Product Management Principles

Overview

To help product managers become more confident and successful in their roles by introducing them to a systematic framework for product management – the role, key tasks, tools and processes to use. This course provides an overview of the principles of product management, managing the portfolio and resource allocation as applied in a range of industries - both goods and services

This programme will also highlight new product challenges – specifically insights into customer psychology during a downturn, the vital role of innovation and collaboration, how to make and take tough product line management choices when streamlining product portfolios.

Who should attend?

Current or recently appointed product managers, managers of product managers and other executives introducing product management as a discipline into their organisations who have little formal knowledge of product management. Some previous knowledge of basic marketing principles is assumed.

Learning outcomes

• Understand your role and responsibilities
• How to deal with common challenges facing product managers
• Understand the impact on product management when customer confidence is low
• Understand the key elements and stages in building a strategic product plan and roadmap
• Understand the role of customer insight in product management
• Understand customer psychology in a downturn and changes in purchase/consumption behaviour
• Understand and contribute to the new product development and innovation process
• Evaluate your product range and suggest alternatives for performance improvement
• Develop appropriate product strategies based on an analysis of the lifecycles of your products
• Analyse a portfolio of products and understand the role of your product in its portfolio. (BCG and Ansoff tools)