Product Manager

Product Manager Programme is designed for people with basic experience in and knowledge of marketing who wish to gain further expertise in effective management of different marketing techniques. It is also directed at Product Managers and professionals who will be required to take on responsibilities in this area in the near future.

Syllabus

Market research techniques.

• Qualitative and quantitative research: applications and techniques.
• Types of study and their application according to needs and resources.

Market analysis techniques.

• Environment assessment.
• Macro tendencies.
• Mega-marketing.
• Consumer behaviour.
• Analysis of concurrent competitive forces.
• External diagnosis.
• Opportunities and threats.

Sales strategy tools.

• Impact matrix.
• SWOT diagnosis.
• Segmentation and the target audience.
• Positioning.
• Strategic development of mix implementation.

Customer Management Techniques

Product management techniques.

Product design, packaging, branding, logotype, portfolio management.

Marketing strategy simulations.

Putting programme techniques into practice.

Price management techniques.

• Variables for determining price.
• Discounts, free bonuses volume sales.
• Pricing techniques.

Sales and distribution techniques.

• Channel analysis: vertical structure.
• Coverage and distribution.
• Policy of communication with channels.
• Physical and logistic distribution.
• The distribution of services.
• Direct product profitability, DPP.
• Stock management.
• Distribution in Europe: trends.
• Negotiation with the channel.
• Merchandising techniques.
• Planning and organisation of the sales network.
• Control and selection of sales staff.
• Supervision and motivation of the sales force.

Communication and promotion techniques.

• The communication mix.
• Creativity and production.
• Planning coverage options.
• Sales promotion.
• Direct marketing, PR.
• Corporate identity.
• Sponsoring and patronage.
• Product placement.
• Relational marketing.

Marketing plan.

• Evaluation and profitability of the marketing plan.
• Introduction and control.
• Timing and PERT.

Presentation of the final report.

• Presentation and defence of marketing plans developed by participants during the programme.
• Final anchoring.

Structure