Build a coalition. Navigate lightning strikes. Become victorious in category creation.
Truly learn what it means to look at marketing in a new way. Share ideas and ultimately level up your category creation skill set with Category Creation Certified.
3+hours of content
5 modules
5 templates & frameworks
Expert insights
100% self-paced
Official certification
Course overview
Category creation often involves having a breakthrough product and business model. However, navigating category creation successfully is often the exception for many organizations, not the rule.
Even with the right resources, capabilities, and growth aspirations in place to drive category creation, many companies end up sitting on the sidelines and watching as other orgs create groundbreaking products.
By the end of this course you'll:
Gain the confidence to determine a workable definition of what category creation is.
Learn strategies to ensure organizational buy-in and create excitement across the org.
Be able to create revenue opportunities by successfully designing and leading a category.
Crown yourself category creation royalty.
What's included when I enroll?
Get stuck into tailored OnDemand content.
Access to a bank of industry-standard templates and frameworks.
Expert video tuition from a proven category creation pro.
Access to the category creation training forever.
Coveted certification to show off to your colleagues.
Course curriculum
Introduction [10 mins]
Pre-course survey
How to get the most out of this course
Your course pack
Resource library
Introduction
Heeding the Call: In pursuit of category creation [30 mins]
Our adventure begins
What is category creation?
History of category creation
7 reasons to consider category creation
Why consider category creation strategy?
Is category creation right for you?
Knowledge check
Embarking on the Journey: Plotting your epic adventure [20 mins]
Preparations
Identify the problem and your niche
Establish your point of view
Escaping the "better" trap
Knowledge check
Coursework
Coursework - A message from Heather
Building a coalition: The push to reach your final destination [25 mins]
Building a coalition: The push to reach your final destination
A question for Queen Heather
Bringing your business along
Gather the others
Content, connection and community
Knowledge check
Coursework
Coursework - A message from Heather
Enduring the Final Test of Fate: Navigating lightning strikes [22 mins]
The final battles
Getting ready
Creating a major moment in time
Getting lightning to strike
Hacks, Hijinx and other tomfoolery
Are my category creations working?
Measuring category creation
Measuring success
Knowledge check
Achieving the Goal: Getting crowned category king [15 mins]
Your coronation
So, we created a category, now what?
A word about personal category creation
A final word about frameworks, data and playbooks
Knowledge check
Coursework
Coursework: A message from Heather
Bonus footage [36 mins]
Panel discussion - Category creation
Final exam
Exam
Wrap up [10 mins]
Incident report
Resource library
Your feedback
Fancy leaving a review?
Continue your professional development
Claim your certificate
Showcase your cert
FAQs
Who’s this course for?
This course is for anyone who wants to embark on a quest to look at marketing in a new and innovative way. From product marketing, messaging and positioning to marketing in general - this course will provide you with a comprehensive set of skills to master category creation.
How does the course work?
The course is 100% online and entirely self-paced. Once you enroll, you’ll work through the modules and be invited to take part in activities. At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Category Creation Certified!
How long will the course take to complete?
The course content, activities, and exams will take approximately just over 3 hours to complete.
What happens if I don’t pass the exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
How long will I have access to the course content?
For life! One, one-off payment gives you unlimited access to all the course’s content.
Looking to learn as a team?
If you're looking to get a team of three or more certified, then speak to Matt about team rates
P.S. If you need help convincing the boss, we've done the hard part for you.