Product Management for Product Managers in B2B Marketing

Product Management for Product Managers in B2B Marketing

Comprehensive Professional Development Programme

This seminar is designed for product managers working in B2B marketing environments. Over two intensive days, participants will gain in-depth knowledge and practical tools to address current and future challenges in product management. Both days will begin at 09:00 and conclude at 16:15.

The seminar will be led by Roberto Capone and team.

1.      Current and Future Requirements for Product Performance and Supplementary Product Services

2.      Analysis of the expectations placed on products and associated services today and in the future, focusing on customer needs and market trends.

3.      The Product as a Cost Carrier

4.      Understanding the role of the product in cost allocation and management within the organisation.

5.      Development of Product Ideas Involving All Company Departments

6.      Methods for generating and refining product ideas, emphasising cross-departmental collaboration.

7.      Benefit Analysis, Scoring, and Rating of Product Ideas Including Monetary and Non-Monetary Evaluation Factors (Importance and Performance Features)

8.      Techniques for evaluating product concepts using both quantitative (financial) and qualitative (strategic, performance-related) criteria.

9.      Financing and Refinancing Using the Net Present Value Method (NPV)

10.  Fundamentals of financial evaluation, including the calculation and interpretation of Net Present Value for product-related investments.

11.  Competitor Analysis and Market Research

12.  Tools and methods for analysing competitors and conducting effective market research in the B2B sector.

13.  Strengths and Weaknesses Analysis

14.  Approaches to identifying and leveraging organisational strengths and addressing weaknesses within the context of product management.

15.  Risk and Opportunity Analysis

16.  Strategies for systematically assessing risks and opportunities in the development and management of products.

17.  Macroeconomic Factors in Product Decision-Making

18.  Consideration of wider economic trends and factors that impact product strategy and decision-making.

19.  Business Plan and Action Plan Using Own Examples

20.  Practical development of a business plan and action plan based on participants’ own real-world cases.

21.  Return and Profit Centre Orientation in Product Management

22.  Understanding and applying financial targets and profit centre principles in product management.