Product Management for Research and Technology

Product Management

Product management has its origin in product development to ensure a good product/market fit, targeted development work and successful, targeted marketing. The techniques are however not limited to this application and generally help in any case where a service or deliverable, such as a report, is prepared to cater to the needs of specific stakeholders. It means that any person with creative freedom and scope for decision-making, such as project managers, development engineers, R&D scientists or product developers, can benefit from product management techniques in order to achieve better results with less resources.

Product management is not sorcery. This course lets you practice such techniques in two days so that you can start using them on your own. You can either work on your own project, or you develop a new idea from scratch until you have a solid business case and a long to-do list at the end of the course. This course increases your chance of first-time success and can save you a lot of time and headache.


  • Self-assessment in relevant skills and knowledge in order to focus on areas where training has the highest return on investment. (Part I)
  • Weighted objective and activity matrix to focus on the activities that create the most value. (Part I)
  • Idea generation and evaluation to gather input from a broad background and filter out the most prospective leads for follow-up. (Part I)
  • Market segmentation to help identify the most promising customers and the most important competitors. (Part II)
  • Quantitative customer feedback evaluation to gauge market potential per segment. (Part II)
  • Service and feature overview to identify unique selling points in comparison to the competition. (Part II)
  • Strength-Weakness-Opportunity-Threat (SWOT) analysis to make the most of the resources at hand. (Part III)
  • Product requirements set goals for targeted, efficient product development and provide clear criteria for acceptance tests. (Part III)
  • Positioning and benefits argumentation for effective marketing. (Part IV)
  • Counters to objections in order to be prepared in customer or investor meetings. (Part IV)
  • Pricing techniques to combine revenue with profits. (Part IV)