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Course available from February 15, 2025

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VALUE SELLING IN PRODUCT MANAGEMENT

Turn products into value for your customers and enjoy increases in profitable sales.

TOMASZ ZIOLKOWSKI

Online course:
VALUE SELLING IN PRODUCT MANAGEMENT

Turn products into value for your customers and enjoy increases in profitable sales.

849.00 PLN

  • Gain knowledge that will increase your market value as a professional and open up new opportunities in the world of marketing.
  • Created based on proven practices and marketing tools used in the best FMCG companies.
  • You will acquire practical skills that you can use immediately in your daily work.
  • Video tutorials will guide you step by step, as if you were accompanying me as I conduct analyses or create a product strategy concept.

Thematic scope of the course

  • Introduction to Product Management

  • Marketing tools for professional product management

  • What is the Value Selling product strategy?

  • How to Create a Value Selling Product Strategy from Product Concept to Consumer Validation

  • How to Implement Your Product Strategy: From Packaging to Launch

  • How to effectively manage your product over time.

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What will you learn?

  • What is product management in the subject and process approach?

  • What is the difference between brand management and product management?

  • What are the typical product management tasks of a successful product manager?

  • What is consumer/customer segmentation?

  • How to segment consumers using available information

  • What are generic product needs and features

  • What is product positioning mapping?

  • What is a product positioning card and how to fill it out

  • What is a product financial card and how to use it in practice for effective product profitability management

  • What is a Marketing Project Card

  • How to prepare a brief for packaging development consistent with product positioning

  • What is Value Selling Product Strategy?

  • What does the purchasing decision-making process look like in physical points of sale?

  • What does the decision-making process of purchasing look like on the Internet?

  • What is “The Value Waterfall” and why is it worth knowing?

  • What is “The Reverse Waterfall of Value Creation”

  • How to analyze large sets of numerical data and present conclusions

  • How to estimate market size in the absence of available reports: top-down and bottom-up methods.

  • How to Develop a Strategic Market Analysis

  • How to analyze the communication strategies of competitive products

  • How to Develop Product Positioning Maps

  • How to professionally describe an idea for a new product?

  • How to describe the marketing positioning of a product?

  • How to write a packaging development brief to effectively communicate the product strategy to the consumer?

  • What are the ways to verify the sales potential of a product?

  • How to conduct new product research with consumers?

  • How to write a research brief?

  • Verification of the product marketing mix and its positioning after research with consumers?

  • How to determine the profitability of a new product?

  • How to reliably estimate sales volume and on what assumptions should the estimate be based?

  • How to present a final recommendation for implementing a new product?

  • How to prepare a marketing plan for introducing a new product to the market?

  • How to use the concept of a matrix of marketing strategies to support new product success?

  • What metrics (KPIs) to use to measure results

  • What will the life cycle of a new product depend on?

  • When to withdraw from the market and when to re-launch a product?

  • What skills should a product manager have to be successful?

  • How to prepare for a product manager interview?

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