In the tough business climate that we are entering, product managers will be expected to take the lead and ensure that their products and solutions are managed effectively in the market. You are required to understand your market and how to compete in it, to ensure that you generate sufficient market share and profit from your product portfolio. This course will take you step-by-step through how to be successful in this challenge; we will give you proven principles to adopt, a strategic perspective on how to approach the task, tools that work in practice and a process that can enable you to create and implement a practical product marketing plan.

Day 1: How to construct a practical product marketing plan

Day 2: How to implement and evaluate your product marketing plan

Who should attend?

This course is for product managers, whether they are experienced or new to the role, who wish to adopt best practice and manage their product portfolio profitably. It is particularly relevant for product managers who need to be more market-focused and ensure that their actions deliver profitable results.

Learning outcomes

  • Construct a practical product marketing plan
  • Assess the market situation to find the right direction
  • Create a workable product marketing strategy
  • Designing the product marketing mix
  • Managing a product portfolio profitably.
  • Use different product strategies to manage your portfolio
  • Use pricing and value models to defend profit margins
  • Select the right marketing communications mix
  • Win the support of your sales team
  • Use product marketing metrics and forecasting
  • Understand product marketing financial tools


"As someone with general marketing experience coupled with CIM’s level 4 Certificate in Professional Digital Marketing, meeting Cole and learning on the Product Marketing course couldn’t have been more beneficial as I look to develop specially in this area of marketing.

The course would be useful to marketeers of all levels, although I am in the early stages of my marketing career, I took the course with the Managing Director of my company and were joined by a Head of Marketing from another and we all took huge value from it."

Liam Stainer, Legal and Accounting IT Advisor Oosha

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Cole Hanrahan

Cole is a leading expert in product management and has developed and mentored product management teams for major global organisations for many years. He has enabled clients to achieve very substantial improvements leading to increased profits and higher market share. His approach is to bring real examples to show how the topics covered on his courses have worked successfully in practice. This empowers attendees to create workable improvements that can be applied successfully when they take the learning back to their real work environment.


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

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