ITAG Reference: P310310
Cost Details
Gross Cost per person: €650
Net Cost per person after rebate: €487.50
Closing Date: 05-March
What is Product Management?
Product Management is a strategic role, which combines the definition of product deliverables that satisfy customer and market requirements with the execution of marketing programs that drive sales. The product manager is responsible for the entire lifecycle of a product – from its initial definition through planning its end-of-life. Although job titles may differ, product management is an essential function employed by leading technology companies to maximise market share and increase profitability.
Discover how to implement proven product management processes that will maximise your product’s success in the marketplace.
Who Should Attend?
Those in the Technology Sector who are new product managers, practising product managers, seeking a refresher course or programme/ project management, engineering and marketing managers or staff that share duties or collaborate with product management.
Agenda Day 1:
Product Manager - Role and Function: An introduction to the Key Process Areas of Product Management the role and responsibilities of the Product Manager, where this role fits in the organisation and how it interacts with other company departments. Implement product management functions and processes to maximise your product success.
Market Analysis: Market Research process, information sources, customers and competition. Understand the importance of market intelligence for strategic decision-making. Validate product concepts with the market before costly implementation.
Product Strategy: Articulate your product goals and define a winning strategy approach based on opportunities/ business cases derived from market analysis.
Strategic Pricing: Avoid common pricing mistakes. Understand the relationship between costs, customers and competition and maximise your profits by learning how to implement a value-based pricing strategy.
Agenda Day 2:
Requirements Management: Ensure product specification contains only features/ functionality that customers are willing to pay for. Include all relevant stakeholders in requirements elicitation process ensuring that you avoid costly development mistakes.
Positioning: Understand where your product ‘fits’ in relation to the competition. Understand where the opportunities are to provide unique benefit to your target customer, and articulate this message clearly to them.
Product Planning: Identify clearly your target audience, and efficiently manage your resources, processes and deliverables to ensure product success.
Go-To-Market Planning: Create implementation plans, including Product Launch plans that allow you to realise your product strategy.