Crash course in product management

Basics of product management

• Tasks and requirements for product management.
• Defining the Role of Product Management within the Company.
• Differences and Common Areas of Tension in B2B/B2C Product Management.

Controlling the interfaces to product management

• The product manager as entrepreneur in the company, network manager and contact person for customers and colleagues.
• Successful cross-functional cooperation.
• Helpful tools for effectively managing stakeholder interests.

Corporate goals and product management goals

• From Strategic to Operational Goals, Goal Formulation, and Goal Conflicts.
• Key market metrics for measuring success in achieving goals in product management.

Market Analyses

• AI-supported macro and micro analyses.
• The market segmentation process.
• Target Audience Definition and Purchasing Behavior in B2B vs. B2C.

Strategic analysis tools and decision-making in product management

• SWOT in practice.
• Portfolio analyses.
• Product life cycle analyses.
• Market Development Strategies.
• Positioning concepts: Differentiation and requirements for new or repositioned products.

Operational instruments in product management

• The product as the core offering.
• Distribution channels and strategies.
• Pricing as a Profit Driver: Pricing Strategies and the Pricing Process.
• Product communication mix, USP concept, customer benefit messaging for B2B and B2C.
• Development of product marketing strategies, the limitations and possibilities of AI applications, and a critical evaluation.

Controlling for product managers

• Strategic and Operational Controlling Tools.
• Operational Controlling Tools.
• Development of controlling systems in product management.