3-Day Certified Product Marketing

The Association of International

Manager (CPMM®) Prep Course &
Product Marketing and
Management Exam

The CPMM® credentials indicate a thorough understanding of the product marketing functions
which are responsible for ensuring the success of the product in the marketplace. The CPMM® focus
begins with a successful launch and continues as the product moves through growth, maturity and
eventual decline. The exam covers pricing actions, product focused marketing communications
activities and how the CPMM represents the product to sales people, the channel and customers.
The CPMM® credential demonstrates skills in the areas of:
• Both strategic and tactical marketing functions throughout the product life-cycle
• Creating and executing the marketing plan and budget
• Managing the creation of marketing deliverables
• Creating marketing campaigns to drive customer acquisition and revenue
• Assessing the marketplace, customers, competition, and trends through
o Research
o Analysis
o Evaluation of relevant data
• Translating insights into compelling business, product or service opportunities
• Measuring and analysing product and business performance
• Recognizing and recommending opportunities for improvement

This course allows you to thoroughly prepare for and take the prestigious industry-standard AIPMM
CPMM® certification exam. It contains everything you need to master the material and be ready to
become certified. This course is AIPMM ProdBOK® Approved.
This AIPMM certification exam preparation course provides participants the opportunity to pursue
continuing education, increase industry involvement and industry-wide recognition. It provides a
thorough review of key concepts and terminology to help participants prepare to take the exam to
earn the Association of International Product Marketing & Management (AIPMM) prestigious
Certified Product Manager (CPMM®) credential. It covers the strategy for answering the exam
questions and a Q&A for anything else participants want to review. It fully prepares participants to
take the Certified Product Marketing Manager (CPMM ®) certification exam.
This course covers advanced strategies, methodologies and techniques to plan and market products
throughout each stage of their life cycle, bridge the innovation-execution gap, and improve the
market value of your product portfolio to:
• optimize commercialization
• develop strategic marketing functions throughout the product lifecycle
• create & execute the marketing plan & budget
• manage deliverables & campaigns
• drive customer acquisition & revenue
• assess the market, competition & trends
• translate insights into compelling business opportunities

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

Attend this training course and you will be able discover customer insights, identify market trends
and create demand for your company’s products from product launch, growth and maturity to its
decline. Identify and address important issues that will enable the product to achieve its full
potential through market segmentation and distribution channels, understand customer buying
behaviour, get a one year AIPMM membership and take the exam to become an AIPMM Certified
Product Marketing Manager(CPMM®).

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
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 Marketing 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

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

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
Earn the industry-standard prestigious AIPMM certification
• Includes the Certified Product Marketing Manager (CPMM®) 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

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 manage and market successful
products and improve their productivity. It is also for those interested in preparing to take the
AIPMM Certified Product Marketing Manager (CPMM®) certification exam.

Instructor-Led On-Site Training

This training program defines the role of product marketing and discusses how product marketing
managers contribute to create value within an organization. Participants will obtain actionable
knowledge to plan your organization’s products 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 CPMM® certification exam. The certification exam is administered during the last two
hours of the course.

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

Course Agenda
The following topics are covered in the on-site training sessions:
Session No. Topics Time / Length &
Deliverables
Day 1 1. Overview 08:30 – 17:00 p.m.
2. Exam Guidelines
3. Introduction to Product Management and Marketing Marketing
To discuss what is product management, product marketing, what is difference Requirement
between them, what roles do each play in the organizational lifecycles function that
has inbound and outbound Documents.
4. Product Life Cycle Management Process Product Requirement
This section provides an overall view of product lifecycle and discusses the role of Documents
product management and product marketing from conceives to retire. Product
Functional and Impact
Management is responsible from conceives to launch; looking internally for cost
control and monitor the profit. Many refer to inbound (product development) and Requirements
outbound (product marketing) functions. And Inbound product management (aka Design Specification
inbound marketing) is the "radar" of the organization and involves absorbing
information like customer research, competitive intelligence, industry analysis, trends,
Functional
economic signals and competitive activity as well as documenting requirements and Specification
setting product strategy. In comparison, outbound activities are focused on Services Innovation
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 perso
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. Product Management Toolbox 08:30 – 17:00 p.m.

A review of some of the tools that product managers can use. Pricing Strategies, Supply Chain Analysis
Porter’s 5 Forces, BCG, Ansoff Marketing Matrix, Customer input … etc
Product Development
2. Understanding Goods & Services
Define the product and different level of a product from a customer perspective and Roadmap
how their expectation and differences in them impact the product requirement. And Product Retire Plan,
understand the concept and difference of a product lines, product mix and product
Marketing Mix
extension.
3. Market Research Modelling
Marketing research is "the process or set of processes that links the consumers, Extended Marketing
customers, and end users to the marketer through information — information used to Mix - 7P - Physical
identify and define marketing opportunities and problems; generate, refine, and
evaluate marketing actions; monitor marketing performance; and improve

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

understanding of marketing as a process. Marketing research specifies the Evidence, People and
information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyzes the Process.
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.
4. 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
5. Branding
Understanding the various branding strategies and implementing the branding
strategies, creating persona, branding guidelines; trademarks and design; copyright
and logo. Brand Management including Brand Development, Sponsorship and
Position. Aligning Brand Position with Product Attribute; Benefits and Belief and Value.
Branding also include Image, packaging, characters of brand ambassadors; What is
Brand Dilution and how not to over extend your brand
6. Practice Questions

Day 3 7. Marketing Planning Process 08:30 – 14:00 p.m.

What is Strategic Marketing Plan and the Marketing Process: from goal setting Business Case
(mission & vision), current situation analysis (market audit, SWOT, Competitive
Landscape to market assumption), to creating marketing plan (Setting marketing Requirement /
objectives, forecast of result and alternative plan) and allocating marketing resources Document.
and monitor the market (marketing budget; and detail action plan)
Financial Justification.
8. Commercial Launch Pricing Formula /
Introduce the various type product launches and Proposed commercialization of a
product can raise the following questions: When to launch. Where to launch. A Strategies.
potential vendor can start marketing in a single location, in one or several regions, or Strategic Marketing
in a national or international market. Global roll-outs generally remain the exclusive
preserve of multinational conglomerates, Whom to target. Research and test
Plan,
marketing may identify a primary consumer group. The ideal primary consumer group Marketing
should consist of innovators, early adopters, heavy users and/or opinion leaders. This Communication Plan
will ensure adoption by other buyers in the market during the product-growthperiod.
How to launch. The prospective vendor should decide on an action plan for introducing
its proposed product - plan shaped by addressing the questions above. The vendor has 15:30 - 17:30 pm
to develop a viable marketing-mix and to structure a corresponding marketing-
CPMM® Certification
budget.
9. Pricing Exam.
Discuss the various Pricing / Costing Strategies when selling a product or service. 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.
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 CPMM® certification exam.

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

AIPMM Certification Exam

The AIPMM Certified Product Marketing Manager (CPMM®) certification exam assesses the Product
Marketing 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 CPMM® 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].

Cancellation Policy
• No refunds for cancellations made less than 30 days before the first day of any workshop, seminar
or conference; although substitutions to other dates are permitted.
• Cancellations made more than 30 days before the conference will be subject to a cancellation fee
of 50% of the event price.
• Certification exam fees are not refundable, however, reservation for seating can be held for the
next available exam open date.
• There will be no refunds for registrants who do not attend a workshop, seminar or conference.
• Membership fees are fully refundable for any reason if the request is made within 30 days of
enrolment.
• A cancellation notice must be submitted in writing via registered postal mail to AIPMM at 9120
Double Diamond Pkwy, Suite 1996, Reno, Nevada 89521.

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