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Successful Product Management Live Online/Virtual
Discover the tools and techniques you need to effectively manage the increasingly complex product management process and gain more control of the myriad tasks at hand. In this powerful seminar, you’ll focus on strategy...product portfolio planning...key tasks of a product manager...understanding critical reports...and how to calculate break-even sales formulas. Then you’ll put it all together using a case study on product marketing plan development so you can prepare your marketing plan. Keywords: webinar, webinars. 3 days. 1.8 CEUs. Fee per person: $2345, $2095 for AMA members.
*When registering by phone, use Priority Code: XNNT
Provider:
AMA (American Management Association International)
Topic(s):
Customer Service & Sales >
Products & Packaging
Who Should Attend?
Product and brand marketing managers and directors, those who interact with them - attendees should have at least two years experience in marketing activities
We Also Recommend:
Gain the business skills you need to be a successful product manager!
Discover the tools and techniques you need to effectively manage the increasingly complex product management process and gain more control of the myriad tasks at hand.
In this powerful seminar, you’ll focus on strategy…product portfolio planning…key tasks of a product manager…understanding critical reports…and how to calculate break-even sales formulas. Then you’ll put it all together using a case study on product marketing plan development so you can prepare your marketing plan.
HOW YOU WILL BENEFIT:
- Understand the whys and hows of the product management system—and how to make the best use of it
- Gain marketing savvy and use it to perform your job effectively
- Set priorities and manage the profitability of your products or service
- Build effective working relationships with suppliers and with external and internal business partners
- Manage the financial aspects of product management
- Learn the key components of an effective business plan—and practice developing one
WHAT YOU WILL COVER
- Benefits of the product management system
- Strategies and models for marketing success
- The main tasks of a product manager
- Key reports and relationships
- Managing new product or service development
- Preparing your marketing plan
Who Should Attend
Product managers and brand marketers and directors, and those who interact with them.
Note: Attendees should have two years of marketing experience.
Outline
The Current Product Management Structure
- Understand How the PM Strategy Developed Out of the Company’s "Core Marketing" Strategy
- Create a Definition of the Term "Marketing"
- Describe the Key Product Management Attributes
- Develop a Definition of the Term "Product Manager"
- Understand the PM’s Role Today and Tomorrow
- Explain the PM’s and Marketing Manager’s Interaction within the Company
Strategy
- Apply the Best Practice SWOT Analysis Model
- Understand Branding from a Product Manager’s Perspective
- Establish the Differences Between a Product and a Service
- Describe the Strategic Planning Pyramid
- Determine How to Apply Different Marketing Strategies
- Understand and apply the SMART Acronym to Goals and Objectives
- Clarify What Is the Sustainable Competitive Advantage Concept
- Determine the Key Strategic Positions in the Market Model
Product Portfolio Planning
- Pinpoint the Differences for Various Products in Your Portfolio
- Identify the Differences for Various Markets in Your Portfolio
- Apply a Business Screen Analysis to Make Overall Strategic Decisions on How to Support Your Product and Service
The Annual Marketing Plan Model
- Identify a Format for the "Best Practice" Annual Marketing Plan
- Describe the Core Strategic Elements That Belong in an Annual Marketing Plan
- Discuss Applications in the Business Cycle
The Main Tasks of a Product Manager
- Confirm the Role of the PM in the Organization
- Identify the Key Tasks a PM Must Cover to Manage His or Her Product or Service
- Understand How to Conduct a Market Analysis
- Identify and Carry Out Product and Service Support Tasks
- Define and Develop a Feature/Benefit Analysis
- Analyze and Use the Best-Practice Life-Cycle Model
- Describe How to create a Best-Practice Positioning Statement
- Apply a Best-Practice Segmentation Model
- Design a Budget Control System
- Develop a Packaging Strategy
- Generate a Focused Sales Forecast
- Demonstrate a Best-Practice Probability Model
- Establish Pricing for a Product or Service
- Identify the Core Pricing Strategies
- Design an Effective Communication Program
- Outline a Trade and Customer Relations Program
- Describe the Approach to Conducting a Market Research
- Manage the E-Commerce Program
- Set Up the New Products Program
Strategic Key Reports
- Identify the basic Reports
- Outline a Project List
- Discuss a Forecast Report
- Describe a Field Trip Report
- Outline a Marketing Tech Team Report
- Understand the Need for a Monthly Report
- Demonstrate How to Manage Fact-Based Information Systematically
Finance for Product Managers
- Understand the Critical Basic Accounting Principles
- Discover the Elements in a Profit and Loss Statement
- Identify the Differences Between Fixed and Variable Costs
- Calculate Break-Even Sales Formulas
- Discuss How the Key Models Impact the Product Manager’s Financial Area
Sponsor Background:
The American Management Association was founded in 1923. They have built a content control check into every one of their professional seminars. Plus a series of checks and balances to ensure that the content of every AMA seminar is precisely targeted to:
- provide comprehensive, hands-on training that is of practical use when you return to the job
- focus on need-to-know specifics, relevant to the demands of global business today
- offer the expertise and personalized attention of top-ranking instructors
- facilitate your career development and business savvy
Whether you're looking for a solid foundation of business fundamentals or strategies to help you seize growth opportunities for your company, AMA offers expert instruction to help you:
- manage your priorities effectively
- cultivate more productive working relationships
- increase your on-the-job value
- align your skills with marketplace demands
- bring out the best in people, processes and yourself
Cancellation Policy
Transfer, Cancellation and Refund Policy
For Classroom, Live Online, and Webinar programs, you may transfer to a future session, send someone to take your place or cancel without penalty at any time up to three weeks prior to your program. If you provide AMA with less than three weeks notice, or fail to attend, you will be liable for the entire program fee.
100% Satisfaction Guaranteed—At AMA, we guarantee the quality of our seminars. In fact, 98% of our participants say they would recommend the course they have taken to their colleagues. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.
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