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Successful Product Management

Discover the tools and techniques you need to effectively manage today’s increasingly complex product management process and gain greater control over competing priorities. In this hands-on seminar, you’ll focus on strategy, product portfolio planning and the core responsibilities of a product manager. You’ll also learn how to interpret critical reports and apply key financial concepts, including break-even analysis, to support smarter decisions. Then, you’ll bring it all together through a practical case study on product marketing plan development—so you can confidently build and execute your own marketing plan.

Seminar Number: 05597

5
(177 reviews)
  • In-Person
  • Live Online
  • At Your Company Location

Course Scheduling & Pricing

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About This Course

This program helps product managers learn how to balance customer needs, organizational priorities and market realities, while guiding products through development and growth. This course explores strategies that help professionals evaluate market opportunities and support more effective product decisions. It's an advanced product management workshop designed for professionals who need to manage product lifecycles successfully, and deliver value to both customers and the business.

Read the FAQs

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.

  •   In-Person3 Day(s)
    1.8 CEU
  •   Live Online3 Day(s)
    1.8 CEU
 
 

Discover the tools and techniques you need to effectively manage today’s increasingly complex product management process and gain greater control over competing priorities.

In this hands-on seminar, you’ll focus on strategy, product portfolio planning and the core responsibilities of a product manager. You’ll also learn how to interpret critical reports and apply key financial concepts, including break-even analysis, to support smarter decisions.

Then, you’ll bring it all together through a practical case study on product marketing plan development—so you can confidently build and execute your own 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 service
  • Build 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
Kimberly R.
 
Product Manager
 
Industry: Manufacturing
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
Stephanie M.
 
Brand Manager
 
Industry: Manufacturing
Overall this was a successful use of time and help me understand overall tasks and objectives of the product manager role.
5
Tom S.
 
Product Manager
 
Industry: Manufacturing
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
Nicholas S.
 
Sr. Marketing Specialist
 
Industry: Manufacturing
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
Blakley S.
 
Product Manager, Residential Lvt
 
Industry: Manufacturing

 

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

In-Person Schedule

3 Sessions Available

Live Online Schedule

2 Sessions Available

  • $2,695.00 Non Members
  • $2,445.00 AMA Members
  • $2,390.00 GSA
Date Duration State City Zip
  2026-09-23 2026-09-25 Sep 23, 2026 - Sep 25, 2026 3 Days DC Arlington/Washington 22202-4807 Arlington/Washington Register Now

  2026-11-18 2026-11-20 Nov 18, 2026 - Nov 20, 2026 3 Days IL Chicago 60601-5927 Chicago Register Now

  2027-02-24 2027-02-26 Feb 24, 2027 - Feb 26, 2027 3 Days NY New York 10019 New York Register Now

Frequently Asked Questions

What skills will I gain in this product management training?

This product management training focuses on the core skills product managers need to guide products from concept to launch and beyond. Participants learn how to evaluate market opportunities, prioritize product features, work with cross-functional teams and manage the product lifecycle. The course also explores how product managers balance customer needs, business goals and technical constraints when making product decisions.

Who should attend a product management workshop like this?

This product management workshop is designed for product managers, product owners and professionals responsible for guiding product development or managing product portfolios. It is also valuable for marketing managers, brand marketers, engineers and business leaders who collaborate closely with product teams and want a stronger understanding of product management strategy.

How does this product management course help improve product decisions?

Effective product decisions require both market insight and structured evaluation. In this product management course, participants learn frameworks for assessing customer needs, evaluating competitive positioning and prioritizing product initiatives. These tools help product managers make informed decisions about product direction, features and long-term product success.

What is the role of a product manager in an organization?

A product manager connects customer needs, business strategy and product development. They help define product vision, guide product strategy, and coordinate teams across marketing, engineering and operations. Strong product management skills allow product managers to ensure products deliver value to customers while supporting the organization’s strategic goals.

How does this course address the product lifecycle?

Understanding the product lifecycle is a key part of effective product management. This program explores how products evolve from idea to launch, growth and eventual decline. Participants learn how product managers adapt strategy at each stage of the lifecycle to maintain relevance, improve performance and identify opportunities for innovation.

I work closely with product managers, but I’m not one. Is this product manager training still useful?

Yes. Many professionals who influence product success are not formally titled product managers. This product manager training helps professionals in marketing, operations, engineering and business strategy better understand how product decisions are made, and how cross-functional teams contribute to successful product outcomes.
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