Product Management

You can read more about this Dutch Programme on the Dutch webpages.

Successfully launching new products and services

[Description] [Modules] [Faculty] [Testimonials]

Product managers must meet high expectations: successfully positioning and launching new products and services, ensuring a workable balance between sales and R&D, coordinating product line management of existing and novel products, converting new products into competitive advantages. Product managers need to project themselves as true product champions capable of convincing both customers and their networks within the company.

Need-for speed product lifecycles, online communication, innovative distribution options, globalisation, along with fierce competition, all compel managers to continuously reassess their marketing strategies when taking new products and services to the market. Marketing of innovations requires companies to educate the market and to stimulate demand, in alignment with their new products in development. When it comes to investing in innovations, successful market entry often proves to be the key challenge.

Value-added for you and your company

• You will have the latest knowledge on product management concepts and models.
• You will know how to forecast and conquer markets by means of strategic positioning, product line management, and a smart communication mix.
• Through your personal project, coaching, and peer feedback you will have enhanced your competencies to market innovations.

Is this programme for you?

This programme has been designed for mid-level professionals responsible for launching new products and services: managers focussing on product management, brand management, marketing and strategic planning. Professionals without formal training in marketing are advised to first take ‘Introduction to Marketing Management’ prior to participation in this programme.

The Vlerick Approach

Vlerick connects theory to practice, and back again. Our interactive teaching methodology makes theoretical concepts and insights into launching new products and services easy to apply. Practitioners’ presentations, real-life examples, and case discussions concerning local and global companies create a valuable and living frame of reference.

With the aid of toolkits, checklists, and templates, participants work on their own projects during action labs, speed dating, and coaching sessions. By the end of the programme every participant will have a sharper product plan for their own product or service. Participants learn from faculty’s lectures but just as much from interaction and exchange with their peers.