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 & Industry Services (BIS)
5 N. Systems Drive
Appleton, WI 54914-1655

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