The objective of the Certified Product Manager Workshop is to provide the training and knowledge to achieve certification as a “Certified Product Manager” through the Association of International Product Marketing and Management (AIPMM) . The workshop includes the certification exam on the final day.
The five-day Workshop focuses on the entire product lifecycle – product inception through launch through obsolescence/refresh. The Workshop provide valuable training in addition to exam preparation.
Product management is the function responsible for championing new products throughout the front end of the product lifecycle, from inception through launch. It is the “go-to” function that orchestrates internal activities and ensures the best possible outcome for the product. In this course, participants will learn best practices in product management that they can apply in their organization to improve the success rate of their products.
Key Learning Objectives
Who Should Attend?
This course is designed for anyone involved in the product management function, working with internal resources to ensure successful product /service definition, design, development and launch.
1. Overview of Product Lifecycle Management
This section provides an overall view of the product lifecycle and discusses the role of product management and product marketing in managing the product from cradle to grave.
2. Understanding Goods and Services
Effective product management starts with a deep understanding of the product. In this section, you will discuss:
Action Learning Exercise: Determining the different levels of a product
3. Product Lines and Product Mix
Rarely does a product stand alone – it is part of a product line, and the line is part of a product mix. This section discusses each and describes the role of product extensions in increasing market coverage.
4. Market Strategy
Product marketing must be aligned with the company’s strategy to get the best results. This section covers:
Action Learning Exercise: Product/market expansion
5. Competitive Strategy
Here we examine the various strategies a company can use to fight or co-exist with the competition, together with the pros and cons of each.
6. Key Product Decisions
There are many decisions and considerations facing the product manager when he/she is defining the product. This section examines the different elements of a product and how each must be considered explicitly.
Action Learning Exercise: the Product/Brand Audit
7. Market Segmentation and Product Positioning
It is important for your product to be positioned clearly in the minds of your customers and prospects, since fuzzy or poorly articulated positioning may cause them not to take the next step in the purchase process.
Action Learning Exercise: Positioning a product
8. The Product Lifecycle: Inception through Launch
Product management is responsible for the first half of the product lifecycle – inception through launch. This section reviews the stages of the product lifecycle with a focus on the critical first stages.
Action Learning Exercise: The new product development process
9. Preparing For the Launch
In addition to marking the transition from development to commercialization, the launch is also the typical handoff of the product to product marketing from product management. Both functions need to be intimately involved for the transition to run smoothly. This section reviews:
10. The Extended Value Chain
There are many companies ultimately involved in delivering the solution to the customer, each with a specific role to play. This section examines the value chain from the perspective of:
Action Learning Exercise: The extended value chain
The brand is often the most powerful tool used in marketing products, and it provides a context for product and marketing decisions.
12. Consumer and Business Buying Behavior
To successfully manage (and help the sales force manage) the sales funnel, product marketing managers need to understand customer buying behavior.
Action Learning Exercise: Customer Buying Behavior
13. The Marketing Process and Marketing Mix
Successful product marketing requires the careful orchestration of all factors leading to successful sales.
14. Integrated Marketing Communications
With the recent proliferation of communication channels including social media, it becomes increasingly important to ensure that your customers and other stakeholders are receiving consistent messages. In this section, we will address:
15. Market Channels and Distribution
There are often one or more intermediaries through which the product ﬂows in getting from the vendor to the customer.
There are many considerations when setting product pricing, including its influence on customer and competitive behavior, and the statements it makes about product positioning. In this section, you will cover:
17. International Considerations
In today’s global economy, most companies transcend national borders. Many businesses are deciding when and how to expand globally, others are subsidiaries or distributors of global companies operating locally. Here, we discuss:
18. Product Management Tools
This section provides a review of several popular tools and techniques that have proven helpful to product managers, including:
19. General Questions and Deferred Discussion
While most questions are addressed during the workshop itself, which is highly interactive, some lengthier issues may get deferred until this point in the course. In addition, as time allows, we can explore other topics of particular interest to the participants.
20. Certification Exam
The exam will be administered during the final day of the program.