Product Marketing Essentials


Stanford School of Engineering

  • Fee:
    Fee may apply



Think you’ve got a revolutionary product idea? Unless you understand your target customers’ fundamental needs and wants, even the best idea won’t get off the ground. By identifying factors that motivate your customers’ behaviors, you can position your product so that it meets their needs. In this course, you’ll learn to understand what drives customers in your target market, and how to use this information to capitalize on the best market opportunities.

You Will Learn

  • To spark new product ideas with frameworks for brainstorming and ideation
  • To use segmentation techniques to identify your prospects and their needs
  • To position your product so it has economic and psychological value
  • To focus your efforts on the most strategic growth opportunities

The All-Access Plan – a full year to view and complete course materials, video lectures, assignments and exams, at your own pace. Revisit course materials or jump ahead – all content remains at your fingertips year-round. You also get 365 days of email access to your Stanford teaching assistant.


•$75 one-time document fee.?

Individual Courses - 60 days to view and complete course materials, video lectures, assignments and exams, at your own pace.  You also get 60 days of email access to your Stanford teaching assistant.

•$995 per course

•$75 one-time document fee.?

Note: If you’ve already paid for a Stanford Innovation and Entrepreneurship course and wish to enroll in the All-Access Plan, your cost will be pro-rated accordingly. Contact our Student and Client Services team at or call 650-741-1581

Continuing Education Units

By completing this course, you’ll earn 1 Continuing Education Unit (CEU). CEUs cannot be applied toward any Stanford degree. CEU transferability is subject to the receiving institution’s policies.

Record of Completion

When you complete each course, you’ll receive an email with a link to download your Record of Completion. This email will be sent to the address you provide in your mystanfordconnection within 3 business days of course completion.


Please contact us at 650.741.1630 or


047 Open for Enrollment Online

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Delivery Option:
Online Course $995.00 ?


Course Access
60 day access to the online course starts upon payment.

Course Materials
Course materials are available for download from the online videos page to allow for printing and review.

Final Exam:
Online participants are asked to complete a final exam at the end of each course to maintain the integrity of the program. A digital record of completion will be emailed to participants when they pass the exam.

Course Evaluation:
It is required that participants complete the course evaluation once they have passed the final exam.

This course may not currently be available to learners in some states and territories.