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Course Details

Marketing Planning
Product Management 1
Product Management 2
Strategic Analysis
Strategy Development
Valuing Marketing
Influencing the Business
Marketing Communications 1
Marketing Communications 2
Marketing Communications 3
Managing Marketing Assets
Build a CRM Business Case
CRM Planning & Selection
How to Implement CRM


The Fundamentals of Product Management

Aims and Objectives

This 3-day course provides a comprehensive overview product management responsibilities and how to manage products effectively throughout their lives with opportunities to practise the techniques discussed using exercises and examples appropriate to your organisation. The aim is to provide a foundation for world class product management.

 What the workshop will cover

  •   The Product/Brand Managerís Role and Responsibilities: How the product management has developed. Alternative interpretations of the role. The role in your organisation. Key tasks and responsibilities. Building support for your products and brands.

  • Building a Strategic Framework: Sources and uses of market data. Options to develop your product. Analyzing customers using segmentation. Understanding competition.

  • Developing New Products: The product development process. Idea generation and screening. Business case fundamentals. Key pre-launch and launch issues.

  • Managing Existing Products: Evaluating product performance. Adding value to existing products. Analyzing your product range. Life cycle perspectives.

  • Managing Relationships: Fundamentals of CRM. Managing relationships with other functions. Sales and marketing relationships.

  • Developing Product Plans: What your plan needs to cover. Stages in developing the plan. Integrating pricing, place and promotional factors. Budgeting and forecasting. Measuring effectiveness.

On completion the delegates should be able to:

  •  Define their role and responsibilities within their organisation

  • Conduct a customer and competitive analysis

  • Identify their key information needs and sources

  • Understand and participate in the product development process

  • Evaluate their product range and develop appropriate product development strategies

  • Develop a product plan

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone - +44 (0) 118 9813224.


DSM provides a range of in-company training courses as well as competency and training needs assessment services. Tailored training programmes are usually built from a menu of standard options and customised material. In-company courses can be cost effective for groups of 6 or more delegates, depending on the amount of customisation required. The info box on the left of this screen gives a list of sample courses.

Click here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.

Consultancy Services

Consultancy projects are tailored to meet the requirements of each situation and client. The services we offer include:

  • Sales & marketing audits

  • Sales & marketing process assessment & redesign

  • Marketing planning

  • Marketing strategy assessment & design

  • Marketing competency assessment

  • Training needs analysis

  • Coaching & mentoring

Click here for further examples of consulting projects and here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.


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