This programme on powerful product management principles will help managers to build a solid foundation in the fundamentals of product management and then build a core understanding in how to manage products across their lifecycle – from start-up stages to innovation and marketing.
The programme is specifically for B2B or B2C product, marketing and value proposition marketing managers. Whether you are new to the role or have experience, you will benefit by attending and it does not require prior knowledge of product management. It is particularly beneficial to those who are required to make their organisation much more customer-focused, and is both strategic and tactical.
Upon completion of the programme, you will learn powerful concepts of product management and develop a good understanding of customer/market behaviour and practical step-by-step techniques in transforming that insight into new product development opportunities as well as how to manage the product in-life. The programme will also focus on the channel and specifically the part that intermediaries and partners can play in creating more successful product outcomes.
• Definition of product management
• Product management challenges and opportunities in the digital economy
• Product planning and market intelligence
• Product portfolio strategy and tactics
• Product market context - analysing product portfolios and financial analyses
• Strategic tools - Ansoff Matrix, BCG and Directional Policy matrix
• Value proposition development process
• Ideation-Execution stage-gating process
• Working with the channel/intermediaries
• Creative thinking/idea generation
• Go-to-Market (GTM) product management and product marketing
• New product development risk management
• Product launch communications
