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Launch new products and services successfuLLy on the market
product management
Much is expected of a Product Manager.
You need to successfully position and introduce new products and services; maintain a balance between Sales and R&D; manage the product lines of existing products and innovations; and turn new products into a competitive advantage.
Product Managers must be real product champions, capable of wooing customers, and the internal organisation, with their enthusiasm. Need-for-speed product life cycles, online communication, innovative distribution options, globalisation and cut-throat competition, all this forces you to constantly review your strategy.
While educating the market, you must stimulate demand if you want your product to break through. For every innovator, in fact, that market breakthrough remains the ultimate challenge.
for whom?
• Youareresponsibleforlaunchingnewproductsandservices on the market.
• YouareworkinginProductManagement,BrandManagement, Marketing or Strategic Planning.
You don’t have any training in marketing yet? If so, we suggest you attend ‘Introduction to Marketing Management’.
added vaLue for you and your company
• Youwillacquirethelatestconceptsandpracticesinproduct management.
• Notonlywillyoupredictthemarket,youwillalsoconqueritwiththehelpofstrategicpositioningtechniques,productlinemanagementandasophisticatedcommunication mix.
• Youwillpitchinnovationsinasublimeyetsubtleway.Yourexperttechniqueisbasedonwhatyoulearntthrough your own project work, coaching and the other participants’ feedback.
enriching
" This programme gave me a frame of reference allowing me to market our innovation with more confidence and vision. The interaction with the fellow participants was enriching, which was another bonus! “
Jean Vermeersch - Sales & Marketing Coordinator, NUBY.COM
meet your facuLty
• Prof Marion Debruyne, specialises in market strategy and innovation.
• Reggy Mortier is Head of Market DirectorsatBarco.
• Prof Kurt Verweire is an expert in competitive market strategies.
practicaL info
Dates and venues4 daysGhent Campus: 4, 14, 21, 28 May 2013
LanguageDutchAll Dutch programmes are available as a customised programme. More information on page 16.
Fee€ 3,095 (excl. 21% VAT)
programme design
You will be amazed by our keenness for practice. Departing from theoretical concepts and insights as regards the launch of new products and services, we convert these into concrete examples, using an interactive approach.
The lecturers involved in this programme are top level, a mix of professors and expert practitioners. We offer a valuable practical dimension with real-life examples and case discussions of local and international companies. With the aid of the tools, checklists and templates provided in this module, you’ll sharpen and further develop your product management competencies. Furthermore, during work groups and interactive sessions, you’ll develop the necessary insights to fully apply your knowledge to your competitive advantage in the market.
moduLe 1: strategic product management
• Howtodiscoverandmeetrealconsumerneeds.Creatingabalancebetweenconsumer needs and expectations of product development and R&D.
• Discovertheopportunitiesofco-creation• Mappingyourowncontext:bepreparedwhenyoulaunchnewproductsand
services.• Productlifecycleandportfoliomanagement.
moduLe 2: creating a successfuL vaLue proposition
• 7keyquestionswhendevelopingavalueproposition.• Howshouldyouimplementyourvalueproposition?• Developingtherightmessage.
moduLe 3: speed to market or speed up the market?
• Whatisdrivingmarketacceptanceinthecaseofnewproductsandservices?• Predictingthemarket:whendoesthebigbreakthroughhappen?• Theemergenceofnewcategoriesandobstaclestocustomeradoption.• Isitimportanttobefirst?Orbetter?• Isthefirstonthemarketalsothefirsttofail?• Howdoyoudeterminewhenistherighttimetomarketanewproduct?
moduLe 4: product Line management
• Strategictimingandpricingofyourproductlaunch• ‘Eatorbeeaten’:theroleofcannibalisation• Thestrategicroleofmarketsegmentation• Theinfluenceofpricingasamarketingtool
moduLe 5: the product manager as an interface
• Howcanyoubecomearealproject/productchampion?• TheproductmanagerasalinkbetweenR&Dandsalesduringproduct
development.• Howdoyouwintheinternalorganisationover?
moduLe 6: the Big picture: competitive market strategies
• Theproductmanagerasastrategist:positionsnewproductsstrategicallyonthe market.
• Fullyleveragingyourcompetitiveadvantageinthemarket.
www.vlerick.com/productmanagement
appLy now!
Please see Practical Info on the following page, or visit:
practicaL info
registration
Action! Register online.
Questions? Please contact:Ghita GreefGroup Product ManagerT: + 32 9 210 98 94F:[email protected] 19000Ghent,Belgium
your certificate
If you take part in one of our programmes, you are entitledtoacertificatefromVlerickBusinessSchool.
IfyousuccessfullycompleteanExecutiveMasterClass,you can join the Vlerick Alumni Network, a worldwide network of over 16,000 alumni in 100 countries.
canceLLation
Consult our cancellation conditions at: www.vlerick.com/conditions
our team is here for you
onLine registration: quick & easy!
Register online via:
www.vLerick.com/ marketingprogrammes
financiaL Benefits for you?
• 10%discountforpayingmembersofVlerickAlumni• SMEportfolio:subsidiesforFlemishSMEs.• VlerickSocialProfitGrantsfororganisationsactivein
thesocialprofitsector.
You’llfindmoreinfoat:www.vlerick.com/benefits
further improve your retaiL expertise:
• Vlerick Retail Platform 4 afternoons for and by retailers www.vlerick.be/retailplatform
• Vlerick Conversation Management Platform BecomeasuccessfulConversationManager: 4afternoonsfilledwithinterestingconceptual
frameworks and practice-based examples. www.vlerick.com/conversationplatform
RianDeBruyckerProgramme AdvisorT: + 32 9 210 98 [email protected]
Ghita GreefGroup Product ManagerT: + 32 9 210 98 [email protected]
Your contact details will be stored in a database of Vlerick Business School for the purpose of keeping you updated on our activities. Pursuant to the Belgian Law on privacy (Wet tot bescherming van de persoonlijke levenssfeer ten opzichte van de verwerking van persoonsgegevens) of 8 December 1992 you are entitled to inspection and correction of data related to you as kept by Vlerick Business School.
Yes,Iwouldliketostayup-to-dateabouttheactivitiesofVlerickBusinessSchoolviae-mail. No,IdonotwanttoreceiveinformationabouttheactivitiesofVlerickBusinessSchoolviae-mail.
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EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013
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VlerickBusinessSchool,attn.GhitaGreef,Reep1,9000Ghent,Belgium,[email protected] can also apply online at www.vlerick.com/marketingprogrammes
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I would like to receive information on the following programmes (please tick). Please return your contacting details to us by fax, e-mail or post.
generaL management Advanced Management Programme e
International Management Programme e
Middle Management Programme d
Young Management Programme d & e
accounting & financiaL management Understanding Annual Reports d & e
MasteringCostsandBudgets d & e
Fundamentals of Financial Management d & e
Strategic Cost Management e Valuation of Companies e ExecutiveMasterClassinControllership e
ExecutiveMasterClassinCorporateFinance e
ExecutiveMasterClassinFinancialAnalysis and Asset Management e
human resource management HRM with Impact d
Compensation&Benefits d
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ict & Business process management ICT-Management d
BusinessProcessManagementWorkshop d & e
ExcellenceinBusinessProcessImprovement e
ExecutiveMasterClassinBusinessProcessManagement e
BusinessIntelligenceWorkshop e
innovation management Strategising for Innovation e
EntrepreneurialInnovation e
Corporate Innovation Management e
ExecutiveMasterClassinInnovation&Entrepreneurship e
marketing & saLes Introduction to Marketing Management d
Retail & Trade Marketing d
BrandManagement&Communication d
Product Management d
StrategicBusiness-to-BusinessMarketing d
ExecutiveMasterClassinB2BMarketingandSales e
operations & suppLy chain management Project Management d Purchasing Management e
OperationalExcellence e
ExecutiveMasterClassinSupplyChainManagement e
entrepreneurship KMOChallenge d
KMOExcellence d
EntrepreneurshipforManagers d
peopLe management & Leadership The People Manager d
ExecutiveDecisionMaking d HowtoImproveYourEmotionalIntelligence d
Inspiring for Change d
Negotiating to Create Value d & e
Self-mastery d
Bestsellersreadforyou d
strategy Strategy in Action e
executive master cLasses ExecutiveMasterClassinB-to-BMarketingandSales e
ExecutiveMasterClassinBusinessProcessManagement e
ExecutiveMasterClassinControllership e
ExecutiveMasterClassinCorporateFinance e
ExecutiveMasterClassinFinancialAnalysis and Asset Management e
ExecutiveMasterClassinHumanResourceManagement d
ExecutiveMasterClassinInnovation&Entrepreneurship e
ExecutiveMasterClassinSupplyChainManagement e
mBas Full-timeMBA e
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ExecutiveMBAinFinancialServices&Insurance e
masters Masters in Financial Management e
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Masters in Marketing Management e
d Programme in Dutch e ProgrammeinEnglish
more information on www.vLerick.com
the programmes of vLerick Business schooL
