Fundamentals of Product Management and Product Marketing


3 days. By mutual agreement, this course may be delivered as a series of one or half day courses.  This is an in-house course that can be delivered on-site or off-site.


This course is intended for product managers and product marketers who are at early to intermediate stages of their career as well as more senior business professionals who are interested in learning about latest trends, best practices and internationally accepted methodologies.


After completion of this course you will have a clear understanding of the role of Product Management and Product Marketing as a critical success factor in the modern business environment and what it takes to be an effective product or product marketing manager. You will get working knowledge of two leading international frameworks – AIPMM Product Management Lifecycle Framework and Doblin’s Ten Type of Innovation Framework – and get a practical understanding of key topics in product management and product marketing.

These skills, knowledge and supporting tools and templates will  make you a better product or product marketing manager and help you solve common challenges at each step of your product’s journey from idea to profits.

Note: This is a significantly extended and enhanced edition of our one-day “Introduction to Product Management and Product Marketing” course. It covers at a higher level of detail all topics included in the Introduction course plus a number of topics not included in the Introduction course.


Overview of Product Management and Product Marketing

In this part of the course you will learn about the role of product management and product marketing for your organisation’s success; common product management and product marketing roles and their responsibilities; key international product management organisations; and differences between product management and product marketing, downstream and upstream product management, product management and project management, product management and product development, and product managers and product owners.

Seven Phase Product Management Lifecycle Framework

In this part of the course you will learn about the need for and advantages of using a common framework; the seven phases of the AIPMM framework; handovers between product management and product marketing during the seven phases; interactions and overlaps between phases and processes of the framework; and how this framework can be adapted and customised to meet specific needs of your organisation.

Ten Types of Innovation

In this part of the course you will learn about the Ten Types of Innovation Framework based on the research and projects done by Jay Doblin, Larry Keely and their team; and how using this framework in conjunction with the Product Management Lifecycle Framework leads to achieving breakthrough results.

Product Management Skill Sets

In this part of the course you will learn about the four key product management and product marketing skill sets: Foundation skills, People skills, Leadership skills, and Working with Agile teams.

Special Topics

In this part of the course we will discuss at varying levels of detail key topics in product management and product marketing and review applicable tools and templates:

  • Linkages between product strategies and business strategies
  • Market segmentation, targeting and positioning
  • Product portfolio and roadmap management
  • Key market and business metrics for Product Managers
  • Intellectual property issues in product management and product marketing
  • Customer research and early user engagement programs
  • Competitive analysis
  • Effective Market Requirement Documents and Product Requirement Documents
  • Product-Market fit validation
  • Pricing analysis and optimisation
  • Finance and accounting essentials for product and product marketing managers
  • Effective collaboration with engineering, sales and marketing communication teams
  • Using positive aspects of organisational politics to achieve product success
  • Agile and lean product management
  • Developing messaging and positioning platforms and creative briefs
  • Forecasting
  • Project managing product launches
  • Creative problem solving and decision making under uncertainty
  • Product internationalisation
  • Service product management

Pulling it All Together

  • Review of provided templates and references
  • Personal and product action plan


  • One hour of follow-up coaching per each course participant within 2 weeks after completion of the course, scheduled by mutual agreement
  • Printed copies of all materials and slides used in the course
  • Electronic copies of all templates and worksheets used or demonstrated in the course
  • Lunch if applicable
  • Certificate of completion
  • Credit towards the investment in other Multiplier courses


This course is a tailored training solution that will be customised for a specific customer’s needs.  Pricing is dependent on the number of participants.


Andrei LinkAndrei has over two decades of experience in international product, project and marketing management, working for a global NASDAQ-listed technology company, an innovative health company with customers in 130+ countries, and an award-winning consumer electronics company. His experience also includes co-founding a software localization tools company, publishing articles and reviews in the “Multilingual Computing” magazine, and serving on the Canterbury Software Cluster Committee, Connect New Zealand Committee, CPIT Business Advisory Committee, and as the Chairman of the Christchurch Branch of the Project Management Institute. Andrei has supported a number of Canterbury companies as a Business Mentor and Exporter Education Programme presenter, and mentored teams participating in the University of Canterbury Entre competition, Christchurch Startup Weekend and Lightning Lab Christchurch. He is a certified Project Management Professional and holds an MBA degree with Distinction from the Massey University specialising in marketing, finance and accounting.


Click here to email us or call us on 021-103-0194 for a free no obligation conversation about your needs.