Learn the key elements in product management, including an in-depth look into market positioning, the importance of critical product reviews and ensure actions are aligned with a strategic measured approach for best results.
Anyone with responsibility for the company's product offering or working with those responsible for the offering will benefit from this course.
By the end of the course you will be able to:
Understand the key elements of product management.
Position your products in their market place.
Undertake a product review.
Write a product plan.
Preparation for this course should include delegates gaining an insight into their company's products and the customers who use them. This could be reading research reports, the product plan or gaining some customer insight.
Key Principles of Product Management
The role of the product manager
The Product Managers tool kit
An investigation into the planning tools available
Plc, portfolio planning, SWOT analysis and more
Segmentation Targeting and Positioning
Identifying the companies key target segments and accessing those segments
Competitive Advantage Analysis
Discovering the roots of competitive advantage and how to determine the competitive advantag
The benefits of a structured approach to planning
Setting Goals and Objectives
Using the analysis and planning to set clear and achievable goals for the business
The objectives cascade form corporate to marketing objectives
A review of the techniques available and when to use the most appropriate technique
New Product Development
The rules and guidelines when developing a new product or service
A review of the possible strategic approaches and a best fit with the chosen objectives
Distribution Channel Strategy
Managing the fast changing distribution channels
The communication process – how it works
Measurement and Evaluation
Measuring the plan and learning from what's gone right and wrong.
Creating your personal action plan
Our clients have included prestigious national organisations such as Oxford University Press, multi-national private corporations such as JP Morgan and HSBC, as well
as public sector institutions such as the Department of Defence and the Department of Health.