Product Marketing and Go-to-Market Strategy

John Wiley & Sons draws on Loved by Martina Lauchengco to explore the product marketer’s role in technology companies. Strategy, storytelling and execution connect the positioning of a product with the work needed to launch and grow it. It suits learners who want to understand the role’s influence across teams and make a more considered connection between customer value, market needs and messaging.

What you will learn

• Explain product-marketing responsibilities and collaboration.
• Explore go-to-market strategy tools.
• Review messaging, storytelling and product-marketing leadership.

Who this suits

Beginners with basic marketing knowledge, including aspiring product marketers and product leaders. The provider’s beginner label does not remove the value of familiarity with business terminology.

Before you enroll

Review the industry and stage of business used in the examples. Product marketing, product management and sales have related but different responsibilities. Check course-level access and certificate terms separately from any full specialization. Use invented product information in public exercises, and treat research findings or launch plans as hypotheses that require evidence rather than assured business results.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Write a product-marketing brief for an imaginary software tool. Explain its value, identify the teams that must collaborate and revise one message so that it speaks to a customer need rather than a feature list.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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