SETA Accreditation No. 6570

Product Management

Workshop dates:

Johannesburg: For future dates email
Durbanville, Cape Town: In-House
Durban North: In-House

Course Fee: 

Single: R8,400.00 (R9,576.00 incl. VAT)
Group Bookings of 3 or more delegates:  R7,400.00 (R8,436.00 incl. VAT) per delegate – T&C’s apply

In-House Training sessions: available on request – send an e-mail with specifications to

Duration:  3-Days

This product management training course will explain how the product management role is commonly defined. Delegates will further learn to build a body of knowledge and skills through explanation, real-world examples and hands-on exercises. This course also teaches an innovative approach to documentation and customer requirements management that works well with both Agile and Waterfall methodologies.

By the end of this programme, delegates will have an understanding of how product management fits within organizations, and how to manage a product’s lifecycle from inception to obsolescence and delegates will also be able to assess their own product management strengths and gaps.

Course Outline for Product Management Programme
  1. Product Management Overview – Understand how to think like your customers, and why that’s important.
  • What is product management?
  • Characteristics of successful product managers
  • Essential knowledge
  • Essential experience
  • Activity: Self-assessment
  • Being customer-focused
  1. Knowledge Building – Learn how to quickly understand your market from the big picture down to the most important details.
  • Market research overview
  • Market analysis tools
    • Segmentation
    • Five Forces
    • Maturity cycle
  • Competitive analysis overview and tools
    • Four P’s
    • SWOT Analyses
  • Customer research overview
  • Ethnographic interview technique
  • User and buyer personas
  • User stories
  • The value of value-props
  1. Product Planning and Development – Transform your market and customer knowledge into product requirements, a product plan, and finally a product ready to be sold.
  • General business strategies
  • Distinctive competence
  • Product vision
  • Product requirements history and overview
  • Agile and waterfall overviews
  • Using Huruda Maps for requirements
  • Prioritizing requirements
  • Activity: Creating a Huruda Map
  • Managing product requirements during development
  • Handling change while maintaining quality
  • Beta program overview and best practices
  1. Product Launch and Execution – Align your product with your business to successfully launch into the market.
  • Business operations overview
  • Financial knowledge
    • Budgets
    • Forecasts
    • Bookings
    • Margins
  • KPIs for product managers
  • Launch readiness overview
  • Marketing operations overview
  • Key activities to support marketing
  • Sales operations overview
  • Key activities to support sales
  • Customer-facing services overview
  • Key activities to support customer-facing services
  1. Product Road-mapping – Picking the path between the next product and your overall vision
  • Product lifecycle overview
  • Getting to your vision one step at a time
  • Road-mapping techniques
  • Strategic vs. tactical considerations
  • Road-mapping best practices
  • Product obsolescence
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-Work-Center Traing pts photo3 conference room day 2