Introductions and Course Objectives
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
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
- 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
Product marketing must be aligned with
the company's strategy to get the best results. This section covers:
overall strategy and mission
- The business portfolio
- Product/market expansion
Action Learning Exercise: Product/market expansion
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
the right marketing strategy to gain competitive advantage
Consumer and Business Buying Behavior
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
- Organizing and implementing the marketing function
Integrated Marketing Communications
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
various forms of consumer and business marketing channels
- Channel design
- 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
- The various factors to consider when setting or adjusting
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
- Structuring the marketing operations to achieve the proper balance
of global standardization and local control
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.
The Certified Product Marketing Manager exam will be administered during the final day of the program.
<< Return to Course Overview