Detailed Programme

You belong to the new generation of Product Managers, and are therefore face with a lot of challenges. You will go through each module, step by step, in order to cover the whole of Product Management. This ensures that you will properly acquire all the building blocks for the future. And, as always, theoretical concepts tie in with practice-based examples.

Top-level faculty is involved in this programme representing a mix of professors and expert practitioners. We offer a valuable practical dimension with real-life examples and case discussions of local and international companies. With the aid of the tools, checklists and templates provided in these modules, you’ll sharpen and further develop your product management competencies. Furthermore, during work groups and interactive sessions, you’ll develop the necessary insights to fully apply your knowledge to your competitive advantage in the market.

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

A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

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
[email protected]
Find the programme most relevant for you!

Download our programme calendar

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Info Sessions & Open Days
10 Sep
Drop In on our Ghent Campus
Category: General Info Sessions

05 Oct
Experience Vlerick Day
Category: General Info Sessions

08 Oct
Drop In on our Leuven Campus
Category: General Info Sessions

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    When you were eight years old, what did you want to be when you grew up? Did you have a dream job in mind? It’s rare to meet a product manager who says that it has always been their dream job. Yet when you get to it, being a product manager is one of the most exciting and rewarding professional roles you could ever embrace. It’s a role where you can take ownership, gain the respect of your colleagues and peers – and lay the foundation for a successful career.
  2. How do you innovate with a focus on the market?

    2014 saw the publication of the first edition of Customer Innovation by Professor Marion Debruyne. The second edition, written in collaboration with Professor Koen Tackx, was published last month. “Because things have been busier for me recently and Koen was already making extensive use of Customer Innovation in his lessons, I asked him to come on board,” Marion explains, “and then it became a joint project.” Marion and Koen explain what you can expect from this new publication, which comes highly recommended, even for those who have already read the first edition.
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