Applied Product Marketing

New Program!

Credential:: Micro-Credential
Program length:: 12 weeks
Campus:: Online
International applicants:: Not Accepted
Faculty:: Centre for Continuing Education and Professional Studies

Credit credentials

A credit credential includes courses with post-secondary credit applied.

These credits will be used towards your specific program and may be accepted towards a credential at SAIT or a different post-secondary institution.

The credit credentials include a bachelor's degree, applied degree, diploma, certificate and post-diploma certificate.

Bachelor Degree

SAIT has bachelor's degree programs in business, construction, and hospitality and tourism management.

Bachelor's degrees are generally four-year programs, but you have up to 10 academic years to complete your courses.

Applied Degree

SAIT's full-time applied degree programs involve one year of study through classes and lab work followed by one year of directed studies in a workplace setting. This builds on the completion of a recognized two-year diploma, which you must have to be admitted to an applied degree program.

You then have seven academic years to finish your applied degree, starting from the day you begin the first course in that program.

Diploma

At SAIT, over 40 full-time diploma programs cover a broad range of areas, from aircraft maintenance to travel and tourism.

Most diploma programs are completed in two years, though you can take up to seven academic years to complete the requirements.

Certificate

SAIT has several certificate programs in the sciences, health and trades.

These programs provide the essential skills to start a career but are shorter in length than SAIT's diploma programs - usually a year or less. However, you have up to five years to complete your program.

Post-Diploma Certificate

These programs build on skills developed through a diploma or degree program and combine classroom instruction with a workplace practicum.

They are often completed in a year or less.

Journeyperson

A certified journeyperson is recognized as a qualified and skilled person in a trade and is entitled to the wages and benefits associated with that trade. You must complete all apprenticeship periods and pass the exams to earn a journeyperson designation.

Non-credit credentials

A non-credit credential comprises courses and programs designed for professional or personal development.

Because these do not have post-secondary credits attached, they cannot be used towards any of the credentials above. We also cannot guarantee an external institute will accept these courses or credentials for transfer credit.

SAIT's non-credit certificates of achievement and completion are offered through Continuing Education and Professional Studies.

Certificate of Achievement

Certificates of achievement recognize the completion of a program that includes a formal evaluation of performance and a minimum of 144 (required and elective) course hours.

Certificates of achievement typically develop broader, complex skill sets. As of July 1, 2022, you have up to three years to complete the certificate. If you began these programs before July 1, 2022, you still have five calendar years to complete the program from when you began the first course.

Certificate of Completion

Certificates of completion recognize the completion of a program that includes a formal evaluation of performance and a minimum of 30 to a maximum of 143 course hours.

These certificates are shorter in duration than certificates of achievement and offer a focused education program. As of July 1, 2022, you have up to three years to complete the certificate. If you began before July 1, 2022, you will have five calendar years to complete the program from when you began the first course.

Professional Certificate

Program certificates recognize completion of a program that includes the formal evaluation of performance, and that is a minimum of one year in length.

These certificates have program-specific admission requirements.

Micro-credential

A micro-credential recognizes the completion of a non-credit course that includes a formal performance evaluation and verifies you have demonstrated specific competencies.

Micro-credentials focus on the mastery of specific skills. You receive a digital, shareable badge upon completing a SAIT micro-credential (SAITMicro).

Overview

Whether you’re an entrepreneur, founder or marketing professional, the Applied Product Marketing Bootcamp is designed to advance your career in technology marketing.

This dynamic, creative and highly collaborative role is in high demand across various sectors — employers need people like you to take products to new heights.

This immersive program gives you the skills to launch and market a product in today’s tech-driven world. Dive into your customer’s journey as you learn to use insights and research to create impactful messaging and value propositions for your audience.

Discover how to apply product marketing frameworks to companies big and small as you develop a deep understanding of go-to-market strategies and product launch techniques. Learn how to turn research and insights into actionable plans that get customers to notice, remember and purchase your product.

You’ll also be able to test your skills in a real-world scenario as you collaborate with a product team on a final capstone project.

What you’ll learn

In this immersive bootcamp, you’ll learn how to:

define the role of product marketing and how it aligns with other roles in an organization
apply product marketing as a framework in different companies by size and maturity
evaluate the target market for your product and identify market trends.
create a messaging guide for your product
develop buy-in and alignment cross-functionality to prepare for your product launch
plan and execute an effective product launch
build pricing strategies for marketing
create buyer and customer personas
create customer journey maps
determine ideal customer profiles, including Business to Business (B2B) and Business to Customer (B2C)
understand and apply product marketing to organizations of all sizes
explain and apply go-to-market and product strategies
optimize your pricing and revenue model
conduct market research and perform competitive analysis.

On this podcast episode, discover why companies are searching for talent to craft compelling product marketing messages — and keep customers coming back. You’ll learn why product marketers are crucial when it comes to championing the customer’s voice, conducting market research and storytelling. Award-winning marketer, Vicki Laszlo, joins the conversation to share advice from her experience working with world-class brands including Starbucks and Twitter.

Listen now

This bootcamp will help you develop the following skills:

Technical:

Market sizing
Market segmentation
Competitive analysis
Developing personas and ideal customer profiles
Product positioning
Value propositions and messaging
Brand design
GTM planning
Customer journey mapping
Demand generation tactics
Digital marketing, including landing page and website A/B testing, SEO/SEM
Email marketing and conversion tracking
Event marketing, influencer marketing, public relations, social media marketing, and community building
Sales enablement

Business:

Market gap and opportunity identification
Cross-functional leadership skills
Strategy creation & goal setting
Measuring objectives & key results / KPIs
Pricing and business model development
Group facilitation skills
Building empowered go-to-market teams
Presentation skills

Essential:

Cross-functional communications for high-performing teams
Lumina
Agile mindset

This program is eligible for a mico-credential.

Learn more about SAITMicro >

Career support

Becoming a product marketing manager is an attainable goal.

If you're looking for work, our career services team will help you find a job, prepare for interviews and position yourself as a key team member.

We’ll provide the following:

awareness of potential roles and opportunities after completing this program and additional skills needed to pursue other complementary/specialized roles
strategies and tactics to search for and connect with relevant employment opportunities
resume writing, interviewing, and personal branding support
creation of a unique digital portfolio of work demonstrating skills in program competencies
networking through guest speakers, panel discussions, industry events and industry projects
opportunities to connect with local organizations with mature go-to-market strategies and local experts with experience in the field.

Our Talent and Career Specialists team will work with you to find the right program and help you through the application process.

To begin, connect with us, and an advisor will contact you within the next business day.

Registration requirements

This program is best suited to applicants with the following skills and mindset:

collaborative, creative and dynamic
familiar with marketing principals
mid-career professionals looking to pivot, upskill and focus on product marketing
small business owners, entrepreneurs or marketing associates, specialists and managers.

Available intakes

Winter 2024

Start dates:

Jan 27, 2024

Domestic students: Open: Application deadline: Jan. 6, 2024

Costs

Tuition and fees

The Applied Customer Success Management Bootcamp course fee is $2,695.

Funding may be available to SAIT alumni. Please contact us to learn more about funding options.

Fees

Your fees are calculated based on the number of course credits you take per semester (approximately 16 weeks of study). In most cases, your fee is determined based on whether you're taking more or less than nine (9) course credits (more than nine credits in a semester are considered full-time studies.)

Fees are adjusted for programs with start dates outside of the typical 15-week program.

2023/24 fees per semester

Fees are subject to change without notice.

Fees	< 9 credits per semester	> 9 credits per semester
SAIT fees
Campus athletic and recreation	$51.50	$103
Student support fee	$52.75	$105.50
Student technology fee	$52.75	$105.50
UPass*	N/A	$160
Total	$157	$474
Saitsa fees
Student association fee**	$16.23/credit	$146
Health plan***	N/A	$86 ($172 annually)
Dental plan***	N/A	$79 ($158 annually)
Total	$311 maximum	$476

_{*The City of Calgary has increased their UPass fee from $160 to $165 effective for Winter 2024. This increase was not reflected in the above-quoted tuition and fee amounts at the time of publishing.}

_{**Additional eligibility requirements apply for students to obtain a UPass. To check your eligibility, visit our Upass page.}

_{***Saitsa fees are paid per credit to a maximum amount of $146 per semester.}

_{****Health and dental fees are charged per semester to an annual maximum amount of $172 for health and $158 for dental. In most cases, program fees quoted are based on students paying for a full year of health and dental coverage. International students are charged these fees regardless of course load. Domestic students with existing health and/or dental plans can opt-out. Learn more at saitsa.com/benefits.}

What your SAIT fees pay for

Student support fee: supports student services and resources to help you succeed throughout your academic career, including services such as Career Advancement Services, and Student Development and Counselling.

Student technology fee: supports improvements to cybersecurity to protect student and institutional information, access to learning material outside the classroom, and technology to enhance the student experience.

Campus recreation fee: supports the provision of recreation and fitness facilities, movement classes, wellness programs, student events, intermural activities, varsity sports programs, and a variety of student engagement initiatives offered throughout the academic year. Exemptions to recreation fees are made in some circumstances.

Upass: provides you with unlimited access to Calgary Transit. Ineligible students are not required to pay this fee. Learn more about eligibility requirements.

Lab and materials fees: ensures SAIT labs and living classrooms have the required equipment and materials to support the necessary training for students.

Laundry fee: covers the cost of laundering the required uniforms. Applicable only to certain programs and apprenticeships.

Saitsa fees: supports the student-led, non-profit organization representing students. Fees support the operation of a variety of student services, activities, and programming.

Health and dental fees: provides access to thousands of dollars in coverage for prescription medication, dental treatments, paramedical services, and multiple other benefits. Domestic students with existing health and dental coverage may opt out. Find more details at saitsa.com/benefits.

Delivery

This program is offered part-time evenings and weekends — allowing you to continue your job search or learn while working.

Classes run online Tuesday and Thursday evenings from 4 - 8 pm and Saturdays from 9 am - noon.

This is a 12-week immersive, hands-on program:

There will be about four to six 6 hours per week of self-learning, combined with nine hours of in-class theory and hands-on project work.
We will work with you to help you understand your strengths and areas for growth.
This program will be a combination of online instructor-led learning and self-directed learning.

Information sessions

Prepare for a strong start in your chosen program or get the details you need to decide your future path.

Our expert staff and faculty are ready to answer your questions and provide information about the following:

What sets SAIT apart
An introduction to the program and area of study
Admission requirements
Future career paths
Information on the earning potential and graduate employment rates.

Contact us

Prepare for a strong start and get the details you need to make a decision about your future. Our expert staff and faculty are ready to answer your questions, and provide information about:

Continuing Education and Professional Studies

Phone: 1.888.284.7051
Email: ConEdadvising@sait.ca

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