Successful Product Management

American Management Association

How long?

  • 3 days
  • online, in person

American Management Association


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Digital Transformation

Digital transformation is the process of adopting and utilizing state-of-the-art technologies in order to boost business activity, improve safety, and...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Read more about Strategy

In order to keep the company that you are managing or your own business competitive, you need to have a clear plan of action, in other words, you must...


Comprehensive course analysis

Unbiased reviews from past participants
Global companies alumni of this course worked for
Positions of participants who took this course
Countries where most past participants are from
Individual needs analysis

Who should attend

Product managers and brand marketers and directors, and those who interact with them.

Note: Attendees should have two years of marketing experience.

About the course

Gain the business skills you need to be a successful product manager!

Discover the tools and techniques you need to effectively manage the increasingly complex product management process and gain more control of the myriad tasks at hand.

In this powerful seminar, you’ll focus on strategy…product portfolio planning…key tasks of a product manager…understanding critical reports…and how to calculate break-even sales formulas. Then you'll put it all together using a case study on product marketing plan development so you’re ready to prepare your marketing plan.

How You Will Benefit

  • Understand the whys and hows of the product management process—and how to make the best use of it
  • Gain marketing savvy and use it to perform your job effectively
  • Set priorities and manage the profitability of your products or service
  • Build effective working relationships with suppliers and with external and internal business partners
  • Manage the financial aspects of product management
  • Learn the key components of an effective business plan—and practice developing one

What You Will Cover

  • Benefits of the product management process
  • Strategies and models for marketing success
  • The main tasks of a product manager
  • Key reports and relationships
  • Managing new product or service development
  • Preparing your marketing plan


The Current Product Management Structure

  • Understand How the PM Strategy Developed Out of the Company’s “Core Marketing” Strategy
  • Create a Definition of the term “Marketing”
  • Describe the Key Product Management Attributes
  • Develop a Definition of the Term “Product Manager”
  • Understand the PM’s Role Today and Tomorrow
  • Understand the PM’s and Marketing Manager’s Interaction Within the Company


  • Apply the Best-Practice SWOT Analysis Model
  • Understand Branding from a Product Manager’s Perspective
  • Establish the Differences Between a Product and a Service
  • Describe the Strategic Planning Pyramid
  • Determine How to Apply Different Marketing Strategies
  • Understand and Apply the SMART Acronym to Goals and Objectives
  • Clarity What Is the Sustainable Competitive Advantage Concept
  • Determine the Key Strategic Positions in the Market Model

Product Portfolio Planning

  • Pinpoint the Differences for Various Products in Your Portfolio
  • Identify the Differences for Various Markets in Your Portfolio
  • Apply a Business Screen Analysis to Make Overall Strategic Decisions on How to Support Your Product or Service

The Annual Marketing Plan Model

  • Identify a Format for the “Best Practice” Annual Marketing Plan
  • Describe the Core Strategic Elements That Belong in an Annual Marketing Plan
  • Discuss Applications in the Business Cycle

The Main Tasks of a Product Manager

  • Confirm the Role of the PM in the Organization
  • Identify the Key Tasks a PM Must Cover to Manage His or Her Product or Service
  • Understand How to Conduct a Market Analysis
  • Identify and Carry Out Product and Service Support Tasks
  • Define and Develop a Feature/Benefit Analysis
  • Analyze and Use the Best-Practice Lifecycle Model
  • Describe How to Create a Best-Practice Positioning Statement
  • Apply a Best-Practice Segmentation Model
  • Design a Budget Control System
  • Develop a Packaging Strategy
  • Generate a Focused Sales Forecast
  • Demonstrate a Best-Practice Probability Model
  • Establish Pricing for a Product or Service
  • Identify the Core Pricing Strategies
  • Design an Effective Communication Program
  • Outline a Trade and Customer Relations Program
  • Describe the Approach to Conducting a Market Research
  • Manage the E-Commerce Program
  • Set Up the New Products Program

Strategic Key Reports

  • Identify the Basic Reports
  • Outline a Project List
  • Discuss a Forecast Report
  • Describe a Field Trip Report
  • Outline a Marketing Tech Team Report
  • Understand the Need for a Monthly Report
  • Demonstrate How to Manage Fact-Based Information Systematically

Finance for Product Managers

  • Understand the Critical Basic Accounting Principles
  • Discover the Elements in a Profit and Loss Statement
  • Identify the Differences Between Fixed and Variable Costs
  • Calculate Break-Even Sales Formulas
  • Discuss How the Key Models Impact the Product Manager’s Financial Area

Videos and materials

Successful Product Management at American Management Association

From  $2,345
Add coaching to your course booking

Coaching can personalize and deepen learning for you and your organization.

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Digital Transformation

When it comes to imposing digital frameworks and technologies, whether you’re trying to optimize particular units or the entire organization, you need to minimize the collateral damage in order to have a greater effect. However, it's not always that ...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Strategy

Strategy courses contain a large amount of practice. You will be able to analyze the company's performance and make a strategic development plan. All practices are based on real cases that each of you may encounter. The courses will also introduce yo...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.