Duration
3 days
OVERVIEW
Product Management is a function that strategizes, defines, and manages an organization’s range of products and services. It is the hub that brings together Customer, Market, Technical and Financial knowledge so that it may determine the types of products and services that a company develops and continues to offer in the market. To provide your company’s products and services the best chance for success in the market, it is important to engage with Product Managers.
The Introduction to Product Management course is an interactive course designed to arm those wanting to work more effectively with Product Managers with the appropriate language and key Product Management concepts. Participants will have the opportunity to apply the material learned during the course through a series of exercises so that they may best engage with Product Managers to collectively deliver tangible results for their business.
LEARNING & BUSINESS BENEFITS
Organizations will see the following immediate and ongoing benefits of investing in building their product management skills and capabilities:
A shared understanding of the function of Product Management
A common language to discuss existing and new product ideas
More cohesive teams as they support Product Management deliver value
Increased efficiency as teams become more are aligned
A competitive advantage for your business
The various roles in Product Management and how to interact with them
Key Product Management concepts
About Value Propositions and Positioning statements
The importance of Strategic Planning and Product Road-Mapping
WHO SHOULD ATTEND
Product Managers
Development Managers
Sales Executives
Marketing Managers
User Experience Practitioners
Business Analysts
Project Managers
Engineers
COURSE OUTLINE
During the 3 days training session, participants will learn the fundamentals of Product Management and what is required to manage products for growth.
DAY 1
TOPIC 1
Product Management Key Concepts
About product management
What is product management?
About a product’s lifecycle
Essential knowledge & experience in product management
Difference between product and project management
About Product Management and the importance of this function in an organization
Characteristics of successful product managers & development associates
Importance of being product & customer focused
TOPIC 2
Knowledge Building on Product Management
Product Market Research Overview
Product Market Analysis Tools
Product Market Segmentation
- Consumer Market
- Business Market
Five Forces Strategy
Product Maturity Cycle
Competitive analysis overview
Competitive analysis tools
DAY 2
TOPIC 3
Strategies of Product Management
Four P's (Product, Promotion, Price, Place)
SWOT (Strength, Weakness, Opportunities, Threat)
Battle cards
Customer research overview
Ethnographic Interview Technique
User and Buyer Personas
User Stories
The Value of Value-Props
TOPIC 4
Product Planning and Development
General business strategies
Distinctive competence
Product vision
Crafting a vision statement
Product requirements history and overview
Agile and waterfall overviews
Using Huruda Maps for requirements
Prioritizing requirements
Creating a Huruda Map
Managing product requirements during development
Handling change while maintaining quality
Beta program overview and best practices
DAY 3
TOPIC 5
Product Launch and Execution
Business operations overview
Financial knowledge
Budgets, Forecasts, Margins
KPIs for Product Managers
Launch Readiness Overview
Marketing Operations Overview
Key Activities to Support Marketing
The Effortless Demo
Sales Operations Overview
Key Activities to Support Sales
Win or Loss Analysis
Customer-Facing Services Overview
Key Activities to Support Customer-Facing Services
TOPIC 6
Product Road Mapping
Product lifecycle overview
Getting to your vision one step at a time
Road mapping techniques
Strategic vs. tactical considerations
Road mapping best practices
Product obsolescence
ACTIVITIES FOR THE DAY 1, 2 & 3
Case Study
Quiz on Covered Topics
Games & Interactive Sessions Related to Topics
Programme scope, delivery arrangements and suitability are confirmed during enquiry.