professional development courses

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Project Principles for Product Development

Product managers are increasingly embracing a structured approach to managing the product life cycle to help them achieve competitiveness and profitability in the marketplace. As a Product Manager in this fast-paced and ever changing market, you are challenged to get more products to market faster without compromising quality or introducing risk.

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 managing the life cycle for multiple products. Key to the course are interactive work-shopping modules that will enable you apply the learning to your own product development strategy.

Who should attend?

Those involved in product management product development related roles across industry sectors. This course is suitable for all levels of managers in a product related role that have had no formal training in project management.

Key areas to be covered in the programme and documentation

The Case for Project Management
• Why new products/service fail
• Key elements of the product-project life cycle
• Why it makes sense to apply project principles to product management

Principles of Product Development Planning
• Aligning the product with business value principles
• The product life cycle – review and analysis
• Establishing a clear business case
• Setting product development objectives
• Establishing the project boundaries

Implementation Planning and Scheduling
• Breaking down the elements of your product development process into manageable tasks
• Estimating effort required to achieve the tasks
• Mapping out project activities to understand interdependencies
• Establishing realistic milestones and delivery deadlines

Managing Risk
• Managing project scope changes with speed and flexibility
• Risk profiling your product
• Turning risk management into an action plan

Understanding Consumer Insights
• Product value mapping
• Understanding the cores and clusters that make up your product
• Testing consumer insights

Applying Portfolio Management – Establishing the New Winner
• Using a Proposition Generator to position your product
• Understanding price sensitivity in relation to positioning your new product
• Ensuring pricing strategies meet financial objectives
• Building a brand with a personality

Managing Project Teams
• Managing multifunctional teams involved in product development projects
• Managing Matrix Authority

Launching the Product
• Managing the launch campaign
• Advertising and promotional strategies
• Ensuring new product success

• Defining success and setting strategic goals
• Practical case study analysis
• Team activities – process mapping

Benefits to you

• Understanding why products succeed and fail in today’s markets
• Defining your product strategy and positioning statement
• Outline the product roadmap through process mapping techniques
• Applying portfolio management – picking the new winners
• Learning how to project manage and plan for all elements of the product life cycle
• Developing the people skills required to work effectively across functional teams
• Positioning your product through effective market research and competitor analysis
• Learning how to analyse and develop customer insights
• Developing product and brand funnel management process
• Planning and implementing product launch campaigns
• Work-shopping, interacting with and learning from other product managers

Companies already benefiting include:

Defining your product strategy and positioning statement

Duration of Course

2 Day Course

Course details

This course is currently delivered on an In-Company basis only whereby content can be tailored to your specific requirements.Please contact our office at +44(0)203 002 3057 for any additional information about the course

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