3-Day Certified Product Manager

The Association of International

(CPM®) Prep Course & Exam
Product Marketing and
Management

How do you stand out from the crowd as a Product Manager? The best way to differentiate
yourself as a Product Manager and show that you are a professional who truly understands this
discipline is to obtain a Certified Product Manager® (CPM®) credential from AIPMM. The ability to
create a clear competitive edge is critical in your career in Product Management.
This CPM® certification training prep course will provide you the necessary knowledge and insight
you need to demonstrate your proficiency in Product Management to your company and colleagues.
It will prepare you to understand and master the strategies, methodologies, and techniques to
become a Certified Product Manager (CPM®). This will demonstrate that you understand both the
basic and the high-level strategic functions of Product Management.
AIPMM’s Certified Product Manager® program was developed to focus on key activities needed to
lead interdisciplinary teams to achieve exceptional product outcomes. It breaks through industry
barriers to set the standard with proven methods and processes. By preparing to take the CPM®
certification exam, you will cultivate core thinking and skills that can be applied to any product at
any time during any phase of the product life cycle.
This course allows you to thoroughly prepare for and take the prestigious industry-standard AIPMM
CPM® certification exam. It contains everything you need to master the material and be ready to
become certified. This course is AIPMM ProdBOK® Approved.
By earning the AIPMM CPM® credential, you will:
Demonstrate a thorough understanding of theoretical and practical product management
strategies, concepts, principles and terminology
Be able to evaluate and implement every aspect of the product management strategy and
process, including new product development though product end-of-life in both start-up
companies through Fortune 500 companies.

Course includes the following:

• Instructor-led training at preferred customer site
• Web-based training you can access from anywhere for 90 days
• Printed course handbook
• Practice quizzes and exam questions to prepare for certification exam
• Copy of ProdBOK Guide ($65 value per person)
• AIPMM CPMM® certification exam fee ($395 value per person)
• AIPMM standard membership ($150 value per person), which includes single-user license
for product management lifecycle templates, whitepapers and reference books from the
280 Group ($99 value per person) and much more

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 3-Day Certified Product Manager
The Association of International
(CPM®) Prep Course & Exam
Product Marketing and
Management

Stand out from the crowd. Prove your mastery of Product Management strategies, methodologies
and techniques to achieve exceptional product outcomes. Get a great promotion, raise or new job.
Accelerate you career. Price includes training course, templates, guides, tools, AIPMM membership,
and corresponding certification exam fee. This course will easily pay for itself with your next job
promotion, performance review or new job.

Benefits to Product Managers:

• Gain knowledge and critical skills in Product Management at home or office
• Validate your expertise in Product Management
• Advance your career in Product Management
• Differentiate yourself from others
• Get a great new job or promotion
• Open up new opportunities in growing markets
• Increase your salary dramatically over your entire career
• Thoroughly prepare to take the CPM® certification exam

Benefits to Executives, VPs/ Directors of Product Management

• Increase team skill sets and effectiveness
• Help your employees grow their careers
• Increase team satisfaction
• Ensure planning efforts are aligned with business, market and growth strategy

Benefits to HR Departments & Training Professionals

• Provides employees with a widely-respected credential
• Eliminates the cost of bringing a trainer onsite or sending attendees to training
• Affordable comprehensive training that can be started anytime anywhere

Comprehensive training course includes everything you need

• Instant access to on demand self-paced training until successful completion of the exam
• Instant access to study guide
• Instant access to AIPMM glossary of terms used in the exam
• Access to archived instructor-led sessions after they are delivered for review

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 3-Day Certified Product Manager
The Association of International
(CPM®) Prep Course & Exam
Product Marketing and
Management

Earn the industry-standard prestigious AIPMM certification

• Includes the Certified Product Manager (CPM®) certification exam fee
• Stand out from other Product Managers
• Show that you are an expert in Product Management
• Prove that you have mastered both theoretical and practical as well as strategic and tactical
concepts

Review and practice as much as you need to ensure mastery of the material
• The sample quizzes and practice test included can be taken as many times as you want until
you are sure you are ready for the certification exam
• Automatically calculated test scores with ability to review and see what the correct answers
are
• Course handbook and study guide to follow along with the training presentations and take
notes
• Review the included sample essay questions to get an idea of what to expect on the AIPMM
exams

Who Should Attend

This course is designed for product managers, product marketing managers and brand managers
who want to understand strategies, methodologies and tools to plan, manage and market successful
products and improve their productivity. It is also for those interested in preparing to take the
AIPMM Certified Product Manager (CPM®) certification exam.

Instructor-Led On-Site Training

This training program defines the role of product management and discusses how product managers
contribute to create value within an organization. Participants will obtain actionable knowledge to
plan and manage your organization’s goods and services and market them effectively. It also
discusses key deliverables to plan, manage and market your organization's goods and services. It
will take you step-by-step through the AIPMM Body of Knowledge (ProdBOK®). You'll learn the value
of defining and implementing a formal product planning process in a cohesive, orderly fashion. This
course is highly recommended for product professionals planning who want to thoroughly prepare
to take the AIPMM CPM® certification exam. The certification exam is administered during the last
two hours of the course.

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 3-Day Certified Product Manager
The Association of International
(CPM®) Prep Course & Exam
Product Marketing and
Management

Course Agenda
The following topics are covered in the on-site training sessions:
Session Topics Time / Length &
No. Deliverables
Day 1 1. Overview 08:30 – 17:00 p.m.
2. Exam Guidelines
3. Introduction to Product Management and Marketing Marketing Requirement
To discuss what is product management, product marketing, what is difference Documents.
between them, what roles do each play in the organizational lifecycles function
that has inbound and outbound Product Requirement
4. Product Life Cycle Management Process Documents
This section provides an overall view of product lifecycle and discusses the role of Functional and Impact
product management and product marketing from conceives to retire. Product
Requirements
Management is responsible from conceives to launch; looking internally for cost
control and monitor the profit. Many refer to inbound (product development) and Design Specification
outbound (product marketing) functions. And Inbound product management (aka Functional Specification
inbound marketing) is the "radar" of the organization and involves absorbing
information like customer research, competitive intelligence, industry analysis,
Services Innovation
trends, economic signals and competitive activity as well as documenting
requirements and setting product strategy. In comparison, outbound activities are
focused on distributing or pushing messages, training sales people, go to market
strategies and communicating messages through channels like advertising, PR
and events. In many organizations the inbound and outbound functions are
performed by the same person
5. New Product Development
In business and engineering, new product development (NPD) is the complete
process of bringing a new product to market. New product development is
described in the literature as the transformation of a market opportunity into a
product available for sale[1] and it can be tangible (that is, something physical
you can touch) or intangible (like a service, experience, or belief)
6. Commercialization
Product Lifecycles Stages - Introduction, Growth, Maturity, Decline, Withdrawal.
Six sigma, lean methodology
7. Strategic Planning
Strategic planning is essential for organizational success. There is no one model of
strategic planning. However, the strategic planning process should include a
situational analysis. This consists of looking at the current external and internal
environment the organization finds itself in, formulating organizational objectives
and strategies based upon the environmental assessment, and developing
procedures to implement and evaluate the strategic plan. Strategic plans for
business organizations often cover a three-to-five year period, but if the business
or its environment is highly dynamic, a shorter period may be advisable.
8. Practice Questions

Day 2 1. Value Creation 08:30 – 17:00 p.m.

Value creation is the primary aim of any business entity. Creating value for Supply Chain Analysis
customers helps sell products and services and this section we discuss the value
creation process for products or services as well as the extended chain of Product Development
companies delivering the complete solution to your customers and how to develop Roadmap
and nurture your extend value chain to leverage and support your internal
Product Retire Plan,
resources.
2. Product Management Toolbox Marketing Mix Modelling
A review of some of the tools that product managers can use. Pricing Strategies, Extended Marketing Mix -
Porter’s 5 Forces, BCG, Ansoff Marketing Matrix, Customer input … etc 7P - Physical Evidence,
People and Process.

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 3-Day Certified Product Manager
The Association of International
(CPM®) Prep Course & Exam
Product Marketing and
Management

3. Understanding Goods & Services

Define the product and different level of a product from a customer perspective
and how their expectation and differences in them impact the product
requirement. And understand the concept and difference of a product lines,
product mix and product extension.
4. Market Research
Marketing research is "the process or set of processes that links the consumers,
customers, and end users to the marketer through information — information
used to identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies
the information required to address these issues, designs the method for
collecting information, manages and implements the data collection process,
analyzes the results, and communicates the findings and their implications."
It is the systematic gathering, recording, and analysis of qualitative and
quantitative data about issues relating to marketing products and services. The
goal of marketing research is to identify and assess how changing elements of the
marketing mix impacts customer behavior. The term is commonly interchanged
with market research; however, expert practitioners may wish to draw a
distinction, in that market research is concerned specifically with markets, while
marketing research is concerned specifically about marketing processes.
5. Marketing Mix
Review the 4P Marketing mix and discuss the extended marketing mix. And learn
how to get the right combination of place, price, product, and promotion in your
business. and may also discuss the Shumizi 4C (Consumer’s , Cost, Communication
and Convenience ) and 7’C Compass which is an extend of 4C with Corporation,
Commodity Consumer’s, Cost, Communication, Channel, Circumstances; and in
the digital age, People, Participate, Personalize, Product, Process, Pay, Partner
6. Practice Questions

Day 3 7. Product Decisions 08:30 – 17:00 p.m. Business

Discuss the various important elements or attributes of products when defining a Case Requirement /
product, and how these decisions build up a Business Case Document as well as
financial justification for the product and the expected ROI. Document.
8. Pricing Financial Justification.
Discuss the various Pricing / Costing Strategies when selling a product or service. Pricing Formula / Strategies.
The price (COST) can be set to maximize profitability for each unit sold or from the
market overall. It can be used to defend an existing market from new entrants, to
increase market share within a market or to enter a new market. Businesses may
benefit from lowering or raising prices, depending on the needs and behaviors of
customers and clients in the particular market. Finding the right pricing strategy is
an important element in running a successful business with reference to the
Marketing Mix Consideration.
9. Product Positioning
Product differentiation and positioning are key parts of a company's marketing
strategy and are necessary to keep ahead of competition. They also require an
innovative spirit coupled with careful analysis
10. Exam Review
11. Practice Questions
12. CPM® Certification Exam

The exam review provides access to key topics, definitions, quizzes, and a practice exam to prepare
participants for the CPM® certification exam.

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 3-Day Certified Product Manager
The Association of International
(CPM®) Prep Course & Exam
Product Marketing and
Management

AIPMM Certification Exam

The AIPMM Certified Product Manager (CPM®) certification exam assesses the Product Manager's
expertise in understanding processes and key roles needed to plan and implement goods and
services that achieve profitability in the marketplace.
The ability to assess licensing opportunities, goods or service enhancements, make
recommendations for mergers and acquisitions or withdrawing the goods or services from the
portfolio is also measured.
The online CPM® certification exam is comprised of 120 multiple-choice and a few essay questions
that measure product management skills and knowledge in the following key areas:
1. Tools & Measurements [5%]
2. Strategy [10%]
3. New Product Development methodology [10%]
4. Teams, People & Organizational Issues [15%]
5. Marketing Research, Business Plans & Documentation Processes [25%]
6. PLM with an emphasis on effective, real-world decision-making [35%]

The online CPM® certification exam is two hours long. A score of 74% or higher is required to pass.
For more information about the certification exam, contact [email protected].

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