Learn best practices in product management and

product marketing management

Certified Product Certified Product

Manager® Marketing Manager TM
From Idea To Launch From Launch To Withdrawal
28 - 30 March 2009 31 March - 2 April 2009
Al Murooj Rotana Hotel, Dubai, UAE Al Murooj Rotana Hotel, Dubai, UAE

Attend This Innovative Training Course And You
Will Be Able To:
• Understand best practices in product management
and how they can apply to your organisation
• Improve your product strategy
• Manage the front end of the product lifecycle more
effectively (ideation/concept/development/test/
launch)
• Take the exam to become an AIPMM Certified Product
Manager®
Attend This Innovative Training Course And You
Will Be Able To:
• Understand best practices in product marketing and
how they can apply to your organisation
• Develop a more robust marketing strategy
• Manage product commercialisation more effectively
(launch, growth, maturity, decline)
• Take the exam to become an AIPMM Certified Product
Marketing ManagerTM

2 Three-Day Courses – Attend Both To Gain Maximum Benefit

Who Should Attend?

The Certified Product Manager and the Certified Product Marketing ManagerTM courses are designed
®

for anyone involved in the product management and product marketing functions,
working with internal and external resources to ensure the product or service is successful

Prerequisites:
There are no specific prerequisites for either course or exam. You will be sent, in advance,
an optional list of suggested readings and topics to help you prepare. The certification
exam is designed to test general business knowledge, including topics that cannot
Get Certified
be covered in the course due to time limitations. Certification candidates with
several years of experience generally score higher on the exam than those By AIPMM And
with no experience, but the course and exam have been proven to be a Gain A Higher Level
useful introduction for those first entering the field.
Of Professionalism

Certified by Organised by Official Regional Recruitment Partner

28 March - 2 April 2009

Al Murooj Rotana Hotel, Dubai, UAE

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm

Dear Product Professional,
Competition is fiercer than ever. As marketing spend
decreases due to tightening budgets, professionals fight
it out for market share that is not growing as rapidly as
it used to. It is time to rise above your competition with
IIR’s highly lauded Certified Product Manager and
Certified Product Marketing Manager courses, offering
certification from the Association of International Product
Marketing and Management (AIPMM).TM
With AIPMM Certification, You Will:
• Demonstrate a thorough understanding of both
theoretical and practical product management and
product marketing management, including underlying
concepts, principles and terminology
• Evaluate and implement every aspect of product
management and product marketing management
strategy, including:
- New product development through product
elimination
- Start-up companies through established
organisations
Companies today realise the value a well-trained product
professional adds to their bottom line. By capitalising on
market opportunities, contributing to sales targets, and
developing and executing a strategic plan, a product
professional is the driving force behind a product’s success.
Regardless of the industry, a product professional requires
a standard set of skills and knowledgebase from which
to draw. The AIPMM certification programmes set the
standard with proven methods and processes, rather than
relying on any one particular methodology.
Your expert course leader Leland D. Shaeffer, will lead
both courses, which will each run over three days. You can
choose to attend one or both of these courses.
Register by phone, email, online or fax! See the back page
of this brochure for more details, including information on
our significant early bird discounts!
Warm regards,
Keith Parker
Conference Manager
P.S. Book early to take advantage of early-bird savings!
See back page for details.
P.P.S Get AIPMM Certified and gain a higher level of
professionalism!
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
Meet Your Course Leader:
Leland D. Shaeffer, Managing Director of PLM
Associates, helps companies improve their
marketing, product management and overall
product lifecycle management practices. His
expertise includes strategic business and
product planning, product design, product
management and marketing. As part of his
practice, he has instructed numerous executive
courses and workshops, including “Agile Product Development” at
Caltech, “Successful Product Lifecycle Management” at USC’s Marshall
School of Business and “Successful Innovation and Development of
Services” at the 2007 PDMA (Product Development and Management
Association) International Conference. Leland has held senior
positions in engineering and product management at companies
including Apple Computer, Unisys and Imagery/Eastman Kodak.
Leland was also a consultant at McKinsey & Company, where he
specialised in product/market strategy. He holds a BS in electrical
engineering from the Massachusetts Institute of Technology and an
MBA from Stanford University.
Forthcoming Related Events
BC2807
Successful Product Launching And Brand Positioning
Strategies
13 - 18 December 2008
www.iirme.com/product
BC2823
Effective Marketing Assistant
25 - 29 January 2009
www.iirme.com/mktgassistant
BC2897
Advanced Marketing Master Class
22 - 26 February 2009
ww.iirme.com/mktgmc
For more information on any of the above events please
contact us on Tel: 971-4-3352483 or email: r.devnani@iirme.com
 Course I: 28 - 30 March 2009
Certified Product Manager®
Increasing Your Product Management Skills
Course Timings:
Registration and coffee will be at 08.00. The course will
commence at 08.30 and conclude at 14.30 with appropriate
breaks for refreshments. Lunch will be served at 14.30 following
close of the day.
Certified Product Manager®
The Certified Product Manager® is a designation of the
AIPMM (Association Of International Product Marketing &
Management). The AIPMM has a primary objective to provide
educational programmes and standards of excellence necessary
for a product or brand professional to achieve professional
recognition. Through the Certified Product Manager® and
Certified Product Marketing ManagerTM courses, individuals
have the opportunity to pursue continuing education and
Attend This Innovative Training Course And You Will Be
Able To:
• Understand the best practices in product management and
how they can apply to your organisation
• Develop a more robust strategy for your product and
product line
• Manage the front end of the product lifecycle more
effectively
• Take the exam to become an AIPMM “Certified Product
Manager”
Course Outline
Day One
Saturday, 28 March 2009
Course Overview And Objectives
To begin the course we will identify the major challenges facing
you and focus the course material on the issues that are most
valuable.
Understanding Products And Services
Effective product management starts with a deep
understanding of the product. In this section, you will discuss:
• The definition of a product and the different levels of a
product that exist from the customers’ perspective
• Different types of products and how these differences impact
the nature of the product requirements
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
increase industry involvement and industry-wide recognition by
achieving Certified designation.
Included in the course fees are all prerequisites for applying for
the Certified Product Manager certification, membership in the
AIPMM and the exam, which will be administered on the last day.
Course Introduction
Product management is the function responsible for
championing new products throughout the front end of the
product lifecycle, from inception through to launch. It is the
“go-to” function that orchestrates internal activities and ensures
the best possible outcome for the product. In this course, you
will discover best practices in product management that you can
apply in your organisation to improve the success rate of your
products. The course will be highly interactive and will include
numerous action learning exercises that reinforce the key points.
Who Should Attend?
This course is designed for anyone involved in the product
management function, working with internal resources
to ensure successful product/service definition, design,
development and launch.
• The different attributes of a product and how each must be
considered explicitly
Action Learning Exercise: Determining the different levels
of a product
Gathering Market Intelligence
Understanding your customers and prospects is vital when
making product management decisions. This section will cover:
• The various sources of information available to the product
manager
• The pros and cons, and when to use each
• How to conduct in-depth interviews to identify customer
needs
Product Positioning
It is important for your product to be positioned clearly in the
minds of your customers and prospects, since fuzzy or poorly
articulated positioning may cause them not to take the next
step in the purchase process. In this section, you will discover:
• How and when to position your product?
• The importance of market segmentation in determining your
product positioning
• The warning signs that positioning needs revising
Action Learning Exercise: Positioning your product
Day Two
Sunday, 29 March 2009
The Product Lifecycle
Product management is responsible for the first half of the
product lifecycle – inception through launch. This section
reviews the stages of the product lifecycle with a focus on the
critical first stages. You will:
• Review the stages of the product lifecycle and the key
activities within each
• Examine a methodology for managing the development
process that is in widespread use today
• Discuss a proven approach to screening ideas and the
common mistakes that are made at this important step in the
process
The Special Attributes Of “Services”
Services are typically treated as products, which works well in
most situations. However, services have several attributes that
set them apart from tangible products, and these present special
challenges – and opportunities – for the product manager.
• The key differences between tangible products and services
• Implications for the development process – what needs to be
done differently?
Action Learning Exercise: Service development
Product Life Cycle Strategies
This section will discuss several of the popular frameworks for
developing new product strategies:
• Using situational analyses to evaluate the attractiveness of
new products
• Approaches to expanding the business
• Assessing your competition and the appropriate response to
competitive moves
The Value Chain
There are many companies ultimately involved in delivering the
solution to the customer, each with a specific role to play. This
section examines the value chain from the perspective of:
• The key components of the product value chain
• Designing and managing the value chain
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
Action Learning Exercise: Determining your value chain.
Pricing
There are many considerations when setting product pricing. In
this section, you will:
• Review pricing best practices
• Examine three distinct pricing strategies
• Discuss the various factors that must be taken into account,
with a focus on the internal considerations that impact the
product management function
• Setting the pricing for new products
Action Learning Exercise: Setting pricing
Day Three
Monday, 30 March 2009
Preparing For The Launch
In addition to marking the transition from development to
commercialisation, the launch is also the typical handoff of the
product to product marketing from product management. Both
functions need to be intimately involved for the transition to run
smoothly. This section reviews:
• The overall activities associated with the product launch
• Internal launch preparedness
• Ensuring a smooth transition to production
Review
An opportunity to review and ask questions on any part of the
material before the exam.
The Exam
The exam is usually completed in three hours, but we will
allow four hours to ensure you have adequate time to
finish.
The exam will require several weeks to grade, after which
you will be informed whether you have passed or failed.
If you don’t pass you will have an opportunity to review
your scores with one of the senior members of the
grading team, and you will be given the opportunity to
retake the exam the next time it is administered at no
additional course charge.
 Course II: 31March - 2 April 2009
Certified Product Marketing ManagerTM
Sharpening Your Product Marketing Skills
Course Timings:
Registration and coffee will be at 08.00. The course will
commence at 08.30 and conclude at 14.30 with appropriate
breaks for refreshments. Lunch will be served at 14.30 following
close of the day.
The Certified Product Marketing Manager TM
TM
The Certified Product Marketing Manager is a designation of
the AIPMM (Association of International Product Marketing and
Management). The AIPMM has a primary objective to provide
educational programes and standards of excellence necessary
for a product or brand professional to achieve professional
recognition. Through the Certified Product Marketing ManagerTM
and Certified Product Manager® course, individuals have the
opportunity to pursue continuing education and increase
industry involvement and industry-wide recognition by
achieving the Certified designation.
Attend This Innovative Training Course And You Will Be
Able To:
• Understand the best practices in product marketing and how
they can apply to your organisation
• Develop a more robust marketing strategy for your product
and product line
• Manage the commercialisation phase of the product lifecycle
more effectively (launch, growth, maturity, decline)
• Take the exam to become an AIPMM Certified Product
Marketing ManagerTM
Course Outline
Day One
Tuesday, 31 March 2009
Course Overview And Objectives
To begin the course you will identify the major challenges
facing you and focus course material on the issues that are most
valuable.
Branding
The brand is often the most powerful tool used in marketing
products, and it provides a context for product and marketing
decisions. In this section, you will discuss:
• The strategic decisions involved in shaping the brand
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
Included in the programme fees are all prerequisites for applying
for the Certified Product Marketing ManagerTM certification:
membership in the AIPMM and the exam, which will be
administered on the last day.
Course Introduction
Product marketing is the function responsible for ensuring
the success of the product in the marketplace. It starts with a
successful launch and continues as the product moves through
growth, maturity and eventual decline. It is the function
that initiates pricing actions, product focused marketing
communications activities and represents the product to sales
people, the channel and often customers. During this course,
you will discuss best practice in product marketing that you can
apply in your organisation to improve the success rate of your
products. The course will be highly interactive and will include
numerous action learning exercises that reinforce the key points.
Who Should Attend?
This course is designed for anyone involved in the product
marketing function: working with internal and external
resources to launch the product and ensure its success in the
marketplace
Note: This course is intended to complement the Certified
Product Manager® course. It can be taken separately or
combined with the other course for maximum benefit
• Brand equity, positioning and sponsorship
• Naming considerations
• Brand development
Action Learning Exercise: The brand audit
The Product Lifecycle
Product marketing is responsible for the second half of the
product lifecycle – launch through to obsolescence. This section
reviews the stages of the product lifecycle with a focus on the
stages that directly contribute to revenue and profit. You will
address:
• The stages of the product lifecycle and the key activities with
in each stage
• What to expect at each stage of the lifecycle, and the
important decisions that need to be made within each
• Special lifecycles that do not follow the normal patterns
Strategic Planning And The Marketing Management
Process
Product marketing must be aligned with the company’s strategy
to get the best results. This section covers:
• The strategy and the mission
• The business portfolio
• Market expansion
• Understanding competition and its impact
• Choosing the right marketing strategy to gain competitive
advantage
The Marketing Mix
Successful product marketing requires the careful orchestration
of all factors leading to successful sales. In this section, you will
explore:
• The marketing process and the crucial steps in product
marketing
• The classic 4 Ps, plus two more essential for success
• The marketing plan
• Organising and implementing the marketing function
Day Two
Wednesday, 1 April 2009
Market Segmentation
Marketing activities must be focused on the market segment(s)
most likely to purchase the product, otherwise the sales and
marketing costs will become excessively high. This section
covers:
• The importance of market segmentation
• An approach to demographic segmentation
• Determining the alignment between the demographic and
needs segmentation
• Criteria for evaluating successful segmentation
Action Learning Exercise: Determining market
segmentation
Consumer And Business Buying Behaviour
Product marketing managers need to understand customer
buying behaviour in order to successfully manage (and help the
sales force manage) the sales funnel. You will discuss:
• Factors influencing consumer and business buying behaviour
• The buyer decision process
• Stages in the adoption process, and what is required to move
the buyer to the next stage
The Special Challenges Of Marketing “Services”
Services are products – up to a point. Services, being intangible,
pose special challenges that are not usually faced when
marketing tangible products. This section addresses:
• The typical problems in marketing intangible services
• Ways to overcome these challenges
Action Learning Exercise: Marketing intangible services
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
Distribution And Logistics
There are often one or more intermediaries through which the
product flows in getting from the vendor to the customer. You
will cover:
• The role and value add of the intermediaries
• The various forms of consumer and business marketing
channels
• Channel design decisions
• Channel behaviour and the problems to avoid
• Marketing logistics considerations
The Value Chain
There are many companies ultimately involved in delivering the
solution to the customer, each with a specific role to play. This
section examines the value chain from the perspective of:
• The direct value chain for your product
• The extended chain of companies delivering the complete
solution to your customers
• How to develop and nurture your extended value chain to
leverage your company’s internal resources
Action Learning Exercise: The extended value chain
Day Three
Thursday, 2 April 2009
Pricing
There are many considerations when setting product pricing. In
this section, you will cover:
• Common pricing strategies and pricing best practices
• The various factors to consider when setting or adjusting the
pricing
Action Learning Exercise: Pricing a product to gain
maximum profit
Review
An opportunity to review and ask questions on any part of the
material before the exam.
The Exam
You will have four hours for the exam, although many
people have finished the exam in three hours or even less.
The exam will require several weeks to grade, after which
you will be informed whether you passed or failed. If you
do not pass you will have an opportunity to review your
scores with one of the senior members of the grading
team, and you will be given the opportunity to retake the
exam the next time it is administered at no additional
course charge.
 The AIPMM Cer tification Programmes
Certified Product Marketing ManagerTM
The Association of International Product Marketing and
Management (AIPMM) is the world’s largest professional
organisation of product managers, brand managers, product
marketing managers and other individuals responsible for
guiding their organisations and clients through a constantly
changing business landscape. It is the only organisation that
represents those who manage the entire product life-cycle
throughout any industry. Currently over 8000 members strong, it
has offerings in North America, Europe and the Middle East, and
it is expanding soon into Southeast Asia.
The Certifications
The ability to establish and maintain a clear competitive edge
for both yourself and your products is a prerequisite for success
in today’s turbulent economy - and through certification with
AIPMM, you will not only gain the necessary knowledge and
industry insight you need, but you’ll also have the opportunity
to demonstrate your proficiency to your colleagues and
competitors. Developed to focus on interdisciplinary best
practices, AIPMM’s Certified Product Manager® and Certified
Product Marketing ManagerTM courses break through industry
barriers to set the standard with proven methods and processes.
Through your participation, you will cultivate core thinking and
skill sets that can be applied to any product at any time during
any phase of the product life cycle. The result is that instead of
relying upon static methodologies, your company will rely upon
you.
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/cpmm
With AIPMM Certification, You Will:
• Demonstrate a thorough understanding of both theoretical
and practical product management and product marketing
management, including underlying concepts, principles and
terminology
• Evaluate and implement every aspect of product
management and product marketing management strategy,
including:
- New product development through to product elimination
- Start-up companies through to established organisations
“Certified Product Manager” and “Certified Product Marketing
Manager” are registered trademarks of the AIPMM. “CPM” and
“CPMM” are trademarks of the AIPMM.
What Do Certified Product Managers Have To Say?
“The exam itself was a challenging (and humbling) experience.
It measures thorough understanding of the essential product
management principles. I will certainly recommend it to others,
and look for certified candidates when I hire product managers.
Congratulations to AIPMM on setting a long-needed bar to
measure competence in this field!” -
Linda Merrick, CPM - P5Group
“The Certification is like an insurance policy for both company
and PM. It takes away a lot of the risk in hiring for such a critical
position.” -
Alyssa Dver, CPM/CPMM, author of the book “Software
Product Management Essentials: a hands-on guide for
small and midsize businesses” and writer for BusinessWeek
Magazine.
 Certified Product Manager®
28 - 30 March 2009 • Al Murooj Rotana Hotel, Dubai, UAE

Certified Product Marketing

Manager TM
31 March - 2 April 2009 • Al Murooj Rotana Hotel, Dubai, UAE

FIVE EASY WAYS TO REGISTER

www.iirme.com/cpmm

For further information and Group Discounts contact Raveena

on 971-4-3352483 or email: R.devnani@iirme.com
Group discounts are only available on the full event price BC2940
Yes, I want to register for:

Event Dates Price before Price between 11 January Price after

11 January 2009 and 8 February 2009 8 February 2009
Course I 28 - 30 March 2009 US$ 2,795 US$ 2,845 US$ 2,895
Course II 31 March - 2 April 2009 US$ 2,795 US$ 2,845 US$ 2,895
Both Courses 28 March - 2 April 2009 US$ 4,750 (SAVE US$ 1,040) US$ 4,850 (SAVE US$ 940) US$ 4,950 (SAVE US$ 840)

If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or inhouse@iirme.com
Course fees include documentation, luncheon and refreshments, Delegates who attend all sessions will receive a Certificate of Attendance.
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