Product management

This course will provide you with a sound introduction to product management. You will learn how to accompany innovative products from the idea to the market launch, conduct market, competition and customer analyses, develop product strategies and apply agile development methods. Pricing, digital marketing and the challenges of digital transformation are also covered.
  • Certificates: Product Management" certificate
  • Examination: Praxisbezogene Projektarbeit mit Abschlusspräsentation
  • Teaching Times: Full-time
    Monday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
  • Language of Instruction: German
  • Duration: 4 Weeks

Product strategy & vision (approx. 1.5 days)

Basics of product management:

What is product management?

Tasks and roles of the product manager

Stakeholder management in product management

Defining product vision and strategic goals

OKR (Objectives and Key Results)

Phases of the product life cycle


Design Thinking (approx. 1.5 days)

Introduction to design thinking as a human-centered approach to innovation

Environment, market and competition analysis Identifying potential and risks

Target group definition and market segmentation

Identifying and understanding user needs (pain points, gains)

Value proposition design

Idea generation and brainstorming

Prototyping and customer journey


Business Model Canvas/Lean Canvas (approx. 1 day)

Development and visualization of business models

Creating initial hypotheses for the business model

Identification of value propositions, customer segments, sources of revenue


Artificial intelligence (AI) in the work process

AI technologies and possible applications in product management

Prompting, automation, data analysis


User Research & Usability Testing (Qualitative Methods & Planning) (approx. 1 day)

Consolidation of qualitative research methods (interviews, focus groups)

Design and implementation of user research: planning studies

Usability testing: planning, implementation and evaluation of tests with prototypes


Minimal Viable Product (MVP) (approx. 1 day)

The concept of the MVP: How do I define the smallest functional part that delivers value and offers learning opportunities?

Identification and prioritization of features


Agile requirements engineering (approx. 2 days)

Basics and best practices

Agile methods in requirements elicitation (epics & user stories)

Techniques of requirements documentation and

-visualization

Prioritization and management of requirements (MoSCoW, Value vs. Effort, WSJF)

Stakeholder communication and requirements coordination

Product roadmap: creation and communication of strategic product plans


Product development 4.0 (approx. 2 days)

Agile and hybrid development methods

(Scrum, Kanban)

Digital product design and prototyping

Customized mass production

AI and machine learning in product development

Outlook: Digital engineering and IoT integration


Performance measurement and product optimization (approx. 2 days)

Modern methods of market research and consumer behavior studies

A/B testing and multivariate tests for digital products

Rapid prototyping and MVP (minimum viable product) tests

Data analysis and interpretation of test results

Continuous testing and feedback loops


Pricing (approx. 1 day)

Pricing strategies in digital competition

Pricing and price differentiation

Subscription and freemium models

Data-driven pricing and dynamic pricing

Financial modeling and product controlling


Digital marketing (approx. 1.5 days)

Digital marketing strategies

Sales psychology (e.g. storytelling)

market research

Marketing conception

Communication policy and advertising

Sales channels (direct and online marketing, sales promotion, public relations)

Analysis tools in product management

Marketing concepts - 4P's and 7P's


Product launch and scaling (approx. 2.5 days)

Go-to-market strategies for different product types

Omnichannel sales and e-commerce

Internationalization and local adaptation

Product and brand positioning

Agile project management for product launches

Legal aspects (data protection, product liability,

EU product safety regulation)


Project work (approx. 3 days)

To consolidate the content learned

Presentation of the project results



Changes are possible. The course content is updated regularly.

This course offers a sound introduction to product management and takes you through the key phases of product development - from the idea to the market launch. You will accompany innovative products, learn techniques for requirements documentation and carry out product and market tests. You will also learn how product strategies are developed and gain insights into consumer behavior.

The course is aimed at people from the areas of sales, development and marketing. The course is also suitable for lateral entrants, e.g. from technical professions.

Specialists with product management skills are in demand in all industries, as companies are looking for innovative and competitive products and services. Your new qualification will open up numerous career opportunities in sales, marketing or product development.

Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.

Didactic concept

Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).

You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.

 

Virtual classroom alfaview®

Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.

 

The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).

We will gladly advise you free of charge.

0800 3456-500 Mon. - Fri. from 8 am to 5 pm
free of charge from all German networks.

Contact

We will gladly advise you free of charge. 0800 3456-500 Mon. - Fri. from 8 am to 5 pm free of charge from all German networks.