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Description
Product management is at the core of any business that sells products. Done well, it delivers strategic insights, optimised resources and bottom-line results.
Over 3 days, our course covers all the key areas of product management and product marketing focused on B2B and B2C in the Telecoms, IT and Software industries.
The course marries best practice, theory and practical techniques to explain what has to be done and how to do it. Participants are provided with detailed checklists, templates and course notes to use as reference when they return to the office. This course builds the skills and knowledge that usually only comes with many years of experience.
This course is provided through our partner company Product Focus, the leading product management training provider in Europe.
Completing this industry-leading course and certification gives you the knowledge, skills and confidence to excel in product management. It gives you a tangible advantage by showing employers and colleagues your commitment to professional development in product management.
What you will learn?
The workshop will help you:
- Become more effective – learn the full range of skills, tools and best practice
- Gain confidence and insight – through a thorough understanding of your role
- Improve work quality and speed – by using industry-leading tools, templates and checklists
- Build experience – by sharing anecdotes and experiences with delegates from other companies across the industry
- Get certified – become a Product Focus Certified Product Manager and demonstrate to peers, managers and employers your commitment to professional development
You will also get:
- Product Management Certification
- Downloadable e-book
- Full set of tools, templates and checklists on USB key
- Full set of Product Management Journals(PDF)
- Personal product management benchmark report
- High quality training from an industry expert
Key Features
Certification
Prerequisites:
Delegates must have attended this authorized training course before they can undertake certification.
Certification:
The certification exam tests product management knowledge and how to deal with typical product management and product marketing issues. Successful completion will qualify delegates as a Product Focus Certified Product Manager.
The Exam;
The exam is taken online. It is a mix of multiple-choice questions and questions that require short written answers. It is open-book and delegates are expected to refer to their course notes and Product Management Journals to complete the answers.
For further details see. https://www.productfocus.com
Curriculum
- Why companies have products
- Product management lifecycles
- Defining the product management and product marketing roles
- Touch points and balanced responsibilities
- Applying a RACI model
- Market research, market insights and ‘listening posts’
- The market analysis process and different levels of competition
- Segmentation and targeting
- The buying process and cycle
- Competitive analysis including Porter’s 5 forces
- Elements in a proposition
- Understanding customer value
- Personas, Kano Analysis and Outcome driven innovation
- How to communicate propositions effectively
- Elevator pitches, positioning diagrams and sales crib sheets
- The 4 business case steps
- Stakeholder management
- Key financial concepts and terminology
- Sensitivity analysis and forecasting
- How to avoid common mistakes
- The pricing cycle and fundamental pricing strategy
- Value-based pricing, skimming and penetration
- The psychology of pricing
- Demand curves, reference pricing and how to handle discounting
- Ladder pricing, bundling, price complexity and versioning
- Waterfall and stage-gate methodologies explained
- Agile approaches including Scrum in detail
- Common challenges including who should be the product owner and scaling Scrum
- User-centred requirements
- The Market Requirements Document (MRD) and prioritisation
- Product management versus product marketing
- Product marketing fundamentals, the 7P’s and 7 C’s
- Launch concepts and best practice
- In-life product management including dashboards and KPIs
- Roadmaps
- Product Strategy fundamentals and approach
- Product portfolio management including the BCG matrix
- Classic theories - Innovators Dilemma, Crossing the Chasm and Blue Ocean Strategy
- Lifecycle theory and practice
- Effective use of SWOT analysis as a strategy tool
- Insights from the annual Product Focus Product Management Survey
- Product Management personas, coaching, influencing skills
- How to make the role more strategic
- Email, meetings and time management
- Plan to apply key insights and tools from the course
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Network EngineerFrequently Asked Questions
Delegates should either work in product management or product marketing, or have worked with product managers as part of a full time, paid role.
The course will benefit anyone who wants a thorough grounding in product management and product marketing – whatever their experience level - however, it is particularly valuable to those who have recently started in product management.
Product management is at the heart of any business that sells products. Executed effectively, it delivers strategic insights, optimised resources, and bottom-line results. Completing this industry-leading course and certification gives you the knowledge, skills and confidence to excel in product management. It gives you a tangible advantage by showing employers and colleagues your commitment to professional development in product management. This course builds the skills and knowledge that usually only comes with many years of experience. This training is provided through our partner company Product Focus. Product Focus is the leading product management training provider in Europe. The Product Management Certification from Product Focus is also included within the course price.
The instructors are highly experienced product managers who give insights into the product management and product marketing aspects of leading businesses in this age.
No, there is no online/virtual course for this. The certification requires in-depth knowledge of product management and marketing techniques, which you get from our certified experts who lead the workshop.
To begin with, candidates must have attended this authorized training course before they can undertake certification. The certification exam tests product management knowledge and how to deal with typical product management and product marketing issues. Successful completion will qualify delegates as a Product Focus Certified Product Manager. The online exam is a mix of multiple-choice questions and others that require short written answers. It’s an open book format, and candidates are expected to refer to their course notes and Product Management Journals to complete the answers.
Yes, participants should either work in product management or product marketing, or have worked with product managers as part of a full time, paid role.
The Product Management Certification from Product Focus is also included within the course price.
On successfully clearing the exam, candidates will become a Product Focus Certified Product Manager certified.
They will receive a certificate in the post and be registered on a list that anyone can check by contacting Product Focus.
In addition they can use the unique Product Focus Certified Product Manager logo on their email sign-off, LinkedIn profile and professional biography.
This is an online, open book exam. The duration is 90 minutes and the results will be emailed to candidates in about 2 weeks.
If you fail you will be allowed to re-take the exam free of charge one additional time.
Any registration cancelled within 48 hours of the initial registration will be refunded in FULL (please note that all cancellations will incur a 5% deduction in the refunded amount due to transactional costs applicable while refunding). Refunds will be processed within 30 days of receipt of written request for refund. Kindly go through our Refund Policy for more details: https://www.knowledgehut.com/refund-policy
Please send in an email to support@knowledgehut.com, and we will answer any queries you may have!