Product Management - Business to Business

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Product Management - Business to Business

The Chartered Institute of Marketing
Logo The Chartered Institute of Marketing

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Description

This course is for product managers who need to be taken seriously by their sales team, R&D and others. It offers more than just standard product management theories and tools. It gets into the practicalities of being a credible product manager in the real B2B world. It shows how to construct a plan and use tools to manage a portfolio of products, but it keeps the focus on overcoming the ten most common obstacles that can cause the product marketing plan to fail in practice.

You will gain the confidence you need to function as a successful product manager. Your role requires you to persuade other people to co-operate and implement your product marketing plan so your credibility is crucial if…

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This course is for product managers who need to be taken seriously by their sales team, R&D and others. It offers more than just standard product management theories and tools. It gets into the practicalities of being a credible product manager in the real B2B world. It shows how to construct a plan and use tools to manage a portfolio of products, but it keeps the focus on overcoming the ten most common obstacles that can cause the product marketing plan to fail in practice.

You will gain the confidence you need to function as a successful product manager. Your role requires you to persuade other people to co-operate and implement your product marketing plan so your credibility is crucial if you are to be seen as more than just a product expert. You will learn how to construct a realistic strategy for your product portfolio that stands up in the real world and to argue the case for it, with confidence and conviction.

Your organisation will benefit because your product plan will be in line with the company’s overall strategy, objectives and positioning. It will also help to ensure that your company has a profitable portfolio to be able to compete not just tomorrow but in the future.

This course is for product managers, operating in business to business markets. It is particularly relevant for those who have come from a technical or sales background and are now required to create product plans, and manage products strategically. Product managers who realise the difficulty of creating product plans and having them implemented in practice, will benefit greatly from this course.

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  • The reality of product management and the ten biggest obstacles to making it work in practice.
  • Understanding strategy and aligning product plans.
  • Achieving strategic fit for products and services.
  • Segmenting, profiling, and targeting B2B customers and influences.
  • Constructing the value chain to meet key success factors.
  • Strategic product and services portfolio management.
  • Choosing the right product markets.
  • Creating customer value.
  • Probing decision making groups to extract value.
  • Selling value to multiple decision makers.
  • Selling your plan to your sales force and other colleagues.
  • Defining success factors.
  • Managing the product and marketing mix strategically and tactically.
  • Constructing and developing innovative product propositions.
  • Managing innovation and making the business case for it.
  • Strategic and tactical pricing decisions.
  • Applying the right promotional tools and messages.
  • Developing and implementing your product marketing plan.
  • Measuring the success of your product plan.
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The course will be delivered using a combination of presentations, discussions, exercises, practical examples and case studies. Application to the real world is brought into focus through the course director’s personal examples of B2B practice in a range of product marketing situations and through videoed interviews.

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