Profitable Product Management (5 days)

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Course Overview

Faster-moving increasingly competitive markets are driving organisations towards different structures and job roles such as product management. What analytical, strategic and tactical approaches will enable companies to compete sustainably and profitably in business-to-business markets?

This course will help delegates to develop strategic awareness and high-level tactical skills for new and experienced product managers who already have some knowledge of marketing.

Audience

Individuals who are presently in the role but need formal training in the strategic and tactical tools; and those who are preparing to take up such a role. Many companies use this as qualifying training for all their product managers to ensure supportable approaches are applied consistently.

Skills Gained

Benefits for your organisation:

Organisations gain quicker and more comprehensive responsiveness to issues; more sustainable profitable growth strategies are put in place; advocates are developed with executive potential to support succession plans.

Benefits for you as an individual:

This course gives you a comprehensive overview of this key role. It is memorably illustrated with instances from the business-to-business environment in a variety of industries. Elevate your scope of involvement from support and co-ordination to executive.

You will learn how to:

• Identify sources of growth and be realistic about the timeframe within which results can be achieved
• Segment business-to-business markets effectively enabling you to target offerings appropriately
• Understand the different ways that companies can compete effectively and sustainably
• Understand the dynamics within customer decision-making units when buying your offering
• Add value to your customer's businesses through improving their processes
• Analyse your product portfolio and devise appropriate strategies
• Manage the new product development and adoption processes
• Consider whether implementation can itself become the basis for competitive strategy
• Construct a cost-effective and consistent set of implementation policies - product, price, promotion and distribution

Course Outline

• Understanding why companies are adopting product management
• Analysing changes in the business environment
• Exploring routes to growth, timeframes and risk
• Segmenting B2B markets
• Understanding B2B procurement processes and new approaches
• Using competitive analysis and formulating new ways of competing
• Positioning, the sales force and promotion, the role of brand in B2B marketing
• Understanding the concept of B2B value and its role in pricing
• Managing the challenges and pitfalls of new product development

Pre and post learning support:

Delegates should bring a list of the issues that are key to enhancing their contribution to their companies. A reading list is provided for further study specifically relating to business to business marketing.

To take away from the course:

Substantial course time is devoted to addressing issues in delegate's own businesses, the results include:

• Initial analyses and to-do lists to be pursued back at work
• A conceptual vocabulary taking discussions back at work to new levels
• Knowledge of resources for specific information and their limitations

Profitable Product Management (5 days) / 0204