INTRODUCTION TO

PRODUCT MANAGEMENT
 LEARNING
OUTCOMES:

• Demonstrate the art in managing product and services related

matters.
• Develop specific objectives and strategies with relation to
products and services.
•  Apply the knowledge to other area of marketing such as pricin
g, promotion and placing decisions.
• is the act of forming ideas. It is a creative process
that encompasses the generation, development and
communication of new thoughts and concepts,
which become the basis of your innovation strategy.
• is something that is done to overcome the challenges
in the company or the business.
are a product's traits or attributes that deliver value to end-
users and differentiate a product in the market. ... When it
comes to software, product features can include any of the
application's functionalities, capabilities, and even its visual
characteristics.
• Improve current complaint issues from customer
• Coordination with
finance and legal
terms to improve the
product quality.
• The planning activities related to the management of product(s) or product
line.
• Analyzing the market & turning this information into marketing objectives & strategies
for the product.

• Obtaining organizational support for the marketing plan.

• Involve coordinating with other areas of the firm.
• Involve in internal marketing of the product " obtain assistance &support of more senior
managers in the firm.
A PRODUCT MANAGER’S POTENTIAL INTERACTIONS
 PRODUCT VS GENERAL MARKETING
MANAGEMENT
PRODUCT GENERAL
MANAGEMENT MARKETING
MGMT
Scope of responsibility Narrow: Single product or Broad: Portfolio of products
product line

Nature of decision making Mainly tactical Mainly strategic

Time horizon Short-run (annual or shorter) Long-run

 THE
ELEMENTS
OF PRODUCT
DEVELOPME
NT