Content

• Marketing basics and basic knowledge for Product Managers
• Price Management for Product Managers
• Interface Management between Product Management and Promotion
• Interface Management between PM and Sales (arguments, function, strength)
• Cost and Efficiency Management for Product Managers
• Definition of performance and key performance indicators (KPI´s)
• Development of competitive advantage
• Brain storming for new product ideas
• Defining and managing market attractiveness (financial and non-financial figures)
• Considering risk
• Economic value adding for Product Managers
• Net promoter score, customer satisfaction
• Net Present Value
• Profitability by product
• Life cycle management
• Development of Business Model for new product ideas
  • Key partners (supplier / Partners)
  • Key activities (identify value-adding processes)
  • Key resources (3 Ms: Man, Machine, Money)
  • Value proposition (USP, unique selling proposition)
  • Customer relationship (the goal is long-term customer loyalty)
  • Customer segments (goal: resource optimisation)
  • Channels (current vs. future distribution channels)
  • Cost structure (contribution margin vs. return on sales)
  • Revenue stream

Methods

• Interactive workshop with focus on participant needs
• Keynote speeches by trainer Roberto Capone
• Management tools and quality management tools
• Group and individual tasks
• Leadership role plays
• Optional addition: webinars or blended learning methods