A programme of 2 to 3 days training optionally
followed two or three weeks later with a 1 to 2 days facilitated
follow-up workshop to embed understanding and implement improvements.
The course is available as in-company/in-house training (on-site or off-site) and
is usually tailored to suit client company practices and preferences.
It is focused on the best practices relating to management of products
and product ranges. Uses case studies, exercises and pragmatic tools to
improve product management and product marketing.
Suitable for a group of Product Managers or a
cross-functional group of people from Product Management; Marketing,
Sales, Product Development, Technical/ Engineering, Operations, IT,
........ to achieve a common understanding, commonality of methods and
team building.
Objectives
To share Product Management (PM) principles, practices and tools used
in other companies
To establish a common Product Management ‘language’
To try out some PM tools and practices
To agree the toolkit in your company
To start implementing PM 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 Business to Business (B2B, B2U) and Business to Consumer (B2C,B2E) Markets
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How to define markets, segments and customers
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How to capture Voices of Customers and Product Competitive information which is critical for Product Management
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The relationship of Product Management relative to Product Development and Launch
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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
and
- Experienced practical tools and techniques
- Participated and shared experiences
Participative, informative, interactive and fun
Practical examples to aid understanding
Experiential - 'thematic' exercises
Practical examples to aid understanding
Pragmatic hints and tips
Breakouts are structured individual and/or group work to process and discuss implementation in participants’ organisations
Day 1 |
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Session 0: |
Course Aims and Objectives and Issues Board |
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Session 1: |
Product Management Principles and Practices: |
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Breakout 1: |
Priorities for end to end Product Management and Development Processes in Client |
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Session 2: |
Customer Product Value Propositions (PVPs) and Product Value Claims – The basic models |
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Session 3: |
Defining our Target Groups, Gathering Voices of Customers (VoC) and Requirements Management |
|
Breakout 2 : |
Sources and priorities of Market, Customers and Competitive Product Information in Client |
|
Session 4: |
Translating Voices of Customers (VoC) and Customer orientated Competitive Analysis (CA) |
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Session 5: |
Product Portfolio and Product Value Propositions |
|
| Day 2 | ||
Session 0: |
Re-cap |
|
| Session 1: |
Product Management Roles and Responsibilities and Stakeholder Management |
|
Breakout 1: |
Roles, responsibilities and priorities for Stakeholder Management in Client |
|
Session 2: |
Definition and Development of Product Value Propositions (PVPs) |
|
Session 3: |
Product Development and Introduction - Processes and Projects |
|
|
Breakout 2: |
Client's approach for Product Definition and Development and potential improvements |
|
Session 4 and discussion: |
Customer Product Value Propositions (PVPs) and Product Value Claims - Client's versions |
|
| Day 3 | ||
|
Session 0: |
Re-cap |
|
|
Session 1: |
Product Portfolio Strategy, Roadmapping, Reward/ Risk/ resource Assessment |
|
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Breakout 1: |
Product Strategy and potential improvements in Client |
|
|
Session 2: |
In-Life Product Management of Value Propositions |
|
|
Breakout 2: |
Client's approach for In-Life Managementand potential improvements |
|
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Session 3: |
Product Positioning and Messaging, Marketing Communications and Social Networking for Product Managers |
|
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Breakout 3: |
Potential use of Social Networking for Product Management in your company |
|
|
Workshop: |
Planning for facilitated sessions and agreeing preparation required |
|
| Optional follow-up days (1 to 2 days) |
2 to 5 weeks later |
|
|
Workshops: |
Facilitated follow-up Session focusing on client scenarios and Product Value Propositions. |
|
P's: Product ; Price; Place; Promotions; Product (Range) Portfolio; Value Propositions; Platforms; Profit; Projects; Business Processes
C's: Customers; Customers' Customers; Chunks; Competitors; Contingents; Countries/Cultures; Collaborators; Co-Workers
R's: Reward, Risk and Resource
Adoption Characteristics (Innovator, Early Adopter, Early Majority, Late Majority, Laggards)
