Certifi ed Product
Manager
®
28 - 30 March 2009
Al Murooj Rotana Hotel, Dubai, UAE
Attend This Innovative Training Course And You
Will Be Able To:
•
• Understand best practices in product management and how they can apply to your organisation •
• Improve your product strategy •
• Manage the front end of the product lifecycle more effectively (ideation/concept/development/test/ launch)
•
• Take the exam to become an AIPMM Certifi ed Product Manager®
31 March - 2 April 2009
Al Murooj Rotana Hotel, Dubai, UAE
Attend This Innovative Training Course And You
Will Be Able To:
•
• Understand best practices in product marketing and how they can apply to your organisation
•
• Develop a more robust marketing strategy •
• Manage product commercialisation more effectively (launch, growth, maturity, decline)
•
• Take the exam to become an AIPMM Certifi ed Product Marketing ManagerTM
Learn best practices in product management and
product marketing management
Who Should Attend?
The Certifi ed Product Manager
®and the Certifi ed Product Marketing Manager
TMcourses are designed
for anyone involved in the product management and product marketing functions,
working with internal and external resources to ensure the product or service is successful
Prerequisites:
There are no specifi c prerequisites for either course or exam. You will be sent, in advance,
an optional list of suggested readings and topics to help you prepare. The certifi cation
exam is designed to test general business knowledge, including topics that cannot
be covered in the course due to time limitations. Certifi cation candidates with
several years of experience generally score higher on the exam than those
with no experience, but the course and exam have been proven to be a
useful introduction for those fi rst entering the fi eld.
2 Three-Day Courses
– Attend Both To Gain Maximum Benefit
Get Certified
By AIPMM And
Gain A Higher Level
Of Professionalism
Certifi ed Product
Marketing Manager
TM
From Idea To Launch
From Launch To Withdrawal
Offi cial Regional Recruitment Partner Organised by
28 March - 2 April 2009
Al Murooj Rotana Hotel, Dubai, UAE
Dear Product Professional,
Competition is fi ercer than ever. As marketing spend decreases due to tightening budgets, professionals fi ght it out for market share that is not growing as rapidly as it used to. It is time to rise above your competition with IIR’s highly lauded Certifi ed Product Manager and Certifi ed Product Marketing Manager courses, offering certifi cation from the Association of International Product Marketing and Management (AIPMM).TM
With AIPMM Certifi cation, You Will:
• Demonstrate a thorough understanding of both theoretical and practical product management and product marketing management, including underlying concepts, principles and terminology
• Evaluate and implement every aspect of product management and product marketing management strategy, including:
- New product development through product elimination
- Start-up companies through established organisations
Companies today realise the value a well-trained product professional adds to their bottom line. By capitalising on market opportunities, contributing to sales targets, and developing and executing a strategic plan, a product professional is the driving force behind a product’s success. Regardless of the industry, a product professional requires a standard set of skills and knowledgebase from which to draw. The AIPMM certifi cation programmes set the standard with proven methods and processes, rather than relying on any one particular methodology.
Your expert course leader Leland D. Shaeffer, will lead both courses, which will each run over three days. You can choose to attend one or both of these courses.
Register by phone, email, online or fax! See the back page of this brochure for more details, including information on our signifi cant early bird discounts!
Warm regards,
Keith Parker
Conference Manager
P.S. Book early to take advantage of early-bird savings! See back page for details.
P.P.S Get AIPMM Certifi ed and gain a higher level of professionalism!
BC2807
Successful Product Launching And Brand Positioning Strategies
13 - 18 December 2008
www.iirme.com/product BC2823
Effective Marketing Assistant
25 - 29 January 2009
www.iirme.com/mktgassistant BC2897
Advanced Marketing Master Class
22 - 26 February 2009
ww.iirme.com/mktgmc
For more information on any of the above events please contact us on Tel: 971-4-3352483 or email: [email protected]
Forthcoming Related Events
Leland D. Shaeffer, Managing Director of PLM Associates, helps companies improve their marketing, product management and overall product lifecycle management practices. His expertise includes strategic business and product planning, product design, product management and marketing. As part of his practice, he has instructed numerous executive
courses and workshops, including “Agile Product Development” at Caltech, “Successful Product Lifecycle Management” at USC’s Marshall School of Business and “Successful Innovation and Development of Services” at the 2007 PDMA (Product Development and Management Association) International Conference. Leland has held senior
positions in engineering and product management at companies including Apple Computer, Unisys and Imagery/Eastman Kodak. Leland was also a consultant at McKinsey & Company, where he specialised in product/market strategy. He holds a BS in electrical engineering from the Massachusetts Institute of Technology and an MBA from Stanford University.
Certifi ed Product Manager
®
Increasing Your Product Management Skills
Course I: 28 - 30 March 2009
increase industry involvement and industry-wide recognition by achieving Certifi ed designation.
Included in the course fees are all prerequisites for applying for the Certifi ed Product Manager certifi cation, membership in the AIPMM and the exam, which will be administered on the last day.
Course Introduction
Product management is the function responsible for championing new products throughout the front end of the product lifecycle, from inception through to launch. It is the “go-to” function that orchestrates internal activities and ensures the best possible outcome for the product. In this course, you will discover best practices in product management that you can apply in your organisation to improve the success rate of your products. The course will be highly interactive and will include numerous action learning exercises that reinforce the key points.
Course Timings:
Registration and coffee will be at 08.00. The course will commence at 08.30 and conclude at 14.30 with appropriate breaks for refreshments. Lunch will be served at 14.30 following close of the day.
Certifi ed Product Manager®
The Certifi ed Product Manager® is a designation of the
AIPMM (Association Of International Product Marketing & Management). The AIPMM has a primary objective to provide educational programmes and standards of excellence necessary for a product or brand professional to achieve professional recognition. Through the Certifi ed Product Manager® and
Certifi ed Product Marketing ManagerTM courses, individuals
have the opportunity to pursue continuing education and
Attend This Innovative Training Course And You Will Be Able To:
• Understand the best practices in product management and how they can apply to your organisation
• Develop a more robust strategy for your product and product line
• Manage the front end of the product lifecycle more effectively
• Take the exam to become an AIPMM “Certifi ed Product Manager”
Who Should Attend?
This course is designed for anyone involved in the product management function, working with internal resources to ensure successful product/service defi nition, design, development and launch.
Day One
Saturday, 28 March 2009
Course Overview And Objectives
To begin the course we will identify the major challenges facing you and focus the course material on the issues that are most valuable.
Understanding Products And Services
Effective product management starts with a deep
understanding of the product. In this section, you will discuss:
• The defi nition of a product and the different levels of a product that exist from the customers’ perspective
• Different types of products and how these differences impact the nature of the product requirements
• The different attributes of a product and how each must be considered explicitly
Action Learning Exercise: Determining the different levels of a product
Gathering Market Intelligence
Understanding your customers and prospects is vital when making product management decisions. This section will cover:
• The various sources of information available to the product manager
• The pros and cons, and when to use each
• How to conduct in-depth interviews to identify customer needs
Product Positioning
It is important for your product to be positioned clearly in the minds of your customers and prospects, since fuzzy or poorly articulated positioning may cause them not to take the next step in the purchase process. In this section, you will discover:
• How and when to position your product?
• The importance of market segmentation in determining your product positioning
• The warning signs that positioning needs revising Action Learning Exercise: Positioning your product
Day Two
Sunday, 29 March 2009
The Product Lifecycle
Product management is responsible for the fi rst half of the product lifecycle – inception through launch. This section reviews the stages of the product lifecycle with a focus on the critical fi rst stages. You will:
• Review the stages of the product lifecycle and the key activities within each
• Examine a methodology for managing the development process that is in widespread use today
• Discuss a proven approach to screening ideas and the common mistakes that are made at this important step in the process
The Special Attributes Of “Services”
Services are typically treated as products, which works well in most situations. However, services have several attributes that set them apart from tangible products, and these present special challenges – and opportunities – for the product manager.
• The key differences between tangible products and services
• Implications for the development process – what needs to be done differently?
Action Learning Exercise: Service development
Product Life Cycle Strategies
This section will discuss several of the popular frameworks for developing new product strategies:
• Using situational analyses to evaluate the attractiveness of new products
• Approaches to expanding the business
• Assessing your competition and the appropriate response to competitive moves
The Value Chain
There are many companies ultimately involved in delivering the solution to the customer, each with a specifi c role to play. This section examines the value chain from the perspective of:
• The key components of the product value chain •
• Designing and managing the value chain
Action Learning Exercise: Determining your value chain.
Pricing
There are many considerations when setting product pricing. In this section, you will:
• Review pricing best practices
• Examine three distinct pricing strategies
• Discuss the various factors that must be taken into account, with a focus on the internal considerations that impact the product management function
•
• Setting the pricing for new products Action Learning Exercise: Setting pricing
Day Three
Monday, 30 March 2009
Preparing For The Launch
In addition to marking the transition from development to commercialisation, the launch is also the typical handoff of the product to product marketing from product management. Both functions need to be intimately involved for the transition to run smoothly. This section reviews:
• The overall activities associated with the product launch
• Internal launch preparedness
• Ensuring a smooth transition to production
Review
An opportunity to review and ask questions on any part of the material before the exam.
The Exam
The exam is usually completed in three hours, but we will allow four hours to ensure you have adequate time to fi nish.
The exam will require several weeks to grade, after which you will be informed whether you have passed or failed. If you don’t pass you will have an opportunity to review your scores with one of the senior members of the grading team, and you will be given the opportunity to retake the exam the next time it is administered at no additional course charge.
Certifi ed Product Marketing Manager
TM
Sharpening Your Product Marketing Skills
Course II: 31March - 2 April 2009
Included in the programme fees are all prerequisites for applying for the Certifi ed Product Marketing ManagerTM certifi cation:
membership in the AIPMM and the exam, which will be administered on the last day.
Course Introduction
Product marketing is the function responsible for ensuring the success of the product in the marketplace. It starts with a successful launch and continues as the product moves through growth, maturity and eventual decline. It is the function that initiates pricing actions, product focused marketing communications activities and represents the product to sales people, the channel and often customers. During this course, you will discuss best practice in product marketing that you can apply in your organisation to improve the success rate of your products. The course will be highly interactive and will include numerous action learning exercises that reinforce the key points. Course Timings:
Registration and coffee will be at 08.00. The course will commence at 08.30 and conclude at 14.30 with appropriate breaks for refreshments. Lunch will be served at 14.30 following close of the day.
The Certifi ed Product Marketing ManagerTM
The Certifi ed Product Marketing ManagerTM is a designation of
the AIPMM (Association of International Product Marketing and Management). The AIPMM has a primary objective to provide educational programes and standards of excellence necessary for a product or brand professional to achieve professional recognition. Through the Certifi ed Product Marketing ManagerTM
and Certifi ed Product Manager® course, individuals have the
opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the Certifi ed designation.
Attend This Innovative Training Course And You Will Be Able To:
• Understand the best practices in product marketing and how they can apply to your organisation
•
• Develop a more robust marketing strategy for your product and product line
•
• Manage the commercialisation phase of the product lifecycle more effectively (launch, growth, maturity, decline)
•
• Take the exam to become an AIPMM Certifi ed Product Marketing ManagerTM
Day One
Tuesday, 31 March 2009
Course Overview And Objectives
To begin the course you will identify the major challenges facing you and focus course material on the issues that are most valuable.
Branding
The brand is often the most powerful tool used in marketing products, and it provides a context for product and marketing decisions. In this section, you will discuss:
• The strategic decisions involved in shaping the brand
•
• Brand equity, positioning and sponsorship •
• Naming considerations •
• Brand development
Action Learning Exercise: The brand audit The Product Lifecycle
Product marketing is responsible for the second half of the product lifecycle – launch through to obsolescence. This section reviews the stages of the product lifecycle with a focus on the stages that directly contribute to revenue and profi t. You will address:
•
• The stages of the product lifecycle and the key activities with in each stage
Course Outline
Who Should Attend?
This course is designed for anyone involved in the product marketing function: working with internal and external resources to launch the product and ensure its success in the marketplace
Note: This course is intended to complement the Certifi ed Product Manager® course. It can be taken separately or
•
• What to expect at each stage of the lifecycle, and the important decisions that need to be made within each •
• Special lifecycles that do not follow the normal patterns Strategic Planning And The Marketing Management Process
Product marketing must be aligned with the company’s strategy to get the best results. This section covers:
•
• The strategy and the mission •
• The business portfolio
• Market expansion •
• Understanding competition and its impact •
• Choosing the right marketing strategy to gain competitive advantage
The Marketing Mix
Successful product marketing requires the careful orchestration of all factors leading to successful sales. In this section, you will explore:
•
• The marketing process and the crucial steps in product marketing
•
• The classic 4 Ps, plus two more essential for success •
• The marketing plan •
• Organising and implementing the marketing function
Day Two
Wednesday, 1 April 2009 Market Segmentation
Marketing activities must be focused on the market segment(s) most likely to purchase the product, otherwise the sales and marketing costs will become excessively high. This section covers:
•
• The importance of market segmentation •
• An approach to demographic segmentation •
• Determining the alignment between the demographic and needs segmentation
•
• Criteria for evaluating successful segmentation Action Learning Exercise: Determining market segmentation
Consumer And Business Buying Behaviour
Product marketing managers need to understand customer buying behaviour in order to successfully manage (and help the sales force manage) the sales funnel. You will discuss:
•
• Factors infl uencing consumer and business buying behaviour •
• The buyer decision process •
• Stages in the adoption process, and what is required to move the buyer to the next stage
The Special Challenges Of Marketing “Services”
Services are products – up to a point. Services, being intangible, pose special challenges that are not usually faced when marketing tangible products. This section addresses: •
• The typical problems in marketing intangible services •
• Ways to overcome these challenges
Action Learning Exercise: Marketing intangible services
Distribution And Logistics
There are often one or more intermediaries through which the product fl ows in getting from the vendor to the customer. You will cover:
•
• The role and value add of the intermediaries •
• The various forms of consumer and business marketing channels
•
• Channel design decisions •
• Channel behaviour and the problems to avoid •
• Marketing logistics considerations The Value Chain
There are many companies ultimately involved in delivering the solution to the customer, each with a specifi c role to play. This section examines the value chain from the perspective of: •
• The direct value chain for your product •
• The extended chain of companies delivering the complete solution to your customers
•
• How to develop and nurture your extended value chain to leverage your company’s internal resources
Action Learning Exercise: The extended value chain
Day Three
Thursday, 2 April 2009 Pricing
There are many considerations when setting product pricing. In this section, you will cover:
•
• Common pricing strategies and pricing best practices •
• The various factors to consider when setting or adjusting the pricing
Action Learning Exercise: Pricing a product to gain maximum profi t
Review
An opportunity to review and ask questions on any part of the material before the exam.
The Exam
You will have four hours for the exam, although many people have fi nished the exam in three hours or even less.
The exam will require several weeks to grade, after which you will be informed whether you passed or failed. If you do not pass you will have an opportunity to review your scores with one of the senior members of the grading team, and you will be given the opportunity to retake the exam the next time it is administered at no additional course charge.
Certifi ed Product Marketing Manager
With AIPMM Certifi cation, You Will:TM
• Demonstrate a thorough understanding of both theoretical and practical product management and product marketing management, including underlying concepts, principles and terminology
•
• Evaluate and implement every aspect of product
management and product marketing management strategy, including:
- New product development through to product elimination - Start-up companies through to established organisations “Certifi ed Product Manager” and “Certifi ed Product Marketing Manager” are registered trademarks of the AIPMM. “CPM” and “CPMM” are trademarks of the AIPMM.
What Do Certifi ed Product Managers Have To Say? “The exam itself was a challenging (and humbling) experience. It measures thorough understanding of the essential product management principles. I will certainly recommend it to others, and look for certifi ed candidates when I hire product managers. Congratulations to AIPMM on setting a long-needed bar to measure competence in this fi eld!” -
Linda Merrick, CPM - P5Group
“The Certifi cation is like an insurance policy for both company and PM. It takes away a lot of the risk in hiring for such a critical position.” -
Alyssa Dver, CPM/CPMM, author of the book “Software Product Management Essentials: a hands-on guide for small and midsize businesses” and writer for BusinessWeek Magazine.
The Association of International Product Marketing and Management (AIPMM) is the world’s largest professional organisation of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organisations and clients through a constantly changing business landscape. It is the only organisation that represents those who manage the entire product life-cycle throughout any industry. Currently over 8000 members strong, it has offerings in North America, Europe and the Middle East, and it is expanding soon into Southeast Asia.
The Certifi cations
The ability to establish and maintain a clear competitive edge for both yourself and your products is a prerequisite for success in today’s turbulent economy - and through certifi cation with AIPMM, you will not only gain the necessary knowledge and industry insight you need, but you’ll also have the opportunity to demonstrate your profi ciency to your colleagues and competitors. Developed to focus on interdisciplinary best practices, AIPMM’s Certifi ed Product Manager® and Certifi ed
Product Marketing ManagerTM courses break through industry
barriers to set the standard with proven methods and processes. Through your participation, you will cultivate core thinking and skill sets that can be applied to any product at any time during any phase of the product life cycle. The result is that instead of relying upon static methodologies, your company will rely upon
you.
BC2940
FIVE EASY WAYS TO REGISTER
www.iirme.com/cpmm
Yes, I want to register for:
PERSONAL DETAILS:
Event Dates Price before
11 January 2009 Course I Course II Both Courses 28 - 30 March 2009 US$ 2,795 US$ 2,795
US$ 4,750 (SAVE US$ 1,040)
If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or [email protected]
Course fees include documentation, luncheon and refreshments, Delegates who attend all sessions will receive a Certificate of Attendance.
1st Delegate 2nd Delegate 3rd Delegate 4th Delegate Head of Department Training Manager Booking Contact
To assist us with future correspondence, please supply the following details:
Company
Address (if different from label above):
Postcode: Country: Tel: Fax:
No. of employees on your site:
0-49 50-249 250-499 500-999 1000+ Nature of your company’s business:
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Payments
A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York Bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. All payments should be made in favour of IIR Holdings Ltd.
Card Payment
Please charge me my credit card: Visa Mastercard American Express Name on Card:
Cancellation
If you are unable to attend, a substiture delegate will be welcome in your place. If this is not suitable, a US$ 200 service charge will be payable. Registrations cancelled less than seven days before the event must be paid in full.
Avoid Visa Delays - Book Now Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals my take several weeks to process.
Event Venue
Al Murooj Rotana Hotel, Dubai, UAE
Tel. : +971-4-3211111
Accommodation Details
We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: 971-4-4072693
Title First Name Surname Job Title Department Email Mobile For further information and Group Discounts contact Raveena
on 971-4-3352483 or email: [email protected]
Group discounts are only available on the full event price
Certifi ed Product Manager
®
28 - 30 March 2009 • Al Murooj Rotana Hotel, Dubai, UAE
Certifi ed Product Marketing
Manager
TM
31 March - 2 April 2009 • Al Murooj Rotana Hotel, Dubai, UAE
Price between 11 January and 8 February 2009
US$ 2,845 US$ 2,845
US$ 4,850 (SAVE US$ 940)
Price after 8 February 2009
US$ 2,895 US$ 2,895
US$ 4,950 (SAVE US$ 840)
31 March - 2 April 2009 28 March - 2 April 2009
