Skip to Main Content
FVTC Logo

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
Business and Industry Services

Fox Valley Technical College
Business & Industry Services (BIS)
D. J. Bordini Center
5 N. Systems Drive
Appleton, WI 54914-1655

bi.services@fvtc.edu
www.fvtc.edu/bis
View BIS Calendar

P: 888-458-0449
P: 920-735-2525
F: 920-735-4771


Join us on LinkedIn