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Product Management – a Business to Business Masterclass

As a product manager you are expected to achieve objectives in your market with the help of sales-people, R&D, the marketing-communications team and many others. However, you don’t have authority over them and are expected t.o win their support by taking the lead and having a rational case to support your proposals. This requires superior market knowledge and insight and the confidence to back-up your approach. It also requires a sound product marketing plan. That is why you should attend this programme, because it will give you the knowledge, insight, tools and principles to develop a plan and win support for it. If you can associate with the following comments, then you should attend: “The sales force won’t sell my products at the right price” “I am responsible for achieving product targets, but I don’t have the power to enforce my plans” “I have limited budget and other resources, but a wide portfolio of products to manage” “Day by day I have to fight fires, how can I take a strategic approach to managing my products?” “It is very difficult to keep my products aligned with the overall brand” “R&D seem to do their own thing and our products don’t meet customer requirements” “Sales and marketing raise customer expectations and we fail to meet those expectations”

Turning 'Theory' into 'Practice'?

This programme is highly-practical and is delivered by a course director with extensive experience of product management, marketing and selling in a business to business environment. It is designed so that those who attend will put the content into practice in the workplace. Driven by practical case study analysis and practical industry experience this invaluable course will give you the foundation, tools and techniques to apply on your own products immediately when back at work. You will be taken step-by-step through the process of constructing a practical B2B product marketing plan and will also be invited to submit a plan six weeks after the programme and have it assessed; and discussed by the course director in an individual one-hour telephone discussion.

Who should attend?

This programme is designed for product managers who have a technical or sales background, who are now required to develop their knowledge of product marketing. It is suitable for new or experienced product managers, especially those who wish to develop a workable product marketing plan.

Key areas to be covered in the programme and documentation

The B2B Product Manager
• Understanding the role, and responsibilities of a B2B product manager
• Obstacles to effective product management
• Developing a strategic mind set and aligning your product marketing plan with the corporate strategy and brand

Foundations of Product Planning
• An overview of strategy and strategic fit
• Conducting an environmental audit
• Identifying market drivers and impact
• Understanding differential advantage

Customers and Other Target Groups
• Segmentation profiling and customer insight
• How customers buy
• Decision making processes and units
• What customers need
• Defining value propositions
• Determining market attractiveness
• Setting target priorities, importance and tasks

Assessing Competitors
• Defining competitors capabilities
• Understanding competitors’ strategies
• Identifying who to compete against and how

Value Chain Analysis
• Assessing the value chain
• Aligning the value chain to meet key success factors

Setting Product Marketing Objectives Aligning Strategy 
Positioning and Brand
• Constructing a brand bridge
• Implications of brand continuity

Managing the Product Portfolio
• Understanding the portfolio and developing product strategies
• The role of solutions in the portfolio
• The product life-cycle – review and analysis
• Developing and introducing new products
• Creating the business case

Managing the Price
• How price competition can be avoided
• Pricing for solutions
• Defining the pricing strategy for products
• Understanding value in relation to price
• Understanding pricing methods

Product Communications
• Clarifying the communications strategy
• Establishing the messages
• Defining the most appropriate communications methods
• Briefing the communications team for the product strategy

Partners in the Product Plan
• Defining and prioritising channel partners
• Supporting the partners

Implementing the Product Plan
• Defining the schedule and resources
• Setting the budget
• Measuring the success of the plan

Benefits to you

• Learning the tools, principles and frameworks of best practice B2B product management
• Learning to think and act strategically and ensure that your organisation is market-focused
• Defining priorities and avoiding getting drawn into non-essential activities
• Constructing a credible and workable product marketing plan
• Learning how to manage products prior to development and on through the life-cycle
• Getting better equipped to gain the support of your sales team
• Aligning R&D with market needs
• Creating a better value-propositions that protect your profit margins
• Learning how to offer solutions to customers, not just products
• Understanding how to manage your product portfolio strategically
• Learning how to apply product marketing tools correctly
• Acquiring confidence to win the support of others in your organisation
• Communicating better to decision-making units

Companies already benefiting include:

Duration of Course

3 Day Course

Course details

Please contact our office at +44 203 002 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.

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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