Programme Content
Product Management is a relatively new discipline. And as part of this first generation of product managers, you face a number of challenges – and opportunities. The Product Management programme is designed to help you navigate them successfully.
Over eight modules, you’ll live and learn everything you need to know about product management - from theoretical concepts through to hands-on examples. By the end of the programme, you’ll have the confidence to leap into your role – with a product management toolbox at your fingertips.
Module 1: Creating value as a Product Manager
Discover the responsibilities and challenges product managers face
Develop a winning value proposition
Module 2: Managing product line
Dive into strategic product line management
Analyse industry attractiveness and competitive advantage for optimal portfolio decision
Module 3: Branding your products
Understand core branding frameworks and key concepts
Engage in in-class exercises to develop strategically smart brand positioning storylines
Module 4: Influencing your internal and external stakeholders
Discover how to build trust inside and outside your team
Explore approaches for persuading people and driving change
Module 5: Budgeting your product portfolio
Learn to create a financial business plan for new products
Learn to evaluate product investment decisions
Module 6: Capturing value from your product portfolio
Optimise value capturing through value-based pricing
Define and implement pricing tactics
Module 7: Integrating sustainability and applied AI in product management
Discover how AI can support market analysis and product development
Explore how AI and sustainability enable new products and services
Module 8: Defining avenues for growth
Identify new market opportunities and accelerate product development
Using co-creation to accelerate innovation
