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Successful Product Management

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. 

Is it right for me?

Anyone with responsibility for the company’s product offering or working with those responsible for the offering will benefit from this course.

Select specific date to see price, venue and full details.

Learning Objectives

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.

Course Content

Key Principles of Product Management

  • The role of the product manager

Marketing in Focus

  • Marketing in context – its scope and function

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

Marketing Planning

  • 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

Marketing Research

  • The role of Market Research
  • 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

Market Driven Strategies

  • 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

Marketing Communications 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


Pre-course Activity

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.

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