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Foundations
Product Marketing & Management Fundamentals

Foundations teaches product marketing and product management fundamentals for product professionals. 

  • Understand the market and the problems it faces.
  • Use market knowledge to build and sell products people want to buy.
  • Master the Pragmatic Framework and the activities needed to bring a successful product to market.
  • Learn to listen to the market, prioritize projects and drive results.
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Foundations Pragmatic Course
Foundations

$1,295.00 / One time   +Taxes

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In Person Course

  • 7 hour instruction
  • PMC certification
  • Tools, templates, examples
  • Peer community
  • Weekly instructor office hours
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Live Online

  • 7 hour course
  • Morning or afternoon
  • PMC certification
  • No travel
  • 1-2 sessions
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On-Demand

  • 5 hour course
  • Self-paced
  • PMC certification
  • 1 year access
  • No travel
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What you’ll learn in Foundations

The Need to Be Market-Driven

  • Identify and listen to the entire market
  • Stop talking about opinions and start planning products from the outside in
  • Become the market’s messenger

How to Create a Market-Driven Organization

  • Implement the Pragmatic Framework
  • Speak the same language
  • Define roles and responsibilities while speaking the same language
  • Perform gap analysis to compare actual performance with potential

Build and Share Market Expertise

  • Talk to and observe the market in action
  • Develop detailed profiles of your buyers and users
  • Document and share your market knowledge across the organization

Uncover Strategic Opportunities

  • Identify opportunities within market problems
  • Use criteria to determine if problems are worth solving
  • Ensure you’re the right company to solve the market problem

Common Roles:

  • Development
  • Executive Leadership
  • Communications
  • Product Management
  • Product Marketing
  • Sales

Tools and templates you’ll learn in this course:

  • Pragmatic Framework
  • Gap Analysis
  • Market Segmentation
  • Action Plan
  • Solutions Matrix
  • Positioning
  • Roles and Responsibilities

Who should be a Certified Genius?

Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications. 

Product Manager Certification Badge

Pragmatic Product Manager

How to get certified: Complete the prerequisite course Foundations, Focus, and Build courses.

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Product Marketer Certification Badge

Pragmatic Product Marketer

How to get certified: Complete the prerequisite course Foundations, Market, and Launch courses.

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Product Master Certification Badge

Pragmatic Product Master

How to get certified: Complete the prerequisite course Foundations, Focus, Design, Build, Market, Launch, Price, and Insight courses.

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On the Framework for Foundations

Pragmatic Framework Icon

The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.

Explore the key framework activities that we examine in Foundations:

Positioning
Distinctive Competencies
Win/Loss Analysis
Market Problems
See our full framework
Cindy Cruzado has more than 25 years of product and go-to-market experience in the high-tech software industry. She has worked with multiple industries, including higher education, meteorology, finance and CRM.
Cindy Cruzado
Cindy Cruzado
Steve Gaylor has been developing product management and marketing teams and growing organizations for more than 25 years. He has demonstrated success in strategic-leadership roles, providing solutions to a broad variety of industries, including electronics, consumer products, IT and financial services. He has held executive-level positions in companies including Texas Instruments, Harbinger, Peregrine Systems, Inovis and PrimeRevenue
Steve Gaylor
Steve Gaylor
Amy Graham has more than a decade of experience in product management, development and operations. Amy has launched and managed a variety of products, including multi-million dollar software projects and mobile apps. Prior to joining Pragmatic Institute, Amy was vice president, client services and product development at TalenTrust. She previously served as director of technology solutions at Bright Horizons Family Solutions and on the leadership team at Work Options Group.
Amy Graham
Amy Graham
Todd Middlebrook has more than 20 years of experience as a leader in product management and marketing at companies ranging from startups to large technology companies, including Microsoft. He also served as product manager at IBM Tivoli Software, product line manager at Torchquest Inc. and vice president of product management at Virtual Bridges. “I jumped at the chance to become an instructor so that I could share that method and have a similar impact on the careers of my students.”
Todd Middlebrook
Todd Middlebrook
Diane Pierson has more than 20 years of experience delivering product management and marketing results in the big data/analytics, publishing and digital marketing industries. Prior to joining Pragmatic Institute, Diane led product teams at Dun & Bradstreet, LexisNexis, InfoGroup and Copyright Clearance Center. “I joined Pragmatic Institute because the principles work in the real world. I wanted to help others succeed by sharing this content with product teams still in the trenches.”
Diane Pierson
Diane Pierson
Clarke Smith has more than 20 years of experience in the product marketing space, having worked for such well known companies as Hallmark and Advanced Auto Parts. He also helped leverage a groundbreaking service model that utilized domestic and offshore resources to plan, execute and track cost-effective local marketing programs for clients including DirecTV, Allstate, Spring, Ameriprise and US Cellular.
Clarke Smith
Clarke Smith
Paul has more than a decade of experience in hardware, software and services product management and marketing. During his career, Paul has launched and managed dozens of products, started his own business and successfully implemented the Pragmatic Framework at several companies. His focus on building market-driven teams gives him a unique ability to relate to product management teams and executives that are transforming their business.
Paul Young
Paul Young
Terry Sadowski has nearly 40 years of product experience with organizations including Quaker Oats, The Dial Corporate, AT&T, Dell, Cisco, Assurant, Wolters Kluwer, startups and more. “I’ve been an advocate of the Pragmatic approach for two decades and have implemented it multiple times. This hands-on know-how has provided me with a bounty of insights and best-practices that I share with my students as together we can learn from my experiences.”
Terry Sadowski
Terry Sadowski
Dan is a proven product management leader, passionate about helping companies improve their product strategy and operations. He has extensive experience as a product management instructor, mentor and coach. Over his multi-decade career, Dan has led a wide variety of product teams across various industries. “I absolutely love teaching product management best practices and there is no better platform for doing this than the Pragmatic Framework. Being a Pragmatic instructor allows me to channel my passion for helping teams build great products.”
Dan Corbin
Dan Corbin
Will is a seasoned executive with over 25 years of international experience leading product marketing and management teams across hardware, software, services, and SaaS B2B companies. Originally an engineer by training, Will held senior positions with Cisco, Navisite and Capgemini, along with a range of full-time and fractional CMO positions through his own B2B product management and marketing consulting business. In addition, Will was also previously a partner at the premier product marketing agency, Aventi Group, and an instructor at the Kellogg School of Management in their executive digital marketing and product strategy programs.
Will Scott
Will Scott
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Instructors for Foundations

All of the instructors that teach Foundations have decades of hands-on, industry-relevant experience. They’ve worked as product executives at startups and Fortune 500 companies. And they have all used the Pragmatic Framework to build and market products people really want to buy. 

Learn from experts who have been in your shoes armed with battle-tested tools and strategies designed to turn product managers into product masters.

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Foundations On-Demand

All Online, On Your Time.
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What our students are saying

“Great course. Thank you! Love the framework and can't wait to complete a gap analysis.”
Lavinia CExecutive
“Really enjoyed the course and feel better equipped to support the principles we learned when I'm involved in product-related discussions and planning.”
Steve HIT manager
“Going into this training I was uncertain how beneficial it would be and how well it work doing it online. Our instructor did a great job communicating the key points and getting the group involved. I definitely came away from the training with increased knowledge in product management that will benefit both me and the company.”
Black BProduct Management
“Absolutely valuable information provided in the course. Really mind opening to think of the market first then the product. Looking forward to the next class!”
Lindsey HProduct Management
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Ready to Start?

However you take Foundations, you’ll get the same practical and actionable training from industry experts with decades of experience.

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