A product manager, in his or her strategic responsibility for supporting product performance in the marketplace, must be able to authoritatively interact within and outside the company by gathering, integrating, and interpreting information and data from marketing, sales, and development (product and service) areas.
All this without having a hierarchical role vis-à-vis any of these areas. The course aims to convey a comprehensive product management strategy, from analysis to implementation and control of a tactical plan.
Methodology
The course is organized around a business case through which participants will put into practice the tools shared in the classroom. The result will be a comprehensive product management strategy, from analysis to implementation and control of a tactical plan.
Goals
– Sharing the PM’s main responsibilities as the point of contact between the inside and outside
– Building a structured and repeatable product management plan
– Managing key product marketing levers, including price.
Program
– Role of the PM and relationships with the organization and the market:
– the value to the customer: perceived value and satisfaction
– External analysis: the macroenvironment and competitive analysis
– internal analysis and marketing intelligence, sales analysis
– the competitive advantage
– brand value, brand exploration and management
– Product management:
– Product Portfolio Matrices
– the differentiation of products and services
– the product life cycle
– systems and product mix
– Pricing strategies:
– price targets
– market structure
– economic/financial objectives
– market segmentation and pricing strategy
– Price management:
– evolution by product life cycle
– management by range
– tactical price changes
– Product Promotion
– Control Systems.
