Public (open) Course Event



This 'intensive' but highly enjoyable Product Management programme is based upon well-grounded first principles and uniquely covers generic key concepts /disciplines which are fully complemented by business software models (included as part of the course). The combination of modern management theory, including new/unique techniques, and practical application ultimately means that you can start putting learned techniques into practice immediately after the course. Delegates have ample opportunity to ask questions throughout the course, making the whole learning process interactive and highly effective.




Product Management 4 day Public Course Dates - 2018



Venue: IPM Training Centre, Wimborne, Dorset


Monday 16th - Thursday 19th April

Monday 14th - Thursday 17th May

Monday 11th - Thursday 14th June

Monday 16th - Thursday 19th July

Monday 10th - Thursday 13th September

Monday 8th - Thursday 11th October

Monday 12th - Thursday 15th November

Monday 10th - Thursday 13th December



Who Should Attend...



This course has been specifically developed for managers responsible for taking products (and/or services) to market. We have carefully crafted the content to appeal to all levels of Product Management and covers the foundations and basic principles behind best practice.


The seasoned Product Management professional who requires a comprehensive refresher will also find this course of interest because of the unique content and applied activity workshops. To further enhance the learning experience this course includes a comprehensive set of business models and tools which are licensed to all delegates attending and can be used as part of their job function after the course has finished and return to the working environment. All of our courses are delivered by Principal Consultants and Qualified Professionals who are experts in their field.




Agenda - Successful Product Management




Day 1


        • Successful Product Management – The drivers behind Best Practice

        • Agile, Lean and PMM - PM Management Processes.

        • Product Management – Work-flow principles and key concepts in practice

        • Product/Marketing Business Plans – Strategic Programme Management

        • Strategic Business Objectives – Strategic Cascade Management Principles

        • Market Research and Intelligence – Principles and Practical Techniques




Day 2


        • Situational Analysis of the Marketing Environment – Practical Tools and Techniques

        • Product Marketing Plan – Strategic Product Planning and Deployment in Practice

        • Brands and Brand Awareness – Introduction to Brand Positioning and Management

        • Competitive Benchmarking – Powerful Visual Mapping Techniques

        • Product Features and Benefit Analysis – Techniques to Measure Product Qualities

        • Product Positioning – Dimensional Mapping and Positioning Techniques




Day 3


         • Product Forecasting – Principles and Practice

         • Product Requirements Definition – Core principles inc. practical workshop




Day 4


        • Product Screening and Commercial Metrics – The drivers behind Best Practice

        • Pricing for Results – Strategic Pricing

        • Product Commercial Viability – Financial Modelling and Ratios

        • Marketing Communication – Practical Tools and techniques





Interactive Business Models included in this course...


  •  Objectives and Strategy Management ~ Cross Functional Objectives Mgt.
  •  Creative & Idea Management – Idea management and selection
  •  Customer Analysis - Voice of the Customer Analysis
  •  SWOT Analysis Model – Interactive Situational Analysis (enhanced)
  •  PEST Analysis– Interactive Situational Analysis (enhanced)
  •  Competitor Analysis– Interactive Situational Analysis
  •  Strategic Management Matrices – 20 Traditional and Unique position matrices
  •  Ansoff Matrix – Portfolio Analysis
  •  MFP Strategic Matrices – Boston, GE, Directional Policy
  •  Market Audit – Comprehensive External and Internal templates
  •  Technology Matrix – Strategic Position
  •  Product Positioning - % market fit, competitive benchmark, value proposition fit
  •  Feature and Benefit analysis – based on Kano modelling
  •  Risk Management – Risk management matrix
  •  New Product Screen – Selection of screening tools.
  •  Financial Planner- Comprehensive Budget and Cash Flow Planner
  •  Product Viability Model- Comprehensive DCF, product viability
  •  Visual Mapping – Visual mapping of products / services
  •  Sales Forecast– Comprehensive tool for disseminating target markets
  •  AHP – Analytical Hierarchy Process for decision making and confidence checking
  •  Marketing Communication – Planning Templates
  •  QFD2000 Software - Requirements definition software (QFD)








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|Best Practice Product Management



Location         Innovation Process Management

                       Unit 4 - 6

                       147b Wareham Road

                       Corfe Mullen

                       Wimborne, Dorset

                       BH21 3LA

                       United Kingdom

Telephone      44 (0)1202 699870







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