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Home Practical Product Management
Product Management in Practice
Learn how to select the winning product and prioritize features; drive the product to exceed market expectations; communicating with market facts and using tools to maximize profit over the product lifecycle

Course: PRM001

PDU: 21

Duration: 3 days Check the Training Schedule
Practical Product Management concepts

The pressure to deliver the right product at the right price in the right timeframe has never been greater. Companies that thrive are the ones that define, produce and promote their products more efficiently and more effectively; in short, c

Designed specifically for product managers working in technology, Apollo delivers world-class product management training. We offer real-world solutions to critical issues that shape your business. Developed and delivered by experienced product management professionals, Apollo product management training mixes cases studies with practical examples to teach the skills, tools and processes required to be an outstanding product manager.

If you are new to product management or your product management team needs help focusing on strategic activities, Practical Product Management fully explores the role of technology product management with tools and processes designed to bring products to market more efficiently and effectively. Every concept in the seminar is designed to be actionable as soon as you return to the office.

What the Seminar will Help You Achieve:
  • Reduce product development costs through improved Product Definition
    Getting product definition right first time is a huge business benefit. Not only does it improve product take-up, but it dramatically improves the efficiency of your product development team. By defining a structured approach to market analysis and requirements specification, Apollo helps you get it right first time.
  • Build customer confidence through on-time delivery
    Late product delivery causes customer dissatisfaction and can also mean missing market opportunities. Apollo product management training uses tried and tested processes and methodologies to ensure an on-time delivery.
  • Increase product sales through effective product delivery
    A product is much more than a piece of hardware or software. There are many non-technical deliverables that go to make a successful product release. Apollo product management training defines the complete product delivery process and works through the issues facing a product manager to ensure an effective product launch.
Course Format:

Through a combination of breakout sessions, group and individual work, interactive roundtable discussions and role-plays, delegates will understand the total role of people management. This includes using the newly acquired concept to practice important areas on Communication, Leadership and influence, conflict management, motivation and negotiation.

Trainer will use practical examples and case studies to reinforce and expand the scope to cover applicable concepts for people management, in particular in the fast changing IT/Telecom environment.

Pre-Course Questionnaire
In order to tailor this course precisely to your needs, the course leaders would value information on your knowledge, experience and requirements.


Practical Product Management Training

Day 1: Selecting a Winning Product
This section begins with defining the functions and activities of a product manager. You will learn capture the product opportunities, identify the winners, prioritizing the short term results versus the long term goals.

The Role of the Product Manager
Key areas covered:

  • The role of product management
  • Qualities of a successful product manager
  • Technical capabilities
  • Commercial capabilities
  • Communication skills
  • People skills
Market Segmentation and Sizing
Delegates then find out how to create a credible estimate of the market size. Using top-down research driven data, supported by bottom up unit-price data, delegates are taught how to build a detailed view of the available market, and derive a credible revenue estimate from this.

Key areas covered:

  • Identifying market potential
  • Defining your market
  • Market segmentation
  • Estimate your market size
  • Revenue estimate

Market Analysis
Key areas covered:

  • Primary market research
  • Secondary market research
  • Tools and techniques for primary and secondary market research
  • Assessing product opportunities

Competitor Analysis
Key areas covered:

  • Gathering competitive information
  • SWOT analysis
  • Understanding competitor objectives
  • Product analysis
  • Applying Porta’s market five forces model

Pricing and Business Case Building
Key areas covered:

  • Pricing techniques
  • Building a pricing strategy
  • Business case building
  • Licensing models

Day 2: Working with Development

The Balancing act between your customers and developers
It is important to be able to deliver your new products or new services on time with features meeting your customer’s expectation. It is of great value to your company and to your customers. This part of the training shows you how to writing the right spec meeting both your developer’s capabilities and your customer’s needs. It also shows you the techniques how to save the project from potential schedule overrun.

Requirements Specification Process
Key areas covered:

  • The benefits of a requirements process
  • Efficiency gains through requirements
  • Key elements of a requirements process
  • Requirements process description
  • Case studies

User Profiles and Scenarios
Key areas covered:

  • Developing User Profiles and Scenarios
  • Building Use Cases
  • Using profile, user scenarios and profiles to support development
  • Case studies

Writing Accurate Requirements
Key areas covered:

  • What makes a good requirement?
  • The language of requirements
  • Structure a requirements document
  • Requirement practices

Prioritization
Key areas covered:

  • Feature prioritization benefits
  • Getting stakeholder support
  • Managing risk with prioritization
  • Maintaining priorities through the development lifecycle
  • Case studies

Delivering On-Time and On-Target
Key areas covered:

  • Why releases go off track
  • Dealing with external pressures
  • Dealing with internal pressures
  • Gaining clarity of progress versus plan

Delivering On-Time and On-Target
Key areas covered:

  • What to look for signs of a project problem
  • How to manage potential project overrun

Day 3: Product Release and Refinement
After selecting the winning product, with the best development team, you still need to have an outstanding product launch platform to introduce to the market place. This includes the right marketing message, the product support system, after sales services and the right pricing… This section will give you all the basics for you to start right and maximize the profit over the lifecycle of the product.

The New Product Introduction (NPI) Process -

The Product Launch
Key areas covered:

  • The product launch process
  • Building a product launch checklist
  • Gaining cross-functional support
  • Meeting end user goals

Product Positioning
Key areas covered:

  • Product positioning theory
  • Building product positioning statements
  • Defining the key messages for your customers
  • Data sheet development
  • Case studies

Communication
Key areas covered:

  • Cross-functional communication
  • Communicating with customers
  • Dealing with date, feature and pricing question
  • Objection handling

Early Availability
Key areas covered:

  • Early release – definition
  • The pros and cons of a beta program
  • Gaining marketing advantage through the beta program
  • Exploiting the benefit of a beta program
  • Case study

Ongoing Planning
Key areas covered:

  • Product planning – managing between programs and projects
  • The annual product plan
  • Financials for the product manager
  • Product planning and the senior management team
  • Incorporating product planning into your day job
  • Product withdrawal
  • How to take advantage of the continuous improvement process

About the Trainer

About Francis Hung, MBA, P. Eng, PMP, PRINCE2, MSP, ITIL, EIPM

Specialization
  • Project Management Consulting & Training
  • Setting up project management office (PMO)
  • Strategic program management and purchasing management
  • Telecom/IT systems development
  • Certified trainer for US PMP, UK PRINCE2, P3O, ITIL and European Purchasing Management
Sector & Industry Experience:
  • Telecom, Information Technology, Finance, manufacturing, Call Center operation
Major Projects
  • Shanghai 168 Internet Call Center, SYWG security B-share trading system, Nortel digital cross connect program manager, NASA space shuttle EMI component reliability program, Greatwall CDMA service and billing system

Your International Facilitator:
Francis Hung,
Managing Director – Apollo Consulting Group

Testimonials

“Francis is an experienced and well organized trainer with good understanding of the subject. His unique Project Management tool that is so useful and covers all important aspects of project management.” – Oonagh Chan, Head of Broadcast Division, Hong Kong Jockey Club.
“One of the best course I ever recevied, Francis is absolutely a trainer’s trainer.” Helen Liu, VP & Associate, Adfaith Management Consultant, Beijing, China.

China Experience

Beijing Olympics
►Support and enhance the Program Management Office to deliver projects in 3 areas: TV Broadcasting, International Sponsorship & Ticketing

Shanghai F1 Championship

►Set up a Program Management Office to manage the deployment of F1 properties in TV broadcasting and magazine publishing

Guangdong Nortel
►Set up a Program Management Office in the JV Guangdong Nortel in China for cost reductions projects

BUPT Nortel R&D Center
►Start up the first Nortel R&D Center in China for Wireless network development programs

Shanghai Expo

►Develop the Event Management training program for the Expo project team

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Upcoming Courses

ITILNov 25-27, 2015  BJ

PRINCE2 - Dec 7-11, BJ

Agile - Dec 23-26, 2015  BJ

PRINCE2-Agile - Dec 23-25

PMP - Nov 17-20,  2015  BJ

MSP - Dec 15-18, 2015  BJ

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Earn credits from PMI

Apollo course participants can earn professional development units (PDUs) for attending the PMI courses through our partner Protrain China for all Project Management Program courses.
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