Certified Product Marketing Manager®

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

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Certified Product ® Marketing Manager Manage And Market Your Products From Pre-Launch Through Maturity And Withdrawal

18 – 22 May 2014 Jumeirah Emirates Towers Hotel, Dubai, UAE

Top 5 Learning Outcomes 1. Understand best practices in product marketing 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. Optimise the marketing mix to ensure maximum market penetration 4. Manage the commercialisation phase of the product lifecycle (launch, growth, maturity, decline) more effectively to produce better outcomes 5. Gain an important professional credential by taking the exam to become an AIPMM Certified Product Marketing Manager®

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When you attend the entire course and pass the exam on the last day you will become a Certified Product Marketing Manager®. You may then use the designation CPMM 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 Marketing 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 Marketing 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 Marketing 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 to help you prepare. The certification exam is designed to test general business knowledge, including topics that will not be covered on the course. 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 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.

Note: If you miss more than two hours of the total course duration, you will not be eligible to sit the exam.

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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.

The two closely related Certified Product Manager® (CPM) and Certified Product Marketing Manager® (CPMM) courses are offered each year in two formats: • Three days, in which the focus is on exam preparation • Five days, which focuses primarily on training and secondarily on preparation for the exam CPM/CPMM Courses

3-Day Courses

5-Day Courses

Primary Focus

Exam Preparation*

Training

Secondary Focus

“Light” training/refresher on key topics/a validation of many of your existing practices

Exam Preparation* (certain topics addressed on the exam will be summarised to allow more depth in other areas)

Case Studies And Group Exercises

Limited

Yes

Pre-requisites

2014 Offerings

No specific prerequisites Several months’ work experience recommended Business degree and/or several years’ work experience will be helpful but not necessary for taking the exam 8 – 10 March (CPM) 11 – 13 March (CPMM) 8 – 10 November (CPM) 11 – 13 November (CPMM)

11 – 15 May (CPM) 18 – 22 May (CPMM)

*Due to the AIPMM philosophy of testing for general business knowledge and experience, certain exam questions cover topics not addressed during the training

Please contact us for more information.

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

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Certified Product Marketing Manager® 18 – 22 May 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE Course Timings Registration will be at 08:00 on Day One. Course sessions will start promptly at 08:30 and end at 14:30. There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.

Course Outline

Course Overview

Day One

Product marketing is the function responsible for ensuring the success of the product while it is in the marketplace. It starts with a successful launch and continues as the product moves through growth, maturity and eventual decline. Product Marketing Managers initiate pricing actions, plan product-focused marketing communications activities and represent the

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.

products to sales people, the channels and often directly to customers.

Overall, the Product Marketing Manager understands how to apply the 7 Ps of the marketing mix to each target market segment to achieve maximum results.

In this course, we will review the typical roles and responsibilities of product marketing, as well as the key organisational interfaces. We discuss “best

Product Marketing And The Product Lifecycle • 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

practices” that you can apply to improve your efficiency and effectiveness as a product marketing manager. You will also learn tools and techniques you can begin applying immediately. The course will be highly interactive and will include numerous exercises that reinforce the key points.

In addition to providing valuable training, the course will help prepare you to take the exam to become a “Certified Product Marketing Manager®”, a professional credential that is recognised worldwide.

This is an expanded version of the standard three-day Certified Product Marketing 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.

Overview Of The “Product” • Definition • The three levels of a product • Types of products • Product positioning • Key product decisions Branding • Decisions involved in shaping the brand • Brand equity, positioning and sponsorship • Naming considerations • Brand development

Action Learning Exercise: The Brand Audit

Day Two

Who Should Attend This course is designed for anyone involved in the product marketing

The Product Lifecycle • Stages of the product lifecycle: launch through withdrawal • The key objectives and activities for each stage • What to expect at each stage of the lifecycle • Important decisions for the product marketing manager

function, working with external as well as 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 Marketing Managers

Special Lifecycles • Product lifecycles that do not follow the normal patterns • Implications for product marketing

• Product Managers and Product Specialists • Marketing Managers and Marketing Coordinators • Solutions Managers and Segment Managers • Business Development Executives • Others who work closely with the product marketing function or who are otherwise responsible for marketing products

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Strategic Planning And Marketing Strategy Product marketing must be aligned with the company’s strategy to get the best results. This section covers: • Strategy and mission • Business portfolio • Product/market expansion

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Action Learning Exercise: Product/Market Expansion Competitive Strategy • Sources of competition • Strategies for direct competition: the leader and challenger • Avoiding direct competition: the follower and nicher • Choosing the right marketing strategy to gain competitive advantage

Action Learning Exercise: Competitive Strategy

Day Three

The Marketing Process • The marketing process and the crucial steps in product marketing • The marketing plan • Organising and implementing the marketing function • Controlling the outcomes Conducting Market Research • Steps in a market research campaign • The importance of carefully defining the problem/hypotheses • Market research tools and methodologies • The role of the market survey

Day Five Consumer And Business Buying Behaviour • Factors influencing consumer buying behaviour • Buyer decision process • The B2B (Business-to-Business) market • Key business buying behavior characteristics • Move the buyer to the next stage

Managing Product Transitions And Obsolescence • Why obsolescence is important and yet it gets overlooked • Planned obsolescence • Unplanned obsolescence • Managing product transitions and customer migration

Action Learning Exercise: Customer Buying Behaviour

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

The Adoption Process For Innovations • Why innovations follow a different buying process • The market adoption curve • Stages in the adoption process • Proven methods for accelerating market adoption The Marketing Mix • The classic 4 Ps • Three additional Ps essential for success • Key insights that many product marketing managers may not know Distribution And Logistics • The role of the sales intermediaries • Various types of consumer and business marketing channels • Channel design decisions • Channel behaviour and problems to avoid • Marketing logistics considerations

Action Learning Exercise: Channel Conflict

Certification Exam The certification exam is designed to test general business knowledge, including topics that will not be covered on the course. 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 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.

Note: If you miss more than two hours of the total course duration, you will not be eligible to sit the exam.

Day Four Integrated Marketing Communications • The various communications channels available to you and your customers • The importance of integrated marketing communications • Key steps in a campaign • Various methods of structuring key messages Pricing • Pricing best practices • The three common methodologies • Setting the pricing for new products • Various factors to consider when setting the pricing • Pricing adjustments

Action Learning Exercise: Pricing A Product To Gain Maximum Profit

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Certified Product Marketing Manager® 18 – 22 May 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

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Course Fee Before 2 March 2014

Course Fee Before 23 March 2014

Final Fee

US$ 4,395

US$ 4,895

US$ 5,195

Certified Product Marketing Manager® 18 – 22 May 2014

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

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Event Venue: Jumeirah Emirates Towers Hotel, Dubai, UAE Tel: +971 4 330 0000 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 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

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