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Marketing Seminar Suche

Certified Product Manager (FH)

Product Manager Training Course – Practical Knowledge with Tools

3.950,00 Euro netto pro Seminar.
zzgl. 16% MwSt. 4.582,00 Euro brutto



  • Product management—meaning, requirements, goals, and use
  • Requirements and responsibilities of a product manager
  • Product manager job descriptions
  • Effective product management: project and division matrix organization
  • Product division organization and profit-center or cost-center organization
  • Job requirements and differences depending on organizational structure
  • Conclusion: the product manager as product specialist and function generalist
  • Recommended organizational structures explained
  • Product managers and their role in a product-matrix organization



  • Aspects of business planning and contents of a business plan
  • Contents of a business and how to plan a business
  • Marketing concepts and planning
  • Product marketing plans within multi-product manufacturers
  • Meaning and methods of market research
  • Product-focused goal setting and product strategies
  • Product positioning in relation to its competition
  • Marketing trends: mass customization and co-branding
  • Decision and action parameters in product management
  • Steps of marketing and product budgeting planning
  • Marketing and success control on the leadership and product levels
  • Steps of complete and partial cost calculations with identifiers
  • Trend: Target cost calculations
  • Case study: Evaluation of a product-specific marketing plan with goal setting, action planning, cost allocation, budget allowances, and control parameters



  • In-depth discussion of market analysis results
  • Importance of marketing and market research in product management
  • Information and analysis techniques as part of strategic product marketing
  • Portfolio analysis to evaluate strategic company units and of products
  • GAP analysis to evaluate and predict product strategies
  • Experience analysis to find possible cost advantages of increased capacities
  • Product life cycle analysis to determine market-conforming marketing activities
  • Customer life cycle analysis to use returning customer potential
  • Strength and weaknesses analysis and analysis of potential to determine position amid competition
  • Strength and weaknesses analysis and the importance of potential possibilities and risks of a product
  • Market analysis to determine market and sales potential
  • Information and analysis techniques within operational product marketing
  • Cost and use analysis, feasibility studies, investment studies, ROI and BEP analyses
  • Feasibility studies to assess product innovation
  • Product concepts as part of system and specification sheets
  • Product testing by experts, sellers, and customers
  • Case study: Evaluation of the basis of strategic decision-making, appropriate strategies following form it, and determination of success parameters



  • Product marketing based on planning phases implemented by management
  • Product-focused analysis, prediction, and information techniques to measure true condition
  • Product goals and deduction of aspired conditions, plus development of appropriate product strategies
  • Meaning and structure of marketing-mix areas
  • Specific marketing mix for every strategic business department
  • Overview of product-focused instruments
  • Forms of innovative product policy, explained using the product life cycle
  • Brainstorming methods as part of new product planning and product evolution
  • Advantages of product variations and product differentiations
  • Effects of substitutions and participation
  • Name and brand politics—building a brand, marking, and product policy standards
  • Packaging-focused actions and creating a service ambiance
  • Interaction of guarantee policies and quality management
  • Service-focused actions and product support
  • Selection of appropriate communication tools, e.g., advertisement
  • Designation, support, and assessment of appropriate distribution channels
  • Price designation, cost factors, and determination of other factors
  • Case study: Evaluation of the marketing mix for a technical product with critical discussion



  • Ego marketing of product managers—behavior scenarios and perception
  • Typical points of conflict of product managers and the rules of conflict management
  • Team management, teamwork, team moderation and presentation techniques
  • Rhetoric, NLP, power talk, and other soft skills
  • Project management: rules and insights specifically for product managers
  • Case study: scenarios that showcase the different responsibilities of a product manager depending on organizational structures, role play, and concluding critical discussion


In a time of saturated markets, when advertisement budgets are used to woo customers and products are distinguished only by price, product-focused considerations are more important than ever for the goals of marketing. Successful are those innovative companies that manage to sell themselves and the unique aspects of their products to clearly defined target markets. Product marketing and product management are used to secure medium- and long-term marketing success and growth. Product managers are the pillars of innovative product policies and are responsible for product-focused decisions and measures.

In companies that aim to be innovative product management is an essential consideration when it comes to organizational structures and company policies. The product matrix organization has moved from the theoretical into the practical. Product managers play an important role within specific departments that are responsible for products and have discretionary power. Like marketing manager, product managers devise with their team product-specific marketing plans. It then takes coordination and implementation skills to make product plans a reality beyond the department. This teamwork requires knowledge of and skills in project and conflict management as wells as other soft skills. The idea product manager is a “leader among leaders,” a specialist who combines specific product knowledge with general department knowledge.

In order to better measure possible results of product-focused decisions, a product manager uses a number of strategic analyses. Marketing and market research provide relevant data, which can provide important information when mined using powerful techniques of analysis. Most product decisions are strategic. A well-grounded basis for decision making considers data parameters of the target market. Market-conforming product strategies influence operational decisions. Operational tools and product management tools help a product manager to make strategic decisions a reality using the measures of profitability and productivity. Thus, the product manager can influence decisions concerning acquisition, production, and sales. With the support of marketing specialists, individual marketing tools can be used to reach product goals as efficiently as possible.

The 5-day “Certified Product Manager” training course introduces participants to the subject of product management and product marketing and, using hands-on examples, prepares them to become qualified and creative product managers.


This training course follows the principles of Marketing-House©.

Folgende Vorteile erwarten Sie

Our training course teaches you relevant, practical knowledge and proven instruments and methods to further develop and improve your marketing skills. Successful practitioners and leading consultants teach you the following subjects:

  • Newest trends and developments marketing
  • Marketing tools in a changing world
  • Successful marketing strategies and brand development
  • Strategies for cost policies and cost management
  • Marketing controls to gain success
  • Integrated communications and multi-channel management
  • Value-focused marketing and efficient client interactions
  • Integrating e- and m-marketing into the marketing mix
  • Retaining clients long-term through loyalty programs
  • Managing customer lifetime values

Das Seminar richtet sich an

  • Product managers, future product managers, senior and junior product managers
  • Product manager assistants and all team members involved in product policies
  • IT and product specialists who work with product marketing
  • Managers, leaders, and controllers

The focus of this training course is on employees of companies that provide technical products and services. However, those who provide consumer goods can also profit from this training. No prior marketing knowledge is necessary.

Methoden, Ablauf

This particular training course aims to use both theory and practical applications to inspire comprehensive, integrated, and conceptual thinking and combine it with pragmatic forms of action.

  • Use of lecture and real-life, best practices, and state-of-the-art examples to present expertise
  • Possible solutions for concrete problems will be developed step by step with the use of case studies; results will be presented to the group
  • Discussion and exchange of experience among participants are an integral part of the training course
  • Group work and presentations support the interactive character of the training

You will profit from the experience of both your coach and fellow students who all have differing backgrounds. Our training courses are led by experienced coaches who have practical knowledge of the subject matter. You will profit not only from their work experience, but also from their ability to convey their knowledge to you in a structured and interactive way.

Our small group sizes guarantees that each participant profits from intensive and focused working groups.

Das Seminar beinhaltet folgende Leistungen

Live vor Ort

  • Training von 09.30 bis 17.30 Uhr, inkl. der nötigen Arbeitsunterlagen
  • Umfangreiches Skript mit Theorieteil, Empfehlungen und Literaturangaben
  • Studien, Tabellen, Listen, E-Books, Skripte, als Link zum Download
  • Aufnahme in Alumnidatenbank (Kontakte, Studien, Cases, Links)
  • Frühstück (Obst, Müsli, Joghurt), Mittagessen, Kaffee, Tee, Erfrischungsgetränke und Gebäck
  • Hotelservice (Empfehlung)
  • Internetservice (WLAN, Leih-Laptop, E-Mails), optional
  • Veranstaltungsservice (Events, Restaurant, Konzerte), optional

Live online tagsüber

  • Training von 09.30 bis 17.30 Uhr, inkl. der nötigen Arbeitsunterlagen
  • Umfangreiches Skript mit Theorieteil, Empfehlungen und Literaturangaben
  • Studien, Tabellen, Listen, E-Books, Skripte als Link zum Download
  • Aufnahme in Alumnidatenbank (Kontakte, Studien, Cases, Links)
  • Aufzeichnung des Seminars als Download

Live online abends

  • Training von 19:00 Uhr bis 21:00 Uhr, inkl. der nötigen Arbeitsunterlagen
  • Umfangreiches Skript mit Theorieteil, Empfehlungen und Literaturangaben
  • Studien, Tabellen, Listen, E-Books, Skripte als Link zum Download
  • Aufnahme in Alumnidatenbank (Kontakte, Studien, Cases, Links)
  • Aufzeichnung des Seminars als Download

Certified Product Manager (FH)

The attendees of our training courses and secondary education will receive an accredited certification from the Allensbach Hochschule. In addition, you will receive a “Certified Product Manager (FH)” certification from the Munich academy of marketing soon after completing the training. We don’t test your knowledge but evaluate your work and contributions to our case studies and workshops. We test your qualification when you are tasked with taking what you have learned and turning it into a practical application while attending our training. It is our goal to enable you to complete our training with proven knowledge and new enthusiasm for future challenges.

Your certification from the Allensbach Hochschule and the Fachhochschule Oberoestreich are high-quality proof that you have studied at the biggest and most important technical schools in Europe. The schools follow the educational guidelines of both Germany and Austria, which means your certificate carries influence across the globe. You are worthy of carrying the title “Certified Product Manager (FH).”

The certificate you will receive from the Munich academy of marketing is proof of recognized qualifications that carry weight throughout industry. Every one of our coaches and trainers has the required qualifications and teaching credentials. But we bring even more to the table. The Munich academy of marketing is a member of MedienCampus Bayern e.V., which is a federally recognized organization for those working in media. The concepts of our training are modeled after ARGE ProEthik guidelines.

Following these guidelines explicitly enables us to bestow you with the acquired qualifications as “Certified Product Manager (FH).”

They encompass the complete requirements needed to build organizational structures, develop products, and market them throughout their life cycle, in addition to strategies for product families, relaunch, and product innovation.

Your “Certified Product Manager (FH)” certificate proves to business owners, human resources departments, and department leaders that you are highly qualified. The Allensbach Hochschule, Fachhochschule Oesterreich, and Munich academy of marketing are all highly recognized across associations and administrations.

Jean-Marie Bottequin

Jean-Marie Bottequin

Experte für strategische Persönlichkeitsentwicklung

Werdegang und Referenzen
Jean-Marie Bottequin

Jean-Marie Bottequin



ARAG, BMW, Deutsche Bahn, ERGO, Europäisches Patentamt, Hewlett-Packard, OSRAM, UniCredit, Walt Disney, Welt der Wunder.

Thomas Vetter

Thomas Vetter

Experte für strategische Markenführung

Werdegang und Referenzen
Thomas Vetter

Thomas Vetter


Thomas Vetters beeindruckende Laufbahn begann als Brand- Trade Marketing- sowie Key Account Manager in einem internationalen Konsumgüterkonzern. Als freier, internationaler Marketing- und Sales Director unterstützte er mehrere mittelständische Unternehmen mit seinem breit gefächerten Know-How.

Zahlreiche Strategie- und Marketingberatungen profierten von Thomas Vetters Expertise, der als beratender Gesellschafter und Senior Partner seine Expertise einbrachte.

Schließlich gründete er mehrere Marketing- und Kommunikationsagenturen mit großer Personalverantwortung, die er als Inhaber und Geschäftsführer zum Erfolg geführt hat.


Beiersdorf, Boots Healthcare, Cadbury, Coty Lancaster, Deutsche Bank, dm, Eintracht Frankfurt, Karlsruher SC, Karstadt, Kraft Jacobs Suchard, Nestlé, o2, Pepsi, Procter & Gamble, Sanofi, Unilever, Weihenstephan, Wilkinson, Wrigley’s.


Certified Product Manager (FH)
Die nächsten Termine in München:

  • 18.10. - 22.10.2021
  • 13.12. - 17.12.2021

Was die Münchner Marketing Akademie in ihren Marketing-Seminaren lehrt, lebt sie auch selbst vor: die Einheit der Dimensionen.

Ungewöhnliche Ideen und moderne Anwendungen gehen bei uns Hand in Hand mit erprobtem Praxiswissen und den geistigen Impulsen des Umfeldes.

Unsere Head-Location in München-Schwabing spiegelt diese Einstellung wieder: Das Seminarhaus in der Biedersteiner Straße 6 entstand im Zuge des Aufstiegs Münchens zur »Kunststadt«.
Gründerzeit, barocke Erinnerung und visionäre Orientierung prägen die Architektur – der Versuch, ästhetische Ausstrahlung und Funktionalismus jeweils als Maximum zu realisieren. Hohe Decken, Stuck und Glanz schaffen große Räume für inspiriertes Arbeiten. Nicht umsonst steht das Haus unter Denkmalschutz. Es repräsentiert beispielhaft den Fundus der Erfahrungen, und ist doch schon der Aufbruch in die Moderne.

Wir haben heute davon ein großzügiges Raumkonzept und beste Bedingungen für Seminare auf dem Stand der neuesten Lehr- und Konferenztechnik. Mit dem nahe gelegenen Englischen Garten gibt es eine wunderbare Möglichkeit, zu entspannen und sich inspirieren zu lassen. Die Location entfaltet einen starken ideellen Stimulus.

Anfrage zu

Certified Product Manager (FH)


TAGESTERMINE vor Ort oder Online Live-Teilnahme
18.10. - 22.10.2021
3.950,00 Euro
Lehrgang 5 Tage 18.10.2021 2 months 3 weeks 3950.00
13.12. - 17.12.2021
3.950,00 Euro
Lehrgang 5 Tage 13.12.2021 4 months 2 weeks 3950.00
ABENDTERMINE ausschließlich Online LIVE-Teilnahme
Online 18.10. - 22.10.2021
25.10. - 29.10.2021
3.950,00 Euro