Detailed Programme

Product Managers are key performers in all sectors of the labour market, although a formal bachelor’s or master’s degree in Product Management does not exist. To fill this educational gap, Vlerick has developed this programme to help you excel as a Product Manager and perform your job at your best.

In this programme, you learn what the key capabilities and skills of a product champion are − and how to implement them.

After this 4-day programme, you will return to your organisation with a Product Management toolbox that includes all of the fundamental concepts, models and frameworks − ready to apply in practice.

The programme 'Product Management' consists of 6 modules:

Module 1: Creating value as a Product Manager

  • Introduction to Product Management
  • What are the priorities and responsibilities of the Product Manager?
  • Identifying a Product Manager’s key challenges
  • Developing your winning value proposition
  • The product manager as value creator and value capturer
  • Avenues for growth: managing the product line

Module 2: Innovating as a growth vehicle

  • Ideation as a process to innovate and develop
  • Guidelines for selecting the great idea
  • The roadmap to integrate and align innovation planning 

Module 3: Bringing your products to the market

  • Orchestrating the product launch from the communication perspective
  • How can social media be integrated in the communication mix?
  • Strategic pricing of your product
  • The impact of pricing on your business
  • Pricing as a marketing tool

Module 4: Co-creating with customers

  • Drivers, benefits & motivators of co-creation
  • What are the conditions for success?
  • What are the obstacles and limits?

Module 5: Budgeting your product portfolio

  • How to make a financial business plan for your new products?
  • How to draw up the budget for your product portfolio?
  • How to control your budget?

Module 6: Influencing your internal & external stakeholders

  • Creating trust within and outside your team
  • The recipe for persuading people
  • The motivators for people to change

The Vlerick Difference

We have a unique approach to learning, which focuses on bringing theory to life, giving you the skills and insight you need to really make a difference. Spend time on our beautiful campuses, and you become part of one of the most active business communities in Europe, learning in a way that will help you to be a more effective and productive business leader throughout your career. Learning at Vlerick really is an experience far away from traditional classroom learning. You’ll work collaboratively with your faculty and fellow participants to bring your ideas to life in a robust and practical way.

Digital − the new normal in business − will also strengthen your learning process. Our online platform ‘Showpad’ and the use of a tablet grant you access to all of the learning materials anywhere, anytime, and enable you to go beyond note-taking: take pictures of the flipchart during a brainstorming exercise, record a video of a role play, participate in a quick poll, create a Wikipage together … and share them on the spot with your group.

Find out more

We facilitate your journey. You make the difference.

Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
Find the programme most relevant for you!

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Drop In on our Brussels Campus
Category: General Info Sessions

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