Applied Product Marketing

New Program!

Credential:: Micro-Credential More info on program credentials
Program length:: 12 weeks Learn more about program length
Location:: Online More info on program location
International applicants:: Not Accepted Learn more about international applicant eligibility
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.

Transfer agreements

At SAIT, we evaluate post-secondary credit you have previously earned and apply it to your SAIT credential. Explore our formal transfer agreements available for this program.

We can evaluate your prior education, even if we don't have a formal agreement in place.

Submit a transfer credit application

There are no formal transfer agreements currently in place for this program.

Transfer options for graduates

Build on the knowledge you’ve learned at SAIT. The opportunity to advance your education at an accredited post-secondary institution may be available.

🔗 Visit Transfer Alberta search tool for all transfer agreements in Alberta (including UCalgary, MRU and BVC).

If there are transfer agreements with other institutions outside of Alberta, nationally or internationally, they will be listed below.

Available intakes

Fall 2024

Start dates: Sept. 12, 2024
Enrolment deadline: Sept. 10, 2024

Costs

Tuition and fees

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

Funding may be available to SAIT alumni or students with financial barriers. Please contact conedadvising@sait.ca 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 the typical 15-week program.

2024/25 fees per semester

Fees are subject to change without notice.

A breakdown of mandatory fees based on whether you are taking less than or more than nine credits per semester
SAIT fees	Less than 9 credits/semester	9 or more credits/semester
Campus athletic and recreation fee: supports the provision of recreation and fitness facilities, movement classes, wellness programs, events, intermural activities, varsity sports programs, and a variety of initiatives offered throughout the academic year. Exemptions to recreation fees are made in some circumstances.	$51.50	$103
Student support fee: supports services and resources to help you succeed throughout your academic career, including Career Advancement Services and Student Development and Counselling.	$53.75	$107.50
Student technology fee: supports improvements to cybersecurity to protect student and institutional information, access to learning material outside the classroom, and technology to enhance your experience.	$53.75	$107.50
UPass: provides you with unlimited access to Calgary Transit. Additional eligibility requirements apply to obtain a UPass.	n/a	$165
Saitsa fees
Saitsa fee: supports the student-led, non-profit organization representing students. Fees support the operation of various student services, activities, and programming. Saitsa fees are paid per credit to a maximum amount of $146 per semester.	$16.23/credit	$146 maximum
Health and dental plan: provides access to thousands of dollars in coverage for prescription medication, dental treatments, paramedical services, and multiple other benefits. Health and dental fees are charged per semester to an annual maximum amount of $172 for health and $158 for dental. Find more details at saitsa.com/benefits. In most cases, your fees are quoted based on 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 dental coverage may opt-out.	n/a	$91 for health $84 for dental

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

Continuing Education and Professional Studies

Phone: 1.888.284.7051
Email: ConEdadvising@sait.ca

a view of the moutains and stream in between

Oki, Âba wathtech, Danit'ada, Tawnshi, Hello.

SAIT is located on the traditional territories of the Niitsitapi (Blackfoot) and the people of Treaty 7 which includes the Siksika, the Piikani, the Kainai, the Tsuut’ina and the Îyârhe Nakoda of Bearspaw, Chiniki and Goodstoney.

We are situated in an area the Blackfoot tribes traditionally called Moh’kinsstis, where the Bow River meets the Elbow River. We now call it the city of Calgary, which is also home to the Métis Nation of Alberta.

Visit Natoysopoyiis Resource Centre

Applied Product Marketing

On this page: