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Essentials of Product Management

Get the key business skills you need to be a successful product manager in today’s business world.

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The Key Issues

As a product or brand manager, you need to adapt to a fast changing business world. You need a solid understanding of the financial aspects of product managent and be able to manage relationships with internal and external business partners. You also need to be able write and implement your annual marketing plans.

Product management skills

Product portfolio planning

Financial
skills

Key Competences​

Creating strategic reports

Developing marketing plans

Strategic positioning

The Right Programme for You

You are a product or brand manager and you want to get the key skills you need in your role and boost your career. This programme is also relevant for other functions working with product managers.
  • Business Professionals
  • New Managers
  • Managers
  • Senior Managers

Highlights

Learn the key elements of a marketing plan and develop one.

Understand all the financial aspects of product management.

Start calculating break-even sales formulas for your portfolio of products and services.

Learn, Practice and Use

  • Understand the product manager's role today and tomorrow
  • Set priorities and manage the profitability of your products or services
  • Build effective working relationships with suppliers and external/internal business partners
  • Manage the financial aspects of product management
  • Learn the key components of an effective marketing plan—and practice developing one
  • Apply the SWOT model to your product portfolio
  • Identify a format for a best practice annual marketing plan
  • Learn how to generate sales forecasts that are accurate
  • Explore core pricing strategies
  • Use key strategic reports in your role to make decisions
  • Share your knowledge and challenges with your peers and MCE's highly experienced faculty

Programme Details

Essentials of Product Management is a 3 day hands-on training programme. Highly interactive with exercises and role plays. The programme focuses on your role as a product or brand manager today and the key skills you need including financial analysis, generating sales forecasts, writing your annual plan and dealing with internal and external business partners.

Four Programme Modules

  • 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
  • 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
  • Clarify what is the sustainable competitive advantage concept
  • Determine the key strategic positions in the market model
  • 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
  • Identify a format for the “best practice” annual marketing plan
  • Describe the core and best strategic elements that belong in an annual marketing plan
  • Discuss applications in the business cycle
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Faculty

Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Testimonials

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