Product Management (2days)


This seminar provides a framework of analysis for the design and development of new products, strategic analysis of product portfolio, product management, and branding, and planning and execution of the launching strategy. As shown in the following graphic, this seminar targets the intersection of design marketing, product-branding portfolio analysis, and launching and execution strategies. The seminar emphasizes the different strategic approaches to the analysis of the product, pricing, communication, and execution strategies in the firm.

Who should attend?

The seminar is also of benefit to those professionals from other functional areas in the organization such as product designers, service managers, and general managers who would like an overview and understanding of the processes and techniques used in the design, strategic positioning, and product launching strategies.

Product, Segment, and Brand Managers.
Customer Experience and Voice of the Customer (VoC) Managers Marketing Directors, Marketing Managers.
Marketing Research Managers and Analysts.
Marketing and Strategy Consultants.
Sales Directors and Managers
Retail Managers


Program Outline

Defining the Competitive Arena and the Product Innovation Charter.

Category Attractiveness Analysis: Qualitative and Quantitative Approaches.

New Product Development Process, State-Gate

Understanding Customers in Product Design

Estimating Market Potential and Forecasting

Launch Product Strategies and Planning

The Launch Cycle and Implementation of the Strategic Plan



Carlos M. Rodriguez Ph.D. is Associate Professor of Marketing and Director of the Center for the Study of Innovation Management, CSIM, College of Business, Delaware State University, USA. Professor Rodriguez holds a Doctorate Ph.D. in Marketing and Master of Science, M.Sc. in Marketing and Quantitative Analysis, Pennsylvania State University.


13 Jun 2018 - 14 Jun 2018


09:00 - 17:00


EUR 2200 (+3% VAT)


Mid-Senior Management,
Multi Day Program


Luxembourg School of Business

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