From Launch to Sustainable Demand
A hands-on program for professionals who want to learn how to market products, build communications with customers and an effective sales system
The program allows you to master the skills demanded by the market in product marketing for promotion at different stages of the life cycle and demand management
Focus on modern product promotion practices
Support of an individual project by an experienced mentor in the process of training
Reach a new professional level in a short period of time
You will be able to:
Plan product launch and promotion
Attract new customers and plan the “customer journey”
Manage demand and the sales funnel
You will create a comprehensive product launch plan
For whom
Marketing professionals who have no specialized education and want to gain professional qualifications and improve their competencies
Product and brand managers
Owners and heads of companies
Specialists in other fields, including technical and engineering, who wish to learn the profession of a product marketing manager
Sales executives
Project managers
Program of Study
Product marketing: goals and objectives
- Evolution of product management, current trends and forecasts
- Sales marketing in a company’s marketing and business strategy
- Hierarchy of goals and strategies: corporate, business, marketing
- Short and long term planning
- Methods and tools to monitor performance, scorecards in product marketing
Market analysis and goal setting
- Analysis of competitive offers (competitive scorecards), competitive market mapping, management cycle
- competitive information management cycle
- Segmentation: Types of target customer segments
- Profiling, segmentation and targeting – objectives, approaches, specific features, limitations.
- Methods for market research. Choosing the right tool for current conditions.
Product Marketing tools
- Adaptation of the product for market segments, creation of USP, product features, extended product-service model, service as a product, the role of innovation, “diffusion of innovation
- Competitive positioning, positioning strategies, competitive advantages, specifics of perception by consumers, competitive attack and defense strategies
- Price – pricing strategies, evolution on different life cycle stages, principles of price management, objective setting and efficiency control
- Case studies: price management; price ladder; anomalies of the demand/price curve (lower threshold of price perception, psychological thresholds)
- Sales channels – role, types of sales channels and their specific features, channel strategies
- Communications: goals and objectives, strategies, tools.
- Management of communications at different stages of the life cycle, building an effective message, peculiarities of communication in the digital age, efficiency control
Tasks facing product managers
- Managing a product’s brand
- Demand management – product promotion and demand generation, sales funnel concept, demand models, lead generation management techniques, tools for efficiency control and optimization
- peculiarities of product promotion in conditions of crisis and volatile consumer demand – constraints and opportunities
- Peculiarities of product promotion in international markets, opportunities and limitations of cross-border marketing
- Features of PM in different markets (B2C, B2B, B2G), various industries