Product Management

In-Person/Online

5 Days

English/Arabic

Learning Objectives

Define product management and its importance.
Define characteristics of successful product managers.
Identify the cross-functional role of product managers.
Develop essential skills for managing a new product.
Identify the process of creating an annual product plan and evaluating products portfolio.
Identify the process of measuring customer value management effectively.

In-Person/Online

5 Days

English/Arabic

Learning Objectives

Modules

Module 1: The Role and Operation of Product Management

Module 2: The New Product Management

Overview on product manager’s job
The product manager’s balance of activities (short- and long-term duties)

Module 3: Introducing Product Management and Managing Product Managers

Structure of product management
Impact of new-product development
Responsibilities of product managers and others in the firm
Characteristics of successful product managers
Developing and evaluating product managers

Module 4: The Cross-Functional Role of Product Managers

Concerned parties to be considered by product managers
Case study

Module 5: Planning Skills for Product Managers

Module 6: The Product Marketing Planning Process

Defining the planning process
Background analysis:
- Business assessment
- Market analysis
- Competitive analysis
- Performance history
- Trends dynamics
Exercise: creating a product marketing plan

Module 7: Customer Value Management

Customer analysis process
Overview on mckinsey’s market attractiveness matrix
Balancing customer retention and customer acquisition

Module 8: The Annual Product Plan

Synthesis: where do you want to go?

Module 9: Product Skills

Module 10: Evaluating the Product Portfolio

Evaluate product performance

Module 11: Strategic Product Planning

Fostering a customer mind-set

Module 12: New Products: Proposal, Development, and Launch

New-product development flow chart
Components of new product proposals
Concept development

Module 13: Functional Skills

Module 14: Pricing Products and Services

Alignment with corporate strategy

Module 15: The Product Manager as Marketing Manager

Marketing communications (Marcom) planning
Distribution strategy
Product support
Marketing research tools

Product Management

Learning Objectives

Learning Objectives

Modules

Module 1: The Role and Operation of Product Management

Module 2: The New Product Management

Module 3: Introducing Product Management and Managing Product Managers

Module 4: The Cross-Functional Role of Product Managers

Module 5: Planning Skills for Product Managers

Module 6: The Product Marketing Planning Process

Module 7: Customer Value Management

Module 8: The Annual Product Plan

Module 9: Product Skills

Module 10: Evaluating the Product Portfolio

Module 11: Strategic Product Planning

Module 12: New Products: Proposal, Development, and Launch

Module 13: Functional Skills

Module 14: Pricing Products and Services

Module 15: The Product Manager as Marketing Manager

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