Master in FMCG Product Management Excellence

Descripción

Can you become an excellent FMCG Product Manager if you know the tools—but don't know how to turn them into innovative strategies that deliver results? That is the challenge this course is designed to help you solve. If you want to become an Excellent Product Manager in FMCG, or want to become much more effective in your current Product, Brand or Marketing role, you need more than knowledge of individual marketing tools. You need to know how to diagnose a business situation, formulate innovative strategies, choose between alternatives and then implement those strategies successfully. That is what you will learn here. Become an Excellent Product Manager with Innovative Product Management Frameworks from Unilever, J&J & Danone During my 26 years with Unilever, Johnson & Johnson and Danone, I developed and applied Product Management approaches to real business situations. In this course, I bring those approaches together into a practical journey toward Excellence in FMCG Product Management. You will first learn how to formulate innovative strategies for existing products. Rather than simply learning SWOT or the 4Ps, you will learn how to use frameworks such as Market Structure Analysis, Competitor Analysis, Strategic Choice Matrix, U&A Studies and Gabor-Granger Pricing to identify opportunities, evaluate alternatives and make better strategic choices. You will then learn how to turn innovative strategies into action using Annual Action Planning, Budgeting, P&L, Risk & Upside Analysis, Resource Gap Planning and Capability Building frameworks. This is where strategy moves from a presentation into an executable business plan. Next, you will learn how to develop and launch successful new products using Business Idea Screening, U&A Studies, Concept Testing, Prototype Testing, GE Matrix, Porter's Five Forces and Go-to-Market Strategy. You will see how Product Managers move from an idea to a product that can succeed in the market. You will also learn how to build and strengthen brands using Brand Audit, Message Maps, Brand Books, Brand Experience Design, Brand Equity and Brand Valuation frameworks. And because today's Product Manager must understand how digital channels influence consumers and business growth, you will learn to formulate Digital Marketing strategies using Digital Customer Journey, Platform Selection, Landing Page Optimization and Digital Experimentation frameworks. But there is an important difference in how you will learn all this. You will not just be told what the frameworks are. You will see how they are used to make real business decisions. Throughout the course, we use real cases from Coca-Cola, P&G, Amazon, Apple, Tesla, Airbnb, McDonald's, Tata Nano, Google Glass, Pepsi Blue and other companies to understand how different Product Management challenges can be analysed, how innovative strategies can be formulated, why particular choices were made and how those strategies were implemented. So as you progress, you move from: Understanding frameworks → Formulating innovative strategies → Choosing the right strategy → Implementing it → Learning from real business results. That is the difference between knowing Product Management and developing Excellence in Product Management. By the end of the course, you will have learned how to connect Product, Brand, Pricing, Distribution, Promotion, Innovation, Go-to-Market and Digital Marketing decisions into a coherent Product Management strategy—and apply the frameworks to real FMCG business situations. Whether you are aspiring to become a Product Manager, already working as a Product or Brand Manager, moving from Marketing into Product Management, or preparing for greater responsibility in an FMCG or FMCD business, this course is designed to help you develop the structured thinking and practical decision-making capability required to become an Excellent Product Manager. If you are ready to move beyond learning individual tools and learn how excellent FMCG Product Managers formulate innovative strategies and make them happen, I invite you to start the course and experience the frameworks, cases and decision-making approach for yourself. This Course is Part of a Structured Learning Path Learning Path: MARKETING & GROWTH PATH (Starter → Builder → Advanced) This course is your BUILDER step. Next Recommended Courses After completing this course, continue your growth with: Digital Marketing (Starter) Marketing Management (Builder) Brand Management (Builder) Marketing Cases (Advanced) AI for Marketing (Advanced)

Lo que aprenderás

• Formulate innovative strategies for existing products using SWOT, U&A Studies, Market Structure Analysis, Strategic Choice Matrix and Gabor-Granger Pricingormul
• Implement innovative Product Management strategies using Action Planning, Budgeting, P&L, Risk & Upside, Resource Gap and Capability Building frameworks
• Develop and launch successful new products using Idea Screening, U&A Studies, Concept Testing, Prototype Testing, GE Matrix, Porter’s Five Forces & GTM Strategy
• Build stronger brands using Brand Audit, Message Maps, Brand Books, Brand Experience Design, Brand Equity and Brand Valuation frameworks.
• Develop Digital Marketing strategies using Customer Journey, U&A Studies, Platform Selection, Landing Page Optimization and Digital Experimentation
• Learn how leading companies such as Coca-Cola, P&G, Amazon, Apple, Tesla, Airbnb and McDonald’s applied these frameworks to real business challenges.
• Connect Product, Brand, Pricing, Distribution, Promotion, GTM and Digital Marketing decisions into an integrated Product Management strategy.
• Apply the frameworks to real Product Management situations and build the confidence to make decisions like an excellent FMCG Product Manager.

Requisitos

• Open mind, willingness to learn and make successful career in marketing