Certified Product Manager

Learn best practices in product management and product marketing management

Certified Product Manager®

Certified Product Marketing Manager TM

From Idea To Launch

From Launch To Withdrawal

28 - 30 March 2009 Al Murooj Rotana Hotel, Dubai, UAE

31 March - 2 April 2009 Al Murooj Rotana Hotel, Dubai, UAE

Attend This Innovative Training Course And You Will Be Able To:

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

•

Understand best practices in product marketing and how they can apply to your organisation

•

Improve your product strategy

•

Develop a more robust marketing strategy

•

Manage the front end of the product lifecycle more effectively (ideation/concept/development/test/ launch)

•

Manage product commercialisation more effectively (launch, growth, maturity, decline)

•

Take the exam to become an AIPMM Certified Product Marketing ManagerTM

•

Take the exam to become an AIPMM Certified Product Manager®

2 Three-Day Courses – Attend Both To Gain Maximum Benefit Who Should Attend? ®

The Certified Product Manager and the Certified Product Marketing ManagerTM courses 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 specific 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 certification exam is designed to test general business knowledge, including topics that cannot Get Certified be covered in the course due to time limitations. Certification candidates with By AIPMM And 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 Gain A Higher Level useful introduction for those first entering the field.

Of Professionalism

Certified by

Organised by

Official Regional Recruitment Partner

28 March - 2 April 2009 Al Murooj Rotana Hotel, Dubai, UAE Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

Dear Product Professional,

Meet Your Course Leader:

Competition is fiercer than ever. As marketing spend decreases due to tightening budgets, professionals fight 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 Certified Product Manager and Certified Product Marketing Manager courses, offering certification from the Association of International Product Marketing and Management (AIPMM).TM

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.

With AIPMM Certification, 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 certification 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 significant 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 Certified and gain a higher level of professionalism!

Forthcoming Related Events 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]

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

Course I: 28 - 30 March 2009

Certified Product Manager® Increasing Your Product Management Skills 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.

increase industry involvement and industry-wide recognition by achieving 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.

Certified Product Manager®

Course Introduction

The Certified 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 Certified Product Manager® and Certified Product Marketing ManagerTM courses, individuals have the opportunity to pursue continuing education and

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.

Attend This Innovative Training Course And You Will Be Able To:

Who Should Attend?

•

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 “Certified Product Manager”

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.

Course Outline 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 definition 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

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

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

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

Sunday, 29 March 2009 The Product Lifecycle Product management is responsible for the first half of the product lifecycle – inception through launch. This section reviews the stages of the product lifecycle with a focus on the critical first 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

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

The Special Attributes Of “Services”

Review

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?

An opportunity to review and ask questions on any part of the material before the exam.

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

The Value Chain There are many companies ultimately involved in delivering the solution to the customer, each with a specific 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

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

Course II: 31March - 2 April 2009

Certified Product Marketing ManagerTM Sharpening Your Product Marketing Skills 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 Certified Product Marketing Manager

TM

TM

The Certified Product Marketing Manager 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 Certified Product Marketing ManagerTM and Certified Product Manager® course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the Certified 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 Certified Product Marketing ManagerTM

Included in the programme fees are all prerequisites for applying for the Certified Product Marketing ManagerTM certification: 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.

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 Certified Product Manager® course. It can be taken separately or combined with the other course for maximum benefit

Course Outline 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 profit. You will address: • The stages of the product lifecycle and the key activities with in each stage

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

• •

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

Distribution And Logistics There are often one or more intermediaries through which the product flows 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 specific 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 profit

Review An opportunity to review and ask questions on any part of the material before the exam.

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 influencing 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 Exam You will have four hours for the exam, although many people have finished the exam in three hours or even less. The exam will require several weeks to grade, after which

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

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.

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

The AIPMM Cer tification Programmes

Certified Product Marketing ManagerTM With AIPMM Certification, You Will: •

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.

•

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

“Certified Product Manager” and “Certified Product Marketing Manager” are registered trademarks of the AIPMM. “CPM” and “CPMM” are trademarks of the AIPMM.

The Certifications

What Do Certified Product Managers Have To Say?

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 certification 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 proficiency to your colleagues and competitors. Developed to focus on interdisciplinary best practices, AIPMM’s Certified Product Manager® and Certified 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.

“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 certified candidates when I hire product managers. Congratulations to AIPMM on setting a long-needed bar to measure competence in this field!” Linda Merrick, CPM - P5Group “The Certification 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.

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/cpmm

Certified Product Manager® 28 - 30 March 2009 • Al Murooj Rotana Hotel, Dubai, UAE

Certified Product Marketing Manager TM 31 March - 2 April 2009 • Al Murooj Rotana Hotel, Dubai, UAE

FIVE EASY WAYS TO REGISTER

www.iirme.com/cpmm 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

BC2940

Yes, I want to register for: Event

Dates

Price before 11 January 2009

Price between 11 January and 8 February 2009

Price after 8 February 2009

Course I

28 - 30 March 2009

US$ 2,795

US$ 2,845

US$ 2,895

Course II

31 March - 2 April 2009

US$ 2,795

US$ 2,845

US$ 2,895

US$ 4,750 (SAVE US$ 1,040)

US$ 4,850 (SAVE US$ 940)

US$ 4,950 (SAVE US$ 840)

Both Courses 28 March - 2 April 2009

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.

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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.

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.

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