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Product Management - Business to Business

The Chartered Institute of Marketing (CIM)

Summary

Price
£1,975 inc VAT
Study method
Classroom
Duration
3 days · Full-time
Qualification
No formal qualification

Location & dates

Location

Address
SL6 9QH
United Kingdom
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Overview

Business to business product managers are expected to take the lead and guide their organisation in the market. To succeed, they rely on the co-operation of sales, R&D, marketing communications and other departments. So, they have to think strategically and have a credible plan.

This programme gives product managers the tools, principles and confidence to succeed in their role.

Description

You will learn how to:
• Construct a B2B product marketing plan
• Align the plan with company strategy
• Establish product market priorities
• Define positioning strategy
• Identify customer value
• Create value propositions
• Recognise market-drivers
• Define market key success factors
• Align business capabilities with market requirements
• Segment and profile customers
• Identify decision-makers and become a preferred supplier
• Construct the right marketing mix
• Create sustainable and profitable differential advantage
• Managing the stage-gate process for new products
• Developing a business-case
• Manage product portfolios through the life cycle
• Define price and avoid price-competition
• Brief marketing communications
• Measure and control a plan
• Win support of the sales teams.

Who is this course for?

• The programme is specifically for business to business product managers from a technical or sales background.

• Whether you are new to the role or have experience, you will benefit by attending.

• It does not require prior knowledge of marketing.

• It is particularly beneficial to those who are required to make their organisation more market-focused.

• It is both strategic and tactical.

Questions and answers

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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