with attention to product vision, user journey mapping, business modeling, SMART objectives, customer profiling, customers jobs, customer pains, customer gains, competition, and differentiators.
with an exploration of buyer journey, pricing, channel strategy, positioning, branding, and product-market fit.
as we explore inbound vs outbound marketing, types of media, pull marketing, push marketing, social media marketing, social media channels and content, budgeting, timing, content calendars, customer activation, landing pages, customer retention, email campaigns, and minimum viable products (MVPs).
Module 1: Introduction to Market Development and Commercialization
This module includes a welcome to the course, an orientation to our teaching approach and faculty, and an introduction to the marketing challenges for new ventures.
Module 2: Customer Development and the Chasm
Revisiting the Customer Development Process. Highlights from the Customer Development Manifesto. What Startup Market Do You Fit In? How Market Types Affect Marketing Strategy.
Module 3: Crossing the Chasm to Mainstream Customers
The Basics of Crossing the Chasm. What Customer Problem Are You Solving? Segmenting the Market.
Module 4: Creating a Product Marketing Foundation
Linking Products to Buyers. Defining the “Whole” Product. Customer Value: Tying Benefits to Features. Pricing Your Solution.
Module 5: Communicating Product Value to Customers
What’s Your Brand? Positioning Your Startup and Product. Eight Rules to Build a Strong Market Position. Corporate Positioning.
Module 6: Promoting Your Product and Startup
Influencing Customers with Market Messengers. Adopting Traditional PR Approaches. Developing a PR Plan. Bootstrapping Your PR Efforts.
Module 7: The Basics of Creating Customer Demand
Understanding the Customer’s Buying Journey. Driving Customer Awareness and Interest. The Buyer Persona. Creating a Buyer Persona.
Module 8: Acquiring Customers with Content Marketing
Connecting with Story Telling. Building a Credible Story. Content Marketing and Storytelling. Delivering Content.
Module 9: Creating Customer Demand with Inbound Marketing Tools
Key Elements of Your Digital Marketing Strategy. The Basics of Lead Capture. The Basics of Search Engine Optimization. The Basics of Paid Search.
Module 10: Creating Customer Demand with Outbound Marketing Tools
The Drivers of Marketing Automation. What is Marketing Automation. Email Campaigns. Nurturing Prospects to Become Customers with Lead Scoring.
Module 11: Extending Your Sales Reach
Developing a Sales Strategy. Understanding How the Channel Food Chain Works. Building a Distribution Plan to Scale. Developing Distribution Pricing.
David Bosley
Market Development and Commercialization
David Bosley is the co-founder and Chief Marketing Officer of PBJ Marketing, a full-service digital agency based in Washington, D.C. With an unwavering passion for driving client success, David spearheads the firm's digital strategy, SEO, and paid media efforts for domestic and international clients.
With over 16 years of digital marketing experience, David is a seasoned veteran who has successfully managed multi-million-dollar campaigns for companies worldwide. He is a strategic thinker who leverages the latest digital marketing techniques to help his clients achieve their business goals.
Before founding PBJ, David honed his skills at companies in the publishing and insurance industries, including AIG Insurance. His experience in different sectors has given him a unique perspective on how to create effective digital marketing strategies across a range of industries.
David earned his MBA from New York University’s Stern School of Business.
Term I
Becoming a Product Manager
Term II
Customer and Product Discovery
Term III
Product Delivery
Term IV
Gaining Traction & Influence
Term V
Managing Products at Scale
