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March 2017

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The Skill Startups Didn’t Know They Needed

Product marketing certificate program will help young companies take the next step

Product marketing certificate program will meet the next-level needs of fast-growing companies

SANTA CLARA, Calif., March 23, 2017—Many startups and fast-growing companies begin dreaming about IPO riches once they’ve found an opportunity, launched a unique product, and attracted early funding. But as many companies learn too late, if they can’t commercialize their product—prove its marketability to future funders, conduct market research, and price and promote the product for optimal return-on-investment—the company is likely to be among the 80 percent of startups that fizzle out.

A new product marketing and product management certificate program from Santa Clara University’s Leavey School of Business (LSB) aims to quickly boost product marketing skills for managers who realize they need to move their company and products to the next level in this fast-paced marketplace.

“One of the biggest skills that young or fast-growing companies tell us they lack is product marketing,” said Caryn Beck-Dudley, dean of LSB. “We structured this program to get right to the heart of this vital function, providing information and skills that will be immediately valuable to students and to their companies.”

The new certificate program, called “Productizing Innovation,” is being unveiled during Product Camp at Santa Clara University March 25, which is sponsored by the Silicon Valley Product Management Association. Hundreds of managers at fast-growing companies are expected to attend the camp.

The new certificate program will consist of 48 course hours taught by both Santa Clara professors and by well-known Silicon Valley marketing professionals—giving students an edge in the region’s grueling, competitive marketplace. The program also will  teach skills that are sorely needed in the Valley today, as communicated to LSB by senior product managers. These include soft skills such as the ability to lead a team, understand potential customers, and “sell up” to management.

More about the certificate program can be found at

About Leavey School of Business
The Leavey School of Business at Santa Clara University began in 1923 and was one of the first business schools in the country to receive national accreditation. Its undergraduate business, MBA, and M.S. programs are consistently ranked among the top in the nation by BusinessWeek, U.S. News & World Report, Princeton Review, and others. The curricula at all levels emphasizes the leadership role of business in creating prosperity within an ethical framework, as well as business responsibilities for social justice and sustainability in the global marketplace. For more information, see

About Santa Clara University
Santa Clara University, a comprehensive Jesuit, Catholic university located 40 miles south of San Francisco in California’s Silicon Valley, offers its more than 9,000 students rigorous undergraduate curricula in arts and sciences, business, and engineering; master’s degrees in business, education, counseling psychology, pastoral ministry, and theology; and law degrees and engineering doctoral degrees. Distinguished nationally by one of the highest graduation rates among all U.S. master’s universities, California’s oldest operating higher-education institution demonstrates faith-inspired values of ethics and social justice. For more information, see

Media Contact
Deborah Lohse | SCU Media Relations | | 408-554-5121



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