professional development courses

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From Product Management to Development of a Compelling Value Proposition

Product management functions are increasingly being integrated into marketing rather than traditional technical roles. Now, Product Managers have to be part of the process and understand the source of value that customers derive from their offer. They have to develop a compelling value proposition. This requires a detailed evaluation of the “offer” you make to your audience and a reappraisal of your understanding of customers. Product Managers need to understand how different elements of the marketing mix can add value to the product offer through added value services, solutions, etc. It is less about the product and more about how the whole package can add value. If they work in isolation of marketing this cannot happen and in a world where commoditisation of product happens very quickly more and more organisations are seeking new ways to differentiate higher up the value added ladder.

Turning 'Theory' into 'Practice'?

The course is designed to move away from the traditional approaches to management which focus on strategic awareness and tactical marketing skills towards designing compelling value propositions that will grow the demand for your products and services through the development of sustainable value driven differentiated offers. The creation of the value proposition requires the generation of detailed market and customer insights and to think beyond product benefits to customer solutions. This will help establish new differentiated positions enabling you to capitalise on sales and market opportunities

Who should attend?

This course is designed for product managers and marketing practitioners responsible for research, development and defining / developing offerings to a defined audience or market segment. It is likely that you will be working as part of a team responsible for the development and delivery of customer value propositions.

Key areas to be covered in the programme and documentation

Developing a sustainable and differentiated value proposition through management of the extended marketing mix: Product, Price, Place, Promotion, Platforms, Projects , Partnerships , People, Process and Physical Evidence to achieve better differentiation and strengthen market position

Management of the Product
which includes the intangible as well as the tangible elements which make up the total product offer including the role and importance of the brand and customer experience as an integral part of the value proposition

Management of the Multi C's
which includes Customers, (or Customers' Customers), Competition, Consistency, Culture, Creativity, Communication, Connectivity, Compelling promise and Credibility

Management of the Product Portfoli
New Product Development Process Product Launch and Product Life Cycle. Creating a balanced portfolio of product and service offers for today’s markets and for the future

Management of products, services and technologies
to achieve 'joined up' or integrated solutions to customer problems

Generation of detailed market and customer insights
that drive innovation and to think beyond product benefits to customer solutions

Benefits to you

• Developing a new service/product management capability that is built around a defined value driven process.
• Taking away a systematic and proactive approach to generating sustainable and differentiated value propositions that will lead to strengthening competitive position and delivering future profitable growth.
• Learning how to think beyond the core style and functionality aspects of a product to the wider service, brand and delivery components which can be used to differentiate your offering.
• Learning how to construct value propositions that can be integrated into current products and services and existing marketing practices.
• Getting a strategic and tactical awareness for developing winning value propositions.
• Learning about strategies for more effective working with other departments and teams
• Benefiting from applying the methodologies directly on your portfolio of products and 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