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. 

Course Dates

Start Date End Date Location
24 Jun 2019 26 Jun 2019 London
12 Aug 2019 14 Aug 2019 London
10 Sep 2019 12 Sep 2019 Moor Hall
23 Oct 2019 25 Oct 2019 Moor Hall
02 Dec 2019 04 Dec 2019 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.

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