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Product Marketing Manager Training

Live online or face-to-face classes

Inscrições até: 03/6/2024

Select the course option to continue

Matrículas abertas no site até o dia 03/6/2024, ou enquanto houver vagas.

Matrículas abertas no site até o dia 1717372800, ou enquanto houver vagas.*

*The place in the course is confirmed with the compensation of the payment.

Receipt of the certificate is conditional on participation in at least 75% of its course load.

In the online version, the course is totally live with the professor and, if there is interest in reviewing the discussions, the recordings of the classes will be available for 10 days, not generating a grace period.

FAQ

About the course

No mundo das startups e produtos digitais o Product Marketing Manager é o profissional que cuida do Posicionamento, Preço e Promoção do Produto. Com a transformação digital tornou-se essencial para todo tipo de empresa. Conheça as técnicas mais atualizadas e destaque-se com esse programa.

Who is it intended for?

  • Profissionais de Marketing buscando se especializar em produto
  • Product Managers buscando se especializar em marketing
  • Executivos procurando implantar a disciplina de Product Marketing em suas empresas
  • Empreendedores lançando novos produtos
  • Se o seu produto ou serviço é digital, ou se você usa canais digitais para pesquisar mercado, atrair leads, vender e atender clientes, então esse curso é pra você

What you will learn

Os principais objetivos do curso são:
  • Estudar o público-alvo de um produto
  • Realizar pesquisa de mercado e análise competitiva
  • Determinar o posicionamento do produto
  • Priorizar o desenvolvimento de features com a equipe do produto
  • Criar a estratégia de go-to-market
  • Ativar as equipes de vendas
  • Garantir o sucesso dos clientes
  • Analisar e medir os resultados de produto
  • Inovar continuamente no desenvolvimento do produto
​​Fundamentos de Product Marketing Management (2hs)
  • ​Quem é o Product Marketing Manager (PMM)?
  • ​Importância e Atuação do PMM na empresa.
  • ​Diferenças e semelhanças entre Product Manager (PM) e PMM
  • ​Ciclo de Vida do Produto
  • ​Papéis do PMM
  • ​Modelos de Negócio
​Soft Skills – Habilidades do PMM (3hs)
  • ​Mindset do PMM
  • ​Pensamento Crítico
  • Negociação
  • ​Inteligência Emocional
  • ​Criatividade
  • ​ChatGPT & Engenharia de Prompts
​Product Discovery (4hs)
  • ​Design Thinking e Design Sprint
  • ​Equipe de Discovery e Objetivos
  • ​Entendimento e Empatia: Pesquisa Quali e Quanti, Como/Porquê, Matriz CSD e Mapa de Empatia
  • ​Definição e Escolha: Jornada do Consumidor, User Stories, Jobs To Be Done, Métodos de Priorização (Esforço x Impacto e ICE Score)
  • ​Divergência e Experimentação: Brainswarming, Crazy Eights, SCAMPER e Mapas Mentais
  • ​Convergência e Decisão: Lean Canvas, Service BluePrint, 5W1H
  • ​Prototipação e Validação
  • ​MVP (Minimum Viable Product) e Pivot
​Personas (2hs)
  • ​Segmentação
  • ​Value Proposition Canvas
  • ​Buyer Persona & User Persona
  • ​Ideal Customer Profile (ICP)
  • ​Account Based Marketing (ABM)
  • ​Gestão de Stakeholders
​Inteligência de Mercado (1,5hs)
  • ​Análise Competitiva
  • Análise Win Loss
  • ​Customer Feedback
  • ​NPS, CSAT e CES
​Posicionamento (1,5hs)
  • ​Naming
  • ​Pricing
  • ​Packaging
  • ​Storytelling frameworks
  • ​Gatilhos Mentais
  • ​Brand Voice
​ Product Team (3h)
  • ​Profissionais de Produto
  • ​Tecnologias de Produto
  • ​MMP (Minimum Marketable Product)
  • ​Metodologias Ágeis (Scrum, Kanban e Scrumban)
  • ​Roadmap vs Backlog
  • ​Sprint e Priorização
  • ​Agile Marketing
​Canais de Aquisição (4h)
  • ​Content Marketing (Inbound)
  • ​Vídeos
  • ​SEO
  • ​Algoritmos e Social Media
  • ​Newsletters
  • ​Eventos
  • ​Mídia Paga (Outbound)
  • ​Influenciadores
  • ​Member Get Member (Indicação)
  • ​Métricas de Aquisição
  • ​CAC (Custo de Aquisição de Clientes)
​Go To Market (3h)
  • ​MQL (Marketing Qualified Lead)
  • ​SQL (Sales Qualified Lead)
  • ​Funil de Vendas e Conversão
  • ​Growth Hacking
  • ​Product-led growth
​Sales Enablement (2h)
  • ​ Treinamento​
  • Pitch
  • ​ Playbook
  • ​ Battlecards
  • ​ CRM (Customer Relationship Management)
  • ​ KPIs de Sales Enablement
​Customer Success (2h)
  • ​Customer Experience, Customer Success & Customer Service
  • ​Customer Lifecycle
  • ​Onboarding
  • ​Upselling & Cross-Selling
  • ​Retenção, Fidelização e Churn
  • ​Customer Retention Cost (CRC)
  • ​Lifetime Value (LTV)
​Análise de Dados e Métricas (2h)
  • ​Cultura Data Driven
  • ​Letramento de Dados
  • ​OKRs (Objectives Key Results)
  • ​KPIs (Key Performance Indicators)
  • ​Teste A/B (Split Testing)
  • ​Análise de Cohort
  • ​CRO (Conversion Rate Optimization)
  • ​Return Over Investment (ROI)​

When does it happen?

Curator

Inspiring professionals who are transforming the market

Edney “InterNey” Souza

Certificado

Invest in your future

Em até 10x

R$ 289,00

sem juros no cartão

Ou R$ 2.890,00 a vista no boleto*, pix ou no débito.

* Payment method available for registrations up to five days before the beginning of the course. After the deadline, only credit card payment will be accepted.

Exclusive discount for students and former students

20% de desconto

At the full price of the course for students and former students of ESPM undergraduate and graduate programs.

5% de desconto

At the full price of the course for students and former students of ESPM extension courses.

The course may be canceled and/or postponed if there is not the minimum number of students enrolled to justify opening the course. A communication will be sent to your e-mail address24 hours before the beginning of the course.

Caso o estudante não concorde com o adiamento, deverá solicitar a transferência e/ou cancelamento junto a Central de Relacionamento através do e-mail  [email protected].

A ESPM não se responsabiliza por quaisquer valores que eventualmente tenham sido despendidos pelo participante, seja a que título for, tais como passagens aéreas, rodoviárias, combustível, hospedagem etc.

Caso haja desistência de participar de um curso, serão aceitos pedidos de transferência ou restituição do investimento apenas com 24 horas de antecedência do início do curso, através do e-mail  [email protected].

LOCATION

Onde o curso aconterá?

São Paulo - ESPM Tech

Rua Joaquim Tavora, 1240

Vila Mariana - São Paulo - SP

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FAQ

Frequently Asked Questions

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The project starts with an emphasis on competency-based learning with two main advantages: on the one hand, it creates a direct connection between the students' academic validation and the companies' recruitment and selection process; on the other hand, it allows students to create fully customized tracks according to their professional interests and demands.

 

Students may study ESPM badges individually (e.g. Design Thinking Badge), making their learning experience totally personalized, self-paced and according to their financial reality or career moment. They will also have ESPM Combos, which are sets of badges suggested by ESPM for specific courses (e.g. Post-Graduation in Big Data or Innovation Design and Strategy).

 

In this, the student will become the protagonist of his or her own ESPM Journey with the mission of accumulating as many badges as possible along the way. After all, there are no limits to the number of badges one can earn in lifelong learning.

Badges are traceable digital credentials that represent the student's achievement in developing the competency that badge represents. Badges, which have public traceability and issuer certification, are the contemporary version of traditional certificates.

 

The certificates represent the completeness of a student against a pedagogical proposal in a knowledge area (e.g. Project Management or Digital Marketing), while the badges represent the proficiency of a student in developing a specific competence within a knowledge area (e.g. Design Thinking or Social Media KPIs).

The badges offered undergo a review of the pedagogical approach and technological structure. Therefore, only those who pass the offers available in the badge section of the ESPM website are eligible to receive the digital credential.

 

But stay tuned! New badge offers are continuously included throughout the year.

For now, only the offers available in the "Dynamic ESPM" section of the site are part of the portfolio, but new offers are included throughout the year.

The certification that passing the course offers is not valid. However, the points accumulated in each badge are valid for 3 years from the date of receipt to be used to upgrade to more complete certifications (see question "What can I do with my badges?").

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