Profitable Product Management

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Profitable Product Management

The Chartered Institute of Marketing
Logo The Chartered Institute of Marketing

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Description

Many organisations are seeking to introduce or improve product management functions to achieve market advantage and increase value for their businesses. This course develops analytical, strategic and tactical approaches to product management, enabling companies to compete sustainably and profitably in increasingly competitive business-to-business markets.

This course provides you with an opportunity to review your current approaches and compare these with best practice elevating your scope of involvement from support and co-ordination to executive. Influencing and personal management skills are crucial to gaining authority in this role and the course will support you in developing these skil…

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Many organisations are seeking to introduce or improve product management functions to achieve market advantage and increase value for their businesses. This course develops analytical, strategic and tactical approaches to product management, enabling companies to compete sustainably and profitably in increasingly competitive business-to-business markets.

This course provides you with an opportunity to review your current approaches and compare these with best practice elevating your scope of involvement from support and co-ordination to executive. Influencing and personal management skills are crucial to gaining authority in this role and the course will support you in developing these skills.

Organisations gain quicker and more comprehensive responses to issues; more sustainable profitable growth strategies are put in place; advocates are developed with executive potential to support succession plans. The programme is pragmatic, delivered in a way that allows the benefits of fresh thinking to be applied directly to your business.

Individuals who are currently in, or preparing to take up, the product manager role but need formal training in the strategic and tactical tools. Many companies use this as qualifying training for all their product managers to ensure supportable approaches are applied consistently.

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  • Product management roles, responsibilities, methodologies and common challenges.
  • End to end management of the product portfolio.
  • Market and environmental analysis for building product strategies.
  • Developing product strategies and plans.
  • Building the business case.
  • Best practice in new product development (NPD).
  • Product management finance.
  • P&L management, pricing and business case finance.
  • Go to market (GTM) strategies.
  • Stakeholder management and influencing skills.
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The split module structure (3 days + 2 days) of this course provides an excellent opportunity to reflect and consolidate learning between modules. Delegates select a product management project to work on between the modules such as preparing a product plan, a business case or specifying a new or improved product. The projects are reviewed in module 2 so you can learn from your fellow delegates’ experiences and get expert advice from the course director. Two hours of individual coaching are included and can be used between or after the modules.

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