ISM Endorsed Product Management and Marketing (PMM)
The Product Management and Marketing course is a dynamic and comprehensive program designed to equip participants with the essential skills and knowledge needed to excel in the fields of product management and marketing. In today's fast-paced business environment, the ability to develop and market products effectively is crucial for success. This course provides a deep dive into the core principles and best practices that underpin these critical functions.
Throughout the course, participants will explore topics such as market research, product development, product launch, marketing communication, and product optimization.
PrerequisitesNone — open to managers at all levels
5 Days
2 Sessions
Starting from USD 1,500
Available Online
Course Methodology
The course employs a wide array of templates, group exercises, workshops, and relevant videos to help participants acquire and apply the right competencies to design and promote marketable products.
Course Objectives
By the end of the course, participants will be able to:
- Define product management and marketing and conduct preliminary analyses to design and launch market-fit products
- Use the new product development process and product life cycle strategies to create desirable products, services, and great customer interactions
- Develop marketing campaigns using different media vehicles to successfully promote products
- Master and optimize product launches to avoid common launch pitfalls
- Measure product performance and use product optimization techniques to ensure market growth and customer satisfaction
Target Audience
Whether you're a budding product manager, marketing professional, or an entrepreneur looking to launch, manage, and promote a new product, this course offers practical insights, real-world case studies, and hands-on exercises to help you build a strong foundation in these key areas.
Target Competencies
- Product launch
- Product marketing
- Product positioning
- Product optimization
- Campaign launches
- Product metrics and tracking
- Product Life Cycle strategies
Course Outline
- Product Management and Marketing Overview
- Product management and marketing: Roles and functions
- Importance of product-market-fit
- Research essentials for product success
- Market research and analysis
- Customer analysis
- Competitive analysis
- Product management planning: Key to winning opportunities
- Product Development and Lifecycle Management
- The New Product Development (NPD) process
- Idea generation
- Idea screening
- Concept development and testing
- Business analysis
- Product marketing and mix analysis
- Test marketing
- Commercialization
- Product lifecycle management and strategies
- The New Product Development (NPD) process
- Product Promotion and Marketing Communications
- The promotion mix and marketing objectives
- Promotion mix strategies across the PLC stages
- Creating a promotional campaign
- Advantages and disadvantages of various media types
- Media selection considerations
- Evaluating promotional campaigns
- Promotional campaign budgeting
- Product Launch and Positioning
- Causes of new product failure
- Types of product launches
- The launch plan components
- Product launch enhancement strategies:
- Creating taglines
- Writing a press release
- Product positioning
- Product Optimization and Metrics
- Difference between NPD and Design Thinking
- Design Thinking and product optimization
- A/B testing and experimentation
- Product metrics and tracking
Face to Face Courses
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