Product Marketing Management Program

Program Days:


Batch 1:

May 3, 5,10,12,17,19,24,26 ,31 June 2, 7,9, 2022 TTH

5:30 PM-9:00 PM (GMT+08) on all dates


Delivered online via live virtual interactive sessions in Zoom


PHP 75,000.00 or USD 1,500.00

*USD 1 = PHP 50.00

Program Overview

In today’s highly competitive marketplace, understanding how product management can improve sales performance for the business is necessary to drive growth and competitiveness. Product management is a process that focuses on bringing a new product to the market successfully or maximizing the branding advantage for an existing one. It starts with an idea of a product that a customer will interact with and evaluates how the product fits their unmet needs and pain points. Product management unites business, R&D, marketing, finance, and sales management to drive business growth and competitiveness. Studies show that effective product management can significantly increase the profit of an organization.

In this pandemic situation and intense business competition, companies must rethink their product management model and growth strategies. This program aims to guide participants through the various stages of product management – introduction, growth, maturity, and decline. The program will help deep dive to understand product management and product strategy, develop and launch new products, develop and grow brands, define the right brand image and elements, and develop brand
strategies. The program will guide you in making strategic choices and developing a clear and focused brand strategy that can serve as a source of market differentiation and competitiveness.

In this course, participants will learn how to develop a successful brand and product strategy for their product or portfolio of products and services. The program will take the participants on a journey – from introducing them to successful products and brands to equip them to design their Brand’s architecture, manage a portfolio of brands, and finally think about how to embed the “Brand” at all levels of the organization. Participants will be exposed to several resource industry experts who can share real-life best practices in key areas of commercial operations.

Program Objectives

At the end of the course, participants will be able to:

  1. Develop product vision and strategy.
  2. Understand products and products strategy
  3. Develop and launch a new product or service offering
  4. Learn what are brands and how to develop brands
  5. Define Brand and its key elements
  6. Create brand strategies
  7. Management of Team and Stakeholders in product management
What You Will Learn
  • Product Management Process
  • Category Management
  • Product Life Cycle
  • Marketing Mix
  • Demand Management
  • Supply Planning
  • Brand Activation
  • Channels of Distribution
Key Benefits
  • Understand the concept and importance of Product Management
  • Drive an effective Product Promotions and Budget Management process
  • Develop and create a good Primary Sales Forecasting model
  • Execute Brand Activation with Excellence
  • Understand SKU Portfolio Management
  • A deeper understanding of Category Business Planning
  • Understand Channel Business Planning and Customization
  • Drive and create Brand Loyalty Programs
Who Should Attend

The program is intended for those new, aspiring, and experienced Brand and product managers, marketing managers, supervisors, and specialists. This is also open to business owners and professionals who need solid knowledge of the fundamentals of  marketing management, namely:


  • Category Managers
  • Senior Brand/Brand Managers
  • Trade Marketing Managers
  • Sales Professionals with additional marketing responsibilities
  • Brand Assistants/ Managers/Directors
  • Senior Business Managers
  • Merchandising Buyers/Category Buyers of Retailers
  • Start-up Entrepreneurs who need to develop a Sales and Marketing plan for Innovation