Course Ref: TTN
PRODUCT MANAGEMENT
of the LIFECYCLE
2 days course (plus an optional 1 or 2 days
facilitated follow-up) which provides in depth understanding of the best
practices relating to managing the life cycle stages of products and markets
in B2B and B2C situations. Uses case studies and examples to help understand
how this could apply to your company.
Course Objectives and Approach
Objectives
To share Product Management of Life Cycle principles, practices and tools
used in other companies
To establish a common Product Life Cycle Management approach and ‘language’
To try out some Life Cycle Management tools and practices
To agree the toolkit in your company
To start implementing Life Cycle improvements in your company
Others as we go along ……….
Approach
‘Step outside’ of your company for a while
Try some new’ish things
Discuss what changes to make and what to keep in your PM practices and
tools
Identify some improvements and start implementing them
Work hard and have some fun ………
By the end of the course you should have and have understood:
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The multi P's and C's as an extension of the classical 4 P's for Life Cycle Management in Business to Business (B2B, B2U) and Business to Consumer (B2C,B2E) Markets
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How to define Value Network and Product Life Cycle
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How to capture Voices of Customers and Product Competitive information
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Product positioning and re-positioning using methods such as Product Value Propositions
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Product Portfolio Strategy and Planning
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Product Development and New Product Introduction
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Product Launch and Introduction
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Product Management of In Life or Current Products
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Pricing and Profitability
Experienced practical tools and techniques
Participated and shared experiences
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 to be tailored for a specific client - will also include case studies, exercises and breakouts
Session |
Course Aims and Objectives and Issues Board |
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Session |
A brief tour around the multi P's and C's as an extension of the classical 4 P's for Business to Business (B2B, B2U) and Business to Consumer (B2C,B2E) markets life cycle management |
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Session |
Product Life Cycle Management principles and practices |
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Session |
Value Networks and Customers |
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Session |
Understanding and Sharing Voices of Customers and Competitive Analysis Information |
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Session |
Product Portfolio and Product Value Propositions |
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Session |
Market and Product Portfolio Strategy and Planning |
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Session |
Client's approach to VP Strategy and Planning |
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Session |
Product Development and Introduction - Processes and Projects |
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Session |
In-Life Product Management of Value Propositions |
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Session |
Client's approach for Product Development and In-Life Management |
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Session |
Pricing and Profitability analysis |
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Session |
Product life Cycle Management Metrics Digital Dashboard |
Typical Methods and Tools
Product Lifecycle
Multi' Ps
Multi' Cs
Adoption Phases
B2B Chunker (Segmenter)
Ansoff Matrix
2-Axis Model
Value Network
Gemba
What-How Gap Analysis
pQFD
MoSCoW model
Market, Business, Proposition (MBP) Definition (Business Case)
SWOT (Strengths, Weaknesses, Opportunities and Threats)
Spidergrams
Value Proposition (PVP)
NPD Framework Diagram
Decision Point Essential Questions
Concurrency of Phases and Task Charts
Product Development Milestone Tracker
Time Holes and Critical Path
RACI Matrix
Stakeholder Map
Buyer Profiles (Technical, Economic, User)
Base Case and Sensitivity Analysis
Risk Probability/ Impact Matrix
Resource Histogram
Product Life Cycle Metrics Digital Dashboard
Portfolio Evolution Map
Reward/Risk/Resource Model (RRRM)
WHEAT Analysis
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
