Day One

Course Overview And Objectives
To begin the course you will identify the major challenges you are facing so the course material can be focused on the issues that are most valuable to you.

Overview Of Product Lifecycle Management
This section provides an overall view of the product lifecycle and discusses the role of product management and product marketing in managing the product from cradle to grave.

Understanding Products

Effective product management starts with a deep understanding of the product

The definition of a product and the different levels of a product that exist from the customers' perspective
The various core benefits that a customer seeks and why these are critical to the product manager
Why factors beyond the product itself often have the greatest impact on buying decisions and customer satisfaction
Different types of products and how these differences impact the nature of the product requirements

Product Lines And Product Mix

Rarely does a product stand alone - it is part of a product line, and the line is part of a product mix. This section discusses each and describes the role of product extensions in increasing market coverage

Key Product Decisions

There are many decisions and considerations facing the product manager when he/she is defining the product. This section examines the different elements of a product and how each must be considered explicitly.

Product attributes
Packaging
Labelling
Support
Relationship to the brand

Action Learning Exercise : Enhancing the product solution

Market Segmentation : Proper market segmentation is the foundation for successful product management. In this section we will review segmentation and market targeting

Day Two

Product Positioning

It is important for your product to be positioned clearly in the minds of your customers and prospects, since fuzzy or poorly articulated positioning may cause them not to take the next step in the purchase process.

The importance of market segmentation in determining your product positioning
How and when to position your product
The warning signs that positioning needs revising

Action Learning Exercise : Positioning a product

Strategic Planning And Portfolio Management

This section summarizes strategic planning and portfolio management, which in turn provide context for the product development process. Specific topics include:

The role of a good mission statement
The BGG Growth Matrix

The Product Lifecycle: Inception Through Launch

Product management is responsible for the first half of the product lifecycle - inception through launch. This section reviews the stages of the lifecycle - inception through launch. This section reviews the stages of the product lifecycle with a focus on the critical first stages.

The stages of the product lifecycle and the key activities within each
Acquisition as an alternative to internal development
A methodology for managing the development process that is in widespread use today
A proven approach to screening ideas and the common mistakes that are made at this important step in the process

Preparing For The Launch

In addition to marking the transition from development to commercialisation, the launch is also the typical handoff of the product to product marketing from product management. Both functions need to be intimately involved for the transition to run smoothly.
Overall activities associated with the product launch
Internal launch preparedness
Ensuring a smooth transition to production

The Extended Value Chain

There are many companies ultimately involved in delivering the solution to the customer, each with a specific role to play. This section examines the value chain from the perspective of

The direct value chain for your product
The extended chain of companies delivering the complete solution to your customers
How to develop and nurture your extended value chain to leverage your company's internal resources

Action Learning Exercise: Benefits of the extended value chain

Day Three

Product Management Tools

A review of popular tools and techniques that have proven helpful to product managers, including:

Pricing strategies for new products
Competitive forces
The product/market expansion matrix
Gathering market intelligence
Expanding internationally

Review: An opportunity to review and ask questions on any part of the material before the exam. As time allows, you will have the opportunity to take a closer look at topics of particular interest.

AIPMM - Certified Product Manager (CPM)