Product Management - B2B, An Introduction to

Course Overview

This workshop provides an overview of the principles of product management as applied to B2B (business to business/industrial) goods and services markets using a combination of presentations, discussions, exercises and market specific examples. Participation will be an important feature of the day and you will be encouraged to relate key concepts to your own situation.

Audience

B2B product managers, managers of product managers or other executives introducing product management as a discipline into their organisations who have little formal knowledge of product management. It is particularly appropriate for recently appointed product managers or those who wish to refresh their skills.

Skills Gained

• Increased capability to maximise the performance of individual products and product lines/groups
• A more systematic method for managing products
• A clearer definition of the product management role and tasks
• Increased sensitivity to internal and external factors likely to affect product performance
• Practical techniques for implementing product management
• More motivated product managers

You will gain a clearer understanding of the range of responsibilities of a product manager and the techniques and tools you can use to improve your performance. You will be able to develop a proactive approach to product management and so increase your value to an employer.

Course Outline

• Define your role and responsibilities in your organisation
• Conduct a customer and competitive analysis
• Identify your key information needs and sources
• Understand and contribute to the product development process
• Identify the critical issues in developing a new product launch plan
• Evaluate your product range and suggest alternatives for performance improvement
• Develop appropriate product strategies based on an analysis of the lifecycles of your products
• Understand the key elements and stages in building a product plan
• Integrate appropriate pricing, place and promotional factors into a product plan

Product Management - B2B, An Introduction to / 0577