AIPMM               www.aipmm.com© AIPMM 2012
Tweet About Us!        AIPMM:          @AIPMM        ProdMgmtTalk:   #ProdMgmtTalk© AIPMM 2012
Hector Del Castillo   • Senior consultant with over 10 years of experience transforming     products to profit for technol...
© AIPMM 2012               4
Community                                                                                    Certification Subject Matter ...
• The world’s largest professional organization of product     managers, brand managers, product marketing managers and   ...
Why Our Members Join                          • Network with experts                            and thought leaders       ...
AIPMM Certifications  AIPMM offers globally recognized certifications:  • Certified Product Manager (CPM®)  • Certified Pr...
Certified Product Marketing                   Manager (CPMM®)                    • Understands the product marketing      ...
FEATURED PRESENTATION© AIPMM 2012
Eligibility   In order to apply for an AIPMM Certification   Examination, candidates must have:   • At least one year of e...
Certification Exams Types                                                               • In-person                       ...
Why Get Certified   • Bestows internationally recognized credential   • Enhances opportunities for career advancement   • ...
Why Certify Your Staff   • Increases your company’s value by enhancing     your products’ value proposition   • Enhances y...
Recommended Training & Certification                by Role                                     CPM®, CPMM® & Certified   ...
AIPMM Product Lifecycle Framework               Phase   Gate                        Source: © 1998-2012, AIPMM, All Rights...
What is ProdBOK®?   1. A widely accepted set of strategies,      methodologies, concepts, terms and      activities that m...
CPMM® Certification Exam  • Comprised of 120 multiple-choice and a few essay questions that measure    product management ...
Preparation Options   • Individual Preparation   • Self-Study Course   • Prep Course                                     S...
Course Types                  •   Public Courses                  •   Private Training                  •   Online Trainin...
Recommended Reading   AIPMM website provides a list of suggested   study references and readings to support your   prepara...
PREP COURSE PREVIEW© AIPMM 2012
CPMM® Course Description   3-Day Certified Product Marketing Manager (CPMM®)   Prep Course   Covers advanced strategies an...
CPMM® Prep Course Outline           Day One               Day Two                 Day Three    • Overview             • Ma...
On-Demand Reference Material   • Provides web-based reference materials     regarding AIPMM ProdBOK® strategies and     me...
Course Benefits • Gain a thorough understanding of the AIPMM Body of Knowledge   (ProdBOK®) and how to apply it in your wo...
Training Methodology   • Highly interactive practical training led by an expert   • Provides thorough understanding of the...
AIPMM Product Life Cycle Process• Course combines the AIPMM Body of Knowledge and  ProdBOK® Productivity Tools™• Provides ...
ProdBOK® Productivity ToolsTM• Access over 350 templates incorporating advanced  methodologies based on years of practical...
Q&A© AIPMM 2012
Useful Links  •   Website: http://www.aipmm.com  •   LinkedIn: http://www.linkedin.com/company/2614343  •   Articles: http...
Upcoming Product Management Talk   Global Product Management Talk Discussion with Jose Briones, Ph.D.   Innovation: The Re...
Upcoming Webcast   Project & Product Management Views of High Performance Product Teams   Date: Thursday, July 26, 2012   ...
Upcoming Webcast   Why Exceptional Product Managers Have Many Mentors and How to Create   Your own Mentor Network       Da...
Upcoming Courses                                                                        Dates and   Upcoming Courses      ...
For More Information About   • AIPMM membership benefits   • Certification courses in your area   • How to prepare to take...
Hector Del Castillo, PMP, CPM, CPMM               Transforming products to profit for technology-based organizations.TM   ...
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Webcast: How To Prepare For The AIPMM Certified Product Marketing Manager (CPMM) Certification Exam

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About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.

AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php

Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr

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  • The world’s largest professional organization of product managers, brand managers, product marketing managers and others responsible for Goods and Services.The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryCurrently over 8,000 membersPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include (in addition to eligibility for the Certification Programs): discounts to AIPMM conferences, the Career Center, peer Forums, tools, templates and publications.
  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  • The CPMM® credential indicates a thorough understanding of the product marketing functions which are responsible for ensuring the success of the product in the marketplace. The focus of a Marketing Manager begins with a successful launch and continues as the product moves through growth, maturity and eventual decline. The certification exam covers pricing actions, product focused marketing communications activities and how the marketing manager represents the product to sales people, the channel and customers.The CPMM credentials demonstrate skills in the areas of:Both strategic and tactical marketing functions throughout the product life-cycleCreating and executing the marketing plan and budgetManaging the creation of marketing deliverablesCreating marketing campaigns to drive customer acquisition and revenueAssessing the marketplace, customers, competition, and trends through research, analysis & evaluation of relevant dataTranslating insights into compelling business, product or service opportunitiesMeasuring and analyzing product and business performanceRecognizing and recommending opportunities for improvement
  • In-person proctored paper exam: These are administered in conjunction with most authorized training programs. (In certain situations, the AIPMM will waive the requirement for completion of an acceptable course of study for this type of exam only.)Electronic proctored exam: To qualify, please follow the procedure for In-person proctored exams. This exam is offered at an Authorized Exam Testing Center location. A list of these locations is available below. Additionally, you can submit an Examination Proctor Agreement Formto add a one-time proctor.Online exam without proctor: Offered with Authorized Training Toolkits such as Agile Certified Product Manager Toolkit and the Certified Product Manager Toolkit. To qualify, please follow the procedure for online exams with qualifying purchase of toolkit. Online exams are subject to additional identity verification guidelines and in some instances a proctor may be required.
  • Certification validates your knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification evaluates your expertise regarding the product management and marketing body of knowledge.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
  • AIPMM offers three internationally recognized certifications: Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree and passing a certification examination. Certification announces that you have recognized knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
  • The Guide to the AIPMM Body of Knowledge will be published at the end of 2012
  • 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.It also measures a Marketing Manager’s ability to assess licensing opportunities, product enhancements, make recommendations for mergers and acquisitions, or withdrawing products from the portfolio.
  • Three day course that covers advanced strategies and methodologies to plan, manage 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.
  • Transcript of "Webcast: How To Prepare For The AIPMM Certified Product Marketing Manager (CPMM) Certification Exam"

    1. 1. AIPMM www.aipmm.com© AIPMM 2012
    2. 2. Tweet About Us! AIPMM: @AIPMM ProdMgmtTalk: #ProdMgmtTalk© AIPMM 2012
    3. 3. Hector Del Castillo • Senior consultant with over 10 years of experience transforming products to profit 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 27+ 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© AIPMM 2012 3
    4. 4. © AIPMM 2012 4
    5. 5. Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    6. 6. • The world’s largest professional organization of product managers, brand managers, product marketing managers and other professionals responsible for goods and services • The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industry • Currently over 8,000 members • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. • Membership benefits include (in addition to eligibility for the Certification Programs): discounts to AIPMM conferences, the Career Center, peer Forums, tools, templates and publications.© AIPMM 2012
    7. 7. Why Our Members Join • Network with experts and thought leaders • Learn best practices, proven strategies and methodologies • Expand their knowledge and soft skills. • Sharpen their leadership and influential skills • Validate their expertise with internationally recognized certifications. • Obtain tools to enhance their productivity© AIPMM 2012
    8. 8. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)© AIPMM 2012 8
    9. 9. 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.© AIPMM 2012
    10. 10. FEATURED PRESENTATION© AIPMM 2012
    11. 11. Eligibility 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© AIPMM 2012 11
    12. 12. Certification Exams Types • In-person proctored paper exam • Online proctored exam • Online exam without proctorOnline exams are subject to additional identity verificationguidelines and in some instances a proctor may be required.© AIPMM 2012 12
    13. 13. Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves your earning potential • Validates your expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession Source: All About Product Management Certification Webcast, Jun 2010© AIPMM 2012
    14. 14. Why Certify Your Staff • Increases your company’s value by enhancing your products’ value proposition • Enhances your staff’s effectiveness to align work within your company • Validates your staff’s competence regarding best practices and methodologies • Connects your staff with experts and thought leaders across industries • Grants mark of distinction that sets your staff apart© AIPMM 2012 14
    15. 15. Recommended Training & Certification by Role CPM®, CPMM® & Certified Director Innovation Leader (CIL®) Senior Product Mktg CPMM® & Certified Product Manager Manager (CPM®) Product Mktg Manager Certified Product Mktg Manager (CPMM®) AIPMM ProdBOK® Associate Product Mktg Manager Training© AIPMM 2012
    16. 16. AIPMM Product Lifecycle Framework Phase Gate Source: © 1998-2012, AIPMM, All Rights Reserved.© AIPMM 2012 16
    17. 17. What is ProdBOK®? 1. A widely accepted set of strategies, methodologies, concepts, terms and activities that make up the product management and marketing domains, as defined by AIPMM 2. Applies to any product or portfolio across industries throughout each phase of the product life cycle© AIPMM 2012
    18. 18. CPMM® Certification Exam • Comprised of 120 multiple-choice and a few essay questions that measure product management skills and knowledge 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%] • The online CPMM® certification exam is two hours long. • A score of 85% or higher is required to pass. For more information about the certification exam, go to CPMM® Certification Exam or contact certification [at] aipmm.com.© AIPMM 2012
    19. 19. Preparation Options • Individual Preparation • Self-Study Course • Prep Course Source: Study Aids© AIPMM 2012
    20. 20. Course Types • Public Courses • Private Training • Online Training • Customized Training© AIPMM 2012 20
    21. 21. Recommended Reading AIPMM website provides a list of suggested study references and readings to support your preparation.© AIPMM 2012
    22. 22. PREP COURSE PREVIEW© AIPMM 2012
    23. 23. CPMM® Course Description 3-Day Certified Product Marketing Manager (CPMM®) Prep Course 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: • Instant access to on-demand web-based reference material until successful completion of the exam • Instructor-led training • Course handbook • Practice exam questions • AIPMM premium membership ($175 value per person) • One year access to productivity templates and tools from Demand Metric ($497 value per person) • Single-user license to product management lifecycle templates and guides from the 280 Group ($99 value per person) • CPMM® certification exam fee ($395 value per person)© AIPMM 2012 23
    24. 24. CPMM® Prep Course Outline Day One Day Two Day Three • Overview • Market Research • Marketing Process • Exam Guidelines • Product Management • Pricing • Product Lifecycle Toolbox • Exam Review Management Process • Understanding Goods • Practice Questions • New Product & Services • CPMM® Certification Development • Marketing Mix Exam • Commercialization • Branding • Strategic Planning • Practice Questions • Practice Questions© AIPMM 2012
    25. 25. On-Demand Reference Material • Provides web-based reference materials regarding AIPMM ProdBOK® strategies and methodologies • Consists of ten narrated reference modules, three interactive quizzes and one practice exam© AIPMM 2012
    26. 26. Course Benefits • Gain a thorough understanding of the AIPMM Body of Knowledge (ProdBOK®) and how to apply it in your workplace • Achieve credibility with your team and stakeholders by having a complete understanding of the product marketing process and the entire product life cycle • Obtain the knowledge, skills, and tools to boost your productivity and effectiveness • Thoroughly prepare to take the exam to earn the prestigious CPM® and/or CPMM® credentials • Increase your career opportunities and ability to advance your career© AIPMM 2012 26
    27. 27. Training Methodology • Highly interactive practical training led by an expert • Provides thorough understanding of the AIPMM Body of Knowledge (ProdBOK®) • Includes the AIPMM ProdBOK® Productivity Tools™ • Easily adopted and customized for any organization – Supports Waterfall and Agile development methodologies© AIPMM 2012 27
    28. 28. AIPMM Product Life Cycle Process• Course combines the AIPMM Body of Knowledge and ProdBOK® Productivity Tools™• Provides a comprehensive learning experience of the AIPMM ProdBOK® process to ensure attendees can immediately apply it once they return to the workplace• Each phase of the product lifecycle is explained thoroughly so participants can identify the core product team and assign roles and responsibilities to increase effectiveness© AIPMM 2012 28
    29. 29. ProdBOK® Productivity ToolsTM• Access over 350 templates incorporating advanced methodologies based on years of practical hands-on experience and research• Every critical aspect is thought through strategically and tactically• Describe plans and decisions with as much or as little detail as the situation requires• Provides a guide for each template so users are very productive• Organization gains ongoing learning and continuous improvement to ensure they become closer to excellence• Brief training presentation explaining the AIPMM ProdBOK®• Single user license only – not to be distributed, shared on a server, etc.© AIPMM 2012 29
    30. 30. Q&A© AIPMM 2012
    31. 31. Useful Links • Website: http://www.aipmm.com • LinkedIn: http://www.linkedin.com/company/2614343 • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure: http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2012
    32. 32. Upcoming Product Management Talk Global Product Management Talk Discussion with Jose Briones, Ph.D. Innovation: The Result of the Intersection of Invention and Value [Register] Date: Monday, July 23, 2012 Follow: http://www.blogtalkradio.com/prodmgmttalk Tweet: Follow @ProdMgmtTalk Use #ProdMgmtTalk One of the biggest problems that a product manager encounters when starting an innovation program is to reach consensus on the definition of innovation. This is more than a semantics issue. Without agreement on exactly what the goal is the team is unlikely to achieve it. The traditional definition of innovation has been simply “a new method, idea or product”. We believe that this definition of innovation is obsolete, and that being new is not enough for something to be called innovative. We propose a definition of innovation as the intersection of invention and value.© AIPMM 2012
    33. 33. Upcoming Webcast Project & Product Management Views of High Performance Product Teams Date: Thursday, July 26, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT [Register Here] In the recent Study of Product Team Performance, 2012, respondents cited a "collaborative partnership between project and product management" as a key factor in creating value in the product development process. However, the relationship between these functions remains poorly defined in most companies and in industry literature. The study found that there are five key factors that are common across high performance product teams. When these factors are effectively in place, product teams stand a 67% probability of achieving high performance. In their absence a miserable 2%! S Speakers: Greg Geracie, President of Actuation Consulting and Author of the global best seller, Take Charge Product Management Steve Starke is a recognized expert in the field of project management and is the author of S.T.O.P The Project Management Survival Plan.© AIPMM 2012
    34. 34. Upcoming Webcast Why Exceptional Product Managers Have Many Mentors and How to Create Your own Mentor Network Date: Friday, Aug 10, 2012 Time: 12:00 PM – 1:00 PM EDT [Register Here] AIPMM helps you build your own product professional mentor network with access to member-only mentor matching, mentor/mentee facilitation, leadership trainings and opportunities for continuing education, as well as the potential to join the distinguished AIPMM Product Management Ambassadors Council. Who Should Attend This discussion is open to current premium Level AIPMM members in good standing who are seeking to forward their product professional career, distinguish themselves as leaders and contribute to the success of other product professionals and product team members.© AIPMM 2012
    35. 35. Upcoming Courses Dates and Upcoming Courses Location Certified Product Marketing Manager (CPMM®) Aug 21-23, 2012 from launch to retire COMAT Course Information: [Information] Singapore Optimal Product Management & CPM® Certification Exam Sep 17-20, 2012 from the 280 Group Teqcorner Course Information: [Information] McLean, VA Creating Value Through Collaboration Sep 26-27, 2012 High Performance Project Management (16 PDUs) Rockville, MD Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
    36. 36. For More Information About • AIPMM membership benefits • Certification courses in your area • How to prepare to take a certification exam© AIPMM 2012
    37. 37. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo [at] aipmm.com© AIPMM 2012

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