Product Management
In-Person/Online
5 Days
English/Arabic
Learning Objectives
Define product management and its importance. Define characteristics of successful product managers. Identify the cross-functional role of product managers. Develop essential skills for managing a new product. Identify the process of creating an annual product plan and evaluating products portfolio. Identify the process of measuring customer value management effectively.
In-Person/Online5 Days
English/Arabic
Learning Objectives
Define product management and its importance. Define characteristics of successful product managers. Identify the cross-functional role of product managers. Develop essential skills for managing a new product. Identify the process of creating an annual product plan and evaluating products portfolio. Identify the process of measuring customer value management effectively.
Modules
Module 1: The Role and Operation of Product Management
Module 2: The New Product Management
- Overview on product manager’s job
- The product manager’s balance of activities (short- and long-term duties)
Module 3: Introducing Product Management and Managing Product Managers
- Structure of product management
- Impact of new-product development
- Responsibilities of product managers and others in the firm
- Characteristics of successful product managers
- Developing and evaluating product managers
Module 4: The Cross-Functional Role of Product Managers
- Concerned parties to be considered by product managers
- Case study
Module 5: Planning Skills for Product Managers
Module 6: The Product Marketing Planning Process
- Defining the planning process
- Background analysis:
- Business assessment
- Market analysis
- Competitive analysis
- Performance history
- Trends dynamics
- Exercise: creating a product marketing plan
Module 7: Customer Value Management
- Customer analysis process
- Overview on mckinsey’s market attractiveness matrix
- Balancing customer retention and customer acquisition
Module 8: The Annual Product Plan
- Synthesis: where do you want to go?
Module 9: Product Skills
Module 10: Evaluating the Product Portfolio
- Evaluate product performance
Module 11: Strategic Product Planning
- Fostering a customer mind-set
Module 12: New Products: Proposal, Development, and Launch
- New-product development flow chart
- Components of new product proposals
- Concept development
Module 13: Functional Skills
Module 14: Pricing Products and Services
- Alignment with corporate strategy
Module 15: The Product Manager as Marketing Manager
- Marketing communications (Marcom) planning
- Distribution strategy
- Product support
- Marketing research tools
Our Partners
