Crash course in product management

Basics of product management

• Tasks and requirements for product management.
• Integration into the company organization.
• Differences between B2B/B2C product management.
• Possible applications and limits of AI in product management. 

Corporate goals and product management goals

• Goal hierarchy, goal formulation and goal conflicts.

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.

Market analyses

• AI-supported macro and micro analyses.
• B2B/B2C buying behavior.
• Market segmentation process.
• Target group definition.

Strategic analysis tools and decision-making in product management

• SWOT in practice.
• Portfolio analyses.
• Product life cycle analyses.
• Product and market strategies. 
• Benchmarking.
• Positioning concepts: Differentiation and requirements for new or repositioned products.
• Use of AI in strategy formulation.

Operational instruments in product management

• Product marketing plan.
• Product/program decisions.
• Distribution/sales decisions.
• Price/conditions decisions.
• Product-communication mix, USP
• Creation of product marketing concepts with the help of AI.

Controlling for product managers

• Requirements for a key figure system in product management.
• Important key figures in product management.
• Implementation of KPIs in practice.