Optimal Product Management & Product Marketing™ Training
Optimal Product Management & Product Marketing™ is a three day training course that teaches students the core knowledge and skills that are necessary to be highly effective. It also provides students with the foundation to prepare for the worldwide-standard AIPMM Certified Product Manager (CPM) exam.
Through a combination of lecture, discussion and intensive hands-on exercises, attendees will learn about all aspects of how to effectively manage products throughout the entire Product Lifecycle and how it applies to their current and future roles. The course is appropriate for those both new to Product Management as well as Product Marketing Managers who need to learn the foundational skills and knowledge of their profession as well as more senior students who want to brush up on their knowledge of the profession and also want to learn about the most current trends, best practices and up-to-date methodology.
Course Agenda
Day One: Product Management Foundation
- Overview
- Process and Product Life Cycle
- Market Research
- Competitive Analysis
Day Two: Product Management
- Ideation
- Business Cases
- Requirements
- Roadmaps
Day Three: Product Marketing
- Strategy
- Forecasting
- Pricing
- Beta Program
- Launches
- Marketing
- End of life
Course Methodology
The course and its methodology are built upon three fundamental concepts:
- Association of International Product Marketing & Management (www.aipmm.com) worldwide
standard product lifecycle framework - 280 Group Product Lifecycle Toolkit™
- 280 Group Optimal Product Process™
AIPMM Framework
The AIPMM framework is a vendor independent worldwide Product Management & Product Marketing standard that takes into account best practices used in a wide range of companies and industries and ensures that the most modern and up-to-date challenges faced in product management and product marketing are addressed. The framework is part of the AIPMM Product Management Body of Knowledge (ProdBOK), which was developed with input from over fifty experts and is endorsed by more than half a dozen training and consulting companies. The framework includes seven distinct product phases, from Conceive to End of Life, and covers every aspect that needs to be addressed for every product or service during the overall lifecycle.
Product Management LifeCycle Toolkit
The 280 Group Product Management LifeCycle Toolkit is a set of corresponding templates that map to the AIPMM framework. The toolkit is designed to provide a foundation for all training attendees to use as they manager their products. Throughout the training course they learn the skills and knowledge required for each phase and have the corresponding templates in the toolkit so that they can immediately apply what they have learned upon completion of the training.
The nine templates (plus 25 additional supplemental templates and informational documents ) in the toolkit ensure that:
- Every critical aspect of the product is thought through both strategically and tactically
- There is no duplication of content when documenting the critical product decisions and recommendations
- Plans and decisions can be documented with as much or as little detail as the company and team situation requires
- Course attendees are very productive and do not have to create their own templates or documents
- The organization gains a way of doing ongoing learning and continuous improvement to ensure they become closer to excellence with every release
Optimal Product Process
The Optimal Product Management & Product Marketing course combines the AIPMM framework and 280 Group Product LifeCycle Toolkit to teach what is called the 280 Group Optimal Product Process. The process builds extensively on the AIPMM work and 280 Group templates to provide a comprehensive learning experience and ensure that attendees have a flexible and powerful process that can be applied to their situation. Each phase of the framework and lifecycle that product management and product marketing are responsible for is explained thoroughly and then the corresponding templates and deliverables that map to the framework are then used as working exercises in the class with relevant examples presented.
Every student receives the following:
- All of the printed course materials and slides
- Optimal Product Process handbook (a reference book with more in-depth information for each lifecycle phase)
- Certificate of completion for the course
- Single user license for the Product Life Cycle Toolkit™, which includes the nine core templates that cover Strategy and Execution
- Option to sign up for and take the Certified Product Manager exam
Course Learning Objectives:
- Obtain a deep understanding of how great companies do Product Management and Product Marketing
- Learn skills and knowledge necessary to be excellent Product Manager and/or Product Marketing Manager in ANY company or industry
- Effectively manage and market any product at any stage in the lifecycle
- Apply the product management process effectively for a specific product
- Foundation learning for Certified Product Manager Exam from the AIPMM (see recommended course options to fully prepare for Certification exams.)
Course Benefits:
- Learn to work much more effectively with your team and stakeholders
- Gain a thorough understanding of worldwide standards and how to apply them for current and future situations
- Increase your career opportunities and ability to advance your career
- Achieve credibility with your team and stakeholders by having a complete understanding of the entire product lifecycle
- Obtain the knowledge and the skills with the corresponding tools to be far more productive and effective
- Understand how to effectively manage any product at any phase within the product lifecycle
- Build a foundation to take the exam (optional) to earn the prestigious Certified Product Manager (CPM) credential (see recommended course options to fully prepare for Certification exams.)
Take the optional fourth day course and save $200!
- “How to Become a Phenomenal Product Manager” $695 regular price – Just $495 when taken with Optimal Product Management & Product Marketing
- Learn the soft skills required to be a phenomenal product manager- negotiation, influencing, productivity and career acceleration
- New York, Austin, Dallas and San Jose locations only
Our Industry-Leading Training is unique and the best in the world:
- Built on a worldwide standard product lifecycle process and certifications with extensive additional 280 Group methodology
- The most modern and up to date materials and concepts being taught (developed in 2011)
- Developed and delivered by our staff who have over 200 years of hands-on experience and are actively working Product Managers and Product Marketing Managers (not professors or simply trainers)
- Small classes with individualized attention
- A combination of training, consulting, books, templates and other components that no one else offers
Pricing
- Course: ($1,995 per person if you register before June. 1st for public training – regularly $2,995!)
- Fourth Day optional How to Become a Phenomenal Product Manager ($495 – regularly $695). Only available in Austin, San Jose, Dallas and New York.
Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.
Seating is very limited – reserve your space now before the next session sells out.
Locations & Dates
San Jose, CA
- Optimal Product Management & Product Marketing
- Feb 4-6th, 2013
- Apr 8-10th, 2013
- Jun 17-19th, 2013
- Aug 19-21st, 2013
280 Group Training Center
155 East Campbell Ave, Suite 279
Campbell, CA 95008
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New York, NY
- Optimal Product Management & Product Marketing
- Apr 15-17th, 2013
- Jun 24-26th, 2013
- Aug 12-14th, 2013
New York City
Regus – Manhattan
260 Madison Avenue
New York, NY 10016
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Austin, TX
- Optimal Product Management & Product Marketing
- Jan 28-30th, 2013
- Apr 1-3rd, 2013
- May 6-8th, 2013
- Sep 9-11th, 2013
St. Edwards University
9420 Research Blvd
Echelon III, Suite 200
Austin, Texas 78759
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Dallas/Fort Worth, TX
- Optimal Product Management & Product Marketing
- Jun 10-12th, 2013
Meridian Business Centers
Preston Pointe Center
1400 Preston Road Suite 400
Plano, Texas 75093
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Toronto (Mississuaga), Canada
- Optimal Product Management & Product Marketing
- Feb 25th-27th, 2013
- Jul 9-11th, 2013
Location: To be announced
*Price is $2,495 USD internationally*
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Montréal, Canada
- Optimal Product Management & Product Marketing
- Mar 11th-13th, 2013
- Sept 16-18th, 2013
CRIM
405, Avenue Ogilvy
Bureau 101
Montreal, (Quebec) Canada H3N 1M
*Price is $2,495 USD internationally*
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Ottawa, Canada
- Optimal Product Management & Product Marketing
May 20-22, 2013
Location: To be announced
*Price is $2,495 USD internationally*
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Vancouver, Canada
- Optimal Product Management & Product Marketing
- Sep 23-25th, 2013
Executive Hotel- Burnaby
4201 Lougheed Highway
Burnaby, BC V5C 3Y6, Canada
*Price is $2,495 USD internationally*
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London, United Kingdom
- Optimal Product Management & Product Marketing
- June 24-26th, 2013
Location: TBA
*Price is $2,495 USD internationally*
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Zurich, Switzerland
- Optimal Product Management & Product Marketing
Oct 1-3rd, 2012
*Spring 2013 Dates TBA*
Location: To be announced
*Price is $2,495 USD internationally*
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Mexico City, Mexico
- Optimal Product Management & Product Marketing
Feb 15-17th, 2012Mar 22-24, 2012Apr 23-25, 2012
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Guadalajara, Mexico
- Optimal Product Management & Product Marketing
May 17-19, 2012
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Monterrey, Mexico
- Optimal Product Management & Product Marketing
- May 16 – 18, 2013
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*Price is $2,495 USD internationally*
Cancellation Policy
- Cancellations must be received in writing.
- Cancellations received more than 5 business days before the first day of training will be charged 50% of the training cost.
- Cancellations received less than 5 business days before the first day of training will be charged 100% of the training cost.
- Transfers will be allowed. The 280 Group must receive the notice in writing from the initial class registrant with the name of individual who is receiving the transfer.
- Transfer notices received less than 5 business days before the first day of training will be charged $250.
- The 280 Group reserves the right to cancel the training with 5 business days notice. In this case all fees paid will be fully refunded. The 280 Group will not be responsible for any other expenses incurred by attendees, such as non-refundable airline or hotel fees, etc.