BENEFITS TO YOU
It will empower you to take the lead in directing strategies and actions in your product market.
You will understand the role and scope of a product manager so that you can focus on the job you should be doing.
It will equip you to expand your career beyond the technical area, into marketing and commercial management.
Your organisation will benefit because you will be able to align business capabilities with market requirements.
WHO SHOULD ATTEND?
The programme is specifically for business to business product managers from a technical or sales background.
Whether you are new to the role or have experience, you will benefit by attending.
It does not require prior knowledge of marketing.
It is particularly beneficial to those who are required to make their organisation more market-focused.
It is both strategic and tactical.
WHAT YOU’LL LEARN
You will learn how to:
Construct a B2B product marketing plan
Align the plan with company strategy
Establish product market priorities
Define positioning strategy
Identify customer value
Create value propositions
Define market key success factors
Align business capabilities with market requirements
Segment and profile customers
Identify decision-makers and become a preferred supplier
Construct the right marketing mix
Create sustainable and profitable differential advantage
Managing the stage-gate process for new products
Developing a business-case
Manage product portfolios through the life cycle
Define price and avoid price-competition
Brief marketing communications
Measure and control a plan
Win support of the sales teams.