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