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
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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