The seminar "Strategic Product Management" gives you a compact overview of the central tasks of strategic product management. You see how market and environmental analyses form the basis for strategic decisions. The provider describes strategic product management as a key to developing innovations in a targeted manner and shaping future-proof business models.
In the first topic block, you will learn about the macro environment and trend analysis. You will get to know the PESTEL trend analysis, the trend radar, and the Delphi method. This is followed directly by market, industry, and competitive analysis. This includes market segmentation, market potential analysis, customer needs analysis, customer insights, Porter's Five Forces model, and benchmarking.
The second block covers innovation as part of corporate strategy. You will deal with methods for embedding innovation, organizational framework conditions, and open innovation. In addition, there are models for developing innovation strategies. You will learn the TOWS method, the Blue Ocean Strategy, and Mewes' bottleneck-focused strategy. This is complemented by portfolio management models and the Ansoff Matrix. At the end, you will work with the Business Model Canvas and its nine building blocks.
At the end of the seminar, you will be able to recognize trends in the macro environment early and systematically classify them. You will independently conduct market, industry, and competitive analyses and derive strategic decisions from them. With the models presented, you will develop your own innovation strategies and use the Business Model Canvas for new business models.
The target audience is junior managers, project managers, and managers. The course takes place in person, either in the provider's training rooms or in external training rooms. At the end, you will receive a certificate of attendance.
The seminar is Module 2 of the four-part series "Product Manager (bbw)". The individual modules can be booked separately; booking all four modules gives you a 10 percent discount on the total price. Anyone who completes all four modules will additionally receive a bbw certificate.
