Staying Ahead in Product Management
Duration: 2 days
Target Audience: Product Managers, Product Developers, Marketers, Commercial Managers and similar roles that are involved in the product management process from idea generation through to product launch and post-launch activity.
Key Learning Outcomes
- Learn to think strategically and implement tactically as a product manager.
- Understand the product life cycle and its implications.
- Use tools to analyse your product markets and to differentiate and position your products.
- Know what value means from a customer perspective and how to proactively respond to this.
- Apply the tools and techniques on real case study projects in your company/industry.
- Develop strategies for your products’ success.
Course Experience
- Theory: Latest best practice
- Team discussions
- Individual and group exercises
- Case studies
- Technique application practice
- Business problem solving
- Personal action planning
Course Outline: Staying Ahead in Product Management
DAY 1
Introduction to Product Management
Why New Products & Services Fail
Roles and Responsibilities of a Product Manager
Developing a Strategy-Focused Mindset
The Product Life Cycle
Impact of the Marketing Strategy on the Product Life Cycle
Understanding the Playing Field
Marketing Analysis - Where Are We Now ?
The Environmental Audit
Market Mapping
Competitor Analysis
Market Segmentation
Defining Your Product Market Structure
End User Analysis
DAY 2
Differentiating and Positioning the Product
Determining Critical Customer Touch Points
Differentiating from Competitor Products
Writing a Positioning Statement
Writing a Proposition Statement
Focusing on Customer Value
Delivering superior value to customers
Building product value maps
Ensuring Success
Determining product insights
Contagious Product Strategy
Advertising and Promotion Strategies
Pricing Strategies
Ensuring New Product Success