The Chartered Institute of Marketing

Product Management - Business to Business

The Chartered Institute of Marketing
In London and Cookham

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Important information

Typology Training
Level Advanced
Location At 2 venues
Duration 3 Days

Business to business product managers are expected to take the lead and guide their organisation in the market. To succeed, they rely on the co-operation of sales, R&D, marketing communications and other departments. So they have to think strategically and have a credible plan.

Facilities (2)
Where and when



Cookham (Berkshire)
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Maidenhead, SL6 9QH


On request
See map
24 Eversholt Street, NW1 1AD


On request

To take into account

· What are the objectives of this course?

This programme gives product managers the tools, principles and confidence to succeed in their role.

· Who is it intended for?

The programme is specifically for business to business product managers from a technical or sales background. Whether you are new to the role or have experience, you will benefit by attending and it does not require prior knowledge of marketing. It is particularly beneficial to those who are required to make their organisation more market-focused, and is both strategic and tactical.

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What you'll learn on the course

Sales Training
Marketing Communications
Product Management
Marketing plan
B2B product

Course programme

Learning outcomes
  • Construct a B2B product marketing plan.
  • Align the plan with company strategy.
  • Establish product market priorities.
  • Define positioning strategy.
  • Identify customer value.
  • Create value propositions.
  • Recognise market-drivers.
  • Define market key success factors.
  • Align business capabilities with market requirements.
  • Segment and profile customers.
  • Identify decision-makers and become a preferred supplier.
  • Construct the right marketing mix.
  • Create sustainable and profitable differential advantage.
  • Managing the stage-gate process for new products.
  • Developing a business-case.
  • Manage product portfolios through the life cycle.
  • Define price and avoid price-competition.
  • Brief marketing communications.
  • Measure and control a plan.
  • Win support of the sales teams.

Additional information

The CIM Experience

Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
Quality delivery - Trainers are assessed annually on the quality of their delivery and delegate engagement.
Practical training methods - Theory and practical based training to takeback to the office.
Small class sizes - No more than 15 people to ensure you get the most from our trainers.
Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
3 learning levels - Introductory, Advanced and Masterclass

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