Business to business product managers are expected to take the lead and guide their organisation in the market. To succeed, they rely on the co-operation of sales, R&D, marketing communications and other departments. So they have to think strategically and have a credible plan. This programme gives product managers the tools, principles and confidence to succeed in their role.

Who should attend?

The programme is specifically for business to business product managers from a technical or sales background. Whether you are new to the role or have experience, you will benefit by attending and it does not require prior knowledge of marketing. It is particularly beneficial to those who are required to make their organisation more market-focused, and is both strategic and tactical.

Learning outcomes

  • Construct a B2B product marketing plan.
  • Align the plan with company strategy.
  • Establish product market priorities.
  • Define positioning strategy.
  • Identify customer value.
  • Create value propositions.
  • Recognise market-drivers.
  • Define market key success factors.
  • Align business capabilities with market requirements.
  • Segment and profile customers.
  • Identify decision-makers and become a preferred supplier.
  • Construct the right marketing mix.
  • Create sustainable and profitable differential advantage.
  • Managing the stage-gate process for new products.
  • Developing a business-case.
  • Manage product portfolios through the life cycle.
  • Define price and avoid price-competition.
  • Brief marketing communications.
  • Measure and control a plan.
  • Win support of the sales teams. 

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £1,875
Non-Residential: £1,695
Member Residential: £1,688
Member Non-Residential: £1,526
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
20 Aug 2018 22 Aug 2018 London
05 Sep 2018 07 Sep 2018 Moor Hall
03 Dec 2018 05 Dec 2018 London

Course Director

Cole Hanrahan

Cole has developed and delivered marketing communications programmes for many major organisations. He has experience in winning contracts, advising companies on their marketing communications, providing communications solutions and assessing marketing communications plans. His approach is to help delegates understand what they need to do to achieve practical outcomes that can be applied in the workplace.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.