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Course Aim

To enable people who work in a sales or marketing role to experience a complete overview of product management. The course is suitable for sales managers with marketing responsibilities, marketing managers, product managers, brand managers, product assistants and product specialists.

Delegates attending the programme will learn how to develop the best strategy for their product, maximise customer appeal, gain competitive advantage and effectively co-ordinate all the marketing tools at their disposal.

Course Objectives

By the end of this course delegates will be able to:

• Understand the basic principles of Marketing
• Put together an effective product strategy
• Generate new product ideas
• Analyse their existing product portfolio
• Make rational decisions on pricing
• Develop a marketing campaign
• Develop a product plan

Course content includes:

• The role of product manager
• How product managers are measured
• Getting the basics right. Product and company information
• Putting together your product strategy
• Strategic thinking
• Using segmentation, targeting and positioning
• Developing new products
• Generating new ideas. Product checking, screening, development, and testing
• Planning and managing a successful product launch
• Managing the existing product range
• Product refreshment and extension
• Portfolio analysis
• Making pricing decisions
• Factors influencing price. Price volume and profit
• Tactical and multi level pricing decisions
• Presenting, promoting and supporting the product
• Packaging and point of sale presentation
• Developing marketing campaigns
• Developing an effective product or brand plan
• Course summary and review

How the course works

Delegates are taken through a process for developing and implementing a strategy for their products; maximising customer appeal and gaining competitive advantage.

As a result of attending the course they will be able to coordinate the marketing tools at their disposal and build a sound product or brand plan.