CAS Product Management («PKT»)

• Developing a product and portfolio strategy and implementing it in a business model, creating a business plan and implementing it in product roadmaps
• Identifying, analysing and evaluating customer needs and incorporating these findings into product development and marketing
• Creating effective marketing concepts and implementing the resulting action plans in a targeted manner via the appropriate channels (offline and online), e.g. using an omnichannel approach
• Commissioning or managing product development projects or product improvements
• Knowing the practice of product control and management – plan-driven, agile or hybrid
• Having an overview of product-related processes and optimising them in terms of value creation for the customer
• Learning and applying practical methods, tools and techniques for your own projects

Experienced trainers will teach you the methodological requirements. You will work through the relevant areas of product management in a practical manner using the SGO product management model. Specialist knowledge will be imparted using practical content and examples and exchanged in exciting group work. The use of AI in product management is a relevant part of the course.

The training course has a modular structure, consists of 12 seminar days and lasts approximately 6-7 months. The content is taught in a mix of face-to-face and online seminars.

Module 1: Product Management Basics (2 days)

• Product life cycle and product management overview
• Strategy development
• Product business model – scope for product managers
• Know your customers
• Product design and positioning
• Customer touchpoint management

Module 2: Agile Product Development (2 days)

• Product development process
• Requirements profile
• Product concept
• Product realisation
• Product testing and product launch

Module 3: Product Marketing (2 days)

• Customer needs and purchasing decision processes
• Neuromarketing
• Control variables in product marketing
• Creating a marketing plan
• Situation analysis and marketing strategies
• Marketing mix

Module 4: Lean Product Management (2 days)

• Fundamentals of the lean mindset and the five lean principles in product management
• Value stream thinking: Identifying, analysing and specifically improving processes
• Visualisation techniques: SIPOC, brown paper, Makigami, BPMN
• Application of selected lean tools: 5S, EMIPS, Kanban, Kaizen Board, A3 Report
• Development and use of process maps in the product life cycle
• Digitalisation and AI as drivers of efficient process design
• Anchoring lean in the organisation: strategy, structure, culture

Module 5: Product portfolio management (2 days)

• Introduction to product portfolio management
• Company – strategy – products
• From product to portfolio
• Analysing product portfolios
• Designing and editing the product portfolio

Module 6: Practical transfer and conclusion (2 days)

• Presentation of a relevant topic from practice
• Feedback and exchange of experiences
• Individual refresher on topics
• Discussion of current topics in product management

The course is modular and consists of 12 seminar days, 1 online seminar and 6 webinars. The individual modules (attendance days) consist of 2 days and a 3-day online seminar. A webinar lasts about 180 minutes. There are usually 3 - 4 weeks between the modules.

You are:

• already working as a product manager
• responsible for a product portfolio or category manager
• significantly involved in product development
• entrusted with specialist management tasks
• a manager in the field of marketing, sales or supply chain
• a product owner
• a brand manager or product line manager
• an entrepreneur or company founder

and want to guide your products successfully through their life cycle in a targeted manner? Or deepen your knowledge of product management? Then this training is just right for you.

No special previous knowledge is required. Initial practical experience in the area of product management is advantageous.

The performance record consists of full attendance (at least 80%), a final thesis, a presentation in the final module and 1 mandatory module, which must be attended to 100% . You will receive the «CAS Product Management» certificate (12 ECTS credits).

This course is conducted in cooperation with our partner SGO Business School. The CAS and ECTS points are awarded by the Hochschule für Wirtschaft Zürich (HWZ).