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HOME EXECUTIVE PROGRAMMES Programmes Listing The Essentials of Product Management (for the Enterprise)
The Essentials of Product Management (for the Enterprise)

Dates 17 & 18 January 2018

Our Enterprise IT needs have traditionally been served through a common process of problem identification, requirement engineering, solution development and deployment followed by operations support. The entire value chain involves multiple parties often using a mix of in-source, outsource and co-source models. Project management as a process and discipline has helped the IT professional in delivering the solutions with to attempt to meet the timeline, budget and scope. Despite the matured project management discipline, businesses are still finding that their needs are insufficiently met with the solutions. The parties responsible for providing these solutions are now looking at a shift of mindset from project to product.

There are several articles that emerged from Gartner that spoke of the challenges and the shift towards product management in the Enterprise:

-          “Moving from Project to Product Requires a Product Manager” – 9 September 2015

-          “How to Establish a Product Management Practice to Drive Digital Business Success” – 17 August 2016

-          “Product Managers are Key to Digital Business Success” – 17 August 2016

-          “Mastering the Role of Products in the Digital Era” – 9 May 2017

Enterprises that have the desire to create products and not just offer solutions or services require help in developing the necessary skills. However, they also need to understand the practice of product management in the context that is different from the commercial world where much of the product related decisions are guided by how they fair against the competition.

This course is specifically designed with the above context in mind, extracting and emphasizing the relevant practices of product management in an enterprise context.


Programme Objective

Upon completion of the course, students will be able to: 

  • Appreciate the end-to-end lifecycle of product management
  • Seek correct understanding of the user needs and context surrounding the problem space
  • Develop a complete product market requirement along with its complementary services
  • Develop a go-to-market plan for execution


Programme Outline

Day 1

Market/User Research & Planning 

Product Development

Module 1 

Module 2

Module 3

Module 4

Fundamentals of Product and Value

The Ingredients of a Business Case

Product Set using Kelley’s Model

Feature Set (MVP, MMP)

User Research

Financial Modelling


Product Portfolio/Roadmap

Market Segmentation

Selling the Idea


Product Development Approaches


Day 2

Product Go-To-Market Strategy 

Product Lifecycle Management 

Module 5 

Module 6

Module 7

Module 8

Product Positioning

Pricing and Packaging 

Operations and Sustainability 

Case study / Assessment

GTM Strategy

Channel and Support 




Launch Planning 





Who Should Attend?

This course has been designed for ICT staff seeking to perform or partially perform the role of a product manager. The course will be relevant to: 

  • Product Managers
  • Project Managers/Business Analysts converting to be product managers
  • Application Services Managers
  • Technical/Infrastructure Managers/Engineers
  • Line Managers responsible for a product suite
  • Business Support Executives supporting product managers


Participants have attended the “Jumpstart Into Product Management” course or have good appreciation of the purpose and role of a product manager.


Course Fee

Course Fee   S$900.00
7% GST     S$63.00
Total Nett Course Fee payable including GST    S$963.00


Course Leaders

Mr. Iqbal Siraj

Mr. GEOK Seong Wah, Director (Infrastructure Product & Engineering), GovTech


Download the application form