• The role of product management
• Qualities of a successful product manager

Market analysis

Product managers must decide whether certain features, products or even markets are attractive enough to warrant investment. Making the right decision requires detailed market analysis. In this module, students learn how to analyse market conditions, assess competitors and balance these

with the overall vision and strategy of their company. Using real world examples, students learn skills that enable them to build comprehensive new product development plans and annual marketing plans.

Key areas covered

• Market sizing
• Assessing market suitability
• Competitive analysis
• Identifying product opportunities and threats
• Internal audit and assessment
• Addressing buy versus build issues
• Pricing
• Business case building

Day 2

Requirements specification

The ability to turn market needs into product requirements is an essential product management skill. In this module, students learn how to write meaningful requirements and how to work with development through the requirements specification process. Using tried and tested methodologies, students learn how to prioritise feature sets and keep the project on track through the development phase.

Key areas covered

• Writing meaningful requirements
• Developing user scenarios
• Feature prioritisation
• Analysing technical feasibility
• Acquiring senior management buy-in

Day 3

Product launch preparation

A huge variety of deliverables need completing prior to Product Launch. For example, sales and support teams need training, marketing strategies need implementing, and reference customers need to be identified. In this module, students learn the range of activities that need to be considered and then work with proven tools and templates in order to plan a full product launch.

Key areas covered

• Use of Beta sites
• Product positioning
• Readying the internal organisation
• Media management
• Communicating with customers
• Producing a Product delivery checklist
• Reaching General Availability

Ongoing planning

A variety of factors influence a product throughout its lifecycle – factors such as new competition, changing customer needs, or advances in technology. In this module, students focus on building the framework required to track product success and identify areas for product improvement or process enhancement.

Key areas covered

• Win/loss analysis
• Annual marketing plan
• Product performance
• Product lifecycle
• Product Rationalisation

Cost: 5 units (if we can get 10 delegates)

To register please email our Training Co-ordinator on registrations@thelearningcollaboration.com