Course Description:     This in-depth introduction to product management, product marketing, and product marketing engineering covers everything from core concepts and terminology to process management.  The course is designed to meet the needs of product managers, product marketing managers, and product marketing engineers who are charged with driving products to market but who may be new to the disciplines and processes involved.

Course Objectives:     Participants learn to manage the process of shaping final products and taking them into the marketplace all from the perspective of the customer advocate, including:

  • Concept of the 'whole' product and product lifecycle
  • Product planning, scoping markets, pricing and margins, forecasting
  • Product management, MRD and PRD, roadmaps, metrics
  • Product packaging, costing, production
  • Product positioning, persona, promotion, launch planning
  • Product support for sales, channels, merchandising
  • End of life (EOL) planning
  • Analyzing customer needs
  • Researching and sizing markets
  • Evaluating competition
  • Developing product requirements
  • Assessing ROI
  • Managing product lifecycles
  • Working with engineering, marketing and sales
  • Working with sales channels

 Required Book

The Product Manager's Handbook – 4th Edition – Linda Gorchels  APA Reference: Gorchels, L. (2012).  The Product Manager’s Handbook (4th Edition).  New York, NY: McGraw Hill
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Market Driven Products
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Product Life Cycle