Product Management

ICTD International Centre for Training and Development

How long?

  • 5 days
  • in person

ICTD International Centre for Training and Development


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Who should attend

  • Product managers – particularly those who are new to the field.
  • Developers, designers, marketers, copywriters – people who work with product managers but don’t understand the product management process.
  • Marketing Managers, Directors, VPs or CMOs
  • Marketing Specialists or Coordinators
  • Marketing Analysts and Database Managers
  • Agency Client Services Managers and Specialists
  • Account Specialists
  • Event Marketing Professionals
  • Media Buyers and Supervisors
  • Traffic Coordinators and Managers
  • Digital Marketers
  • Web Content Editors and Managers
  • SEO Specialists and Marketers
  • Art and Creative Designers and Directors
  • Copywriters
  • Public Relations Account Supervisors and Managers
  • Communications Specialists and Managers

About the course

Product Managers today are challenged by many things – the speed of change in the market, the speed of competitors, the speed of product development, and increasing demands without increased bandwidth to handle them all. Rather than focusing their attention on strategic goals, they spend too much time fighting small battles and putting out fires.

In this Product Management training course we will explore why current methods of managing Product Management no longer work, helps Product Management teams get more done and adapt quickly to changes in the market. We will explain the principles, processes, terminology and tools of Product Management. We will provide real-world examples of how teams can use Product Management right away, and discuss how to inspire and organize Product Managers for maximum effectiveness in Product Management teams.

We'll also cover some practicalities of implementing Product Management in organizations, including transitioning to it, sustaining it, what can go wrong (and how to avoid it), selling it into the organization and the impact of Product Management on your strategic planning process. By the end of the course, you should know how to introduce Product Management into your organization and start implementing it.

## Course Objectives

By the end of the program, participants will be able to:

  • How to develop a product strategy and roadmap
  • How to decide what to develop
  • How to prioritize new features
  • How to deal with stakeholders, both your executives and stakeholders from other areas of the business
  • How to design and deliver products that meet customer and business needs

## Course Outline

Product planning

  • Gathering user needs through research
  • Identifying business needs
  • Gathering technical needs and avoiding technical debt
  • Product discovery & problem frame diagrams
  • Eliminating bad revenue streams
  • Prototyping and usability testing
  • Creating personas & customer journey maps
  • Prioritization methods

Strategic product planning

  • Product / market fit
  • Product roadmaps

Product execution

  • Requirements gathering
  • Solution brainstorming
  • Making ideas tangible through storyboarding and sketching
  • Functional and technical specifications
  • Marketing requirements
  • Build & iterate
  • How to keep your developers in the Zone
  • QA & testing
  • Release planning
  • Assessment
  • Product management in an Agile world

User-centered design

  • The user experience is the product
  • The business benefits of user experience design
  • Using cheap methods to find the right design
  • Innovation and optimization
  • Managing stakeholders
  • Calculating the value of user-centered design
  • Use cases & user journeys
  • Wire framing, prototyping & visual design

Product Management at ICTD International Centre for Training and Development

From  $3,300

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