Product management

Launch new products and services successfully


FT ranked logo colour

in Open Executive Education in Belgium and #24 worldwide


former participants


for Learning Impact

A product manager has many roles – from managing existing products and services, positioning and introducing new products and balancing the relationship between sales and R&D. 

On this four-day product management programme, you’ll dive into the key capabilities and skills product champions need, learn how to implement them – and discover how to turn new products into competitive advantage.


Detailed programme

Product Management is a relatively new discipline. And as part of this first generation of product managers, you face a number of challenges – and opportunities. The Product Management programme is designed to help you navigate them successfully.

Over six modules, you’ll live and learn everything you need to know about product management - from theoretical concepts through to hands-on examples. By the end of the programme, you’ll have the confidence to leap into your role – with a product management toolbox at your fingertips. 

Module 1: Creating value as a Product Manager

  • Discover the responsibilities and challenges product managers face
  • Develop a winning value proposition
  • Explore avenues for growth and managing product lines 

Module 2: Innovating as a vehicle for growth  

  • Explore ideation as a process for innovation and development
  • Learn how guidelines can help you select great ideas
  • Dive into the roadmap to integrate and align innovation planning 

Module 3: Bringing your products to market

  • Learn to orchestrate a product launch from a communications perspective
  • Explore strategic pricing and the impact it has on business
  • Dive into pricing as a product marketing tool 

Module 4: Co-creating with customers

  • Discover the drivers, benefits and motivators of co-creation
  • Understand the conditions for success
  • Explore potential obstacles and limits 

Module 5: Budgeting your product portfolio

  • Learn to create a financial business plan for new products
  • Learn to draw up a budget for your product portfolio
  • Find out how to control your budget

Module 6: Influencing your internal and external stakeholders

  • Discover how to build trust inside and outside your team
  • Explore approaches for persuading people
  • Find out what motivates people to change

Why this programme

  • Explore how strategic positioning and pricing can enhance your product line in the future 
  • Develop ideas for new products and services through innovation, co-creation and financial planning 
  • Build high-performance relationships with internal and external stakeholders 

Who should attend

  • Mod Product managers who want to sharpen their strategic skills
  • Professionals with an R&D or sales background who are moving into product management
  • Brand managers, marketers and business developers looking for insights into strategic product management
  • Mid-level professionals responsible for marketing new products and services
  • B2B and B2C professionals from small or large businesses focused on products or services  

In previous editions, we had the pleasure of welcoming participants from companies like:

SD Worx logo
VDAB logo
VRT logo

Success stories

Testimonal icon blue

The highlight of the programme for me was the dynamic way of learning with group activities and concrete examples. I met people with different backgrounds from different companies – that really enhanced discussions.


Frank Goedertier

Frank Goedertier

Professor of Marketing

Frank Goedertier is passionate about marketing, customer journey management, brand strategy and impactful public speaking.

Koen Tackx

Koen Tackx

Professor of Marketing

Koen Tackx creates sustainable value for customers, shareholders and society with effective pricing, innovation and product management.

Walter Van Dyck

Walter Van Dyck

Professor of Innovation Management

Walter Van Dyck supports global science and technology companies with strategic innovation management.

Wouter De Maeseneire

Wouter De Maeseneire

Professor of Corporate Finance

Wouter De Maeseneire is passionate about explaining financial management principles by linking finance to business models and strategies.

David Patient

David Patient

Professor of Leadership

David Patient explores the effects of managerial communication, power and influence.

Get in touch!