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© 2013 H. Del Castillo, All Rights Reserved. Linkd.in/hdelcastillo
Hector Del Castillo
linkd.in/hdelcastillo
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Product management, marketing
management and brand
management are critical business
functions that guide executives
and entrepreneurs to make
smarter decisions and get better
results.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
According to a recent CBS News
report, product management is
the 4th most valuable corporate
position with only with only CEO’s,
Executives and General Managers
ranked as more important.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
 Founded in 1998, AIPMM has certified product team
professionals in nearly 70 countries
 World’s largest professional association for product
managers, marketing managers, and brand managers
 Provides globally recognized certifications:
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
• Certified Brand Manager
The Hub Of All Things Product Management
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
1. Enhances your credibility and
reputation.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
2. Validates your expertise and
abilities.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
3. Grants a globally recognized
mark of distinction.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
4. Enhances opportunities for
career advancement.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
5. Connects you with experts and
thought leaders.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
6. Strengthens your influential and
collaborative skills.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
7. Demonstrates commitment to
your profession.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
1. Enables smarter decisions,
better results.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
2. Enhances team effectiveness
by aligning key activities.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
3. Strengthens your company’s
product portfolio.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Sets A Global Standard
• Introduces the steps
of a product life
cycle
• Describes widely
accepted techniques
and methodologies
• Identifies key terms,
deliverables and
essential tools
Description: Amazon.com Keyword: ProdBOK
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Seven Phase Product Life Cycle
Source: © 1998-2013, AIPMM, All Rights Reserved.
Gate
Phase
© 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
What Others Are Saying About
AIPMM Certifications
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"Thanks again for a wonderful workshop. I am really
pleased with the CPM/CPMM certifications. It’s
fantastic to have an official third party validation of
my skill set in product management and product
marketing that I can show prospective employers.
The certifications have differentiated me from other
candidates and have helped me get additional
interviews. Furthermore, I believe they were
instrumental in helping me get an outstanding job
offer last week!" - Michael Jouaneh, MBA, CPM, CPMM
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
“There is definitely a sense of pride in knowing
that I proved to myself and others I know the
best practices for Product Management. In
addition, recruiters have said it makes my
resume stand out from the rest.” - Holly Hansen,
CPM, CPMM
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"The exam itself was a challenging (and
humbling) experience. It measures thorough
understanding of the essential product
management principles. I will certainly
recommend it to others, and look for certified
candidates when I hire product managers.
Congratulations to AIPMM on setting a long-
needed bar to measure competence in this
field!" - Linda Merrick, CPM
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Certification Process
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Eligibility Criteria
In order to apply for an AIPMM Certification
Examination, candidates must have:
• At least one year of experience in the field of
product management (or its equivalency)
• Completed an acceptable course of study
• Must be an AIPMM member
27
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Certified Product Manager (CPM®)
• Understands the process and
deliverables for championing great
products
• Able to manage products throughout
the product life cycle, from inception
through to launch.
• Effectively orchestrates internal
activities to ensure the best possible
product outcome.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions in
the following key areas:
— Tools & Measurements [5%]
— Strategy [10%]
— New Product Development methodology [10%]
— Teams, People & Organizational Issues [15%]
— Marketing Research, Business Plans & Documentation Processes
[25%]
— PLM with an emphasis on effective, real-world decision-making [35%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPM® Certification Exam.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Certified Product Marketing
Manager (CPMM®)
• Understands the product marketing
process and activities which are
responsible for ensuring the success of
the product in the marketplace.
• Understands pricing actions, product-
focused marketing activities and how a
product marketing professional
represents the product to sales people,
channel partners and customers.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions
in the following key areas:
– Launch Process and Methods [35%]
– Marketing Strategy [10%]
– Market Research [10%]
– Teams, People & Organizational Issues [15%]
– Budgeting Process [5%]
– Writing Business Plans [5%]
– Distribution Channels [10%]
– Pricing Strategy [10%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPMM® Certification Exam.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Agile Certified Product Manager
(ACPM®)
• Indicates a thorough understanding of
basic and advanced strategic and
tactical concepts in agile product
management.
• Ensures that those who pass the exam
fully understand agile product
management and are able to apply the
concepts immediately to be more
effective in their jobs.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
ACPM® Certification Exam
• Closed-book exam
• Comprised of 60 multiple-choice questions in the following key
areas:
– Agile development (Scrum, XP, Lean)
– Release management and planning
– Documentation
– Organizing around Agile launches
– Roadmapping
– Distributed/larger teams
– Integrating agile within a traditional product process
• Passing score is 85%
• Total time allowed for exam: 45 min.
For more information about the certification exam, go to
ACPM® Certification Exam.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Recommended Certification by
Role
Product
Director
Senior Product Manager
Product Manager
Associate Product Manager
CPM®, CPMM® & Certified
Innovation Leader (CIL®)
CPM® & Certified Product
Marketing Manager (CPMM®)
Certified Product Manager
(CPM®)
AIPMM ProdBOK®
Training
© 2013 H. Del Castillo Linkd.in/hdelcastillo
COURSE PREVIEW
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
1. Fully prepares you for certification.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
2. Expands your skills and
knowledge.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
2. Master the product life cycle
and planning process.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Prep Course
3. Understand the process to
align business, marketing and
product strategies.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Training Prep Course
5. Obtain product life cycle
management productivity tools.
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Course Description
Covers advanced strategies and methodologies to plan and manage
any product throughout each stage of its life cycle. This includes a
review and practice questions to fully prepare participants to take the
CPM® certification exam.
Course includes:
• Instructor-led review
• Course handbook
• Single-user license for product management life cycle templates
and references from the 280 Group ($99 value per person)
• CPM® certification exam fee ($395 value per person)
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Prep Course Outline
Day One
• Introduction
• What is Product
Management
• Product Lifecycle
• Understanding Goods &
Services
• Product Decisions
• Strategic Planning
Day Two
• Useful Tools
• Marketing Mix
• Product Positioning
• Value Creation
• Exam Review & Guidelines
• CPM® Certification Exam
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Course Description
Covers advanced strategies and methodologies to plan and market any
product throughout each stage of its life cycle. This includes a review
and practice questions to fully prepare participants to take the CPMM®
certification exam.
Course includes:
• Instructor-led review
• Course handbook
• Single-user license for product management life cycle templates
and references from the 280 Group ($99 value per person)
• CPMM® certification exam fee ($395 value per person)
© 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Prep Course Outline
Day One
• Introduction
• Product Marketing
• Marketing Mix
• Seven Phase Product
Management Framework
• Understanding Goods and
Services
• Understanding Brands
• Strategy
• Market Research
Day Two
• Buyer Behavior
• Marketing Process
• Marketing Communications
• Integrated Marketing
Communications
• Distribution Channels
• Exam Review & Guidelines
• CPMM® Certification Exam
© 2013 H. Del Castillo Linkd.in/hdelcastillo
APME Course Description
Covers the necessary practices for working in an Agile
environment. The course covers multiple Agile development
methods (Scrum, XP and Lean) and is focused on practical
application to make participants more effective the moment
they return to their desks. This fully prepares participants to take
the ACPM® certification exam.
Course includes:
• Instructor-led training
• Course handbook
• Single-user license to product management life cycle templates
and references from the 280 Group ($99 value per person)
• ACPM® certification exam fee ($395 value per person)
© 2013 H. Del Castillo Linkd.in/hdelcastillo
APME Prep Course Outline
Day One
1. Why Agile is good for Product Management (Part 1)
2. A look at Scrum (Part 2)
3. Agile Release Management (Part 3)
4. Agile Release Planning (Part 4)
5. Agile Documentation (Part 5)
6. Organizing around Agile (Part 6)
7. Starting Out with Agile (Part 7)
8. XP and Lean (Part 8)
9. Wrap-up (Part 9)
10. Agile Release Planning Workshop (Part 10)
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Product Management Life Cycle Toolkit™
Document Purpose Description
Market Needs Describe market trends and
customer needs
Describes the business or consumer challenges to be solved,
through an analysis of market needs, user personal and usage
scenarios
Product Description Describe the product and its
bundle of benefits
Describes the whole solution based on its benefits, value
proposition, expected usage, features and requirements. Includes
initial estimate of cost and revenue.
Market Strategy Determine how to take the
product to market
Captures long term goals, positioning and messages to be conveyed
to target customers and segments
Business Case Evaluate opportunity Captures the reasoning for initiating a product idea and determines
whether the effort should proceed based on profitability or strategic
fit
Roadmap Determine long term goals and
objectives
Describes long term vision and objectives for a product or product
portfolio
Beta Plan Ensure product is ready Describes the plan to verify that the product is ready for market
launch by obtaining feedback from prospective target customers
Launch Plan Create initial awareness and leads Describes the plan for raising awareness of a product and achieving
agreed upon goals
Marketing Plan Create demand and meet revenue
goals
Includes tactics, budget, timeline, and activities that will support the
creation of leads and reaching new customers
End of Life Plan Minimize customer and
profitability disruptions
Describes the best approach to discontinue a product with a smooth
transition to avoid negative consequences
Source: 280 Group Product Management Life Cycle Toolkit™
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Who Should Attend
• Self-taught product managers seeking to
validate their expertise and expand skills
• People with limited experience spearheading
product teams
• Senior managers having trouble getting the
results they want from their product team
• Anyone seeking formal product marketing and
management training and skills
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Key Takeaways
• AIPMM credentials are world renowned
1
• Validates your expertise to guide decisions
2
• Demonstrates your team’s competence
3
• Builds management’s confidence level
4
• Empowers high performing product teams
5
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology-based companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ Products for global deployment
– HW/SW, Telecom, Enterprise Mobility, Information Security
Services, Professional Development
• Certified PMP®, CPM® and CPMM®
• University of California at Santa Barbara, MS EE
• University of Texas at El Paso, MS EE, BS EE
50
© 2013 H. Del Castillo Linkd.in/hdelcastillo
Upcoming Courses
Certified Product Manager®
March 3-4, 2014
Certified Product Marketing Manager®
March 5-6, 2014
Agile Product Management Excellence®
March 7, 2014
Click on the dates above for more information, or visit:
Transform Your Career.

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Transform Your Career With An AIPMM Certification

  • 1. © 2013 H. Del Castillo, All Rights Reserved. Linkd.in/hdelcastillo Hector Del Castillo linkd.in/hdelcastillo
  • 2. © 2013 H. Del Castillo Linkd.in/hdelcastillo Product management, marketing management and brand management are critical business functions that guide executives and entrepreneurs to make smarter decisions and get better results.
  • 3. © 2013 H. Del Castillo Linkd.in/hdelcastillo According to a recent CBS News report, product management is the 4th most valuable corporate position with only with only CEO’s, Executives and General Managers ranked as more important.
  • 4. © 2013 H. Del Castillo Linkd.in/hdelcastillo  Founded in 1998, AIPMM has certified product team professionals in nearly 70 countries  World’s largest professional association for product managers, marketing managers, and brand managers  Provides globally recognized certifications: • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager • Certified Innovation Leader • Certified Brand Manager The Hub Of All Things Product Management
  • 5. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified
  • 6. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 1. Enhances your credibility and reputation.
  • 7. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 2. Validates your expertise and abilities.
  • 8. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 3. Grants a globally recognized mark of distinction.
  • 9. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 4. Enhances opportunities for career advancement.
  • 10. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 5. Connects you with experts and thought leaders.
  • 11. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 6. Strengthens your influential and collaborative skills.
  • 12. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 7. Demonstrates commitment to your profession.
  • 13. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team
  • 14. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 1. Enables smarter decisions, better results.
  • 15. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 2. Enhances team effectiveness by aligning key activities.
  • 16. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 3. Strengthens your company’s product portfolio.
  • 17. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 18. © 2013 H. Del Castillo Linkd.in/hdelcastillo Sets A Global Standard • Introduces the steps of a product life cycle • Describes widely accepted techniques and methodologies • Identifies key terms, deliverables and essential tools Description: Amazon.com Keyword: ProdBOK
  • 19. © 2013 H. Del Castillo Linkd.in/hdelcastillo Seven Phase Product Life Cycle Source: © 1998-2013, AIPMM, All Rights Reserved. Gate Phase
  • 20. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 21. © 2013 H. Del Castillo Linkd.in/hdelcastillo A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 22. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Others Are Saying About AIPMM Certifications
  • 23. © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials "Thanks again for a wonderful workshop. I am really pleased with the CPM/CPMM certifications. It’s fantastic to have an official third party validation of my skill set in product management and product marketing that I can show prospective employers. The certifications have differentiated me from other candidates and have helped me get additional interviews. Furthermore, I believe they were instrumental in helping me get an outstanding job offer last week!" - Michael Jouaneh, MBA, CPM, CPMM
  • 24. © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials “There is definitely a sense of pride in knowing that I proved to myself and others I know the best practices for Product Management. In addition, recruiters have said it makes my resume stand out from the rest.” - Holly Hansen, CPM, CPMM
  • 25. © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials "The exam itself was a challenging (and humbling) experience. It measures thorough understanding of the essential product management principles. I will certainly recommend it to others, and look for certified candidates when I hire product managers. Congratulations to AIPMM on setting a long- needed bar to measure competence in this field!" - Linda Merrick, CPM
  • 26. © 2013 H. Del Castillo Linkd.in/hdelcastillo Certification Process
  • 27. © 2013 H. Del Castillo Linkd.in/hdelcastillo Eligibility Criteria In order to apply for an AIPMM Certification Examination, candidates must have: • At least one year of experience in the field of product management (or its equivalency) • Completed an acceptable course of study • Must be an AIPMM member 27
  • 28. © 2013 H. Del Castillo Linkd.in/hdelcastillo Certified Product Manager (CPM®) • Understands the process and deliverables for championing great products • Able to manage products throughout the product life cycle, from inception through to launch. • Effectively orchestrates internal activities to ensure the best possible product outcome.
  • 29. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Certification Exam • Closed-book exam • Comprised of 120 multiple-choice and a few essay questions in the following key areas: — Tools & Measurements [5%] — Strategy [10%] — New Product Development methodology [10%] — Teams, People & Organizational Issues [15%] — Marketing Research, Business Plans & Documentation Processes [25%] — PLM with an emphasis on effective, real-world decision-making [35%] • Passing score is 74% • Total time allowed for exam: 2 hours For more information about the certification exam, go to CPM® Certification Exam.
  • 30. © 2013 H. Del Castillo Linkd.in/hdelcastillo Certified Product Marketing Manager (CPMM®) • Understands the product marketing process and activities which are responsible for ensuring the success of the product in the marketplace. • Understands pricing actions, product- focused marketing activities and how a product marketing professional represents the product to sales people, channel partners and customers.
  • 31. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Certification Exam • Closed-book exam • Comprised of 120 multiple-choice and a few essay questions in the following key areas: – Launch Process and Methods [35%] – Marketing Strategy [10%] – Market Research [10%] – Teams, People & Organizational Issues [15%] – Budgeting Process [5%] – Writing Business Plans [5%] – Distribution Channels [10%] – Pricing Strategy [10%] • Passing score is 74% • Total time allowed for exam: 2 hours For more information about the certification exam, go to CPMM® Certification Exam.
  • 32. © 2013 H. Del Castillo Linkd.in/hdelcastillo Agile Certified Product Manager (ACPM®) • Indicates a thorough understanding of basic and advanced strategic and tactical concepts in agile product management. • Ensures that those who pass the exam fully understand agile product management and are able to apply the concepts immediately to be more effective in their jobs.
  • 33. © 2013 H. Del Castillo Linkd.in/hdelcastillo ACPM® Certification Exam • Closed-book exam • Comprised of 60 multiple-choice questions in the following key areas: – Agile development (Scrum, XP, Lean) – Release management and planning – Documentation – Organizing around Agile launches – Roadmapping – Distributed/larger teams – Integrating agile within a traditional product process • Passing score is 85% • Total time allowed for exam: 45 min. For more information about the certification exam, go to ACPM® Certification Exam.
  • 34. © 2013 H. Del Castillo Linkd.in/hdelcastillo Recommended Certification by Role Product Director Senior Product Manager Product Manager Associate Product Manager CPM®, CPMM® & Certified Innovation Leader (CIL®) CPM® & Certified Product Marketing Manager (CPMM®) Certified Product Manager (CPM®) AIPMM ProdBOK® Training
  • 35. © 2013 H. Del Castillo Linkd.in/hdelcastillo COURSE PREVIEW
  • 36. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 1. Fully prepares you for certification.
  • 37. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 2. Expands your skills and knowledge.
  • 38. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 2. Master the product life cycle and planning process.
  • 39. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Prep Course 3. Understand the process to align business, marketing and product strategies.
  • 40. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Training Prep Course 5. Obtain product life cycle management productivity tools.
  • 41. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Course Description Covers advanced strategies and methodologies to plan and manage any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPM® certification exam. Course includes: • Instructor-led review • Course handbook • Single-user license for product management life cycle templates and references from the 280 Group ($99 value per person) • CPM® certification exam fee ($395 value per person)
  • 42. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Prep Course Outline Day One • Introduction • What is Product Management • Product Lifecycle • Understanding Goods & Services • Product Decisions • Strategic Planning Day Two • Useful Tools • Marketing Mix • Product Positioning • Value Creation • Exam Review & Guidelines • CPM® Certification Exam
  • 43. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Course Description Covers advanced strategies and methodologies to plan and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam. Course includes: • Instructor-led review • Course handbook • Single-user license for product management life cycle templates and references from the 280 Group ($99 value per person) • CPMM® certification exam fee ($395 value per person)
  • 44. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Prep Course Outline Day One • Introduction • Product Marketing • Marketing Mix • Seven Phase Product Management Framework • Understanding Goods and Services • Understanding Brands • Strategy • Market Research Day Two • Buyer Behavior • Marketing Process • Marketing Communications • Integrated Marketing Communications • Distribution Channels • Exam Review & Guidelines • CPMM® Certification Exam
  • 45. © 2013 H. Del Castillo Linkd.in/hdelcastillo APME Course Description Covers the necessary practices for working in an Agile environment. The course covers multiple Agile development methods (Scrum, XP and Lean) and is focused on practical application to make participants more effective the moment they return to their desks. This fully prepares participants to take the ACPM® certification exam. Course includes: • Instructor-led training • Course handbook • Single-user license to product management life cycle templates and references from the 280 Group ($99 value per person) • ACPM® certification exam fee ($395 value per person)
  • 46. © 2013 H. Del Castillo Linkd.in/hdelcastillo APME Prep Course Outline Day One 1. Why Agile is good for Product Management (Part 1) 2. A look at Scrum (Part 2) 3. Agile Release Management (Part 3) 4. Agile Release Planning (Part 4) 5. Agile Documentation (Part 5) 6. Organizing around Agile (Part 6) 7. Starting Out with Agile (Part 7) 8. XP and Lean (Part 8) 9. Wrap-up (Part 9) 10. Agile Release Planning Workshop (Part 10)
  • 47. © 2013 H. Del Castillo Linkd.in/hdelcastillo Product Management Life Cycle Toolkit™ Document Purpose Description Market Needs Describe market trends and customer needs Describes the business or consumer challenges to be solved, through an analysis of market needs, user personal and usage scenarios Product Description Describe the product and its bundle of benefits Describes the whole solution based on its benefits, value proposition, expected usage, features and requirements. Includes initial estimate of cost and revenue. Market Strategy Determine how to take the product to market Captures long term goals, positioning and messages to be conveyed to target customers and segments Business Case Evaluate opportunity Captures the reasoning for initiating a product idea and determines whether the effort should proceed based on profitability or strategic fit Roadmap Determine long term goals and objectives Describes long term vision and objectives for a product or product portfolio Beta Plan Ensure product is ready Describes the plan to verify that the product is ready for market launch by obtaining feedback from prospective target customers Launch Plan Create initial awareness and leads Describes the plan for raising awareness of a product and achieving agreed upon goals Marketing Plan Create demand and meet revenue goals Includes tactics, budget, timeline, and activities that will support the creation of leads and reaching new customers End of Life Plan Minimize customer and profitability disruptions Describes the best approach to discontinue a product with a smooth transition to avoid negative consequences Source: 280 Group Product Management Life Cycle Toolkit™
  • 48. © 2013 H. Del Castillo Linkd.in/hdelcastillo Who Should Attend • Self-taught product managers seeking to validate their expertise and expand skills • People with limited experience spearheading product teams • Senior managers having trouble getting the results they want from their product team • Anyone seeking formal product marketing and management training and skills
  • 49. © 2013 H. Del Castillo Linkd.in/hdelcastillo Key Takeaways • AIPMM credentials are world renowned 1 • Validates your expertise to guide decisions 2 • Demonstrates your team’s competence 3 • Builds management’s confidence level 4 • Empowers high performing product teams 5
  • 50. © 2013 H. Del Castillo Linkd.in/hdelcastillo Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to wealth for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 30+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE 50
  • 51. © 2013 H. Del Castillo Linkd.in/hdelcastillo Upcoming Courses Certified Product Manager® March 3-4, 2014 Certified Product Marketing Manager® March 5-6, 2014 Agile Product Management Excellence® March 7, 2014 Click on the dates above for more information, or visit: Transform Your Career.