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Vital practical application - taking youbeyond product management theory21 CPD hoursCoursecode0425Level AdvancedDuration3 days Venues and datesLondon201204-06JulyMoor Hall, Berkshire201105-07September201211-13January11-13April14-16NovemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and This course is for product managers who need tobe taken seriously by their sales team, R&D andothers. It offers more than just standard productmanagement theories and tools. It gets into thepracticalities of being a credible product managerin the real B2B world. It shows how to construct aplan and use tools to manage a portfolio ofproducts, but it keeps the focus on overcomingthe ten most common obstacles that can causethe product marketing plan to fail in practice. Benefits to you and your company Your role requires you to persuade other peopleto cooperate and implement your productmarketing plan, so your credibility is crucial if youare to be seen as more than just a productexpert. You will learn how to construct a realisticstrategy for your product portfolio that stands upin the real world and to argue the case for it, withconfidence and conviction. Your product plan will be in line with thecompany's bigger strategy, objectives andpositioning, so the actions of sales people, andothers who are required to implement the plan,will be more strategic, ensuring that yourcompany has a profitable portfolio both now andin the future.Who this course is for This course is for product managers operating inbusiness to business markets, particularly thosefrom a technical or sales background. Productmanagers who realise the difficulty of creatingproduct plans and having them implemented inpractice, will benefit greatly from this course.What you will learn ßCreate a realistic product marketing plan.ßThink and act strategically.ßCreate a fit between a market's requirementsand your company's capabilities.ßGet incisive information from the customer'sdecision making team.ßDiscover value for value propositions.ßChange sales force behaviour with the valueproposition.ßApply the product marketing mix realistically.ßWin product preference.ßAlter the company's value chain for differentproduct markets.ßGet distributors to co-operate with your plan.ßDevelop and maintain your brand position. ßWin and manage internal commitment toproduct management strategies.ßMeasure success in product markets.Learning approachA combination of presentations, discussions,exercises, practical examples and case studies.Application to the real world is brought intofocus through the tutor's personal examples ofB2B practice and through recorded interviews. Product Management - Business to BusinessThe strategic approach to managingproducts and services in consumermarkets 21 CPD hoursCoursecode0426Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201107-09September05-07December201223-25April17-19September17-19DecemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and End to end management of products and rangesrequires an all-rounder to build ownership of theproduct, leading to seamless integration ofstrategic and tactical issues. The result is a robustand sustainable product portfolio with profitablecustomers and enhanced loyalty. Benefits to you and your company You will be able to produce and manage productplans based on market awareness and strategicfit. Select a sound positioning strategy thatcomes alive in your marketing mix.The business will benefit from strong productranges and be better able to respond to changingand increasingly challenging market conditions.Who this course is forThis course is for product and brand managers,with several years experience, working inconsumer categories. It will also be of use toothers who work closely with product managers,eg. sales managers, marketing managers andgeneral managers in medium and smallerbusinesses who have product responsibilities. What you will learn ßUnderstand roles and responsibilities,common problems and re-visit the basics.ßThink strategically and translate this intotactical action, especially using a structuredapproach to auditing and category reviews.ßUse best practice in segmentation, targetingand positioning as the key to developingcompetitive advantage and a strong valueproposition.ßDevelop a roadmap for product development.ßManage the product range around life cycleplanning and other matrices.ßUnderstand finance, pricing models and usefulmetrics.ßUnderstand forecasting and work with salesand other teams. ßUnderstand and use influencing skillseffectively.ßDevelop successful channel management.ßMake the business case and create formalplans for going to market.ßKnow future trends including newdevelopments in branding, communicationand using social media. ßBring the marketing mix to life through a well-chosen positioning strategy.Learning approachThe course is informal and participative, focusedon practical and current examples from the realworld, using exercises, cases and discussion tobuild a structured approach to managing productranges effectively.Product Management - Business to ConsumerProduct Management60Training bookings and advice +44 (0)1628 427200Residential optionResidential option

A career transition programmefor delegates withindeveloping organisationsProfitable ProductManagementBook 61Product Management35 CPD hoursCoursecode0204Level AdvancedDuration5 days(split 3+2)Venues and datesMoor Hall, BerkshireModule 1 (3 day)+Module 2(2 day)201121-23November2012+ 12-13January201205-07March+ 19-20April02-04July+ 26-27August05-07November+06-07DecemberResidentialPrice£2,970+ VATCIM Member price£2,673+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£2,670+ VATCIM Member price£2,403+ VATWhat's includedTuition, course materials,lunch and"I've been in mycurrent role for awhile and waslooking to furtherexpand myknowledge andunderstanding of marketing. This course was,therefore, idealfor me.."Peter AinsworthProduct Manager,Norbain SD LtdDemystifying the complexities ofpricing in today's competitive markets21 CPD hoursCoursecode0423Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201103-05October201231Jan - 02Feb12-14June05-07NovemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßNew Product, Service and Business ModelInnovation (p62)ßProfitable ProductManagement (p61) Pricing is one of the most important productmanagement tasks. The price decision oftendefaults to the highly flawed, but easier toimplement, cost-plus or competitor comparisonapproaches. In this advanced course we take acompletely new look at the pricing problem,adopting a value-based approach to pricing andprovide tools and templates for immediatepractical use.Benefits to you and your company You will gain confidence from a deepunderstanding of the pricing process, solidtechniques and sound theoretical principles. Youwill be able to analyse pricing situations fromseveral standpoints and be able to construct anddefend optimal pricing solutions. Basing priceson customer value enables the company to applya consistent and rational methodology that willachieve superior returns and better customerrelationships. It will help reinforce management'sefforts to build the business on value and willproduce tangible results from doing so.Who this course is forThere are no pre-requisites for this course,however 18-24 months product managementexperience would be ideal. Although designed forproduct managers, specialists from otherdisciplines will find the ideas and conceptsinvaluable in their work, eg. sales, marketing andtechnology managers, management accountantsand business analysts.What you will learn ßUnderstand and be able to apply keytheoretical tools in resolving practical pricingchallenges.ßEvaluate existing pricing methodologies andbe able to select optimal approaches in agiven situation.ßAnalyse the value of your product or service tothe customer to quantify economic advantage.ßBuild pricing into the mix, and into the valueproposition.ßWork with sales, marketing, finance and othermanagers to make pricing work for your product.ßPrice a new product or service.ßDeal with pricing challenges from low pricecompetitors.ßDeal with some of the more common myths of pricing.Learning approachßDelivered in a practical, hands-on manner butcontains both tactical and strategic pricingelements.ßA blend of presentation, case studies, groupexercises and discussion. ßOpportunity to discuss your own pricingchallenges in one-to-one session with coursedirector.Pricing for Residential optionProduct ManagersResidential optionOverview Many organisations are seeking to introduce orimprove product management functions toachieve market advantage and increase value fortheir businesses. This course develops analytical,strategic and tactical approaches to productmanagement, enabling companies to competesustainably and profitably in increasinglycompetitive business-to-business markets. Benefits to you and your company This course provides you with an opportunity toreview your current approaches and comparethese with best practice so that you can elevateyour scope of involvement from support and co-ordination to executive. Influencing andpersonal management skills are crucial to gainingauthority in this role and the course will supportyou in developing these skills. Organisations gain quicker and morecomprehensive responses to issues; moresustainable profitable growth strategies are put inplace; advocates are developed with executivepotential to support succession plans. Theprogramme is pragmatic, delivered in a way thatallows the benefits of fresh thinking to be applieddirectly to your business.Who this course is forIndividuals who are currently in, or preparing totake up, the product manager role but needformal training in the strategic and tactical tools.Many companies use this as qualifying trainingfor all their product managers to ensuresupportable approaches are applied consistently.What you will learn ßDefine product strategies based on crediblemarket analysis.ßWrite a coherent, comprehensive product plan.ßBuild a convincing business case.ßDevelop go-to-market strategies and tactics.ßDeal with the most common productmanagement challenges.ßEnhance your influencing skills.ßManage stakeholders.ßSpecify new products based on clearidentification of value.ßDevelop value propositions for new or existingproducts.Learning approachThe split module structure (3 days +2 days) ofthis course provides an excellent opportunity toreflect and consolidate learning betweenmodules. Delegates select a productmanagement project to work on between themodules such as preparing a product plan, abusiness case or specifying a new or improvedproduct. Two hours of individual coaching areincluded to be used between or after themodules.