Description
TONEX's Product Management training course covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service.
It teaches critical business skills and a strategic framework for superior Product Management that will drive organizations to new levels of profitability with new and innovative products. Product management tools and techniques are discussed to effectively manage the product management. In this powerful training course, we'll focus on product strategy, innovation, voice of customer, product portfolio planning, and key tasks of a product manager.
Objectives
Upon completion of this intensive course the participants will be able to:
- Define and layout Strategic Planning, Execution and Product Launch
- Identify and specify market requirements and the role of product management
- Identify major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service.
- Demonstrate a thorough understanding of both theoretical and practical product management and product marketing management, including underlying concepts, principles and terminology
- Evaluate and implement different aspects of product management and product marketing management strategy, including: New product development though product elimination and Start-up companies through established organizations
- Understand product life cycle considerations and differentiation
- Understand Product marketing and product planning
- Product Life Cycle (PLC) including Development, Introduction, Growth, Mature and Decline
- Identify Product Lifecycle Management (PLM)
- Develop product roadmaps
- Develop differentiated product positioning
- Specify and manage the creation of customer specific products
- Define new products and gathering product requirements (New Product Development)
- Translate feature requirements into engineering specifications
- Lead teams to ensure execution towards product objectives
- Bring new products to market
- Develop product sales tools and collateral
- Understand product launch process
- Develop a sustainable Product Management Framework to grow revenue and gain market share
Course Outline
Introduction to Product Management
- What is Product Management?
- Product Management Structure
- Product Management Strategy
- Product Life Cycle
- Products, Services, Branding and Strategy
- Marketing Mix and Buyers
- Value chain, Pricing, Product Launches and Product Roadmaps
- Roles, Processes and Requirements
- Product Portfolio Planning
- Product Management Process
- Marketing for Product Managers
- Finance for Product Managers
- Market Leadership
- Marketing Planning
- Defining the Competitive Set
- Defining A framework for Product Excellence
- Customer and Market Research
- Technology and Intellectual Property (IP)
- Strategy and Planning
- Decision Making Process
- Product Stage of Maturity
- Product Rationalization
- Category Attractiveness Analysis
Competitor Analysis
- Competitor Array
- Competitor Profiling
- Media Scanning
- New competitors
- Customer Analysis
Market Potential and Sales Forecasting
- Developing Product Strategy
- New Products
- Pricing Decisions
- Advertising Decisions
- Promotions
Defining a product management system
- Strategies and models for marketing success
- Key reports and relationships
- Strategic Role of Product Management
Channel Management
- Service and Direct Customer-Based Marketing
- Financial Analysis
- Marketing Metrics
- Governance and Organizational Structures
Developing Product Strategies
- People, Teams and Culture
- Co-Development and Alliances
- Product Discovery
Workshops (Hands-on)
- Develop a corporate and product strategy
- Develop a Voice of Customer (VoC)
- Define lifecycle map of your product portfolio
- Define techniques to beat the competition
- Create competitive intelligence to develop winning business strategies
Who Should Attend
- Product and brand marketing managers and directors
- Product marketing managers
- Program managers
- Project managers
- Product management team members
Prerequisites
Basic marketing and sales knowledge and experience is recommended