Essentials of Product Management

Essentials of Product Management
April 24th, 2024


Learn more

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

• 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

Key Competences:
• Product management skills
• Product portfolio planning
• Financial skills
• 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.

Typical Participants:
• Managers
• Business Professionals

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 Modules

What will you learn and practice?

Essentials of Product Management is a 3-day hands-on training programme. Highly interactive with exercises and role plays.


1 – The Current Product Management Structure
• 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 

2 – Your Marketing Strategy
• 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

3 – Product Portfolio Planning
• 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 

4 – The Annual Marketing Plan Model
• 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


“ It is a perfect possibility to connect with people from different industries, who are dealing with the same issues.”

Agata Kulik, Product Manager Special Salts, Jungbunzlauer Ladenburg GmbH, Germany


“ Facilitator, content, tools, methods, room were very good and fitted to the participants and their needs.”

Andreas Armenat, Head of Production, GO Generics & Standard Solutions, Fresenius Kabi AG, Germany


“Very interesting topics, international and multicultural environment. Very professional coach.”

Alessandro Foresio, Vice President, Logic S.p.A., Italy


“The subjects covered were extremely relevant and gave input to my personal development.”

Rosa Karen Schmidt, Senior VP-Assistant, Novo Nordisk, Denmark



What time does the programme start and finish?
MCE programmes start at 9:00 and finish at 17:00. Lunch is a 1-hour break and there are two coffee breaks too. On the last day, the programme finishes at 16:30 as we know a lot of people have to catch planes and trains.

What should I wear (dress code) when participating in an MCE Programme?
Most participants wear Business Casual clothes. A formal business suit is not necessary.

Are there MCE approved/recommended hotels?
Yes, each programme has recommended hotels that have the best rates. We include details of these hotels in your registration pack.

Are meals included? I don’t eat certain food. Can I order special meals?
Lunch is provided every day and we always organize a buffet so you have a good choice of foods to cater for different needs.

Are there evening activities?
Your evenings are free, although there some exceptions (e.g. On the MCE Leadership Development Programme there is an activity on day 3)

Is there a free Wi-Fi?
For programmes at MCE in Brussels, there is free Wi-Fi throughout the building. For other locations, the services can vary, but in most locations we have organized free Wi-Fi.

What level of English do I need to take part in an MCE Programme?
MCE’s participants come from over 90 different countries but all of our open enrolment programmes are run in English. You need to have a good working knowledge of English to be able to fully participate in the programme and network with other participants. If you have difficulty understanding these questions, the programme might be difficult for you too.

Will I get a certificate at the end of the programme?
Yes, a certificate of attendance is provided to you upon successful completion of the programme.


Are MCE programmes certified by an official body/organization?
10 of MCE’s top selling programmes are approved by Project Management Institute and you can find more information on these programmes here.

What is the MCE approach to learning and development?
All of MCE’s Open Enrolment programmes are based on MCE’s FEEL-THINK-DO and 70-20-10 principles to enable effective learning transfer.

Who designs MCE programmes?
Our Portfolio team together with the core MCE Senior Associates design all of our programmes based on the ROPES model.

Are MCE’s Programmes practical?
MCE’s programmes are all designed to allow to practice what you have learnt. So you will have lots of time to practice, practice and practice.



Are VAT rates included in the price?
The price advertised in this page is VAT excluded and applicable to clients and companies legally based in the European Union.

All clients outside the European Union (EU), e.g. Middle East, Africa, Asia and America, are exempt from VAT rates. For them, the price advertised here is the final price to be paid.

  • One exception: Training Programmes in France. All clients (inside or outside the European Union) following training programmes in France are liable to 20% VAT rates in all cases.

When are VAT rates applicable to me?
In the case of clients and companies legally based in the European Union, VAT rates will be added to the price in the following cases:

  • If the client is a natural person (B2C) without a VAT number. 21% VAT applicable.
  • If the training programmes runs in France: 20% VAT applicable.
    • Also applicable to clients outside the European Union (EU)
    • Except when
      • The client is VAT-exempt
  • If the client is legally registered in Belgium (independent from where in Europe the training programme is followed): 21% VAT applicable.
    • Except when:
      • The client attend the training programme in France: 20% VAT applicable instead.
      • The client is VAT-exempt
    • If the client does not provide a corporate VAT number or does not have any VAT number: 21% VAT applicable (Only applicable to clients in the EU).

I don’t have approval from my finance team yet, can I make a tentative registration?
Yes, simply contact us and we will hold a place for you.

Is hotel accommodation included in the programme fee?
No, participants are expected to arrange their own accommodation and travel. The Programme fee covers the programme attendance, materials, lunches & refreshments.

Does MCE give discounts or grants for individual registrations?
MCE works mostly with companies and organizations and we can provide corporate deals for group bookings or preferred supplier deals. If you would like to discuss a corporate deal, we will be happy to talk to you.

Can I pay with my corporate credit card?
Yes, you can. We accept VISA, Mastercard and Amex.

Does MCE have corporate deals/frameworks available?
Yes, we have. Please contact us for more information.

Can I cancel or change my booking free-of-charge?
At MCE, we understand that business people have commitments and changes do happen. So you can cancel or change your registration up to 21 days before the programme starts without any fees or charges. After that date, you will need to pay full fees, but you are allowed to transfer once to a new programme date.


The MCE Team is ready to answer any questions you have. Please contact us by phone, email, contact form or even website chat. We would be happy to talk to you!


Leading BusinessClassroom Programme

Dates & Locations

22 Jul – 24 Jul 24 (London) GO

12 Aug – 14 Aug 24 (Barcelona)

16 Dec – 18 Dec 24 (London)


3 Day(s)


excl. VAT*

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