Effective Product & Market Management

2-Day Workshop
1/2-Day Executive Overview

Course Outline

1. THE PRODUCT MANAGEMENT CONCEPT

  • Overview of the Product Management concept
  • A definition of the Product Management
  • The four reasons why Product Management is popular
  • The Product Manager's role in the organization
  • Skills needed for effective product management
  • New product development vs. existing products management

2. PRODUCT MANAGEMENT AND MARKETING

  • What is marketing and what is a market focus?
  • The importance of a market focus to effective Product Management
  • Market focus vs. product focus
  • Marketing and the business plan
  • A market-focused business plan format
  • The keys to competitive advantage in the marketplace

3. THE NEW PRODUCT/MARKET MANAGEMENT FRAMEWORK

  • Introduction to the framework
  • How it helps provide structure and process to product/market management

4. THE KEYS TO EFFECTIVE PRODUCT AND MARKET MANAGEMENT

  • Sharpening your "influencing skills" (getting things done through others)
  • Strengthening your marketing skills, using marketing tools and methodologies
  • Developing business plans/product plans that work
  • Improving your plan implementation skills

5. SHARPENING THE MARKETING TOOLS NEEDED FOR EFFECTIVE PRODUCT/MARKET MANAGEMENT

  • Understanding market research and how to use it
  • A market segmentation methodology that works
  • Infusing strategic thinking into your business plans
  • Doing market positioning with the "McFall Positioning Map"
  • "Tangibilizing" the intagibles in your plan
  • Linking your strategy to the marketing mix (Product, pricing, promotion, distribution and sales strategies)
  • Life-cycle management considerations
  • "Value-added" marketing

6. DOING MORE STRATEGIC BUSINESS PLANS/PRODUCT PLANS

  • The basics of a business plan
  • Full business plan format
  • The summary business plan vs. the full plan
  • The business planning exercise (providing hands-on experience in strategic business planning, using the tools described above)

7. IMPLEMENTING THE PRODUCT PLAN

  • The business plan itself as an implementation tool
  • Other implementation tools
  • The results elements of the plan
  • Monitoring results against the plan

Take advantage of this training opportunity. Contact Chuck McFall & Company.