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Certified Product Manager®
Manage The Front Half Of The Product Lifecycle (Ideation Through Launch) To Create Products That People Want To Buy
20 – 24 August 2017
The Conrad Hotel, Dubai, UAE
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Listen to Leland Shaeffer on Positioning Your Product And Your Brand
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Product management is the function responsible for championing new products throughout the front end of the product lifecycle, from inception through launch.* It is the "go-to" function that orchestrates internal activities, represents the interests of the customer in the new product development process and ensures the best possible outcome for the product.

Successful product managers ensure that product requirements – and the resulting products – match customer needs at both the functional and emotional levels. Product concepts are properly screened so that resources are not overloaded and products launch on schedule. Products are properly positioned, so that the resulting marketing messages resonate with the target customers. Overall, the right mix of products delivered to the appropriate target customers results in maximum success.

In this course, we will discuss "best practice" in product management that you can apply to improve your efficiency and effectiveness as a product manager. We also will review the typical roles and responsibilities of product management as well as key organisational interfaces. The course will be highly interactive and will include numerous exercises that reinforce the key points.

Course Content
  • The Product Lifecycle And Product Management
  • Understanding Goods And Services
  • Key Product Decisions
  • Product Line And Product Mix
  • Market Segmentation
  • Conducting Market Research
  • Product Positioning
  • Strategic Planning And Portfolio Management
  • New Product Development
  • Acquisition
  • The Phase-Gate Process
  • New Product Screening
  • Preparing For The General Launch
  • The Value Chain And Business Ecosystem
  • Pricing
  • Product Manager's Toolkit
Who Should Attend

This course is designed for anyone involved in the product management function, working with internal resources to ensure successful product/service definition, design, development and launch. These people may have responsibility for goods and/or services, in any industry, and include:

  • Product Managers and Product Specialists
  • Senior Product Managers and Product Line Managers
  • Solutions Managers and Segment Managers
  • Others who work closely with the product management function including Product Marketing Managers, Product Development Managers and Business Analysts
Benefits Of Attending
  • Understand best practice in product management and how you can apply them to be more effective
  • Develop a robust strategy for your products and product lines, to increase market share and fight off competition
  • Design products that match target customer needs and desires, both functional and emotional, to ensure maximum market penetration
  • Manage the front end (idea, concept, development, test, launch) of the product lifecycle more effectively to produce better outcomes in the marketplace
  • Gain an important professional credential by taking the exam to become an AIPMM Certified Product Manager®
In Association With

    The Association of International Product Marketing and Management (AIPMM)

    The Association of International Product Marketing and Management (AIPMM) is the world’s largest professional organisation of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organisations and clients through a constantly changing business landscape. It is the only organisation that represents those who manage the entire product life-cycle throughout any industry. Currently over 8000 members strong, it has offerings in North America, Europe and the Middle East, and is expanding soon into Southeast Asia.

    Leland (Lee) D. Shaeffer
    Managing Director
    PLM Associates, USA

    Leland (Lee) D. Shaeffer, Managing Director of PLM Associates, helps companies improve their marketing, product management and overall product lifecycle management practices. His expertise includes strategic business and product planning, product design, product management and marketing.

    As part of his practice, he has instructed numerous executive courses and workshops in the USA, Middle East, Europe and Asia, and he has often spoken at national and international conferences. In addition, Lee has published many articles on product development and marketing, and he was a contributing author for "The PDMA Toolbook for New Product Development 3".

    Lee has held senior positions in engineering and product management at companies including Apple Computer, Unisys and Imagery/Eastman Kodak. He was also a consultant at McKinsey & Company, where he specialised in product and market strategy.

    Lee is on the advisory board of the Association of International Product Marketing and Management (AIPMM) and is a Vice Chairman Emeritus of the Product Development and Management Association (PDMA). He received the AIPMM's "Trainer of the Year" award for 2009. He holds a BS in electrical engineering from the Massachusetts Institute of Technology and an MBA from Stanford University.

    "You are truly one of the rare trainers I have met who continuously interact
    after the sessions are over. It makes you stand apart.Thank you!

    George Philip
    Area Marketing Director
    MMA, DORMA Gulf Door Controls FZE, UAE

    Conrad Hotel, Dubai

    Dubai, United Arab Emirates

    Conrad Hotel, Dubai, UAE

    Located conveniently in the hub of Dubai's commercial centre on Sheikh Zayed Road, Conrad Dubai is a stylish city haven within close proximity to Dubai's international financial and convention centre, one of the world's fastest growing airports, as well as world-class shopping destinations.

    • Impressive 54-story hotel
    • 555 luxury rooms and suites
    • Restaurant & Bar collection of 3 contemporary venues
    • One of the largest meeting spaces in the city, with a total area of 4,400 sqm
    • 5,500 sqm outdoor urban pool oasis
    • Fully equipped spa of 2,000 sqm
    • Full valet parking and automated car park with 1,056 parking spaces
    • Most convenient access to the World Trade Centre

    Conrad Dubai
    Sheikh Zayed Road
    P.O. Box 115143 Dubai
    Dubai, United Arab Emirates

    Tel +971 (4) 444 7444
    Fax +971 (4) 444 7445



    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Date Course Fee Before
11 June 2017
Course Fee Before
16 July 2017
Final Fee
20 – 24 August 2017
US$ 4,495 US$ 4,995 US$ 5,495
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

Pricing excludes 5% VAT, where applicable


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on a.watts@informa.com

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