Learning Objectives
- Define product management and its importance.
- Define characteristics of successful product managers.
- Identify the cross-functional role of product managers.
- Develop essential skills for managing a new product.
- Identify the process of creating an annual product plan and evaluating products portfolio.
- Identify the process of measuring customer value management effectively.
Modules
- Overview on product manager’s job
- The product manager’s balance of activities (short- and long-term duties)
- Structure of product management
- Impact of new-product development
- Responsibilities of product managers and others in the firm
- Characteristics of successful product managers
- Developing and evaluating product managers
- Concerned parties to be considered by product managers
- Case study
- Defining the planning process
- Background analysis:
- Business assessment
- Market analysis
- Competitive analysis
- Performance history
- Trends dynamics
- Exercise: creating a product marketing plan
- Customer analysis process
- Overview on mckinsey’s market attractiveness matrix
- Balancing customer retention and customer acquisition
- Synthesis: where do you want to go?
- Evaluate product performance
- Fostering a customer mind-set
- New-product development flow chart
- Components of new product proposals
- Concept development
- Alignment with corporate strategy
- Alignment with corporate strategy
- Marketing communications (Marcom) planning
- Distribution strategy
- Product support
- Marketing research tools
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