Produktmanagement - Markt- und Kundenorientierung für Produktmanager (PMMKP)


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Who should attend

Managers planning a product management organization, junior PM, all employees who have current or future product management responsibilities.


No special knowledge is required.

Course Content

Product Management:
  • Task & Function
  • Roles of the product managers
  • History & organizational integration
Product innovation and brand management:
  • Trend research
  • Brand Management
  • Innovation methods
  • Naming
  • Customer focus groups, development budgets
Product development and management of existing products:
  • Product life cycle
  • SWOT, ABC & Pareto analysis
  • Portfoliomanagement - Benchmarking, BSC
Market and competitive analysis:
  • Methods and instruments
  • Market segmentation
  • Target groups
  • Sinus Milieus
  • Competitive/competitive structure analysis
"Customer Centricity" - agile thinking in product development:
  • Process-related touch points with customers
  • Meaningful initiatives in the "Customer Centricity Portfolio
  • Attention elements in the Customer Centricity strategy on the part of employees
Critical success factors, anti-flop principle:
  • Lead Market Theory
  • Below-the-line effects
  • Benefit argumentation for sales
  • Buying-Selling Center
  • Open Selling Process, Consultative Selling
Strategic aspects:
  • Planning & Enforcement
  • Matrix according to Ansoff
  • Competitive, Product, & Product Market Strategies
Marketing mix:
  • Product/portfolio strategy, product positioning, visualization
  • Neue Medien (Blogs, Communities & "the long tail of new media")
  • Go-to-Market Model
  • Product pricing
  • Product costs
Phase processes:
  • Stage-Gate Process
  • Quality Function Deployment
  • Softwaretools

Prices & Delivery methods

Online Training

3 days

  • 1,790.— €
Classroom Training

3 days

  • Germany: 1,790.— €
  • Switzerland: 1,790.— €


Instructor-led Online Training:   Course conducted online in a virtual classroom.


Time zone: Central European Summer Time (CEST)   ±1 hour

Online Training Time zone: Central European Summer Time (CEST) Course language: German
Online Training Time zone: Central European Summer Time (CEST) Course language: German
Online Training Time zone: Central European Time (CET) Course language: German