Certified Product Marketing Manager™| from launch to withdrawal
launch | growth | maturity | decline

Through this AIPMM crash certification preparation course participants have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition to successfully:

Improve the Market Value of your Product Portfolio to:
 
optimize commercialization
develop strategic marketing functions throughout the product lifecycle
create & execute the marketing plan & budget
manage deliverables & campaigns
drive customer acquisition & revenue
assess the market, competition & trends
translate insights into compelling business opportunities

Attend this Innovative Training Course and you will be able to:
Manage product commercialization more profitably from product launch, growth and maturity to its decline. Identify and address important issues that will enable the product to achieve its full potential through market segmentation and channels of distribution. Understand customer buying behavior; Take the exam and become an AIPMM Certified Product Marketing Manager™.

Who Should Attend?
The Certified Product Marketing Manager™ course is designed for anyone involved in the marketing and branding function for goods and services, including pricing, sales orientation and communications strategy.

Course Overview
Product marketing is responsible for the second half of the product lifecycle from 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.

Course Schedule
Registration and coffee will be at 9.00.The course will commence at 09.30 and conclude at 17:00 with appropriate breaks for refreshments.

Course Outline
Day 3
Branding
Strategic Planning | Market Strategy
The Product Lifecycle | Commercialization

Day 4
Consumer | Business Buying Behaviour
The Marketing Mix
Integrated Marketing Communications
Distribution and Logistics | Managing Channel Conflict
Pricing | Marketing intangible services.
Special Topics | ”Bonus” Material | Review

AIPMM Certification Exam | Skills and Experience Assessed | March 19, 2012
The AIPMM Product Marketing Certification exam ensures that CPMMs demonstrate an understanding of both strategic and tactical marketing functions throughout the product life cycle. Their ability to create and execute the marketing plan and budget, manage the creation of marketing deliverables and create marketing campaigns to drive customer acquisition and revenue is measured. The ability to assess the marketplace, customers, competition, and trends through the analysis and evaluation of relevant data is also assessed. Emphasis is placed on the candidate’s capacity for translating insights into compelling business, product or service opportunities. The exam is comprised of 187 multiple-choice and essay questions that measure product marketing skills and knowledge in the following key areas:

1. Launch Process and Methods [35%]
2. Marketing Strategy [10%]
3. Market Research [10%]
4. Teams, People & Organizational Issues [15%]
5. Budgeting Process [5%]
6. Writing Business Plans [5%]
7. Distribution Channels [10%]
8. Pricing Strategy [10%]