Product management

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 eight 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

Module 2: Managing product line

• Dive into strategic product line management
• Analyse industry attractiveness and competitive advantage for optimal portfolio decision

Module 3: Branding your products

• Understand core branding frameworks and key concepts
• Engage in in-class exercises to develop strategically smart brand positioning storylines 

Module 4: Influencing your internal and external stakeholders

• Discover how to build trust inside and outside your team
• Explore approaches for persuading people and driving change 

Module 5: Budgeting your product portfolio

• Learn to create a financial business plan for new products
• Learn to evaluate product investment decisions

Module 6: Capturing value from your product portfolio

• Optimise value capturing through value-based pricing
• Define and implement pricing tactics

Module 7: Integrating sustainability and applied AI in product management

• Discover how AI can support market analysis and product development
• Explore how AI and sustainability enable new products and services

 Module 8: Defining avenues for growth

• Identify new market opportunities and accelerate product development
• Using co-creation to accelerate innovation

• 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 

• Professionals transitioning into product management from R&D, engineering, design, marketing or sales
• Product owners or analysts looking to broaden their scope into full product management responsibilities
• Marketers and business developers seeking stronger product strategy and go-to-market insights
• Early-career product managers who want to strengthen their core skills and confidence in the role
  Professionals involved in developing, launching or managing products or services 

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

Boost your impact – and your budget
Did you know you may be eligible for:

• Group discount: Register three participants from the same company at the same time and get 15% off
• KMO-portefeuille: Flemish SMEs can apply for funding to cover training costs
• Alumni discount: Vlerick alumni receive 10% off as a thank you for their loyalty to the Vlerick Business School

Check all our benefits and make the most of your investment.