Business and Market Planning
1 Day
·Cohort-based Course
Effectively contribute and lead product management's strategic planning activities using PMTK's best practices and tools.
Business and Market Planning
1 Day
·Cohort-based Course
Effectively contribute and lead product management's strategic planning activities using PMTK's best practices and tools.
Course overview
Advanced Business and Market Planning
In this highly interactive and practical course, you will learn to formulate plans that evaluate market opportunities (Business Case) and shape the resulting sales and product marketing efforts (Market Plan).
Who is this course for
01
New Product Managers
You are new to product management and seeking tools and best practices to work efficiently.
02
Experienced Product Managers
You have been working in PM and want to elevate your knowledge and potential with a solid methodology.
03
Aspiring Product Managers
You want to move into product management and need to build a clear and consistent understanding of the domain.
Key outcomes
Author Business Cases
Apply a structured approach to generating business cases that evaluate potential market opportunities at the product level.
Author Market Plans
Apply a structured approach to generating market plans which describe the long-term goals and messages delivered to the target market relative to a particular company or product.
Perform Market Segmentation
Efficiently conduct market/customer and market/product segmentation according to the Blackblot PMTK Methodology™.
Chart Product Marketing Roles and Teams
Identify the different product marketing roles and team models and how companies apply them.
Design Effective Value Propositions
Learn the value concept, value formula, and types of value to generate targeted value propositions for your product and company, based on the PMTK Value-Marketing Model.
Optimize Product Positioning
Create clear positioning statements to identify your product's unique strength and build a long-term identity for customer ownership.
Review PMTK Templates
Discover the Blackblot Product Manager's Toolkit® (PMTK), a comprehensive set of models and professional templates to create successful market-driven products.
Business and Market Planning
Meet your instructor
Gabriel Steinhardt
Founder, Author, Public Speaker. Developer of the Blackblot Product Manager's Toolkit® (PMTK) Methodology
- Developed the PMTK market-driven product management methodology, a globally adopted best practice with over 6,000 registered users worldwide.
- Personally trained over 3,000 professionals worldwide in PMTK.
- Author of two books on PMTK, published by Springer Verlag.
- Author of the Market-Value Pricing book, published by Springer Verlag.
- Over two decades of experience in product management with technology products.
- Marketing and information systems MBA.
Be the first to know about upcoming cohorts
Business and Market Planning
Course syllabus
01
Introduction
- Planning Fundamentals
- Planning Principles
02
Business Planning
- Business Case Overview
- Business Information
- PMTK Product Tree Model
- Market Segmentation
- Business Advantages
- Barriers to Entry
- Impact Assessment
- Risk Assessment
- Financial Outlook
03
Business Case Delivery
- Structured Presentation
- Key Considerations
- Business Case Template
04
Market Planning
- Definitions
- Value Concept
- Competitive Advantage
- Corporate Quality
- Product Quality
- Product Positioning
- Value Documents
05
PMTK Value-Marketing Model
- Market Plan
- PMTK Marketing Messages Model
06
Summary
- Master Templates
- Product Marketer Profile
- Key Lessons
Course schedule
4-6 hours per week
Monday/Tuesday/Thursday
8:00am - 10:00am Eastern Standard Time
- Two weeks, 2-3 sessions per week, each session is 2 hours.
- Five sessions with a total of 10 hours over two weeks.
- Attendance is required.
Office Hours
- The instructor will host office hours outside of the lessons throughout the course to provide additional time to answer student questions.
- Attendance is voluntary.
Included in the course (free of charge!)
Blackblot Product Manager's Toolkit™ (PMTK) templates
Login credentials to the Blackblot Product Manager's Toolkit™ (PMTK) professional template collection.
Blackblot Product Management Professional™ (BPMP) certification
Login credentials to the Blackblot Product Management Professional™ in Product Marketing certification test.
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