Description
Course objectives and target audience:
The Blackblot Strategic Product Marketer™ (SPMK) course is a comprehensive two-day program that presents attendees with a practical and interactive learning experience and provides the necessary knowledge, skills and tools to plan and manage strategic marketing activities at technology companies. During the training session, contemporary professional discussions and exercises take place.
The training program is applicable to product marketing managers and directors, directors of marketing, VPs of marketing, and CMOs of all levels. All training graduates receive free professional support from Blackblot during their career in product marketing.
As part of Blackblot’s career support the training graduates can proceed to earn the Blackblot Product Management Professional™ (BPMP) international accreditation in product marketing. All Blackblot training graduates worldwide receive a one-time free registration to each of the available BPMP product marketing and management certification tests.
Course materials:
Each Blackblot training attendee receives as part of the course a training package worth EUR 604, at no extra cost. The Blackblot Training Package includes a free digital copy of the “The Product Manager’s Toolkit: Methodologies, Processes and Tasks in High-Tech Product Management” book, free online hosted copy of Blackblot Product Manager’s Toolkit® (PMTK) professional template collection, lifetime free and unlimited updates and upgrades to PMTK, cloth carry bag, digital seminar slides booklet and seminar action plans, membership in the “Blackblot Alumni” career networking group, and digital copies of the official course certificate of completion. All course materials are provided in the English language.
About the instructor, Gabriel Steinhardt:
Gabriel Steinhardt is Blackblot’s founder and CEO, a recognized international technology product management expert, author, lecturer, and developer of practical tools and methodologies that increase product managers’ productivity. A marketing and information systems MBA with over two decades of experience in product management with technology products, Gabriel has assumed diverse leadership roles with major corporations and start-ups in marketing, product management and technical undertakings. Gabriel is the developer of the Blackblot Product Manager’s Toolkit® (PMTK) product management methodology, a globally adopted best practice. Gabriel will be delivering the Blackblot® Strategic Product Manager™ (SPMR) Training Course in Sofia, Bulgaria. Gabriel has delivered hundreds of training courses on product management. His courses have been attended by companies from Australia, Belgium, Canada, Finland, France, Germany, India, Ireland, Israel, Poland, Portugal, Singapore, Spain, Switzerland, United Kingdom, and USA.
Course outline:
Strategic Product Marketing and Management™ (SPM) – This one-day core seminar provides attendees with the knowledge, skills and tools to effectively market technology products and services. Marketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. This seminar is based on the Product Manager’s Toolkit® (PMTK), PMTK Action Model™ and PMTK Value-Marketing Model – a comprehensive set of product marketing and management work models and templates, and accompanying process methodology, that illustrate notable best practices and processes (used by top technology companies) to generate awareness, differentiation and demand for market-driven products.
Business and Market Planning™ (BMP) – This one-day advanced seminar provides attendees with the knowledge, skills and tools to effectively contribute to business and market planning activities. Companies operate in dynamic and complex environments that impact their ability to be profitable. Consequently, it only makes sense to pre-plan the direction of a business so that the products and services it provides meet the overall business objectives. This seminar explores key concepts and processes used in formulating plans that evaluate market opportunities and shape the resulting marketing efforts; i.e., business cases and market plans.
SPM Seminar (Day One)
Introduction
- Product Management Domain
- Roles and Goals
- Team Model
Corporate Strategy Mix
- Product Overview
- Product Delivery Strategies
- PMTK Problem Echelon Model
Marketing Domain
- Concept of Marketing
- Marketing Disciplines
- Blackblot Marketing Model
- Product Marketing Methods
- Corporate Organizational Structures
- Marketing and Plans
- Marketing Domain Summary
Phase 1 – Evaluation
- Business Case
- Competitive Analysis
- Product Comparison
Phases 2,3,4 – Strategy
- Market Plan
- Corporate Mission
- Product Positioning
- Value Documents
Phase 5 – Readiness
- Launch Plan
- Company Profile
- Product Backgrounder
- Collateral Matrix
Learning Phase – Optional
- Gap Analysis
- Performance Review
Summary
- Statistical Data
- Process Concept
- Key Lessons
BMP Seminar (Day Two)
Introduction
- Planning Fundamentals
- Planning Principles
Business Planning
- PMTK Problem Echelon Model
- Market Opportunity
Business Case
- Business Case Overview
- Business Information
- PMTK Product Tree Model
- Market Segmentation
- Business Advantages
- Barriers to Entry
- Impact Assessment
- Risk Assessment
- Financial Outlook
Business Case Delivery
Market Planning
- Definitions
- Value Concept
- Competitive Advantage
- Corporate Quality
- Product Quality
PMTK Value-Marketing Model
- Market Plan
- PMTK Marketing Messages Model
- Marketing Strategy
Master Templates
- Business Case Overview
- Market Plan Overview
