Module 3: Product Launch
Product Management
"The Product Management program at UC Berkeley was the most practical business course I have ever attended. It provided ideas that I can actually carry out in the real business environment. For example, we took exercises from the customer focused strategy sessions and greatly enhanced our value proposition in a way that has brought us great success with existing and new customers."
Yiwen Huang, Senior Product Manager, Sybase, Inc.
Creating Superior Value Propositions
Learn to market products based on superior value propositions. No matter how great the product technology, this crucial phase of product management will ultimately determine marketplace success or failure. In this session, participants will learn the principles and techniques for commercializing products. The session focuses on product life cycle management - determining the launch-readiness of a product, launch sequence and timing, and managing the product post-launch. Upon completion of this session, participants will be able to:
- Create differentiable and sustainable value propositions
- Understand the importance of product benefits (as opposed to features) in guiding marketing-mix decision making
- Identify the standard benefits that all products must possess for successful launch
- Manage sales channel and customer relationships strategically
Competitive Advantage in Smart Markets
Smart markets are characterized by rapid changes in the knowledge or level of information associated with a company's products, customers and competitors. In most technologically-intensive markets, traditional business strategies (developed for older, information-poor markets) are rapidly becoming obsolete. Among the most important business phenomena in recent years is the emergence of a set of new product management and commercialization techniques, using customer information as the basis for creating a sustainable advantage. In this critical, forward-looking session, participants will learn how to:
- Move beyond traditional database marketing to create truly strategic customer information assets
- Focus on new product-management performance metrics such as "lifetime value of a customer" and "share of wallet"
- Adopt a "sense and respond" as opposed to "command and control" technique for managing products
- Develop and execute a new set of product management strategies such as mass customization, yield management, one-to-one marketing, extended organization and manage-by-wire
Contact Details
To inquire about our corporate offer or register more than one person from your organization, or should you have any questions, please contact:
Tom Peterson
+1.510.643.0476
tom_peterson@haas.berkeley.edu
Anita Anderson
Program Affiliate
+1.415.309.0939
anita_anderson@haas.berkeley.edu
