Role-Based Programme
RB1162

AI for Product Marketing

Market Intelligence, Positioning & Go-to-Market Excellence

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for product marketing, market research, customer intelligence, positioning, and go-to-market planning.
  • Apply AI to analyse markets, competitors, customer segments, buying needs, product value, and emerging opportunities.
  • Use AI to strengthen messaging, launch planning, sales enablement, campaign development, and product adoption strategies.
  • Improve Product Marketing productivity through structured research, content development, competitive analysis, performance reviews, and stakeholder communication.
  • Apply responsible AI practices related to customer privacy, source validation, brand consistency, intellectual property, bias, and human review.

Tools covered

Generative AI AssistantsAI Search & ResearchMarket IntelligenceCustomer Insight AnalysisCompetitor AnalysisPositioning & MessagingContent DevelopmentGo-to-Market PlanningCampaign AnalysisSales Enablement SupportExecutive SummarisationPresentation Tools

Who should attend

  • Product Marketing Managers
  • Senior Product Marketing Managers
  • Product Marketers
  • Product Managers
  • Marketing Managers
  • Go-to-Market Managers
  • Product Launch Managers
  • Market Intelligence Professionals
  • Competitive Intelligence Professionals
  • Brand Managers
  • Demand Generation Professionals
  • Sales Enablement Professionals
  • Growth Marketing Professionals
  • Customer Marketing Professionals
  • Marketing Strategy Professionals

Prerequisites & Participant Readiness

  • Experience in product marketing, product management, marketing, market research, or go-to-market activities
  • Familiarity with customer segments, product positioning, campaigns, and competitive analysis
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret customer, product, and market information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, multimodal AI, reasoning models, and AI assistants
  • Exploring AI applications across research, positioning, launches, content, and sales enablement
  • Understanding how AI differs from traditional market research, analytics, and marketing automation
  • Recognising hallucinations, outdated information, unsupported claims, and AI limitations
Practical activities
  • Mapping Product Marketing activities to practical AI applications
  • Identifying high-value versus low-value AI use cases
  • Comparing traditional and AI-assisted product-marketing workflows

Scenarios

New Product to Go-to-Market Strategy

Market Research → Customer Segmentation → Competitor Analysis → Positioning → Messaging → Channel Strategy → Launch Plan → GTM Recommendation

Participants use AI to analyse a simulated product opportunity, define customer segments, develop positioning and messaging, and build a structured go-to-market strategy.

Underperforming Product Launch to Optimisation Plan

Launch Performance → Customer Feedback → Segment Analysis → Competitor Signals → Messaging Review → Channel Performance → Optimisation Actions → Relaunch Plan

Participants use AI to analyse a simulated underperforming product launch, identify potential gaps in audience, positioning, messaging, and execution, and develop a structured optimisation plan.

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