Course Details
Course Outline
5 days course
Introduction and Product Portfolio Architecture Design
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List criteria for determining a branding option in a company’s brand architecture
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Describe appropriate use cases for various types of brand naming options
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Recognise effective brand architecture design
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Create an architecture so that all product offerings work together and create a synergistic effect
Product Promotions
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Explain how product promotions work
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Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers
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Articulate how mobile promotions can be used by product managers
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Differentiate brand promotions and product promotions
Product Leveraging Strategies: Achieving Optimal Product Extension and Feedback Effects
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List the advantages and disadvantages of leveraging, including feedback effects and extension effects
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Articulate the strategic value of feedback effects and extension effects
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Differentiate between product extension strategies and brand extension strategies
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Explain when the different extension strategies should be used
Managing Product Positioning and Business Identity
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Identify need profiles of potential target markets
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Explain the importance of a business identity in branding strategy
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Differentiate between a business identity and a business tagline
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Describe how to implement the business identity through marketing actions (3 Es)
Product Sentiment Analysis
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Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it
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Describe the role of sentiment analysis in making product management decisions
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Identify the key steps in the sentiment analysis process
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Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews
