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Optimal Product Management and Product Marketing™ Training Course Logo

Optimal Product Management and Product Marketing Training Course

$ 1,995.00

Learn all aspects of the Product Lifecycle to become a highly effective Product Manager or Product Marketer

Optimal Product Management and Product Marketing™ is a three-day course that teaches students the foundation, knowledge and skills that are necessary to be a highly effective Product Manager or Product Marketing Manager. Through a combination of lectures, discussions and intensive hands-on exercises, attendees will learn about all aspects of how to effectively manage products throughout the entire product lifecycle and how it applies to their current and future roles. The course is appropriate for both new Product Managers and Product Marketing Managers who need to learn the foundational skills and knowledge of their profession, as well as more senior Product Managers and Product Marketers who want to brush up on their knowledge of the profession and want to learn about the most current trends, best practices and up-to-date methodology.

Become a great Product Manager or Product Marketer!

  • Gain the skills and tools necessary to succeed
  • Learn the entire Product Lifecycle and how to apply it to your products
  • Use the learning from this course as a foundation for the rest of your career

Select the date and location to reserve your seat

Product Description

The Optimal Product Management Training course combines lectures, discussions and hands-on exercises that teach how to effectively manage products throughout the entire product lifecycle. The course teaches the flexible and easily adopted 280 Group Optimal Product Process, based on the AIPMM seven-phase worldwide-standard framework. Also taught and included with the course is the Product Management Lifecycle Toolkit™, a set of templates that correspond to the Optimal Product Process, and include the Business Case, Market Needs, Product Description, Market Strategy, Product Launch, Beta Program and End of Life.

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Course Agenda

Day One: Product Management Foundation

  • Overview
  • Process and Product Lifecycle
  • Market Research
  • Competitive Analysis

Day Two: Product Management

  • Ideation
  • Business Cases
  • Requirements
  • Roadmaps

Day Three: Product Marketing

  • Strategy
  • Forecasting
  • Pricing
  • Beta Program
  • Launches
  • Marketing
  • End of Life

The course provide a comprehensive learning experience that ensures attendees will have the knowledge to apply the Optimal Product Process to their situation. Each phase of the framework and the tasks for both product management and product marketing are covered in depth. The corresponding templates and deliverables that map to the framework are used as working exercises in the class with relevant examples that demonstrate how the process applies to real-world situations.

Who should attend

  • The course is appropriate for those new to Product Management and Product Marketing as well as those who are more experienced but need to enhance their foundational skills and knowledge of their profession.
  • Senior Product Managers and Product Marketers with many years of experience will also benefit from this as a refresher course that is all encompassing, covering all aspects of the product management function.
  • Organizations seeking transformation can send key leaders from their product teams to have them attend the course together. The discussions and insights gained during the course have proven to be effective in optimizing companies’ current processes.

Course Learning Objectives

  • Obtain a deep understanding of how great companies do Product Management and Product Marketing
  • Learn skills and knowledge necessary to be an excellent Product Manager and/or Product Marketing Manager in ANY company or industry
  • Effectively manage and market any product at any stage in the lifecycle
  • Apply the product management process effectively for a specific product
  • Provide a basic foundation of knowledge for taking the self-study or in-person preparation courses for the industry-standard Certified Product Manager and Certified Product Marketing Manager exams to earn the credentials

After Completion of This Course Students Will:

  • Work more effectively with your team and stakeholders
  • Have a thorough understanding of worldwide standards and how to apply them for current and future situations
  • Increase your career opportunities and your ability to advance your career
  • Achieve credibility with your team and stakeholders by having a complete understanding of the entire product lifecycle
  • Obtain the knowledge and the skills with the corresponding tools to be more productive and effective
  • Understand how to effectively manage any product at any phase in the product lifecycle

Optimal Product Process Methodology

The Optimal Product Management and Product Marketing course combines the AIPMM (Association of International Product Marketing and Management) framework* and 280 Group Product Lifecycle Toolkit to teach what is called the 280 Group Optimal Product Process. The process builds extensively on the AIPMM work and 280 Group templates to provide a comprehensive learning experience and ensure that attendees have a flexible and powerful process that can be applied to their situation. Each phase of the framework and lifecycle that product management and product marketing are responsible for is explained thoroughly and then the corresponding templates and deliverables that map to the framework are used as working exercises in the class with relevant examples presented.

280 Group Optimal Product Process Framework

280 Group Optimal Product Process Framework

* The AIPMM framework is a vendor-independent worldwide Product Management and Product Marketing standard that takes into account best practices used in a wide range of companies and industries and ensures that the most modern and up-to-date challenges faced in product management and product marketing are addressed. The framework is part of the AIPMM Product Management Body of Knowledge (ProdBOK), which was developed with input from over 50 experts and is endorsed by more than a half-dozen training and consulting companies. The framework includes seven distinct product phases, from Conceive to End of Life, and covers every aspect that needs to be addressed for every product or service during the overall lifecycle.

Every student receives the following:

  • All of the printed course materials and slides
  • Optimal Product Process handbook (a reference book with more in-depth information for each lifecycle phase)
  • Certificate of completion for the course
  • Single user license for the Product Lifecycle Toolkit™, which includes the nine core templates that cover both Strategy and Execution

About the Product Management Lifecycle Toolkit

The 280 Group Product Management Lifecycle Toolkit is a set of corresponding templates that map to the AIPMM framework. The toolkit is designed to provide a foundation for all training attendees to use as they manager their products. Throughout the training course they learn the skills and knowledge required for each phase and have the corresponding templates in the toolkit so that they can immediately apply what they have learned upon completion of the training.

The nine templates (plus 25 additional supplemental templates and informational documents) in the toolkit ensure that:

  • Every critical aspect of the product is thought through both strategically and tactically
  • There is no duplication of content when documenting the critical product decisions and recommendations
  • Plans and decisions can be documented with as much or as little detail as the company and team situation requires
  • Course attendees are very productive and do not have to create their own templates or documents
  • The organization gains a way of doing ongoing learning and continuous improvement to ensure they become closer to excellence with every release


optimal product process templates

How do I get a certificate of completion?

Upon completion of the course your instructor will provide your certificate of completion for the corresponding course. For examination courses, AIPMM will mail your certificate upon their completion of grading your exam. Be sure to provide the training coordinator the correct shipping address to ensure delivery.

How long are the classes?

The classes begin 8:30am to 5:30pm, unless otherwise noted.

Are meals included?

Not unless otherwise noted. There will be a break for lunch around noon and two 15-minute breaks; one in the morning and one in the afternoon.

What is the typical participant dress at these classes?

Business casual, unless there is very bad weather, e.g. snow, and then you should dress appropriately.

What do I need to bring to the course?

You are encouraged to disconnect during the training. You will be supplied with the course books and handouts. You are welcome to take notes on the material directly or may bring your electronic devices to take notes.

What happens if I have a meeting scheduled during the class hours?

We ask that all cell phones and email be completely turned off during class and that students use the numerous breaks and lunch to take care of any business. If attendees need to leave class they are free to do so but we ask that they leave quietly and not disturb the class.

We highly recommend that attendees not do this for a number of reasons:

  • They may miss information that is critical for the certification exams
  • The instructor will not spend class time reviewing anything they miss, so if material is dependent upon something they have missed it may be difficult for them to understand it
  • Additionally, the certificates are delivered at the end of the course

Who is my trainer?

All of our courses are delivered by seasoned senior consultants that have many years of experience.

What is the cancellation policy?

  • Cancellations must be received in writing.
  • Cancellations received less than 10 business days before the first day of training will be charged 50% of the training cost.
  • Cancellations received less than 5 business days before the first day of training will be charged 100% of the training cost.
  • Transfers will be allowed. The 280 Group must receive the notice in writing from the initial class registrant with the name of individual who is receiving the transfer.
  • The 280 Group reserves the right to cancel the training with 10 business days’ notice. In this case all fees paid will be fully refunded. The 280 Group will not be responsible for any other expenses incurred by attendees, such as non-cancelable airline or hotel fees, etc.