Successful Product Management

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

• Why plan
• 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

Pricing Strategy

• The communication process – how it works

Measurement and Evaluation

• Measuring the plan and learning from what's gone right and wrong.

Action Plans

• Creating your personal action plan