Effective Product Management


In a business environment fraught with uncertainty and change, organisations need to continuously create added value for their customers to remain competitive. Over the duration of this programme participants will gain a greater understanding for their organisational business processes and how business process mapping can improve business performance, compliance and competitive advantage.

Target Audience

This workshop would be beneficial to persons with the responsibility for delivering business results such as department managers, senior supervisors, transformation team resources, organisational team leads, finance and audit team leads.

Learning Objectives

At the end of this 3-day workshop participants should be able to:

  • Understand Business Process Mapping (BPM) and organisational change management
  • Link Business Process Mapping to performance, reporting, compliance and other key business activities
  • Assess the need for process improvement in your organisation
  • Determine if process mapping is right for your organisation
  • Develop a process mapping team
  • Collect vital information about business processes
  • Use the data to build your own process map
  • Use your process map to significantly improve bottom line business performance

Programme Outline

Day 1

Career Essentials and Downstream Product Management

  • Understanding of typical responsibilities, as well as effective ways to analyse current product and service offerings.

Careers and tools of product managers

  • The product manager continuum: from upstream to downstream
  • Essential frameworks for defining roles
  • Overcoming the most common hazards and blunders

Product Management and its place in the Strategic Marketing Process

  • Defining Target Markets
  • The Positioning Statement
  • The Product Portfolio and its relationship to Positioning

Managing the product/service lifecycle

  • Reinforce core products and brands
  • Renew underperforming offerings
  • Resurrect and re-launch selected items
  • Rationalise and retire underperforming products

The Role of Innovation in Product Management

  • The importance of new products in Leading Companies
  • The relationship between R&D costs, Marketing costs & Product Revenue
  • The impact of product management on Brand Equity

Day 2

Upstream Product Management and Influencing Skills

  • New product development process, the importance of strategy, and how to successfully integrate customers, co-workers, and sales.
  • New product responsibilities

New Product Planning

  • Managing the Product Life Cycle
  • Product Planning Strategy
  • Learn the 3C Framework: Concept, Create, Commercialise
  • Monitor the development process and plan the launch

Improve collaboration and influence

  • Learn to manage yourself and others more effectively
  • Influencing Cross functional teams in Product Development
  • Establish a blueprint for gaining interdepartmental cooperation

Working with field sales

  • Identify what sales and product managers need from each other
  • Explore the major pitfalls of new product training
  • Assure appropriate follow-up service

Facilitator: Hilary J. Bengochea

Hilary J. Bengochea is a Business Coach specialising in Business Leadership, Strategic Marketing, International Sales and Customer Service. He has consulted and conducted workshops across the Caribbean for companies such as FedEx, The Aruba Free Zone, the Neal & Massy Group, S.M. Jaleel & Co.Ltd, Accelor Mittal Steel, Caribbean Communications Network and First Citizen's Bank. He is a preferred facilitator and senior consultant with the Arthur Lok Jack Graduate School of Business and the Business Development Company.

He has over thirty years experience in Strategic Marketing & Customer Relations, having worked with blue chip companies across the Caribbean. He was V.P. International Marketing with S. M. Jaleel & Co. Ltd., Marketing Director of Carib Brewery, Caricom Marketing Manager for Coca-Cola, and Executive Director & CEO of the Export Centers of Trinidad & Tobago.

Coach Bengo, as he has branded himself, holds a B.Sc. and a Masters in Business Administration from the University of the West Indies. He is a part-time lecturer at the University's undergraduate program in International Marketing Management and also lectures at the University's Business School (Arthur Lok Jack Graduate School of Business) in the International Masters of Business Administration and the Masters in Marketing programmes.

He co-owns and operates 3 SMEs: An education productions company, Sandee Communications Ltd. which develops and conducts programs such as Flavorite's Peppy National Spelling Bee and Flow's i Learn program conducted across the Nation's primary and secondary schools. The Customer Service Academy of Trinidad & Tobago which works with companies such as the Neal & Massy Group of Companies to develop and implement a comprehensive Customer Service Management programme and A Business Coaching and consulting business under the brand name 'CoachBengo'.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $4,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Brent Cassim - ext. 330
Anastasia Mohammed - ext. 328

E-mail:  openenrolment@lokjackgsb.edu.tt


Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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