Course Ref: TTL

COMMERCIAL KNOW HOW

1 to 2 days course relating to extending financial, pricing and marketing awareness into a commercial approach. Helps understand for example, sales forecasting methods, sensistivity analysis within the product development, introduction and in life stages of the life cycle.

Course Aims and Objectives

By the end of the course you should have:

• Extended your financial awareness and pricing disciplines into a broader commercial approach

• Understood, for example, sales forecasting methods, base case, sensitivity analysis, scenario tools

• Become:

  • more able to judge, challenge assumptions and make recommendations on the commercial viability of projects, products and proposals and use a range of financial techniques to identify strengths and areas for performance improvement

  • more familiar with how to manage the Product Life-Cycle in order to maximise the commercial returns

Participated and shared experiences of Commercial matters.
Experienced practical tools and techniques.

Style 

Participative, informative, interactive and fun
Practical examples to aid understanding
Experiential - 'thematic' exercises
Practical examples to aid understanding
Pragmatic hints and tips
Bias towards understanding principles and practices vs manipulating software tools

Course Content

Typical Methods and Tools

Writing a Business Plan/ Business Case
Price positioning
Trade-off rules
Tools and Methods for Sales, Volume and Price Forecasting
Demand curves
Forecasting Tools and Methods
Return Map
Financial Model for Reward, Resource, Costs
Six Tradeoffs
Base Case and Sensitivity Analysis
Thumb Rules
Whole Product Map: (Tangibles and Intangibles)
Price/Performance Chart

Follow the following links for more information :

Product Marketing and Management
Product Strategy and Product Portfolio Strategy: framework and tools
Product Definition (PD) and pragmatic Quality Function Deployment (pQFD)
Voice of Customer (VoC) and Market Research
Competitive Analysis and Competitor Analysis
New Product Introduction (NPI) or New Product Development (NPD)
In Life or In Market Management of Current Products
Product Value Proposition and Value Propositions Portfolio
Product Development, Marketing and Management Software Applications
Product Management and Product Manager Training