To help product managers become more confident and successful in their roles by introducing them to a systematic framework for product management – the role, key tasks, tools and processes to use. This course provides an overview of the principles of product management, managing the portfolio and resource allocation as applied in a range of industries - both goods and services

This programme will also highlight new product challenges – specifically insights into customer psychology during a downturn, the vital role of innovation and collaboration, how to make and take tough product line management choices when streamlining product portfolios.

Who should attend?

Current or recently appointed product managers, managers of product managers and other executives introducing product management as a discipline into their organisations who have little formal knowledge of product management. Some previous knowledge of basic marketing principles is assumed.

Learning outcomes

  • Understand your role and responsibilities
  • How to deal with common challenges facing product managers
  • Understand the impact on product management when customer confidence is low
  • Understand the key elements and stages in building a strategic product plan and roadmap
  • Understand the role of customer insight in product management
  • Understand customer psychology in a downturn and changes in purchase/consumption behaviour
  • Understand and contribute to the new product development and innovation process
  • Evaluate your product range and suggest alternatives for performance improvement
  • Develop appropriate product strategies based on an analysis of the lifecycles of your products
  • Analyse a portfolio of products and understand the role of your product in its portfolio. (BCG and Ansoff tools)



It showed a fantastic initiative from CIM to continue with this course virtually in such a short space of time. It's certainly easier to concentrate and participate in person however I learned a lot from the session and will be taking my learning into my role.

Heather Eyles, Product Executive

It worked really well, the Course Director did a great job in engaging the group and delivering the content passionately through virtual means.

Virtual training delegate

Course Dates

Start Date Duration Location
31 Aug 2022 1d Virtual
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28 Sep 2022 1d Virtual
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03 Nov 2022 1d Virtual
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02 Dec 2022 1d Virtual
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Course Director

Vanessa Moon

Vanessa has over 28 years’ experience in product and brand management, insight and communications. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Tesco, Xerox, Tfl, Barclaycard, Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP Snacks, Bacardi-Martini, Lloyds and Legal & General to name a few. She has trained and consulted international brands widely in regions such as EU, EMEA, Asia Pac, Latin and Central America and has held roles on several Marketing Excellence Councils. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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