Kurs Product Management - Tomasz Ziółkowski

Online Course

VALUE SELLING IN PRODUCT MANAGEMENT

Transform products into value for your customers and enjoy profitable sales growth.

Gain knowledge that increases your market value as a professional and opens new opportunities in the world of marketing.
Developed based on proven practices and marketing tools used by top FMCG companies.
Acquire practical skills that you can immediately apply in your daily work.
Step-by-step video tutorials (12+ hours) will guide you as if you were working alongside me—conducting analyses and developing product strategy concepts.
What’s Included in the Training:
450+ high-impact slides packed with practical insights
110 real-world examples from a wide range of product categories
5 in-depth case studies that show how top brands apply these strategies in practice

Access from anywhere in the world

Learn at your own pace

Gain knowledge from an experienced practitioner

Use industry-leading tools

Case studies from top FMCG companies

COURSE CONTENT

Introduction to Product Management
Marketing, strategic, and operational tools used by a professional product/category manager
Marketing analysis as the foundation of effective product management – introduction
Marketing Analysis in Practice
– Sales report analysis
– Market analysis
– Competitor product analysis
Marketing Analysis in Practice – Consumers and Their Needs
Product Marketing Strategies
How to Create a “Value Selling” Product Strategy
From product concept to consumer validation
How to Prepare a Business Case for a New Product
Commercialization of a New Product and Its Marketing Plan
How to Effectively Manage a Category/Product Over Time

WHAT YOU WILL LEARN

What is product management in the object-based vs. process-based approach?
What are the typical tasks of a professional product manager?
How does brand management differ from product management?
What marketing tools do successful product managers use?
What is customer/consumer segmentation and how do you do it effectively?
How do demographic, psychographic, and behavioral segmentation differ?
What are generic needs vs. niche needs, and how can you identify them?
What is a product positioning matrix?
How to professionally describe a new product concept?
How to describe a product's marketing strategy? (Product Positioning Card)
How to effectively manage product profitability? (Product Financial Card)
What are the 3 principles of professional marketing analysis?
How to conduct a professional sales report analysis?
How to use free sources of information in marketing analysis?
How to estimate market size using top-down and bottom-up methods?
How to understand and make the most of market reports, including "retail audit" reports?
What is the difference between weighted and numeric distribution? What is a distribution effectiveness index?
What are shares in shops selling and what influences them?
How to analyze competitor products to identify market opportunities? (Product positioning mapping)
What are the most common reasons why new products fail on the market?
What are the core product strategies, and how do you choose the right one for a new product?
What is the "Value Waterfall"?
How to create a “Value Selling” product strategy?
How to professionally estimate sales volume for a new product?
How to build a project plan for launching a new product (commercialization), including budget estimation?
How to complete a commercialization project management card for a new product?
How to create a marketing plan for a new product using a marketing and sales activity matrix?
How and when to use AI in the new product development process?
What KPIs should you use to effectively manage a product or category?
You’ll learn 13 consumer promotion mechanics — with their pros and cons.
You’ll discover 8 digital consumer promotion mechanics — and when to use them effectively.

Podgląd kursu:

THIS COURSE INCLUDES:

DETAILED COURSE OUTLINE

Introduction to Product Management

Marketing, strategic, and operational tools used by a professional product/category manager

What are marketing tools and what types are there? – 5:02
Introduction to consumer segmentation and their needs – 14:34
Generic needs vs. niche needs – 11:50
Types of consumer segmentation – 10:42
Product positioning matrix – 8:42
Price positioning matrix vs. marketing positioning – 3:19
New product concept card – 11:03
Product marketing positioning card (product strategy card) – 11:27
Marketing project card - 15:36
Understanding product financials - product financial card (Product P&L) - 23:32
Marketing brief: key elements, template, examples - 18:50

Marketing analysis as the foundation of effective product management – introduction

Marketing Analysis in Practice – Sales report analysis – Market analysis – Competitor product analysis

How to analyze internal sales reports to identify sales challenges and opportunities?
Typical sources of information on market size, structure, and trends.
How to estimate market size without paid reports?
How to identify price segments aligned with consumer perception?
How to identify product segments – foundations for portfolio development strategy?
How to analyze 'retail audit' reports?
What information can we obtain from Market Shares?
What information can we obtain from Distribution Indicators?
What information can we obtain from Share in Shops Selling?
When is a product a competitor?
How to 'read' a competitive product’s strategy?

Marketing Analysis in Practice – Consumers and Their Needs

Who is the consumer: buyer, user, or purchase decision-maker?
What is a consumer insight?
How to segment consumers using expert methods?
How to segment consumers using research-based methods?
Examples of segmentation results and identified needs.

Product Marketing Strategies

How do consumers perceive products?
What product strategies are most commonly used and how do they differ?
The Value Waterfall – why price doesn’t reflect a product’s real value to the consumer.
Product "Value Selling" Strategy – a strategy of marketing innovation.

How to Create a “Value Selling” Product Strategy? From product concept to consumer validation.

Three fundamental principles of developing a Value Selling strategy.
What is the process of creating a Value Selling strategy?
Consumer insight – where to look for it?
How to define a value proposition based on consumer insight?
How to describe a new product concept with a defined value proposition?
How to verify the uniqueness of a value proposition? – CASE STUDY
How to create a product prototype reflecting the Value Selling strategy?
How to verify the potential of a product strategy using prototypes
Case study 1 - How to verify the potential of a new product through qualitative consumer research?
Case study 2 - How to verify the potential of a new product through quantitative consumer research?
How to describe the final product positioning?
How to determine the selling price, recommended shelf price, and margin of a new product?

How to prepare a business case for a new product?

Commercialization of a New Product and Its Marketing Plan

How to Effectively Manage a Category/Product Over Time?

Product lifecycle in FMCG categories vs. tech categories.
Which KPIs should be used to monitor and manage products?
When to phase out a product and when to relaunch it?
What is a product portfolio architecture and why is it important for brand and category management?
Strategic vs. tactical planning.
Secrets of effective promotions.
13 mechanics for consumer promotions in off-trade.
8 mechanics for consumer promotions in the digital world.

Online Course

VALUE SELLING IN PRODUCT MANAGEMENT

Transform products into value for your customers and enjoy profitable sales growth.

COURSE CONTENT

WHAT YOU WILL LEARN

Podgląd kursu:

THIS COURSE INCLUDES:

DETAILED COURSE OUTLINE

Follow me:

© Copyright Tomasz Ziółkowski 2025

Online Course

VALUE SELLING IN PRODUCT MANAGEMENT

Transform products into value for your customers and enjoy profitable sales growth.

COURSE CONTENT

WHAT YOU WILL LEARN

Podgląd kursu:

THIS COURSE INCLUDES:

DETAILED COURSE OUTLINE

Follow me:

© Copyright Tomasz Ziółkowski 2025

Notification of Course Availability:

VALUE SELLING IN PRODUCT MANAGEMENT