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Product Management and Innovation for the IT Solutions and Telecoms Sector

The IT Solutions and Telecoms sector has become increasingly competitive and customers now demand more of suppliers. To be successful, product managers now need to understand how to develop and market solutions that add real value for business customers. The demands on product managers to be innovative and to manage, not just product innovation but market-place innovation, are increasing. To be an effective product manager now requires a deep understanding of customer-value and commercial reality. It is no longer sufficient to offer new solutions to customers on the basis that they do a good job. The real value of solutions is in the commercial proposition that they enhance a customer’s business. This puts an increasing burden on product managers to think and act strategically, and to help customers and other channel partners to succeed.

Turning 'Theory' into 'Practice'?

This course is designed to help product managers to manage products and solutions in a customer-focussed way - so that wasteful development of products with little commercial value to customers is avoided. By attending the course you will learn to think and act strategically and apply a range of the latest tools, techniques and practices that will help you to become a more effective product manager in the industry. You will also learn how to evaluate innovation from a commercial point of view, not just a technical one.

Who should attend?

The course will be valuable to people from a technical or systems background who have moved into product management. People new to this role, or those who have had no formal product management training, will find it particularly valuable. Product managers who have been in the role for a longer time would find it valuable because it challenges traditional views in a rapidly changing market. They may also learn new techniques and practices that can be used to manage solutions more effectively. The course is designed to involve delegates at every stage, with a combination of presentations, group exercises, case studies and discussions. Those who attend will have the opportunity to ask questions and submit scenarios from their own business situation.

Key areas to be covered in the programme and documentation

The nature of solutions in the industry
• The factors that determine effective and ineffective solutions
• How internal focus is affecting IT and Telecoms businesses
• The role of the product manager in IT and Telecoms
• Thinking strategically and acting tactically

Understanding the market
• Identifying factors that shape the market
• Defining key success factors
• Competitive intelligence
• Customer targeting and segmentation
• Identifying decision makers and the processes they use to select solutions
• Perceived risk and how it affects the customer’s decisions
• Discovering the customer’s real requirements
• Thinking like the customer

Managing solution portfolios
• How to activate the thought process that leads to profitable innovation
• How to manage the process of innovation
• Understanding what differentiates your solution
• Developing solutions through the stage gate process
• Building a business case for new solutions
• Understanding the trade off between different solutions~
• Managing a portfolio of different solutions strategically
• Managing solutions through the lifecycle
• Recognising attractive and unattractive markets for your solutions

Establishing a price for your solution
• Factors that affect your pricing options
• Strategic pricing decisions
• Cost plus, break-even and contribution pricing

Communicating solutions
• How the communications process works
• Barriers to communications
• Developing the right messages with the right words~
• Developing a value proposition
• Selling value to the customer
• Defining the positioning statement and preserving brand values
• Constructing a communications mix
• Winning support from colleagues and customers
• Building relationships with customers

Creating a marketing plan for your solution
• A marketing planning process
• Fitting your competences and strategy to key success factors in the market
• Establishing clear marketing objectives for your solution
• Constructing the strategy for your solution
• Developing the tactical elements of your plan
• Defining responsibilities, resources and timescales
• Controlling and measuring the outcomes
• Defining and assessing the financial investment

Benefits to you

• Be more innovative in the search for solutions that generate commercial value
• Develop innovative solutions that have a greater chance of success
• Find out what your customers really want
• Segment your market - and target customers more accurately
• Research your market and competitors, to generate insight that leads to profit
• Differentiate your solution from competitors
• Position your solution
• Tailor your communications to suit different decision makers
• Show customers the real value of what you are offering
• Manage a portfolio of solutions strategically
• Win support from people inside and outside your organisation
• Evaluate the attractiveness of different markets
• Create a sound business case for new innovative solutions
• Manage solutions through the life cycle
• Create the right marketing mix for your solutions
• Develop and implement product marketing plans
• Measure the success of your product marketing plans

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.

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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