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Certified Product Manager®
Increasing your Product Management Skills
Through the Certified Product Manager® individuals have the
opportunity to pursue continuing education and increase industry
involvement and industry-wide recognition by achieving Certified
designation. Included in the exam fees is,
One year AIPMM Membership, and the exam, which will be
administered on the last day.
Course Overview
Product management is the function responsible for championing
new products/services from inception through to their launch. It
orchestrates internal activities and ensures the best and most
profitable possible outcome for the product. You will discover
best practices in product management that you can apply in your
organization to improve the success rate of your products. The
course will be highly interactive and will include numerous
action learning exercises that reinforce these key points.
Attend this Innovative Training Course and you will be able to…
Optimize the marketing strategy for your products; Manage
product management during first half of product cycle (inception
through launch); Ensure smooth transition to production; Take
the exam and become an AIPMM Certified Product Manager®.
Who Should Attend?
The Certified Product Manager® course is designed for anyone
responsible for the product/ service before and as it enters the
market – concept, design, development, test and launch and ideal
for those responsible for the product while it is in the market
– launch, growth, maturity, decline, and withdrawal.
Course Schedule
Registration and coffee will be at 8.30.The course will commence
at 09.00 and conclude at 15.00 with appropriate breaks for
refreshments. Lunch will be served at 15.00 following close of
the day.
Course Outline
Monday July 05, 2010
Course Overview and Objectives:
To begin the course we will give
you an opportunity to identify the major challenges facing you
so that we can focus the course material on the issues that are
most valuable.
Understanding Products and Services: Effective product
management starts with a deep understanding of the product. In
this section, you will examine: the different levels of a
product that exist from the customers’ perspective and how to
use that understanding to develop the very best products; the
different classes of products and how these differences impact
the nature of the product requirements; the different attributes
of a product and the decisions that the product manager needs to
make for each of these attributes.
Action Learning Exercise: Determining the different levels of a
product and how those impact the customer decision process.
Gathering Market Intelligence: Understanding your customers and
prospects is vital when making product management decisions.
This section will cover: The various sources of information
available to the product manager; the pros and cons, and when to
use each and why; how to conduct in-depth interviews to identify
customer needs.
Product Positioning:
It is important for your product to be
positioned clearly in the minds of your customers and prospects,
since poorly articulated positioning may cause them not to take
the next step in the purchase process. In this section, you will
discover: how and when to position your product; the importance
of market segmentation in determining your product positioning;
the three key warning signs when positioning needs immediate
revision.
Action Learning Exercise: Positioning your product
Tuesday
July 06, 2010
The Product Lifecycle:
Product management is responsible for the
first half of the product lifecycle – inception through launch.
This section reviews the stages of the product lifecycle with a
focus on the critical first stages. You will: review the key
activities within each stage of product development and how the
product manager must manage these to successfully bring a
product to market; examine a commonly used methodology for
managing the development process that reduces risk, speeds time
to market and leverages internal resources most effectively;
discuss a proven approach to screening ideas and the common
mistakes that are made in this process.
The Special Attributes of “Services: Services are products, and
the product management techniques discussed in the course work
equally well for both services and tangible products. However,
services have several attributes that set them apart from
tangible products, and these present special challenges, and
opportunities, for the product manager. In this section, we will
discuss: the key differences between tangible products and
services; the important implications of these key differences
for definition and development process – what needs to be done
differently, why and how.
Action Learning Exercise: The Service Map
Product Life Cycle Strategies: This section will discuss several
of the popular frameworks for developing new product strategies:
using situational analyses to evaluate the attractiveness of new
products; approaches to expanding the business; assessing your
competition and the appropriate response to competitive moves.
The Value Chain: There are many companies ultimately involved in
delivering the solution to the customer, each with a specific
role. This section examines this from the perspective of the key
components of the product value chain; designing and managing
the value chain.
Action Learning Exercise: Determining your value chain.
Pricing: There are many considerations when setting product
pricing. In this section, you will: review pricing best
practices; examine three distinct pricing strategies; discuss
the various factors that must be taken into account, with a
focus on the internal considerations that impact the product
management function; setting the pricing for new products.
Action Learning Exercise: Setting pricing
Wednesday
July 07, 2010
Preparing for the Launch: In addition to marking the transition
from development to commercialization, the launch is also the
typical handoff from product management to product marketing.
Both functions need to be intimately involved for the transition
to run smoothly. This section reviews: the overall activities
associated with the product launch; internal launch
preparedness; ensuring a smooth transition to production.
Review: An opportunity to review and ask questions on any part
of the material before the exam.
The Exam: The exam is usually completed in three hours, but we
will allow four hours to ensure you have adequate time to
complete it. The exam will require several weeks to grade, after
which you will be informed whether you have passed or failed. If
you don’t pass you will have an opportunity to review your
scores with one of the senior members of the grading team, and
you will be given the opportunity to retake the exam the next
time it is administered at no additional course charge. |
