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The Key to Product Management in Financial Services

Keeping a competitive edge and maintaining a healthy margin is the name of the game in the financial services industry. Companies continue to grapple with what the best line of business is, what the best product mix is and where the next market opportunity is. Financial services firms are increasingly embracing a structured product management and development discipline to help them achieve competitiveness and profitability in the marketplace. As a product manager in this fast-paced and ever changing market, this requires you to combine product strategy and tactics along with best practice project management and people skills in order to successfully manage the product life cycle.

Turning 'Theory' into 'Practice'?

Driven by theory, case study and practical industry experience this invaluable course will give you the foundation, methodologies, tools and techniques to succeed in product management. You will also develop your people skills and understanding of organisational behaviour in order to communicate and build strong working relationships with key stakeholders in other departments and outside parties such as suppliers, partners and industry regulators.

Who should attend?

Those involved in product management in the financial services sector including product, marketing and sales. This course is suitable for middle to senior managers recently appointed in a product management or related role or those with product management experience but no formal training.

Key areas to be covered in the programme and documentation

The Product Manager
• Understanding the role, responsibilities and expectations of a successful Product Manager
• Working effectively in cross-functional teams

Building the Foundations of Product Strategy
• The product life-cycle – review and analysis
• Planning product launch campaigns
• Understanding why new products/services fail
• Ensuring new product success and best practice in financial services
• Developing a product plan

Exploring the Playing Field
• Implementing structured competitor analysis
• Strategic market segmentation
• Analysing market trends and developments
• Understanding customers and consumers

Developing a Positioning Strategy
• Strategic market segmentation
• Positioning and differentiating the product
• Developing a value proposition
• Generating customer and consumer insights
• Successfully building and communicating brands with personality
• Aligning pricing and positioning strategies to ensure profitability

Application and Action Planning
• Sources of further information
• Question and answer session

Benefits to you

• Understanding why products succeed and fail in today’s financial services markets
• Learning how to plan for all elements of the product life cycle
• Clarifying your role and learning how to address the most common challenges faced by Product Managers in Financial Services
• Developing a clear picture of your market, customers and competition
• Successfully positioning your products through effective market analysis
• Analysing the consumer and applying appropriate segmentation strategies
• Interacting with and learning from other product managers in financial services

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac