Product Management

Objectives
To refine and enhance the skills and techniques associated with effective product management. Develop commercial acumen. Explore the concept and role of marketing.

Course Content
The Product Manager:
impact on corporate functions
operating collaterally
strategic planning.

Product Objectives:
profitability, sales volume, market share
planning for profitable growth.

Marketing in Focus:
the role of marketing
the scope of marketing
marketing in context.

The Tools of Marketing:
the marketing mix
campaign planning
market research
the offer.

Sales Forecasting:
market demand
forecasting methods
time to market.

Analysing Market Opportunities:
assessing the market
strategic market segmentation
international marketing.

Intelligence Operations:
trade statistics
trade journals
field research
total available market
estimation of market growth
competitors' growth
analysing the data.

Pricing Strategy:
pricing theory
pricing for profit.

Product Innovation:
why new products? product life cycle
hazards of innovation
new product strategy
forecasting.

Promotional Activities:
campaign planning
launch strategies
media selection
making words work
getting the budget
techniques available
evaluating results.

Financial Consideration:
the importance of sales forecasts
how to use financial information
allocation of resources.

Budgetary Control:
day-to-day control of sales
comparing actual with budget
co-ordinating areas of performance
approaches to budget setting
performance monitoring.

Action Plan:
participants plan and discuss what they will do on return to work.