Module 1: Product management and the product manager In the first of nine modules, we explore what it means to be a product manager; the process, what our role is, the hard and soft skills we need and the wide range tools at our disposal. We introduce the Association's skills framework that can be used as an ongoing development tool throughout a product manager's career.
Module 2: Market analysis Then we move onto market analysis and we look at how to segment, size, analyse and evaluate our markets using recognised strategic management tools for data-driven decisions such as a PEST analysis and a trend analysis.
Module 3: Competitor analysis In the final module on day one, we investigate the competition, looking at types of competition, exploring our and their strengths and weaknesses and the importance of positioning ourselves against them using a competitor canvas, SWOT analysis and value curves.
Day 2: Discovery, design and development
Module 1: Customer research There’s a heavy focus on customers on day two. We discuss types of research and then we define, refine and quantify the market problem with buyer personas, proposition design and messaging.
Module 2: Business case and pricing We look at the importance of capturing our research in an iterative business case that takes us through innovation strategies, ideas management, concept analysis, product canvas, full business case, financials and pricing.
Module 3: Product development And we wrap up day two with a focus on product design and delivery. We explore design thinking principles, the importance of user personas, user stories and how to build an MVP. An important but often neglected discussion is around product owner and product manager role boundaries.
Day 3: Launch, run and retire
Module 1: Launch Day three is about making it all a success! Launching a product in an agile world is complex. Iterative launches are challenging. We look at market readiness, customer readiness, channel readiness and product readiness and how they all need to be aligned for our launch to be successful. We also discuss how to set effective success measures.
Module 2: Run and retire Once our product is in-life, we need to focus on growth. We explore different growth strategies and tools to help us refresh or reinvent our products to keep them current in a rapidly changing world. Until, of course, the end - where we need to manage a dignified exit from the market.
Module 3: Stakeholder management The role of the product manager often has blurred boundaries. We discuss the importance of effective stakeholder management in setting and maintaining those boundaries. A product manager can only be successful with the support of motivated and skilled stakeholders. Our role is to facilitate their success. We look at behaviour styles and the importance of flexing our communication to meet the needs of our stakeholders.