Certified Product Manager ®

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Benefit From A Higher Level Of Credibility And Differentiation By Using The Designation “CPM” On Your Business Cards After Your Name

Certified ® Product Manager 19 – 23 May 2013 • The Address Hotel Dubai Marina, Dubai, UAE Manage The Front Half Of The Product Lifecycle (Ideation Through Launch) To Create Products That People Want To Buy

Top 5 Learning Outcomes 1. Understand best practices in product management and how you can apply them to be more effective 2. Develop a robust strategy for your products and product lines, to increase market share and fight off competition 3. Design products that match target customer needs and desires, both functional and emotional, to ensure maximum market penetration 4. Manage the front end (idea, concept, development, test, launch) of the product lifecycle more effectively to produce better outcomes in the marketplace 5. Gain an important professional credential by taking the exam to become an AIPMM Certified Product Manager®

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When you pass the exam on the last day of the course you will become a Certified Product Manager®. You may then use the designation CPM on your business cards and resume. This designation is a trademark of the AIPMM. 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 is expanding soon into Southeast Asia.

About The Certification Certified Product Manager® is a designation of the AIPMM. The AIPMM has a primary objective to provide educational programmes and the standards of excellence necessary for a product or brand professional to achieve professional recognition. Through the Certified Product Manager® course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving a certified designation.

Included in the course fees are all prerequisites for applying for the Certified Product Manager® certification, membership in the AIPMM and the exam, which will be administered on the last day of the course.

Prerequisites There are no specific prerequisites for the course. You will be sent, in advance, a list of suggested reading and supplemental information to help you prepare. The certification exam is designed to test general business knowledge, including topics that cannot be covered in the course due to time limitations. Candidates with an education in business and several years of experience generally score higher on the exam than those with minimal experience, but the course and exam have been proven to be a useful introduction for those with as little as several months of experience in the function.

Certification Exam The exam will be administered during the final day of the course and is usually completed in three hours, but we will allow four hours to ensure you have adequate time to finish. It 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.

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Meet Your Expert Course Director Leland (Lee) 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 in the USA, Middle East, Europe and Asia, and he has often spoken at national and international conferences. In addition, Lee has published many articles on product development and marketing, and he was a contributing author for “The PDMA Toolbook for New Product Development 3”.

Lee has held senior positions in engineering and product management at companies including Apple Computer, Unisys and Imagery/Eastman Kodak.

He was also a consultant at McKinsey & Company, where he specialised in product and market strategy.

Lee is on the advisory board of the Association of International Product Marketing and Management (AIPMM) and is a Vice Chairman Emeritus of the Product Development and Management Association (PDMA). He received the AIPMM’s “Trainer of the Year” award for 2009. He holds a BS in electrical engineering from the Massachusetts Institute of Technology and an MBA from Stanford University.

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Certified Product Manager® 19 – 23 May 2013 • The Address Hotel Dubai Marina, Dubai, UAE Course Timings Registration and coffee will be at 07.30 on Day One. Course sessions will start at 08.00 and end at 14.30. There will be two short breaks for refreshments at appropriate times and lunch will be served at the end of each day’s sessions.

Course Outline

Course Overview Product management is the function responsible for championing new products throughout the front end of the product lifecycle, from inception through launch. It is the “go-to” function that orchestrates internal activities, represents the interests of the customer in the new product development process and ensures the best possible outcome for the product.

Successful product managers ensure that product requirements – and the resulting products – match customer needs at both the functional and emotional levels. Product concepts are properly screened so that resources are not overloaded and products launch on schedule. Products are properly positioned, so that the resulting marketing messages resonate with the target customers. Overall, the right mix of products delivered to the appropriate target customers results in maximum success.

In this course, we will discuss “best practices” in product management that you can apply to improve your efficiency and effectiveness as a product manager. We also will review the typical roles and responsibilities of product management as well as key organisational interfaces. The course will be highly interactive and will include numerous exercises that reinforce the key points.

Day One Course Overview And Objectives To begin the course you will identify the major challenges you are facing so the course material can be focused on the issues that are most valuable to you.

The Product Lifecycle And Product Management • Introduction to Product Lifecycle Management • An overview of the product lifecycle • Typical roles and responsibilities of product management • Key organisational interfaces

Action Learning Exercise: Your Job Description Understanding Goods And Services • Definition of a “product” • The different levels of a product that exist from the customers’ perspective • Objective and subjective benefits • How the levels of a product and core benefits impact product design

Action Learning Exercise: Determining The Different Levels Of A Product In addition to providing valuable training, the course will help prepare you to take the exam to become a “Certified Product Manager®”, a professional credential that is recognised worldwide.

This is an expanded version of the standard three-day Certified Product Manager® course. The extra two days provide additional training for those with intermediate-level skills and, for those newer to the profession, additional time to absorb the material.

Who Should Attend?

This course is designed for anyone involved in the product management function, working with internal resources to ensure successful product/ service definition, design, development and launch. These people may have responsibility for goods and/or services, in any industry, and include: • Product Managers and Product Specialists

The Different Types Of Products • The various forms of consumer products • Industrial products • Services as products • Other products • The impact on the product and marketing requirements Individual Product Decisions Facing The Product Manager • Product attributes • Packaging and labeling • Support services • Ensuring delivery on the brand promise

Action Learning Exercise: The Alignment Between Brand Promise And Product Delivery

• Senior Product Managers and Product Line Managers

Day Two

• Solutions Managers and Segment Managers • Others who work closely with the product management function including Product Marketing Managers, Product Development Managers, Project Managers and Business Analysts

Product Line And Product Mix • The product line and product line extensions • Product line decisions • The overall product mix • Implications for the product manager Gathering Market Intelligence • Exploration versus validation • Primary and secondary research • Common market research tools: the pros and cons, and when to use each

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• Importance of understanding the “why” behind the “what” • How to conduct in-depth interviews to identify customer needs

Action Learning Exercise: Developing An Interview Guide Market Segmentation • What it is • Why it is so important • The three dimensions of segmentation • Choosing your target markets

Action Learning Exercise: Market Segmentation

Day Three Product Positioning • The four key elements of product positioning • How and when to position your product • Importance of market segmentation in determining your product positioning • Warning signs that positioning needs revising

Action Learning Exercise: Positioning A Product New Product Development • The phases of new product development – Ideation through launch • Key objectives and activities for each phase • The role of product management Acquisition • Examine acquisition as an alternative to internal development • The different methods of acquiring product ownership • The risk/reward tradeoffs • The role of product management

Action Learning Exercise: The Role Of Acquisitions The Phase-Gate Process • Overview • Phases and Gates • Advantages • Disadvantages and problems when applied improperly New Product Screening • The importance of careful screening • The traditional 2½ step screening process • The role of the product scorecard • Portfolio management • Tips on managing the screening process

Action Learning Exercise: The New Product Development Process Pre-Launch Testing • Continuous market testing • The Alpha and Beta tests • Product testing versus market testing • The soft launch

Day Four Preparing For The General Launch • Overall activities associated with the product launch • Identifying the key stakeholders • Internal and external launch preparedness

Action Learning Exercise: The Launch The Special Attributes Of “Services” • Key differences between tangible products and services • What needs to be done in order to address: - Intangibility - Simultaneous production and delivery - Heterogeneity/lack of consistency - Perishability

Action Learning Exercise: Service Development The Value Chain And Business Ecosystem • Value creation • Key components of the value chain • The supply chain • The extended value delivery network (business ecosystem) • Designing and managing the value chain

Action Learning Exercise: The Extended Value Delivery Network Pricing • Pricing best practices • The three pricing methodologies • Pricing considerations • Setting the pricing for new products

Action Learning Exercise: Setting Pricing

Day Five Product Manager’s Toolkit A review of common tools and frameworks, including: • The BCG Growth Matrix • Porter’s Competitive Forces Model • The Ansoff Product/Market Expansion Grid Review • An opportunity to review the material and ask questions before the exam • As time allows, we can take a closer look at topics of particular interest Certification Exam The certification exam is designed to test general business knowledge, including topics that cannot be covered in the course due to time limitations. Candidates with an education in business and several years of experience generally score higher on the exam than those with minimal experience, but the course and exam have been proven to be a useful introduction for those with as little as several months of experience in the function.

The exam is usually completed in three hours, but we will allow four hours to ensure you have adequate time to finish. It 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.

+971 4 335 2437

+971 4 335 2438

register@iirme.com

www.iirme.com/productmgr

Certified Product Manager® 19 – 23 May 2013 • The Address Hotel Dubai Marina, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 21743 Dubai, UAE

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Course Fee Before 3 March 2013

Course Fee Before 24 March 2013

Final Fee

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US$ 4,650

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Certified Product Manager® 19 – 23 May 2013

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

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