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Certified Product Marketing Manager™
Sharpening your Product Marketing Skills
Through the Certified Product Marketing ManagerTM course,
individuals have the opportunity to pursue continuing education
and increase industry involvement and industry-wide recognition
by achieving the Certified designation. Included in the course
fees are all course materials,
One year AIPMM Membership, free on line pre-exam
assessment and the exam, which will be administered on the last day.
Course Overview
Product marketing is the function responsible for ensuring the
success of the product in the marketplace. It is the function
that initiates pricing actions, product focused marketing
communications activities and represents the product to sales
people, the channel and often customers. You will discuss best
practice in product marketing that you can apply in your
organization to improve the success rate of your products/
services. The course will be highly interactive and will include
numerous action learning exercises that reinforce the key
points.
Attend this Innovative Training Course and you will be able to…
Manage product commercialisation more profitably (launch,
growth, maturity, decline); Identify and address important
issues that will enable the product to achieve it’s full
potential (market segmentation and channels of distribution);
Understand customer buying behavior; Take the exam and become an
AIPMM Certified Product Marketing ManagerTM.
Who Should Attend?
The Certified Product Marketing Manager® course is designed for
anyone involved in the marketing function for the product/
service, including pricing, sales orientation and communications
strategy.
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
Thursday
July 08, 2010
Course Overview and Objectives:
To begin the course you will
identify the major challenges facing you and focus course
material on the issues that are most valuable.
Branding: The brand is often the most powerful tool used in
marketing products and it provides a context for product and
marketing decisions. In this section, you will discuss: the
strategic decisions involved in shaping the brand; brand equity,
positioning and sponsorship; naming considerations; brand
development .
Action Learning Exercise: The brand audit.
The Product Lifecycle:
Product marketing is responsible for the
second half of the product lifecycle – launch through to
obsolescence. This section reviews the stages of the product
lifecycle with a focus on the stages that directly contribute to
revenue and profit. You will address: the stages of the product
lifecycle and the key activities within each stage; what to
expect at each stage of the lifecycle and the important
decisions that need to be made within each; special lifecycles
that do not follow the normal patterns.
Strategic Planning and the Marketing Management Process: Product
marketing must be aligned with the company’s strategy to achieve
the best results. This section covers: the strategy and the
mission; the business portfolio market expansion; understanding
competition and its impact; choosing the right marketing
strategy to gain competitive advantage.
The Marketing Mix: Successful product marketing requires the
careful orchestration of all factors leading to successful
sales. In this section, you will explore: the marketing process
and the crucial steps in product marketing; the classic 4 Ps,
plus two more essential for success; the marketing plan;
organizing and implementing the marketing function.
Friday
July 09, 2010
Market Segmentation:
Marketing activities must be focused on the
market segment(s) most likely to purchase the product, otherwise
the sales and marketing costs will become excessively high. This
section covers: the importance of market segmentation; an
approach to demographic segmentation; determining the alignment
between the demographic and needs segmentation; criteria for
evaluating successful segmentation.
Action Learning Exercise: Determining market segmentation.
Consumer and Business Buying Behavior: Product marketing
managers need to understand customer buying behavior in order to
successfully manage (and help the sales force manage) the sales
funnel. You will discuss: factors influencing consumer and
business buying behavior; the buyer decision process; stages in
the adoption process, and what is required to move the buyer to
the next stage.
The Special Challenges of Marketing “Services”: Services are
products – up to a point. Services, being intangible, pose
special challenges that are not usually faced when marketing
tangible products. This section addresses: the typical problems
in marketing intangible services; ways to overcome these
challenges.
Action Learning Exercise: Marketing intangible services.
Distribution and Logistics:
There are often one or more
intermediaries through which the product flows in getting from
the vendor to the customer. You will cover: the role and value
of the intermediaries; the various forms of consumer and
business marketing channels; channel design decisions; channel
behavior and the problems to avoid; marketing logistics
considerations.
The Value Chain: There are many companies ultimately involved in
delivering the solution to the customer, each with a specific
role. This section examines the value chain from the perspective
of: the direct value chain for your product; the extended chain
of companies delivering the complete solution to your customers;
how to develop and nurture your extended value chain to leverage
your company’s internal resources.
Action Learning Exercise: The extended value chain.
Saturday
July 10, 2010
Pricing:
There are many considerations when setting product
pricing. In this section, you will cover: common pricing
strategies and pricing best practices; the various factors to
consider when setting or adjusting the pricing.
Action Learning Exercise: Pricing a product to gain maximum
profit.
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. |
