Strengthening practice within company processes from product positioning to market launch
While product management plays a critical role in organizational success, the function is often poorly defined, misunderstood, or inconsistently structured. Those who hold this role bear key responsibilities yet frequently lack the tools to guide them, whether to facilitate collaboration across teams with diverse objectives, gather and analyze empirical data, or influence decisions. Mastering these competencies is essential to effective product management.
Combining theory, discussion, practical exercises, and real-world applications, this training enables participants to gain a comprehensive understanding of the role and develop the skills required to manage products with rigor, from customer discovery through market launch
Is it for you ?
Professionals in R&D and Marketing, including: Junior Product Managers / Product Owners; Industrial Designers, Product Designers, Engineers, Project Managers looking to transition into product management. Any related role responsible for managing product lines or categories.
Prerequisites
None
What You'll Walk Away With
- ✓ Clarify your role and strategic position as a product manager within the organization
- ✓ Strengthen your ability to collaborate effectively in multidisciplinary team environments
- ✓ Acquire tools to structure customer needs research and market analysis
- ✓ Plan and execute a go-to-market strategy aligned with your product context
- ✓ Improve your ability to make evidence-based decisions
- ✓ Integrate a sustainable development vision into your product process
Training content
The program is structured around five core modules, covering the entire product lifecycle: from the organizational foundations of the product management role to go-to-market strategy and continuous improvement.
1 Mission and positioning of product management in the organization
- Mission, strategic vision, and key responsibilities of product management within organizations
- Glossary of product management terminology
- Evolution of product team structures within organizations
- Mapping the product management ecosystem: stakeholders and collaboration models
- Keys to successful product management integration, impacts of successful integration, challenges, and pitfalls to avoid
2 Role and responsibilities of product management in organizations
You will examine the complexity of the product manager's role in both new product development and existing product lifecycle management.
- The product development and management process for product managers
- Responsibilities, activities, and key questions in product management during new product development vs. lifecycle management
- RASCI matrix for product management
- Skills and qualities required to succeed in the rôle
- Impact of the strategic product management role on the organization
3 Product management across different processes and multidisciplinary ways of working
- How multidisciplinary teams operate
- Best practices in product development scenarios
- Best practices in product lifecycle management scenarios
- Comparison of waterfall, agile, and hybrid approaches
4 Tools to structure and deliver the product manager's work
As the most tool-oriented module of the program, this section is divided into three distinct parts. You will gain practical tools for every major phase of the product manager's work.
1 : Market Research and Segmentation
- Strategic and marketing segmentation: customer profiles and differentiated offerings per segment
- Types of segmentation
- Market research: primary and secondary data
- Types of information to gather and approaches for collecting it
- Competitive analysis
2 : voice of the customer (voc) techniques to uncover needs
- Exploring and validating customer needs
- Overview of data collection techniques
- Hands-on practice: in-depth interviews
- The role and presence of artificial intelligence (AI) in product research
- Leveraging AI tools to support the product manager and avoiding common pitfalls
3 : Bbusiness case
- Relevance of a business case based on project context
- Project vision and potential
- Solution and financial analysis
- Feasibility, implementation, and governance
5 Strategic go-to-market execution and continuous product improvement
How to distinguish a planned product launch from simply making a product available, and how to adopt an ongoing evaluation framework.
8 P marketing strategy
- Product and marketing alignment
- The difference between "launching" and "learning"
- Marketing hypothèses
- The 8 P
Launch strategy and execution
- Key factors to consider before defining a launch strategy
- Major launch strategies (B2B and B2C)
- Selecting the most appropriate strategy based on the context
- Launch plan
- Launch execution checklist: before, during, and after launch
Post-launch evaluation and continuous improvement
- Key performance indicators (KPIs) for post-launch evaluation
- Post-mortem structure and resulting decision-making
- Metrics and trends to monitor over time
📌 Practical information
Our training sessions are offered in Montreal or Quebec City, in person or in a virtual classroom. Dates and locations are specified when you select your session below. If you have any questions, check out our FAQ.
