Why Certify Your Team in Singapore

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If your goal is to empower your product management and marketing teams to increase their productivity and effectiveness, an AIPMM certification training prep course is the best option to expand their …

If your goal is to empower your product management and marketing teams to increase their productivity and effectiveness, an AIPMM certification training prep course is the best option to expand their knowledge and expertise.

Product managers tend to arrive in their role from many paths of entry, and a certification demonstrates your team’s ability to understand the core competencies of the role and that they can effectively manage a product at any point within its life cycle. AIPMM's certifications are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

An AIPMM certification grants a globally recognized mark of distinction that empowers your product team to make smarter decisions and get better results, raises your team's level of effectiveness and competence, and strengthens your company's product portfolio.

Upcoming Events
Attend the AIPMM Singapore Meetup hosted by Microsoft Operations Pte Ltd. Visit: http://bit.ly/19dn0yb.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact Hector Del Castillo at hmdelcastillo[at]aipmm.com or at http://linkd.in/hdelcastillo.

About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Upcoming Webinars: http://aipmm.com/aipmm_webinars/
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
Articles: http://www.aipmm.com/html/newsletter/article.ph

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  • 1. © AIPMM 2013 AIPMM Webinar Series www.aipmm.com
  • 2. © AIPMM 2013
  • 3. © AIPMM 2013 Association of International Product Marketing and Management • With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals • The only organization that addresses the entire product life cycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia • Membership benefits include eligibility for the certification programs, discounts to AIPMM events, and access to the career center, peer forums, tools, templates and publications The Hub Of All Things Product Management
  • 4. © AIPMM 2013 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®)
  • 5. © AIPMM 2013 Hector Del Castillo: @hmdelcastillo AIPMM: @AIPMM Tweet!
  • 6. © AIPMM 2013 Participate and Win! • One lucky winner will win one Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
  • 7. © AIPMM 2013 Today’s Speaker Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  • 8. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo Hector Del Castillo linkd.in/hdelcastillo
  • 9. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo What We Will Discuss • Why Certify Your Team • What Is The Certification Process • What Others Are Saying • Training Prep Course Previews • Q&A 9
  • 10. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team
  • 11. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 1. Enables smarter decisions, better results.
  • 12. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 2. Enhances your team’s productivity and effectiveness
  • 13. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 3. Increases your company’s competitive advantage.
  • 14. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 4. Advances your company’s business position.
  • 15. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 5. Improves staff retention.
  • 16. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 6. Enhances your team’s credibility and reputation .
  • 17. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 7. Grants your team a globally recognized mark of distinction. .
  • 18. © 2013 H. Del Castillo Linkd.in/hdelcastillo Certification Process
  • 19. © 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 19
  • 20. © 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.
  • 21. © 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.
  • 22. © 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.
  • 23. © 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.
  • 24. © 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
  • 25. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 26. © 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
  • 27. © 2013 H. Del Castillo Linkd.in/hdelcastillo Seven Phase Product Life Cycle Source: © 1998-2013, AIPMM, All Rights Reserved. GatePhase
  • 28. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 29. © 2013 H. Del Castillo Linkd.in/hdelcastillo A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.
  • 30. © 2013 H. Del Castillo Linkd.in/hdelcastillo What Others Are Saying About AIPMM Certifications
  • 31. © 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
  • 32. © 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
  • 33. © 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
  • 34. © 2013 H. Del Castillo Linkd.in/hdelcastillo COURSE PREVIEW
  • 35. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Provide A Private Course 1. Fully prepares your team for certification.
  • 36. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Provide A Private Course 2. Expands your team’s skills and knowledge.
  • 37. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Provide A Private Course 3. Master the product life cycle and planning process.
  • 38. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Provide A Private Course 4. Increases your team’s credibility and reputation.
  • 39. © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Provide A Private Course 5. Obtain product life cycle management productivity tools.
  • 40. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Course Description 3-Day Online Certified Product Manager (CPM®) Prep Course 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: • Instant access to on-demand web-based reference material until successful completion of the exam • Instructor-led training • Course handbook • Practice exam questions • AIPMM standard membership ($150 value per person) • Single-user license to product management lifecycle templates and guides from the 280 Group ($99 value per person) • CPM® certification exam fee ($395 value per person)
  • 41. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Prep Course Outline Day One • Overview • Exam Guidelines • Product Management • Marketing Mix • Seven Phase Product Management Framework • New Product Development • Commercialization • Practice Questions Day Two • Understanding Goods & Services • Product Decisions • Product Positioning • Market Research • Practice Questions Day Three • Strategy • Value Creation • Exam Review • Practice Questions • CPM® Certification Exam
  • 42. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Course Description 3-Day Online 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 • 24 hours of 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)
  • 43. © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Prep Course Outline Day One • Overview • Exam Guidelines • Product Marketing • Marketing Mix • Seven Phase Product Management Framework • New Product Development • Commercialization • Practice Questions Day Two • Understanding Goods & Services • Understanding Brands • Strategy • Market Research • Buyer Behavior • Practice Questions Day Three • Marketing Process • Marketing Communications • Distribution Channels • Exam Review • Practice Questions • CPMM® Certification Exam
  • 44. © 2013 H. Del Castillo Linkd.in/hdelcastillo 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
  • 45. © 2013 H. Del Castillo Linkd.in/hdelcastillo Partial List of Templates 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 LifeCycle Toolkit™
  • 46. © 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
  • 47. © 2013 H. Del Castillo Linkd.in/hdelcastillo Key Takeaways • AIPMM credentials are world renowned1 • Validates your expertise to guide decisions2 • Demonstrates your team’s competence3 • Builds management’s confidence level4 • Empowers high performing product teams5
  • 48. © AIPMM 2013 www.aipmm.com Upcoming Meetup AIPMM Singapore Meetup October 23, 2013 6:30 p.m. SGT Hosted by Microsoft Operations Pte Ltd Visit: http://bit.ly/19dn0yb
  • 49. © AIPMM 2013 www.aipmm.com Q & A Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  • 50. © AIPMM 2013 www.aipmm.com Upcoming Courses Certified Product Manager® October 21-23, 2013 Certified Product Marketing Manager® October 28-30, 2013 COMAT Training Services 10 Anson Road, #06-19/20 International Plaza Singapore 079903 trainme_comat@comat.com.sg
  • 51. © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Time CIL® Certification Prep Course & Exam Athens, Greece Oct 10-11, 2013 9 am – 6 pm CPM® Certification Prep Course & Exam Athens, Greece Singapore Oct 8-9, 2013 Oct 21-23, 2013 9 am – 6 pm 8 am – 5 pm CPMM® Certification Prep Course & Exam Athens, Greece Singapore Oct 14-15, 2013 Oct 28-30, 2013 9 am – 6 pm 8 am – 5 pm Follow the links provided to get more information regarding these courses.
  • 52. © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA Dec 9, 2013 M 8:30 am – 5 pm CPM® Certification Prep Course & Exam McLean, VA Dec 10-11, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA Dec 12-13, 2013 Th, F 8:30 am – 5 pm Contact Hector Del Castillo at hmdelcastillo@aipmm.com to register for these courses. Additional certification prep courses are available in Austin, San Jose, and London.
  • 53. © AIPMM 2013 www.aipmm.com Please Join Us Again! AIPMM Webinar Series: How to Create Effective Sales & Marketing Tools That Actually Get Used By Sales and Prospects!, Friday, Oct 4th, 12 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: 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/
  • 54. © AIPMM 2013 www.aipmm.com Hector Del Castillo, PMP, CPM, CPMM Transforming products to wealth for technology companies.TM Product Innovation Consultant linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com