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Certified Product Marketing Manager

Launch Through Obsolescence/Refresh

Course Outline

Introductions and Course Objectives

To begin the course you will identify the major challenges facing you so that the instructor can focus course material on the issues that are most valuable.

Overview of Products and Product Lifecycle Management

In order to provide a baseline for the topics that follow, this section provides an overall view of the product lifecycle and discusses the role of product management and product marketing in managing the product from cradle to grave.

The Product Lifecycle

Product marketing is responsible for the second half of the product lifecycle - launch through to obsolescence. This section reviews the stages of the product lifecycle with a focus on the stages that directly contribute to revenue and profit. You will address:

  • The stages of the product lifecycle and the key activities within each
  • What to expect at each stage of the lifecycle, and the important decisions that need to be made
  • Special lifecycles that do not follow the normal patterns


The brand is often the most powerful tool used in marketing products, and it provides a context for product and marketing decisions.

  • The strategic decisions involved in shaping the brand
  • Brand equity, positioning and sponsorship
  • Naming considerations
  • Brand development

Market Strategy

Product marketing must be aligned with the company's strategy to get the best results. This section covers:

  • The overall strategy and mission
  • The business portfolio
  • Product/market expansion

           Action Learning Exercise: Product/market expansion

Competitive Strategy

Here we examine the various strategies a company can use to fight or co-exist with the competition, together with the pros and cons of each.

  • Understanding competition and its impact
  • Choosing the right marketing strategy to gain competitive advantage

Consumer and Business Buying Behavior

To successfully manage (and help the sales force manage) the sales funnel, product marketing managers need to understand customer buying behavior.

  • Factors influencing consumer and business buying behavior
  • The buyer decision process
  • Stages in the adoption process, and what is required to move the buyer to the next stage

          Action Learning Exercise: Customer Buying Behavior

The Marketing Process and Marketing Mix

Successful product marketing requires the careful orchestration of all factors leading to successful sales.

  • The marketing process and the crucial steps in product marketing
  • The classic 4 Ps, plus three more essential for success
  • The marketing plan
  • Organizing and implementing the marketing function

Integrated Marketing Communications

With the recent proliferation of communication channels including social media, it becomes increasingly important to ensure that your customers and other stakeholders are receiving consistent messages.   In this section, we will address:

  • The various channels of communications available to you and your customers
  • The problems that arise with the conventional approach to marketing communications, and an integrated approach that overcomes those problems
  • The key steps within an integrated marketing campaign
  • Determining campaign objectives and the appropriate types of messages to achieve those objectives

Distribution and Logistics

There are often one or more intermediaries through which the product flows in getting from the vendor to the customer.

  • The role and value add of the intermediaries
  • The various forms of consumer and business marketing channels
  • Channel design decisions
  • Channel behavior and the problems to avoid
  • Marketing logistics considerations

          Action Learning Exercise: Addressing Channel Conflict


There are many considerations when setting product pricing, including its influence on customer and competitive behavior, and the statements it makes about product positioning. In this section, you will cover:

  • Common pricing strategies and pricing best practices
  • The various factors to consider when setting or adjusting the pricing

International Considerations

In today's global economy, most companies transcend national borders.  Many businesses are deciding when and how to expand globally, others are subsidiaries or distributors of global companies operating locally.  Here, we discuss:

  • Considerations for expanding to new geographical markets
  • Structuring the marketing operations to achieve the proper balance of global standardization and local control

General Questions and Deferred Discussion

While most questions are addressed during the workshop itself, which is highly interactive, some lengthier issues may get deferred until this point in the course.  In addition, as time allows, we can explore other topics of particular interest to the delegates. 

Certification Exam

The Certified Product Marketing Manager exam will be administered during the final day of the program.

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Marketing, Product and Product Lifecycle Management
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