Course Outlines:
Module One:
Product Management Frameworks
- Product management framework
- Product manager’s role
- Success factors in product management
- Identifying and managing stakeholder expectations
- Innovation frameworks
- Reporting framework
- Product portfolios and product roadmaps
- Opportunity costs in product channels
Module Two:
Researching and Planning
- Forecasting sales volumes and revenues
- Developing financials for the business case
- Recognizing customer needs and product requirements
- Value engineering products to the market price points
- Developing pricing strategies
- Discounting options
- Developing the scope of a new product or service
- The new product launch playbook
Module Three:
Agile Project Management Techniques
- Establishing quality criteria and management
- The agile delivery triangle
- Types of a project lifecycle
- The agile process and planning techniques
- Estimating the time required
- Burndown charts for delivery control
- Quality tools and techniques
Module Four:
Product Management of Sales Strategies
- Copywriting tips and tools and techniques for copywriting
- Aligning offers to customer needs
- Describing the customer experience pathway
- Developing and using customer personas
- The pitch book and its structure
- Reacting to customer objections
- Supporting and mentoring colleagues to help increase sales
- Developing incentive packages and assessing customer loyalty
Module Five:
Market Analysis for Product Management
- The art of competitive positioning
- Five considerations in choosing markets
- Three market perspectives
- The importance of strategic fit
- Visualizing a market
- Assessing the total market and total accessible market revenues
- Assessing the total segment potential and total expected segment revenues
- Choosing and discarding market segments