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Berkeley Global
Formerly Introduction to High Tech Product Management and Marketing
Whether you are a product manager, product marketing manager, startup founder or CEO, this introductory course provides the real-world knowledge and the tools you need to succeed in building a successful product. Students will learn practical techniques and solutions like identifying market need, building consensus for a product idea, taking a concept into product development, learning about product launch, product positioning, sales enablement and managing a full product lifecycle. Additional topics include how to define product priorities, market sizing, competitive analysis, pricing and packaging.
Prerequisites:
Marketing Management BUS ADM X460.1 or equivalent
Course Outline
Expand or collapse section
Course Goals and Learning Objectives
On successful completion, you can:
- Understand the product lifecycle and process along with insight into day-to-day responsibilities of strategizing and tactfully executing on a product idea
- Introduce a product idea or new feature in a company, articulate market size, need and various strategies needed to support and manage an effective product
- Know how to deliver crisp requirements, persona, prioritize product features, positioning statements, value proposition, messaging, pricing and packaging
- Demonstrate the product’s touch points across other organizations such as sales, marketing, finance, customer support and legal
- Align deliverables to go-to-market strategies, buying behavior and campaign channels
- Identify key product metrics to measure that indicate the performance of the product and whether it meets sales, revenue and customer targets
What You'll Learn
You cover these topics over 30 hours of classroom instruction:
- Product Management and Product Marketing: Introduction
- Product marketing and product marketing manager role definition and responsibilities
- Marketing basics and concepts
- Product lifecycle
- Product Definition I: Product and Market Definition
- Customer problem and workflows
- Market and vertical segmentation
- Competitive analysis
- Product Definition II: Product Introduction Process
- Product and competitive positioning
- Building a business case
- Basic financials
- Product Definition III: Product Development
- Roadmap prioritization
- Product requirements
- Product design thinking
- Mid-Term Presentations and Guest Speaker
- Guest speaker I – product management mid-term project presentations
- Productization and Case Studies
- Operational and functional requirements
- Product management case studies
- Best practices
- Mid-term exam
- Go-to-Market: Pricing and Distribution
- Pricing techniques and strategy
- Packaging methods
- Direct vs. channel distribution
- Product Launch: Sales Process and Messaging
- Sales funnel
- Sales training and enablement
- Product collaterals
- Guest Speaker and Marketing Channels
- Guest speaker II – product marketing
- Marketing channels and campaigns
- Marketing and product metrics
- Product marketing case studies
- Final Presentations
- Final project presentations
- Career transition tips
Is This Course Right for Me?
This course is designed for anyone interested in learning about B2B or B2C product strategies and go-to-market mechanics.
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