- Product leaders and managers.
- Product marketing managers.
- General managers and business unit managers.
- Entrepreneurs and startups.
- CEOs seeking structured strategies.
Course content
1. Overview
2. Introduction
3. Learning Objectives
4. Suggested Reading Materials
5. Lessons
6. About the Exercises in this course and Resources
Quiz 1: Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions
1. Introduction to Agile Market Strategy for B2B Products
2. Definitions and Concepts
3.1. Product Lifecycle Framework
3.2. 2015+SC+Agile+Product+Life+Cycle+Framework+arrows
4. Product Management Framework
5. Readiness Checklist
6. Plan Outline
7. Plan Outline Exercise
Quiz 2: Post-Lesson Assessment: Plan Outline
Quiz 3: Pre-Lesson Assessment: Decision Making, Schedule, and Resources Required
8. Decision Making, Schedule, and Resources Required
Quiz 4 - Post-Lesson Assessment: Decision Making, Schedule, and Resources Required
Quiz 5 - Pre-Lesson Assessment: Vision and Values
9. Vision and Values
10. Examples of Vision Statements
11. Vision and Values: Exercise
Quiz 6 - Post-Lesson Assessment: Vision and Values
Quiz 7 - Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers
12. The Perfect Storm and Creating Insanely Great Customers Market Status
13. Perfect Storm: Exercise
Quiz 8 - Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers
Quiz 9 - Pre-Lesson Assessment: Product Market Opportunity, Description and Value
14. Product Market Opportunity, Description and Value
15. Product Market Opportunity, Description and Value: Exercise
Quzi 10 - Post-Lesson Assessment: Product Market Opportunity, Description and Value
Quiz 11 - Pre-Lesson Assessment: Personas and Use Cases
1. Why it is important to Agree on the Target Personas
2. Personas and Use Cases
3. Personas and Use Cases: Exercise
Quiz 12 - Post-Lesson Assessment: Personas and Use Cases
Quiz 13 - Pre-Lesson Assessment: Market Adoption
4. Market Adoption
5. Market Adoption: Exercise
Quiz 14 - Post-Lesson Assessment: Market Adoption
Quiz 15 - Pre-Lesson Assessment: Markets and Market Segments
6. Markets and Market Segments
7. Markets and Market Segments: Exercise
Quiz 16 - Post-Lesson Assessment: Markets and Market Segments
Quiz 17 - Pre-Lesson Assessment: Total Available (Addressable) Market (TAM)
8. Total Available (Addressable) Market (TAM)
9. Total Available (Addressable) Market (TAM): Exercise
Quiz 18 - Post-Lesson Assessment: Total Available (Addressable) Market (TAM)
Quiz 19 - Pre-Lesson Assessment: Target Markets
10. Target Markets
11. Target Markets: Exercise
Quiz 20 - Post-Lesson Assessment: Target Markets
Quiz 21 - Pre-Lesson Assessment: Competitive Environment
12. Competitive Environment
13. Competitive Environment: Exercise
Quiz 22 - Post-Lesson Assessment: Competitive Environment
1. Illustrating the Importance of Having Positioning
Quiz 23 - Pre-Lesson Assessment: Product Positioning
2. Importance of Positioning
3. Product Positioning
4. Product Positioning: Exercise
Quiz 24 - Post-Lesson Assessment: Product Positioning
Quiz 25 - Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
5. Strengths, Weaknesses, Opportunities and Threats
6. Strengths, Weaknesses, Opportunities and Threats: Exercise
Quiz 26 - Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
Quiz 27 - Pre-Lesson Assessment: Penetrating Existing and New Markets
7. Penetrating Existing and New Markets
8. Penetrating Existing and New Markets: Exercise
Quiz 28 - Post-Lesson Assessment: Penetrating Existing and New Markets
Quiz 29 - Pre-Lesson Assessment: Requirements and Training
9. Requirements and Training for Sales, Marketing, Distribution, Channels, Partners
10. Requirements and Training: Exercise
Quiz 30 - Post-Lesson Assessment: Requirements and Training
Quiz 31- Pre-Lesson Assessment: Pricing and Business Model
11. Pricing and Business Model
12. Pricing and Business Model: Exercise
Quiz 32 - Post-Lesson Assessment: Pricing and Business Model
Quiz 33 - Pre-Lesson Assessment: Metrics
13. Metrics
14. Metrics: Exercise
Quiz 34 - Post-Lesson Assessment: Metrics
Quiz 35 - Pre-Lesson Assessment: Product Market Strategy
1. Product Market Strategy Plan
2. Product Market Strategy: Exercise
Quiz 36 - Post-Lesson Assessment: Product Market Strategy
1. Next Steps
2. System and Tools
Similar courses
Explore More
Instructor
David Fradin has dedicated his career to developing exceptional product leaders, training thousands of managers across the globe. Drawing on his extensive experience at Apple and Hewlett-Packard, he enriches his workshops with practical insights and real-world lessons.
At HP, David received classical product management training before being recruited by Apple, where he spearheaded the launch of the first hard disk drive for personal computers. His leadership quickly earned him promotions, becoming Apple /// Group Product Manager and later Business Unit Manager—positions that placed him on the same organizational level as Steve Jobs during that era.
He is the author of “Building Insanely Great Products”, a book that explores the founding principles and product lifecycle practices that shaped Apple’s success and powered its resurgence after 1997. His courses emphasize these proven frameworks—values, vision, and disciplined execution—that made Apple the world’s most valuable company and helped HP achieve decades of growth.
Today, David is the President of Spice Catalyst, serves as a Distinguished Professor of Practice and Advisor for Product Management Programs at WileyNXT, and is also part of the faculty for the IIML-Wiley Data-Driven Product Management Program. His mission is to equip professionals with the knowledge, mindset, and tools to lead innovative products and drive sustainable business growth.
More Courses by David Fradin
Recieve the best deals..
