Product management is a domain that contains two disciplines - product planning and product marketing. Product planning (often referred to a product management) deals with building the right product for market needs. Product marketing deals with understanding market opportunity, creating the business case around this and working on product positioning & the market plan for the product.
Product marketing is a domain that deals with understanding market opportunity, creating the business case to kickstart the process of building the right product to fit the needs and working on the market plan for the product. Product marketing activities are aimed at generating awareness, differentiation & demand for the product.
Blackblot is an internationally recognised product management and product marketing methodology that distills the best practices of product management in an actionable framework that can be used in high-tech industries to plan their product businesses.
Blackblot offers various certification programs that test candidate's knowledge, skills and temperament towards different roles in product management. Read more at www.blackblot.com
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A product planner (also referred to as product manager) plays the role of the market expert for the product.
His primary responsibilities include:
- articulating the market requirements well enough so that the product team can build the right products
- building and owning the product roadmap
- deciding the right pricing model for the product
The product planner spends much of his time with current & prospective customers to understand their pain points. He would gather inputs from other channels - e.g.: sales, marketing, etc. - about the market that will help him define the market needs better.
The product planner primarily works with engineering to get them to build products that solve identified market problems.
The Strategic Product Manager course is designed to help build product management (product planning & product marketing) skills for the high-tech space.
The Technology Product Management course is designed to help engineering teams work better with product management to build great products.
A product marketer plays the role of the marketing expert for the product.
His primary responsibilities include:
- assessing market opportunities that the firm/business unit can solve
- evaluating market opportunity size and presenting this in a business case
- competitive analysis and assessment of business benefits & risks
- product positioning and creating messaging and collateral around this
- creating a long term market plan to create awareness, differentiation and demand
- planning product launch and support activities
The product marketer looks to establish superior perceived value for the product in the market.
The product marketer primarily works with sales, marketing communication & corporate marketing functions.
The Strategic Product Marketer course is designed to help build product marketing skills for the high-tech space
Corporate marketing seeks to establish a corporate competitive advantage
Product marketing seeks to establish preference for the product. The primary role of product marketing is to generate awareness, differentiation and demand for the product.
Corporate marketing often works at building and maintaining corporate branding, media relations and investor relations.
Product marketing works on building superior perceived value for the product against competition and has a significant impact on how the product is viewed, experienced and purchased in the marketplace.