Programme Content
Programme Contents
Module 01: Introduction to Product Management
Introduction to the 5i Framework.
Product Life Cycle.
Product Roles.
Success Drivers.
Exemplar Products.
Basics of Consumer Research
Data-Driven Storytelling
Module 02: Introduction to Market Analysis
Segmentation and Introduction to Positioning.
Target Market Selection.
Product Roles
Buy Build Partner
Prelim Business Model Canvas.
Business ModelPlan Analysis.
Module 03 Product Ideation and Validation
Concepts of Innovation.
Innovation Capabilities and Strategies.
Target Market Selection
Idea Generation and Validation.
Concept Generation and Testing.
Business ModelPlan Analysis.
Intellectual Property.
Business Model Canvas
Module 04: Customer-Centric Product Design
Buyer Personas.
User Personas.
Design Thinking.
Low Fidelity Prototyping.
UX Design and Interaction
Module 05: GTM Strategies.
GTM 101 Principles.
Product Market Strategy.
Brand Strategy Product Sales Strategy Lead Generation.
Brand Strategy.
Product Service Strategy.
Applications of Neuromarketing to Product Management.
Module 06: Product Engineering Fundamentals
Product Engineering Strategy
Prototype Development.
Testing and Validation.
Agile Product Development
Production Strategy
Product Feature Prioritization
Module 07: Product Pricing Strategies.
An Introduction to Pricing Consumer View Concept of Reference Price.
Role of Costs in Pricing.
Role of Value in Pricing.
Strategic Goals and Pricing
Pricing Research.
Price Structure.
Psychological Pricing.
Pricing and Customer Lifetime Value.
Price Wars.
Ethics in Pricing
Module 08: Sales Strategies
Tapping rural markets with new products.
Collateral and Pre-sales.
B2B Product Management.
Qualitative Marketing Research.
Influencing without authority.
Beta Programs
Customer Acquisition.
Customer Retention
Module 09: Product Distribution and Support
Product Packaging
Product Distribution
Product Launch
Product Certification Product Servicing Strategies.
Obsolescence Management.
Discontinuation Strategy.
Product Distribution Support Additional reading.
Market Testing.
B2B Product Management.
Please Note: Modules topics are indicative only, and the suggested time and sequence may be dropped modifiedadapted to fit the participant profile amp; programme hours.
