An Introduction to Product Management
A 1-day workshop to teach you the fundamentals
of how to manage products effectively throughout their lives.
Who will benefit and what will they gain
Product managers, managers of product managers or
other executives introducing product management as a discipline into
their companies who have little formal knowledge of product
management. It is particularly appropriate for recently appointed
product managers or those who wish to refresh their skills.
They will gain an appreciation of the different
definitions of the role and the tools and techniques they can use to
maximize the return generated by their products at whatever stage they
are in their lifecycles.
What the workshop will cover
The Product Managerís Role and
Responsibilities: How the product management has developed.
Alternative interpretations of the role. Key tasks and
Building a Strategic Framework: Options to develop your product. Analyzing customers
Developing New Products: The product
development process. Idea generation and screening. Business case
Managing Existing Products: Analyzing your
product range. Life cycle perspectives.
Developing Product Plans: What your plan
needs to cover. Integrating pricing,
place and promotional factors.
On completion the delegates should be able to:
Understand their role and responsibilities in their
Contribute to a customer and competitive analysis
Understand and contribute to the product development
Evaluate their product range and suggest alternatives
Understand the key elements and stages in building a
The training method
A combination of lectures, discussions, exercises
and examples. Participation will be a key feature of the day and
delegates will be encouraged to relate key concepts to their own
situation. Checklists and tools will be provided to facilitate the
translation of learning into practice in the workplace.
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.