As a product manager you have to lead others and convince them to adopt your plans. You do not have authority, so your credibility has to be superior. On this programme you will learn how to create a realistic strategy for your product portfolio and construct practical product plans that you can justify. You will also be given valuable tools and frameworks to apply.

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. It does not require prior knowledge of marketing. It is particularly beneficial to those who are required to make their organisation more market-focused. It 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 Days Location
Please select course type: Residential: Non-residential:
23 Oct 2019 3 Cookham
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02 Dec 2019 3 London
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Please select course type: Residential: Non-residential:
02 Mar 2020 3 Cookham
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22 Jun 2020 3 London
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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.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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