Product Marketing
Marketing professionals have a resource to enhance skills in two critical areas: new product development and product management.
**Strategic Product Marketing**
Designed to help organizations identify strategic growth opportunities for new product development. Employees will learn how to apply a variety of strategic tools that can help uncover unmet customer needs and emerging trends. New product ideation and screening will also be explored.
**Marketing Planning for Product Management**
Designed for marketing professionals with product management responsibilities. Whether you are a seasoned marketing professional or new to your position, you will benefit from the step-by-step review of the marketing planning process from a product perspective. Use lessons to guide you through your annual planning process or to help you overhaul your existing product portfolio.
Additional Information
-
Module Options
**Strategic Product Marketing**
Designed to help organizations identify strategic growth opportunities for new product development. Employees will learn how to apply a variety of strategic tools that can help uncover unmet customer needs and emerging trends. New product ideation and screening will also be explored.
**Learn About:**
* Researching industry, market, and other external trends
* Locating Marketing information and research sources
* Using strategic frameworks for opportunity identification
* Conducting new product development ideation and discovery activities
* Managing, sorting, screening and selecting ideas and opportunities
**Benefits & Outcomes:**
* Develop a consistent process for ongoing opportunity identification
* Improve the quality and quantity of new products in the pipeline
* Provide a framework for strategic growth
**Marketing Planning for Product Management**
Designed for marketing professionals with product management responsibilities. Whether you are a seasoned marketing professional or new to your position, you will benefit from the step-by-step review of the marketing planning process from a product perspective. Use lessons to guide you through your annual planning process or to help you overhaul your existing product portfolio.
**Learn About:**
* Analyzing the competitive, customer and product category environment
* Completing a SWOT analysis
* Setting product strategies
* Positioning and branding products
* Writing product positioning statements
* Managing product portfolios
* Establishing pricing strategies and pricing products
**Benefits & Outcomes:**
* Help develop annual product plans that maximize sales and profits
* Create a framework for managing and communicating product portfolios
* Identify and eliminate underperforming products
* Develop actionable marketing plans and tactics