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Certified Product Marketing Manager®
المدير المعتمد لتسويق المنتجات
Manage And Market Your Products From Pre-Launch Through Maturity And Withdrawal
22 – 26 October 2017
Conrad Hotel, Dubai, UAE

Product marketing is the function responsible for ensuring the success of the product while it is in the marketplace. It starts with a successful launch and continues as the product moves through growth, maturity and eventual decline. Product Marketing Managers initiate pricing actions, plan product-focused marketing communications activities and represent the products to sales people, the channels and often directly to customers. Overall, the Product Marketing Manager understands how to apply the 7 Ps of the marketing mix to each target market segment to achieve maximum results.

يشير تسويق المنتجات إلى وظيفة ضمان نجاح المنتج في السوق. وهو يبدأ مع إطلاق ناجح للمنتج ويستمر خلال دورة حياته. سوف تناقش هذه الدورة أفضل الممارسات في مجال تسويق المنتجات لتحسين معدل نجاح منتجاتكم.

Course Content
  • Course Overview And Objectives
  • Product Marketing And The Product Lifecycle
  • Overview Of The "Product
  • The Product Lifecycle
  • Special Lifecycles
  • Branding
  • Strategic Planning And Portfolio Management
  • Product/Market Expansion
  • Competitive Strategy
  • Competitive Analysis
  • Product Positioning
  • Understanding Customer Buying Behavior
  • The Adoption Process For Innovations
  • The Marketing Mix
  • Pricing
  • Promotion: Integrated Marketing Communications
  • Distribution And Logistics
  • The Marketing Process
  • Review
  • العلامة التجارية
  • دورة حياة المنتج
  • التخطيط الاستراتيجي واستراتيجية التسويق
  • عملية التسويق والمزيج التسويقي
  • تجزئة السوق
  • المستهلك وسلوكيات الشراء
  • التوزيع والخدمات اللوجستية
  • التسعير
Who Should Attend

This course is designed for anyone involved in the product marketing function, working with external as well as 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 Marketing Managers
  • Product Managers and Product Specialists
  • Marketing Managers and Marketing Coordinators
  • Solutions Managers and Segment Managers
  • Business Development Executives
  • Others who work closely with the product marketing function or who are otherwise responsible for marketing products

تم تصميم هذه الدورة لأي شخص يعمل في مجال تسويق المنتجات، ويتعامل مع  الموارد الداخلية والخارجية لطرح المنتجات وضمان نجاحها في السوق.

Benefits Of Attending
  • Adopt best practice in product marketing
  • Develop a robust strategy for your products and product lines, to increase market share and fight off competition
  • Optimise the marketing mix to ensure maximum market penetration
  • Manage the commercialisation phase of the product lifecycle (launch, growth, maturity, decline) more effectively to produce better outcomes
  • Gain an important professional credential by taking the exam to become an AIPMM Certified Product Marketing Manager®
  • فهم أفضل الممارسات في مجال تسويق المنتجات وكيفية تطبيقها في شركاتكم
  • إدارة مرحلة تسويق حياة المنتج على نحو أكثر فعالية
  • وضع استراتيجية أكثر قوة لإدارة خط المنتج الخاص بكم
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
13 August 2017
Course Fee Before
17 September 2017
Final Fee
22 – 26 October 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


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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