Fundamentals of Product Marketing 3.0

Developed for the semiconductor equipment and materials industry, Fundamentals of Product Marketing 3.0 focuses upon professionals in product marketing, product management, and program management functions, and as a knowledge source for executive management. Fully revised for 2026, the content represents a major update of the industry gold standard for product marketing approaches and builds upon the national award-winning content of its predecessor.

The program's purpose is to enhance each participant's skillset, and provide a high degree of expertise in successful review, analysis and improvement of a product or product line to assure ongoing profitable growth and market position.

Who should attend

Fundamentals of Product marketing 3.0 is developed for participants from companies of all sizes. The course is recommended for industry professionals interested or working in product marketing or product management, regardless of experience.

What you will learn

• Industry life cycle changes and their impact on your product(s)
• Industry marketing roles and refinement of them for your position
• Developing new/refined product definition and timely introduction
• Differentiating your products and developing enticing value definitions
• Pricing for optimum profitability
• The use of segmentation, positioning, and pricing to develop strategies
• Professional effectiveness through communication and interaction
• Realistic forecasting
• International marketing
• Numerous current models and tools for executing your role

Participants receive a comprehensive industry product marketing manual and templates for implementing a number of the tools presented in the seminar. With these tools you will cut the time it takes to function as a highly competent professional.

Special Feature: The Experts Panel

Over the three days of the course, questions arise on specific marketing issues that the students have encountered. The Expert's Panel is an open forum held on the last day of the course and dedicated to answering those questions. Students gather collaborative information from industry experts on "real life" marketing challenges.

Course Outline.

1. Market Overview and Product Marketing Role
   1. Semiconductor and equipment overview
   2. Marketing’s value and your role in the organization
   3. Product marketing framework and core deliverables
   4. Differentiation, understanding the customer and the product
   5. Competitive intelligence, understanding value and pricing
2. Product Development
   1. Product frameworks: motivation and variables
   2. The Phase-Gate process and deliverables
   3. Artificial Intelligence
3. Semiconductor Market
   1. Today and the future
      1. Equipment
      2. Materials
   2. How do we make money?
   3. Inflection – equipment, materials, political
   4. Use of AI for market intelligence
4. Understanding the Customer
   1. The customer vs. the problem
   2. Concepts of validation
   3. Process
   4. Design review
   5. Data, data, data
   6. Case Study
5. Defining Differentiation and Value Propositions
   1. Communicating value differentiation & value propositions
   2. Understanding and effectively communicating true differentiation
   3. Customer thought process
   4. Presenting value as a function of your audience
   5. AI to the rescue: Validation
6. Product Positioning
   1. Definition and strategy
   2. Brand vs. Product
7. Market Segmentation for Profit
   1. Segmentation and targeting
   2. B2C vs. B2B
   3. AI tools
8. Building a Product Strategy and Roadmap
   1. A brief detour into strategic planning
   2. Building a product roadmap
   3. Roadmapping for strategic benefit
9. Value and Pricing
   1. Connections between value and pricing
   2. The hierarchy of value
   3. Scorecards and uniqueness
   4. Pricing algorithms and strategies
   5. Value to your company
10. Strategic Marketing – Growing Beyond the Core
    1. Strategic vs. product marketing
    2. What strategic marketing does diAerently
    3. Additional strategic marketing possibilities
11. Competitive Intelligence
    1. What it is – what it can and cannot do
    2. CI systems and structures today
    3. Information sources and collection
    4. AI intelligence for the future
    5. Red Team exercise
12. Experts Panel
    1. Workshop Coaches Focus on Attendee specific questions