Product Management and Marketing (PMM)

Introduction

In today's fast-paced and highly competitive business environment, the roles of Product Management and Product Marketing (PMM) are crucial for the success and sustainability of organizations. These roles, though distinct in their focus, are interlinked and essential for creating and maintaining market-leading products. Product Management involves the strategic planning, development, and lifecycle management of a product, ensuring it meets customer needs and aligns with business objectives. Product Marketing, on the other hand, focuses on positioning the product in the market, crafting compelling value propositions, and driving adoption through effective go-to-market strategies. Together, they ensure that products not only meet market demands but also stand out in a crowded marketplace.

Objectives

By the end of this Product Management and Product Marketing (PMM) course, participants will be able to:

• Master the core principles of Product Management and Product Marketing.
• Develop skills in market research and competitive analysis.
• Design and manage a product roadmap.
• Build effective value propositions.
• Create and implement go-to-market strategies.
• Collaborate effectively with cross-functional teams.
• Craft compelling product positioning and messaging.
• Generate and nurture demand.
• Support and enable sales teams.
• Measure and analyze product performance metrics.
• Apply Agile and Lean methodologies in product development.
• Utilize innovative problem-solving techniques.
• Improve communication and presentation skills for product initiatives.
• Make data-driven decisions to optimize product success.
• Understand budgeting and financial analysis for product management.
• Develop strategies for customer acquisition and retention.

Training Methodology

• Interactive Workshops
• Case Studies
• Role Plays
• Group Discussions
• Simulations
• Expert Lectures
• Projects
• Peer Feedback
• Analytical Exercises
• Diagnostics and Focused Activities

Course Outline

Unit 1: The Product Management and Product Marketing System

• Definitions and Activities of Product Management and Product Marketing
• The Importance of Collaboration between Product Managers and Marketers
• Product Life Cycle and Core Capabilities in PM and PMM

Unit 2: Introduction to the Research Process

• Market Research Techniques and Competitor Analysis
• Creating Customer Personas and User Segments

Unit 3: Management of the Product through Its Life Cycle

• Managing the Product from Ideation to Market Exit
• Product Strategy, Forecasting, and Policy Development

Unit 4: Strategic Planning and Roadmapping

• Strategic Planning Benefits
• Developing Product Vision and Roadmaps
• Aligning Product Strategy with Business Goals

Unit 5: Value Proposition and Product Positioning

• Formulating and Communicating Value Propositions
• Product Positioning and Differentiation

Unit 6: Go-to-Market Strategy

• Developing Go-to-Market Strategies
• Target Audience Identification and Channel Selection
• Product Launch and Promotion Planning

Unit 7: Demand Generation and Lead Nurturing

• Demand Generation Concepts and Strategies
• Lead Nurturing Techniques and Internet Marketing

Unit 8: Sales Enablement and Support

• Role of Sales Enablement in PMM
• Creating Training Tools and Content for Sales Teams
• Evaluating Sales Performance

Unit 9: Performance Measurement and KPI

• Identifying Relevant Performance Indicators
• Analyzing Product Success and Building Reporting Solutions

Unit 10: Agile and Lean

• Agile and Lean Principles and Methods
• Managing Backlogs and Sprints
• Continuous Improvement Practices

Unit 11: Innovation and Problem Solving

• Fostering Innovation and Non-Standard Problem-Solving Techniques
• Idea Generation and Design Principles

Unit 12: Customer Engagement and Retention

• Strategies for Customer Retention and Loyalty
• Using Customer Feedback to Improve Products
• Implementing Customer Success Programs and Measuring Satisfaction