The product manager is the driving force in converting market requirements into competitive and profitable products. At the interface of markets and technology, he implements strategic concepts and manages his portfolio over the product lifecycle. As a coordinator and communicator he effectively cooperates with internal and external partners and mobilizes them to jointly reach the defined objectives.
- Become familiar with the different aspects of product management and learn how to act as an effective product manager
- Systematically identify market needs and convert them into competitive products and solutions
- Successfully manage product development projects
- Cooperate effectively with internal and external partners
- Develop and implement a strategic marketing plan for existing and new products
- The role of the product manager
- The product manager as the driving force in converting market requirements into competitive products and solutions
- Positioning of product management in the organization
- The product manager´s personal characteristics
- The 7 golden rules and the 3 biggest traps of product management
- Understanding customers and markets
- Quantitative und qualitative market research
- Building a marketing intelligence system
- Understanding the purchasing behaviour of different target groups
- Tools for analyzing and presenting information
- Product Fact Book and Market Fact Book
- Finding product ideas and converting them into successful products
- The 4 phases of successful product development
- The 5 phases of a customer problem analysis
- Methods to generate breakthrough ideas
- Evaluating development projects
- Marketing products strategically
- Building sustainable competitive advantage
- Value-based benefit argumentation: Feature – Function - Benefit
- Developing and implementing a strategic marketing plan
- Leadership and communication for product managers
- Leading effectively without hierarchical power
- Presenting and moderating successfully
- Communicating effectively in writing
