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Certificates: Certificate "Product manager with TÜV Rheinland certified qualification"
Sales management" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Produktmanager:in mit TÜV Rheinland geprüfter Qualifikation -
Teaching Times: Full-timeMonday 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.)
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Language of Instruction: German
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Duration: 8 Weeks
Product manager with TÜV Rheinland certified qualification
Product strategy and vision (approx. 1.5 days)
Basics of product management: What is product management?
Tasks and roles of product managers
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 innovation approach
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 and usability testing (qualitative methods and planning) (approx. 1 day)
In-depth study 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 and 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, certification preparation and certification examination "Product manager with TÜV Rheinland certified qualification" (approx. 3 days)
Sales management
Strategy and digital marketing (approx. 4 days)
Foundation for sustainable sales management
Market analysis and trends: digitalization and USP
Customer centricity and customer journey
Channels and lead management: multichannel and omnichannel
Marketing-sales alignment
Collaboration between sales, marketing and customer success
Sales funnel and pipeline management
Digital tools and AI for market analysis and strategy
Sales performance and organization (approx. 5 days)
Efficient management and structuring of sales
Sales strategy 4.0
Organization and processes in sales
Territory and partner management
Controlling and KPIs
Data-driven sales and performance management
Sales forecasting and pipeline management
Forecast methods (bottom-up / top-down) and deal evaluation
CRM strategy and management of CRM systems
Customer management
AI-supported sales analyses and forecasts
AI for forecasting, lead scoring and sales management
Leadership and psychology in sales (approx. 4 days)
Core competencies for employee management and team dynamics
Leadership role and change in sales
Motivation and sales psychology
Employee development in sales
Feedback discussions and performance management in sales
Team dynamics and conflict management
Leading at a distance (remote leadership)
Personnel, negotiation and law (approx. 4 days)
Skills for recruiting, closing deals and legal security
Recruiting and onboarding in sales
Employee development and promotion
Consulting and solution sales
Negotiation and closing strategies
Presentation and communication
Sales law, GDPR and compliance
Project work (approx. 3 days)
To deepen the content learned
Presentation of the 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. After the course, you will accompany innovative products, master techniques for requirements documentation and carry out product and market tests. You will also be able to develop product strategies and assess consumer behavior.
You also know markets and customer groups, develop suitable sales strategies and implement them operationally. You define key figures, manage sales processes based on data and lead your team. You will use digital systems and AI-supported analysis tools to plan and optimize sales performance. You will master the basics of modern sales management - from strategy and organization to team leadership, negotiations and customer contact.
Specialists from sales, distribution and customer management as well as prospective managers who would like to take on sales responsibility in the future.
This course qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
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).