Product Management & Marketing: Positioning

Course details

This course offers a thought-provoking approach to communication called positioning. Positioning starts with a value that needs to be communicated, whether about a product, a service, a company, an idea, or even a person. But, positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly?

It starts with developing a positioning statement that unites and aligns your marketing, sales, product development, and engineering teams. This statement clarifies the value you offer to a specific target market. And to successfully execute against this statement, you not only need to be a marketing master, you need to be savvy in organizational politics and teamwork.

By the end of this course, you'll learn how to use this unique and powerful tool to:

• achieve organizational alignment
• build better products
• drive faster market success, and
• beat your competition.

This course is based on the book, The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere by J. Michael Gospe, Jr. This "how to" online course is specifically designed for B2B marketers. It shows you in detail everything you need to know about building, critiquing, and applying positioning statements and how use them to communicate more clearly.