Product Marketing Masterclass: ICP, Messaging, GTM & Growth

Build ICPs, positioning, content, ads, and go-to-market strategies using AI — for startups and product teams

Welcome to the Product Marketing Masterclass: ICP, Messaging, GTM & Growth by MTF Institute!

Unlock the complete roadmap to successful product launches and sustainable growth. This course takes you step by step through every stage of the product lifecycle, from product development and idea validation to crafting, executing, and optimizing a go-to-market (GTM) strategy that delivers measurable results.

Who This Course Is For

• Startup Founders: Turn your game-changing ideas into market-ready products.

• Product Managers: Refine launch processes, increase impact, and drive growth.

• Marketers & Growth Professionals: Master product-led marketing, customer acquisition, and retention strategies.

What You Will Learn

1. Understand Your Ideal Customer

• Build accurate Ideal Customer Profiles (ICPs) and target audiences.

• Use research-backed techniques and AI tools to uncover pain points, motivations, goals, and behavior.

• Identify where your audience engages online and offline, informing every product and marketing decision.

2. Craft Messaging & Positioning That Converts

• Develop compelling messaging that resonates with your audience.

• Establish strong, defensible positioning to stand out from the competition.

• Communicate your unique value proposition effectively to capture attention and engagement.

3. Turn Messaging Into Actionable Content

• Apply your messaging across content marketing pillars to attract, engage, and retain customers.

• Leverage AI-powered tools to scale content creation and improve efficiency.

• Learn to create high-converting ads on platforms like Facebook and LinkedIn using proven frameworks.

4. Build & Execute a Go-to-Market (GTM) Strategy

• Conduct market analysis and evaluate the competitive landscape.

• Define your unique value proposition and pricing strategy for optimal revenue.

• Build a strategic marketing mix and a detailed launch plan.

• Implement customer acquisition, retention, and KPI tracking for continuous optimization.

5. Drive Product Growth & Continuous Improvement

• Apply growth strategies for market expansion and user engagement.

• Use real-world case studies to learn best practices and avoid common pitfalls.

• Master the full product marketing lifecycle, from concept to launch and beyond.

Why This Course Matters

Whether you are launching a new product or optimizing an existing one, this course provides practical, actionable frameworks and real-world examples to help you make confident, data-driven decisions. By the end, you will have the knowledge, tools, and strategies to take your product to market with clarity, confidence, and a strategic advantage.

Enroll now to gain the skills needed to drive growth, maximize impact, and succeed in today’s competitive product landscape!

Course provided by MTF Institute of Management, Technology and Finance

MTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance.

MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.

MTF is present in 217 countries and has been chosen by more than 800 000 students.

Course Authors:

Dr. Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.

In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses to a wide range of students from undergraduate level to business professionals and executives. Currently, as Head of the School of Business and Management at MTF, she leads the Product Development academic domain. At EIMT, where she also supervises doctoral students, Ms. Amoroso offers advanced instruction in research design and methodologies. Furthermore, she serves as a Research Consultant.

In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.

Alex Amoroso's extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.

With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.

M1-Project, developer of Elsa AI Marketing Assistant

In fast-paced digital world, businesses need to stay ahead of the curve. One way to achieve this is by leveraging AI marketing tools. These tools, such as an AI marketing assistant from M1-Project, help companies streamline their marketing strategies, making them more effective and efficient. But what exactly is an AI marketing assistant?

An AI marketing assistant is a powerful tool that utilizes artificial intelligence to automate and optimize various marketing tasks. From analyzing data to personalizing customer interactions, this digital helper can do it all. By integrating an AI assistant into your workflow, you can focus on more strategic tasks while leaving the repetitive work to the machine. Whether you’re a small startup or a large corporation, AI marketing solutions can adapt to your specific needs, making it an essential part of any modern marketing strategy.