Who should attend
Managers planning a product management organization, junior PM, all employees who have current or future product management responsibilities.
Prerequisites
No special knowledge is required.
Course Content
Product Management:
- Task & Function
- Roles of the product managers
- History & organizational integration
Product innovation and brand management:
- Trend research
- Brand Management
- Innovation methods
- Naming
- Customer focus groups, development budgets
Product development and management of existing products:
- Product life cycle
- SWOT, ABC & Pareto analysis
- Portfoliomanagement - Benchmarking, BSC
Market and competitive analysis:
- Methods and instruments
- Market segmentation
- Target groups
- Sinus Milieus
- Competitive/competitive structure analysis
"Customer Centricity" - agile thinking in product development:
- Process-related touch points with customers
- Meaningful initiatives in the "Customer Centricity Portfolio
- Attention elements in the Customer Centricity strategy on the part of employees
Critical success factors, anti-flop principle:
- Lead Market Theory
- Below-the-line effects
- Benefit argumentation for sales
- Buying-Selling Center
- Open Selling Process, Consultative Selling
Strategic aspects:
- Planning & Enforcement
- Matrix according to Ansoff
- Competitive, Product, & Product Market Strategies
Marketing mix:
- Product/portfolio strategy, product positioning, visualization
- Neue Medien (Blogs, Communities & "the long tail of new media")
- Go-to-Market Model
- Product pricing
- Product costs
Phase processes:
- Stage-Gate Process
- Quality Function Deployment
- SCRUM, PRINCE2
- Softwaretools
German
Germany
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