Overview

The Product Marketing Bootcamp is a cohort-based training curated to help entry to

mid level professionals, business leaders, people transitioning from different fields and
knowledge seekers on how to market and scale products for a successful business.

During the course of the bootcamp, you will learn the roles and responsibilities of a
product marketing manager, how they conduct market research and use the information
gathered to create a customer acquisition and retention plan. You will learn about two
forms of marketing that are core to the product marketing profession which is content
marketing and email marketing.

You will also experiment with tools that can be used in measuring, analysing and
interpreting customer data. In conclusion, you will learn how to synthesize all this into a
Go-to market plan for your product and have a simulated experience to practice all this
with a group of learners at the bootcamp.

Price Date
$16767 Classes start
N100,000 8th July, 2023
Bootcamp Breakdown
Duration
6 weeks at a commitment of 10 - 12 hours per week. Live classes are held
on Saturdays and Sundays

Activities
Live Classes, Video, Discussions, Templates, Project-Based Activity,
Knowledge-check tests

Prerequisites
No prior experience in Product Marketing is needed, however, your time
commitment and discipline to see the learning process through is requisite.

Need Help?
Please refer to the FAQ’s Section below or contact the programs team
via admissions@treford.org
Syllabus
Discussing At the end of each session, you should be able to;

Introduction to • Define Product Marketing

Product Marketing • Distinguish between Product Marketing vs Digital
Marketing vs Growth Marketing
• Identify the roles and responsibilities of a Product
Marketer
• Identify metrics that Product Marketers track
• Identify tools that Product Marketers use

Market Research • Define Market Research

• Define a user/buyer persona
• Describe what a SWOT analysis is
• Describe what a Competitive analysis is
• Describe qualitative vs quantitative Research
• List the different types of Market research
Discussing At the end of each session, you should be able to;

Customer Acquisition • Define customer acquisition

Management • Describe the importance of customer acquisition
• Identify the different customer acquisition channels
• List the criteria to consider for each acquistion
channel
• Explain what a customer acquisition strategy is and
what it entails
• List companies that failed and succeeded at
customer acquisition and explain why

Content Marketing • Define content marketing

• Outline the reasons for content marketing
• Describe the types and formats for Content
Marketing
• Explain what customer journeys are & content types
and formats for each
• Describe what a customer marketing strategy is
and what it entails
Discussing At the end of each session, you should be able to;

Brand Storytelling • Define brand storytelling

• Outline the importance of stories
• List and explain the different elements of brand story
• Explain and make use of audience-centered brand
storytelling
• Explain and make use of data-driven brand
storytelling
• Describe how to write a brand story
• Explains how to connect with customers through
stories

Onboarding & Engagement • Define Onboarding and Engagement

• Describe why customer onboarding is important
• Explain onboarding & engagement strategies
• Identify the types of engagment channels in the
digital space such as Emails, In-apps, Push & Web
Notifications, Social media
• Describe what customer journeys are
• Explain the concept of automation and how it works
Discussing At the end of each session, you should be able to;

Analyzing and • Explain the importance of data in product marketing

Interpreting Data • Describe what it means to have a data driven
mindset
• Identify processes involved in gathering, analysing
and interpreting data
• Define the types of data sets such as qualitative and
quantitaive data
• Introduce Google analytics

Retention & Churn • Define Retention & Churn

• Explain Why Retention and churn are important
metrics for every business
• Develop customer retention strategies
• Develop strategies to improve user stickiness
• Explain Retention and Churn Rate
• Explain how to predict & prevent churn
Discussing At the end of each session, you should be able to;

Pricing Strategies • Define what pricing means and entails

• Define what pricing strategies are
• Explain the importance of developing pricing
strategies
• List the different types of pricing stratgies, how and
when to use them
• Outline different tips and examples of good pricing
strategies

Go-To-Market Plan • Define a Go-To Market Plan

• Identify the things to consider before building a Go-
To Market Plan
• Explain the components of a Go-To Market Plan
• Create a Go-To Market Plan budget for a product
• Create a GTM plan
Where our Facilitators work

Where our Students work

Why should I join this cohort of the
Product Marketing Bootcamp?
The Product Marketing Bootcamp is 6-week cohort-based training designed for you if you
are obsessed with people and products and how to scale such a product. It is both an art
and a science. Joining this Bootcamp means that you get to learn practically the art and
the science of product marketing.

At Treford, we are obsessed with learning by doing. We invest in this by inviting world-class
facilitators who are solving real problems to guide us into the world of product marketing.
We do not just teach you what Product marketing is. We show you, and you do it yourself.

We have spent ample time honing our product marketing curriculum to position you to
compete on a global standard. You will be learning from experienced product marketers who
have worked in different sectors beyond the shores of Africa.

Save a seat for yourself, colleague or team to start learning Product Management today
Who is this bootcamp for?
This bootcamp is for you if you’re looking to start your career in product marketing,
transition into product marketing, advance your career in product marketing, or want to
know more about product marketing

Testimonials
Before the bootcamp, I had some knowledge about product marketing on the internet but
joining the boot camp made me realize that I knew very little and fostered my synergy
towards learning further. Enrolling in the boot camp is one of the best investments of 2020
for me. I’m ever grateful for such a creative and productive platform.
Olaseni Kehinde Precious

The knowledge I got from this class is a great recipe for success in product marketing
during this age that we are in. The benefit of also getting to meet amazing people through
this class is an added benefit.
Margareth Egbuchulam
Tools you will Learn to use

Google Analytics:
Google Analytics provides access to a
Engage:
massive amount of data related to how users
Engage is a customer messaging tool for find and interact with your site or app
onboarding, engagement, growth and
retention. It is used to deliver personalised
customer messaging and marketing
automation through email, SMS and
Spreadsheet:
in-app messaging.
A spreadsheet is a file that exists of cells in
rows and columns and can help arrange,
calculate and sort data.
FAQs
What jobs will this bootcamp
prepare me for?
This bootcamp will prepare you for job
roles like in Product Marketing and Growth
Marketing for digital products. There is also
an element of Digital Marketing that this
bootcamp will prepare you for.
What is the difference between a
Digital Marketer and a Product
Marketing Manager?
A digital marketer is mostly concerned with
marketing a product via digital channels.
However, a product marketer is more
encompassing, using data to make informed
decisions on how to make the product
perfectly suited for the user that will benefit
the company.
Will I get lifetime access to the resources from this bootcamp?
Absolutely, you will be able to access the resources from this bootcamp.
What are the prerequisites for
enrolment?
No prior experience in Product Marketing is
needed, however, your time commitment
and discipline to see the learning process
through is requisite.
How is the Product Marketing
Bootcamp structured?
The bootcamp will start with live sessions on
the weekend which usually lasts for 3 hours
or more, then it continues over the week
with project work with your assigned team
members. You get decide when you want to
meet with your team. The weekend classes
will feature a lot of discussion and the
project work will teach you collaboration.
FAQs
How long is the bootcamp? If I miss a session, how do I catch up?
The bootcamp will last for 6 weeks with a You will receive recordings of and other
required commitment of 10 - 12 hours per resources shared at each session, after each
week, especially in the weekends. day of learning. However, you will need to
have an attendance of 70% in the Live classes
Will there be an opportunity for to successfully complete the bootcamp.
internships?
There is no guaranteed opportunity for an Will I get a certificate/badge?
internship after the bootcamp. However Yes, a badge will be issued after you
will recommend opportunities to you via successfully complete the bootcamp by
our job board and provide you with the meeting the criteria (70% attendance in live
opportunity to build your experience with classes and 70% in the knowledge check test)
other product professionals via our project
based community, Product Room.
Can I pay in instalments?
We recommend that you use the Learn Now Pay Later option which allows you all access
to the bootcamp and you can pay the fees later. For more details on that please read this
blog. If you would still like to pay in instalments contact the team via admissions@treford.
org for Terms and Conditions. You can also explore our split payment option if you already
have part of the fee for the bootcamp