Home Product Management in Practice

Product Management in Practice

Learn how to select the winning product and prioritize features; drive the product to exceed market expectations; communicating with market facts and using tools to maximize profit over the product lifecycle
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Course: PRM001

Duration: 3 days  PDU:21

Price:  ¥11,000    

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Practical Product Management concepts

The pressure to deliver the right product at the right price in the right timeframe has never been greater. Companies that thrive are the ones that define, produce and promote their products more efficiently and more effectively; in short, companies with exceptional prodcut management.







Designed specifically for product managers working in technology, Apollo delivers world-class product management training. We offer real-world solutions to critical issues that shape your business. Developed and delivered by experienced product management professionals, Apollo product management training mixes cases studies with practical examples to teach the skills, tools and processes required to be an outstanding product manager.
If you are new to product management or your product management team needs help focusing on strategic activities, Practical Product Management fully explores the role of technology product management with tools and processes designed to bring products to market more efficiently and effectively. Every concept in the seminar is designed to be actionable as soon as you return to the office.
What the Seminar will Help You Achieve:
  • Reduce product development costs through improved Product Definition
    Getting product definition right first time is a huge business benefit. Not only does it improve product take-up, but it dramatically improves the efficiency of your product development team. By defining a structured approach to market analysis and requirements specification, Apollo helps you get it right first time.
  • Build customer confidence through on-time delivery
    Late product delivery causes customer dissatisfaction and can also mean missing market opportunities. Apollo product management training uses tried and tested processes and methodologies to ensure an on-time delivery.
  • Increase product sales through effective product delivery
    A product is much more than a piece of hardware or software. There are many non-technical deliverables that go to make a successful product release. Apollo product management training defines the complete product delivery process and works through the issues facing a product manager to ensure an effective product launch.
Course Format:

Through a combination of breakout sessions, group and individual work, interactive roundtable discussions and role-plays, delegates will understand the total role of people management. This includes using the newly acquired concept to practice important areas on Communication, Leadership and influence, conflict management, motivation and negotiation.

Trainer will use practical examples and case studies to reinforce and expand the scope to cover applicable concepts for people management, in particular in the fast changing IT/Telecom environment.

Pre-Course Questionnaire
In order to tailor this course precisely to your needs, the course leaders would value information on your knowledge, experience and requirements.

Practical Product Management Training

Day 1: Selecting a Winning Product
This section begins with defining the functions and activities of a product manager. You will learn capture the product opportunities, identify the winners, prioritizing the short term results versus the long term goals.

0900-0915 Program Introduction and Setting Objectives

0915-1030 The Role of the Product Manager

Key areas covered:

  • The role of product management
  • Qualities of a successful product manager
  • Technical capabilities
  • Commercial capabilities
  • Communication skills
  • People skills

1030-1045 Break

1045-1215 Market Segmentation and Sizing

Delegates then find out how to create a credible estimate of the market size. Using top-down research driven data, supported by bottom up unit-price data, delegates are taught how to build a detailed view of the available market, and derive a credible revenue estimate from this.


Key areas covered:

  • Identifying market potential
  • Defining your market
  • Market segmentation
  • Estimate your market size
  • Revenue estimate


1215-1330 Lunch

1330-1445 Market Analysis

Key areas covered:

  • Primary market research
  • Secondary market research
  • Tools and techniques for primary and secondary market research
  • Assessing product opportunities

Competitor Analysis
Key areas covered:

  • Gathering competitive information
  • SWOT analysis
  • Understanding competitor objectives
  • Product analysis
  • Applying Porta's market five forces model

1445-1550 Break

1550-1700 Pricing and Business Case Building

Key areas covered:

  • Pricing techniques
  • Building a pricing strategy
  • Business case building
  • Licensing models

Day 2: Working with Development


The Balancing act between your customers and developers
It is important to be able to deliver your new products or new services on time with features meeting your customer's expectation. Getting the wrong prodcut features into the market will not noly affect the sales, but it will also delay the right product in reaching the customers and meeting the company's business objectives. This part of the training shows you how to select the right product features as well as document them for the development team doing it right the first time.

0900-0915 Review of Day 1 Learning

0915-1030 Requirements Specification Process
Key areas covered:

  • The benefits of a requirements process
  • Efficiency gains through requirements
  • Key elements of a requirements process
  • Requirements process description
  • Case studies


1030-1045 Break


1045-1215 User Profiles and Scenarios
Key areas covered:

  • Developing User Profiles and Scenarios
  • Choosing the right features and options
  • Cost and benefit analysis
  • Tools and techniques in making the right choices
  • Case studies

1215-1330 Lunch

1330-1445 Writing Accurate Requirements
Key areas covered:

  • What makes a good requirement?
  • The language of requirements
  • Structure a requirements document
  • Requirement practices


1445-1500 Break

1500-1600 Product Release and Refinement
After selecting the winning product, with the best development team, you still need to have an outstanding product launch platform to introduce to the market place. This includes the right marketing message, the product support system, after sales services and the right pricing… This section will give you all the basics for you to start right and maximize the profit over the lifecycle of the product.

The Product Launch
Key areas covered:

  • Importance of feature prioritization
  • Tools and techniques in designing the product pipeline
  • Maintaining priorities throughout the product lifecycle
  • Case studies


1600-1700 The Final Countdown

Key areas covered:

  • The product launch process
  • Building a product launch checklist
  • Gaining cross-functional support
  • Meeting end user goals

Day 3: Product Release and Action Plan

0900-0915 Review of Day 2 Learning

0915-1030 Product Positioning
Key areas covered:

  • Product positioning theory
  • Building product positioning statements
  • Defining the key messages for your customers
  • Data sheet development
  • Case studies

1030-1045 Break


1045-1230 Crossing the Chasm - Releasing a high tech product
Key areas covered:

  • Key reasons for a high tech product failure
  • The different market behavior for a new high tech product
  • Key success factors in high tech products
  • Sustaining the launch momentum successes
  • Case studies

1230-1330 Lunch

1330-1445 Communication
Key areas covered:

  • Cross-functional communication
  • Communicating with customers
  • Communicating with other stakeholders
  • Dealing with date, feature and pricing question
  • Objection handling

1445-1500 Break


1500-1645 Ongoing Planning
Key areas covered:

  • Product planning – managing between programs and projects
  • The annual product plan
  • Develop the marketing plan and the marketing programs
  • Product planning and the senior management team
  • Incorporating product planning into your day job
  • Product withdrawal
  • How to take advantage of the continuous improvement process

1645 1700 Program wrap up and Evaluation

About the Trainer

About Francis Hung, MBA, P. Eng, PMP, PRINCE2, MSP, ITIL, EIPM


  • Project Management Consulting & Training
  • Setting up project management office (PMO)
  • Strategic program management and purchasing management
  • Telecom/IT systems development
  • Certified trainer for US PMP, UK PRINCE2, P3O, ITIL and European Purchasing Management

Sector & Industry Experience:

Telecom, Information Technology, Finance, manufacturing, Call Center operation

Major Projects:

Shanghai 168 Internet Call Center, SYWG security B-share trading system, Nortel digital cross connect program manager, NASA space shuttle EMI component reliability program, Greatwall CDMA service and billing system

Your International Facilitator:
Francis Hung,
Managing Director – Apollo Consulting Group


"Francis is an experienced and well organized trainer with good understanding of the subject. His unique Project Management tool that is so useful and covers all important aspects of project management." – Oonagh Chan, Head of Broadcast Division, Hong Kong Jockey Club.
"One of the best course I ever recevied, Francis is absolutely a trainer's trainer." Helen Liu, VP & Associate, Adfaith Management Consultant, Beijing, China.

China Experience

Beijing Olympics
►Support and enhance the Program Management Office to deliver projects in 3 areas: TV Broadcasting, International Sponsorship & Ticketing

Shanghai F1 Championship
►Set up a Program Management Office to manage the deployment of F1 properties in TV broadcasting and magazine publishin

Guangdong Nortel
►Set up a Program Management Office in the JV Guangdong Nortel in China for cost reductions projects

BUPT Nortel R&D Center
►Start up the first Nortel R&D Center in China for Wireless network development programs

Shanghai Expo

►Develop the Event Management training program for the Expo project team.



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Earn credits from PMI

Apollo course participants can earn professional development units (PDUs) for attending the PMI courses through our partner Protrain China for all Project Management Program courses.


PM-Customer Comments

"Very good workshop and is relevant for our daily work, Francis is a very competent trainer". - Miriam Koch, Head of Pressure Product Management at Endress+Hauser Shanghai Automation Equipment Co., Ltd

"Francis training is a systematic way to learn everything you need to know about managing a product” Ken Qiu, Marketing Director, Endress+Hauser Shanghai Automation Equipment Co., Ltd