professional development courses

  • Professional Development Courses

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Advanced Product Management Techniques - Best Practice for Best Results

Keeping up-to-date with the latest techniques is never easy. Finding time to update and improve your skills is increasingly important in a fast-paced, competitive environment where it gets harder to differentiate your products and yourself. Demonstrating advanced, up-to-date product management skills also helps improve the credibility of product managers and helps them to be successful in influencing their colleagues and managers.

Turning 'Theory' into 'Practice'?

This course uses a workshop style to challenge delegates to apply advanced product management techniques and provide an opportunity to stand back from day-to-day product management work, assess your skills and the way product management is practiced in your organization and compare those to current best practice. The latest ideas from thought leaders in product management, from best practice and from practical experience will be integrated into this challenging and thought provoking course.

Who should attend?

Experienced product managers and managers of product managers who want to develop their skills, become product leaders and improve the application of product management concepts in their organization. Delegates must have basic knowledge of formal product management concepts acquired, for example, through attending

Key areas to be covered in the programme and documentation

Moving from Product Management to Product Leadership
• The role of a product leader – what it is and what research tells us about the effect of product leadership on organizational success
• Roles, responsibilities and characteristics of effective product leaders
• Critical personal skills for effective product leadership:

– Taking the lead - behaving as a product leader
– Defining priorities and time management
– Influencing skills & stakeholder management
• Working through others – achieving results through formal, informal and virtual teams

Product Planning & Strategy - Developing a strategic framework
• Best practice product planning: content, process and tools
• Developing a meaningful market analysis – NOT just a bland, boring SWOT!
• Advanced tools for developing strategies from market analysis
• Understanding and defining value – developing effective value propositions

New Product Development
• What research tells us about achieving NPD success and best practice
• The role of product managers in new product development and in managing product lifecycles
• Developing NPD strategies and managing new product portfolios
• Defining new products – tools and techniques for requirements gathering and specifying new products

Launching Products and Services
• Developing launch and go-to-market strategies
• Key issues and steps in achieving high levels of performance with product launches
• Accelerating the take-up of new products
• Lessons from leading product launches: the pitfalls to avoid and the strategies to employ

Business Management for Product Managers
• Practical financial challenges for product managers – profit and loss accounts, pricing and business cases
• Understanding and using P&L accounts
• Building convincing business cases
• Understanding investment appraisal techniques
• Managing prices

Benefits to you

• Be more successful through becoming a proactive product leader
• Improve your performance through comparing the way you work to best practice
• Understand how product management is changing and how you can adapt to take advantage of new ideas and techniques
• Develop the financial and business management skills essential to high level product management
• Interact with and learn from other experienced product managers
• Find new sources of ideas and support beyond the course

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