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Schulung - Product Management I - Market and customer orientation for product managers

Module 1

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3 Tage (21 Stunden)
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Product managers are entrepreneurs within the company. Their task is to manage products successfully and profitably, strategically and operationally. In this seminar, you will learn about modern, tried-and-tested tools for product managers. You will know, at which point in time which decisions are required in product management. You will be familiar with analysis-, innovation- and planning-methods in order to make these decisions future oriented and on a qualified base. You will be aware of your role as a product manager and can position yourself accordingly within your company. You will understand the interfaces to other critical functions in your company and to the market. You will learn to use "customer centricity" and agile ways of thinking in product development and can present yourself as a partner close to the market.
As a result, you will be able to become the engine and driving force for your products and services  in your company. This seminar is the ideal prerequisite for the personal certification "Certified Product Manager (ISMI)", through which you can document your competence in product management.

Please click here to learn more about the certification proess: Product management certification.

Zertifizierung
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Zielgruppe

Wer sollte teilnehmen:

Zielgruppe

Managers who plan a product management organization, junior product managers, all employees who have current or future product management responsibilities.

Voraussetzungen

No special knowledge is required.
Trainingsprogramm

Trainingsprogramm

Product Management:

  • Task & Function
  • Roles of product managers
  • History & organizational evolvement

 Product Innovation and Brand Management:

  • Trend research
  • Brand management
  • Innovation methods
  • Choosing the right product name
  • Customer focus groups, development budgets

 Product Development and Management of Existing Products:

  • Product life cycle
  • SWOT-, ABC- & Pareto-analysis
  • Portfolio management - benchmarking, BSC

 Market and Competitor-analysis:

  • Methods and tools
  • Market segmentation
  • Target groups
  • Sinus-Milieus
  • Competitor/competition structure analysis

 "Customer Centricity" - Agile Ways of Thinking in Product Development:

  • Customer facing process and touch points with customers
  • Meaningful initiatives in the "Customer Centricity Portfolio”
  • Key elements for employees in the Customer Centricity strategy

 Critical Success Factors, Anti-Flop-Principle:

  • Lead market theory
  • Below-the-line effects
  • Providing customer benefit arguments for the sales force
  • Buying-Selling Center
  • Open Selling Process, Consultative Selling

 Strategic Aspects:

  • Planning & enforcement
  • The Ansoff-matrix
  • Competitive-, product- & product-market-strategies

 Marketing Mix:

  • Product/portfolio strategy, product positioning, visualization
  • New media (blogs, communities & "the long tail of new media")
  • Go-to-market model
  • Product pricing
  • Product costs

 Stage Processes:

  • Stage-Gate process
  • Quality Function Deployment
  • SCRUM, PRINCE2
  • Software tools
Schulungsmethode

Schulungsmethode

Lecture, individual and group work, discussion, case studies.

Hinweis

Hinweis

This training is part of our certification path to become a "Certified Product Manager (ISMI)". By attending this training, you qualify for the first part of the certification path. To get to the second part of the certification path, please attend the training "Course number 11013". Afterwards you are ready to start the certification process to become Certified Product Manager (ISMI). You would like to have further information? Please click here: Zertifizierung

Schulung - Product Management I - Market and customer orientation for product managers