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Successful Product Management

Gain the business skills you need to be a successful product manager!

Discover the tools and techniques you need to effectively manage the increasingly complex product management process and gain more control of the myriad tasks at hand. In this powerful seminar, you’ll focus on strategy…product portfolio planning…key tasks of a product manager…understanding critical reports…and how to calculate break-even sales formulas. Then you’ll put it all together using a case study on product marketing plan development so you can prepare your marketing plan.

Seminar Number: 05597

5
(177 reviews)
  • In a Classroom
  • Online
  • Your Company Location

Course Scheduling & Pricing

Who Should Attend

Product managers and brand marketers and directors, and those who interact with them.

Note: Attendees should have two years of marketing experience.

  •   Classroom3 Day(s)
    1.8 CEU
  •   Online3 Lesson(s)
    1.8 CEU
 

Discover the tools and techniques you need to effectively manage the increasingly complex product management process and gain more control of the myriad tasks at hand.

In this powerful seminar, you’ll focus on strategy…product portfolio planning…key tasks of a product manager…understanding critical reports…and how to calculate break-even sales formulas. Then you’ll put it all together using a case study on product marketing plan development so you can prepare your marketing plan.

  • Understand the whys and hows of the product management system—and how to make the best use of it 
  • Gain marketing savvy and use it to perform your job effectively
  • Set priorities and manage the profitability of your products or serviceBuild effective working relationships with suppliers and with external and internal business partners
  • Manage the financial aspects of product management
  • Learn the key components of an effective business plan—and practice developing one
  • Benefits of the product management process
  • Strategies and models for marketing success 
  • The main tasks of a product manager 
  • Key reports and relationships 
  • How to manage new product or service development
  • Prepare your marketing plan

The Current Product Management Structure

  • Understand How the PM Strategy Developed Out of the Company’s “Core Marketing” Strategy
  • Create a Definition of the term “Marketing”
  • Describe the Key Product Management Attributes
  • Develop a Definition of the Term “Product Manager”
  • Understand the PM’s Role Today and Tomorrow
  • Understand the PM’s and Marketing Manager’s Interaction Within the Company

Strategy

  • Apply the Best-Practice SWOT Analysis Model
  • Understand Branding from a Product Manager’s Perspective
  • Establish the Differences Between a Product and a Service
  • Describe the Strategic Planning Pyramid
  • Determine How to Apply Different Marketing Strategies
  • Understand and Apply the SMART Acronym to Goals and Objectives
  • Clarity What Is the Sustainable Competitive Advantage Concept
  • Determine the Key Strategic Positions in the Market Model

Product Portfolio Planning

  • Pinpoint the Differences for Various Products in Your Portfolio
  • Identify the Differences for Various Markets in Your Portfolio
  • Apply a Business Screen Analysis to Make Overall Strategic Decisions on How to Support Your Product or Service

The Annual Marketing Plan Model

  • Identify a Format for the “Best Practice” Annual Marketing Plan
  • Describe the Core Strategic Elements That Belong in an Annual Marketing Plan
  • Discuss Applications in the Business Cycle

The Main Tasks of a Product Manager

  • Confirm the Role of the PM in the Organization
  • Identify the Key Tasks a PM Must Cover to Manage His or Her Product or Service
  • Understand How to Conduct a Market Analysis
  • Identify and Carry Out Product and Service Support Tasks
  • Define and Develop a Feature/Benefit Analysis
  • Analyze and Use the Best-Practice Lifecycle Model
  • Describe How to Create a Best-Practice Positioning Statement
  • Apply a Best-Practice Segmentation Model
  • Design a Budget Control System
  • Develop a Packaging Strategy
  • Generate a Focused Sales Forecast
  • Demonstrate a Best-Practice Probability Model
  • Establish Pricing for a Product or Service
  • Identify the Core Pricing Strategies
  • Design an Effective Communication Program
  • Outline a Trade and Customer Relations Program
  • Describe the Approach to Conducting a Market Research
  • Manage the E-Commerce Program
  • Set Up the New Products Program

Strategic Key Reports

  • Identify the Basic Reports
  • Outline a Project List
  • Discuss a Forecast Report
  • Describe a Field Trip Report
  • Outline a Marketing Tech Team Report
  • Understand the Need for a Monthly Report
  • Demonstrate How to Manage Fact-Based Information Systematically

Finance for Product Managers

  • Understand the Critical Basic Accounting Principles
  • Discover the Elements in a Profit and Loss Statement
  • Identify the Differences Between Fixed and Variable Costs
  • Calculate Break-Even Sales Formulas
  • Discuss How the Key Models Impact the Product Manager’s Financial Area

Download Extended Seminar Outline PDF

View a Sample of Our Reviews

5

177 reviews

 
Class was excellent, and I learned a lot of new tools and techniques while reinforcing my day - to - day product management tasks
5
   
Great overall masterclass on Product Management. The class shared so many real life examples and really tried hard to solution these situations. The instructor shared so many relevant real world examples that lead to a better understanding of these learnings.
5
   
Overall this was a successful use of time and help me understand overall tasks and objectives of the product manager role.
5
   
For a person in charge of marketing a product or service, who is newer to marketing or someone with moderate experience looking for better product marketing knowledge/tips on best practices, great course!
5
   
This course is a really great overview of the PM role. Perfect amount of depth through the modules with content applicable for use on a daily basis.
5
   

 

American Management Association is accredited by the International Association for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.

This course qualifies for 18 CEUs toward your recertification as a Certified Professional Services Marketer (CPSM). For more information please visit www.cpsmnow.org.

 

Classroom Schedule

3 Sessions Available

Online Schedule

4 Sessions Available

  • $2,495.00 Non Members
  • $2,245.00 AMA Members
  • $2,079.00 GSA
Date Duration State City Zip
  2023-03-20 2023-03-22 Mar 20, 2023 - Mar 22, 2023 3 Days NY New York 10019 New York Register Now

  2023-05-08 2023-05-10 May 8, 2023 - May 10, 2023 3 Days IL Chicago 60601 Chicago Register Now

  2023-07-31 2023-08-02 Jul 31, 2023 - Aug 2, 2023 3 Days CA San Francisco 94103 San Francisco Register Now

2495.00 $
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