I'm a little biased here, but I don't believe that there are courses or certifications that are a prerequisite or requirement to jumping into product marketing. If you haven't done any marketing before, or worked alongside a good marketing team, Pragmatic Marketing by the Pragmatic Institute is a solid framework for twisting your head around what marketing is really about.
But the best way to learn is on the job. If you have a PMM function at your current company, get to know them. Ask about what they're working on, why it's important. What are the biggest challenges they're trying to overcome. In general, we love to talk about what we're really up to - because we still carry a bit of a chip on our shoulder, feeling that most people believe marketing is just pretty decks and presentations.
If someone ever asked me to to through the messaging framework, I'd jump at the chance! Why did you talk about the last product launch this way? Prepare for a 30-minute monlogue. But you'll learn a ton. And, I bet they'll be a problem you could help with. It's truly the best way to learn, and to build some faith.
I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. Each of those backgrounds lend themselves to a specific function in product marketing.
In my experience, there are three types of product marketers:
An aspiring product marketer should identify their entry point into one of the aforementioned functions. If there was one skill that unites each type of PMM, it is their ability to diagnose a market, create a positioning statement, and craft messaging that is clear, concise, and relatable. This skill can be picked up in intro marketing classes undergrad, MBA, or MOOCs.
I am aware of just a few
1. Pragmatic institute - I took it. However, I found that to be specific to B2B enterprise sales.
2. 280 Group: I recently found out about this institute, I am looking to connect with someone who has been to this program.
3. AIPMM: Seems to offer courses similar to Pragmatic Institute. I am looking to connect with someone who has been to this program to understand more.
Outside of these, I am looking for more engaging courses, especially where we can learn how to influence PLG in low touch product environments, and contribute to strategy comprehensively.
I have taken the certification offered by Pragmatic institute foundations and launch certification. I found them to be good courses for PMMs in enterprise companies. They have used their generic framework for GTM. I got some clarity on a few concepts, but overall I was expecting to come back with many more actionable frameworks, learnings from instructors' experiences. I am looking to engage with an alternative program that may be focused on PLG and low touch sales programs where we can learn about how marketing has influenced growth more comprehensively.