Who is this for?
This program is intended for managers from any business sector who have input on developing and implementing product or service strategy. Past attendees include:
- Director of Marketing and Advertising
- Director of Product Management
- Manager of Energy Products and Services
- Senior Director, Trade Development
- Senior Manager, New Ventures
- Senior Vice President, HR
"The instructors present a fantastic, fast paced series of real-world insights into how product management is conducted across a wide range of industries. I've now picked up several key tools to help me manage product development and marketing in my organization."
Benefits for you
- Understand your organization’s market position and its unique strengths and weaknesses
- Anticipate the future, to spot opportunities for growth before your competitors do
- Evaluate your ideas to determine which ones to drop and which to pursue
- Develop and manage profitable, sustainable products/services across the product life cycle
- Create strategies to differentiate and market various product lines
- Collect customer feedback, and execute effective marketing strategies that leverage market insights
- Strengthen your organization's sustainability and competitive position within the market
“No matter what your industry, this crash course in product management provides best practices that can be immediately applied to both small and large changes in to your organization.”
Program content
- Integrating corporate and product/service strategy
- Adapting to market volatility and the product life cycle, defending against disruptive innovation
- Identifying and evaluating market opportunities
- Defining your value proposition
- Building, differentiating and assessing brands
- Pricing your products and services for optimum profitability
- Approaches to enhance firm innovation and creativity
- Research methods that fuel discovery and innovation
- Evaluating early-stage market potential, developing a business case, allocating resources across new projects and product portfolios, making pass/kill decisions throughout the development cycle
- Leading and managing the new product/service development process
Special features
This highly interactive program serves as a working session. It uses case studies, group discussion and hands-on exercises to help you apply the concepts and tools you are learning to your business immediately.
Program leaders

Dr. Tim Silk

Dr. Lisa Cavanaugh
Upcoming sessions
Please check back in March 2021 for upcoming offerings of this program. You may also subscribe here to receive email updates about Executive Education programs.
Note: participants in this program may qualify for up to $10,000 in funding through the Canada BC Job Grant program. Find out if you qualify.

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Contact a learning advisor for more details.
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Get in touch
604.822.8400 or 1.800.618.3932
exec.ed@sauder.ubc.caVisit our contact page for more information.
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