Get the key business skills you need to be a successful product manager in today's business world

Highlights:
• Learn the key elements of a marketing plan and develop one
• Understand all the financial aspects of product management
• Start calculating break-even sales formulas for your portfolio of products and services

Key Competences:
• Product management skills
• Product portfolio planning
• Financial skills
• Creating strategic reports
• Developing marketing plans
• Strategic positioning

Essentials of Product Management is a 3-day hands-on training programme. Highly interactive with exercises and role plays.

Modules:

1 - The Current Product Management Structure
• Understand how the pm strategy developed out of the company's “Core Marketing” strategy
• Create a definition of the term “marketing”
• Describe the key product management attributes
• Develop a definition of the term “product manager”
• Understand the PM's role today and tomorrow
• Understand the PM's and marketing manager's interaction within the company 

2 - Your Marketing Strategy
• Apply the best-practice SWOT analysis model
• Understand branding from a product manager's perspective
• Establish the differences between a product and a service
• Describe the strategic planning pyramid
• Determine how to apply different marketing strategies
• Understand and apply the SMART acronym to goals and objectives
• Clarify what is the sustainable competitive advantage concept
• Determine the key strategic positions in the market model

3 - Product Portfolio Planning
• Pinpoint the differences for various products in your portfolio
• Identify the differences for various markets in your portfolio
• Apply a business screen analysis to make overall strategic decisions on how to support your product or service 

4 - The Annual Marketing Plan Model
• Identify a format for the “best practice” annual marketing plan
• Describe the core and best strategic elements that belong in an annual marketing plan
• Discuss applications in the business cycle

You are a product or brand manager and you want to get the key skills you need in your role and boost your career. This programme is also relevant for other functions working with product managers.

Typical Participants:
• Managers
• Business Professionals