Product Marketing & Placement Professional

Product Marketing & Placement Professional In-House Training Course

Course overview

Course overview

Product marketing is a mix of product, marketing, and sales, and it assists businesses in delivering a well-thought-out product to their target audience and successfully positioning themselves in the market. Product Marketing is essential for every business entity as it helps form a competitive advantage and matches products with the demands of potential customers.

In this Atton Institute course, participants study examples in the Banking and Tourism sectors regarding how to position products or services, increase market awareness, and create product demand and value. The course explores the objectives and structuring of Product Marketing, the different types of product marketing, and how to analyse the achieved results. Upon completion of the course, attendees are armed with relevant background knowledge in product marketing and placement, allowing them to achieve excellent results. Special emphasis is placed on forming compelling value propositions for target markets to achieve strategic objectives.

The Comparison of the Banking and Tourism industries within this course gives a practical perspective on the existing realities. It delivers professional knowledge on such elements as:

  • Core elements and types of successful Product Marketing and its role
  • Modifications in Product Marketing depending on the type of business
  • Excellent approaches for creating compelling, professional value propositions
  • Best tools and techniques for exceptional market research & analysis
  • Current and upcoming trends and how to be ready for adjustments
Who Should Attend

Who Should Attend

  • Product Managers
  • Regional Product Managers
  • Product Line Managers
  • Group Product Managers
  • Product Development Managers
  • Senior Product Managers who want to brush up their knowledge
  • All those responsible for the product management
  • Anyone who wants to enter the field of Product Marketing
What will you gain

What will you gain

The course delivers highly intensive professional content and provides you with proficient qualifications, enabling you to:

  • Advance your professional knowledge on product marketing types
  • Know the essentials of PM on the example of Banking and Tourism
  • Study strategic marketing objectives within product lifecycle
  • Develop a product launch strategy and communication plan
  • Drive customer acquisition using a great number of techniques and tools
  • Evaluate the market, competition & trends of modern product marketing
  • Implement efficient processes for successful product development
  • Make accurate forecasts and use them to outperform competitors
  • Focus your personal efforts on the most efficient PM elements
  • Position products or services to meet market goals and strategies
  • Exercise pragmatic strategy for client engagement programs
Course Content

Key facts


Course code:


3 days


Course category:


Admission requirements:




Certificate upon successful completion

Course schedule sample one day

08:30 AM  -  10:00 AM  -  First Training Session
10:00 AM  -  10:15 AM  -  Coffee Break
10:15 AM  -  12:00 PM  -  Second Training Session
12:00 PM  -  12:15 PM  -  Coffee Break
12:15 PM  -  02:00 PM  -  Third Training Session
02:00 PM  -  03:00 PM  -  Lunch and Networking
Fees & whats included

Fees & what is included

For the group bookings and special discounts please contact

Admissions Director – Vlad Podolyak

+971 52 684 7088

Vlad Podolyak
  • For early registrations special prices apply as outlined above.
  • All fees are exclusive of VAT. Tax Registration Number : 100312636200003.
  • Companies - register 2 participants for the same course and date and get one place free.
  • Only one type of discount can be applied to the same course & date registration.
  • For larger corporate clients there are special packages. Contact us for details.

At Atton Institute we do our best to ensure that all our courses and trainings are provided with the highest industry standards, are time efficient and praxis related, and bring the best education results. Our courses have the most up-to date info and secure the excellent course fee to value ratio quality.

Course Fee Includes

  • Extensive Workbook with Course Materials
  • Handouts and other Supporting Materials
  • Practical Examples and Various Case Studies
  • Quick Reference/Top Tips Guide
  • Professional & Experienced Instructor
  • Accelerated and Intensive Learning Techniques
  • Relationship Building within Course
  • Post Course Action Plan
  • Index of Additional Suggested Materials
  • Course Completion Certificate
Free Valet Parking
Coffee Breaks
Free WIFI access

Course certificate

Image for: Atton Institute Certificate
Course Content

Course content

  • What is Product Marketing?
    • How is Product Management different from Product Marketing?
    • What makes Product Marketing so special in terms of its role
  • Making Superb Market Research and Analysis of Potential Customers Needs
    • Developing a competent Product life-cycle plan
    • Implementing strategies under consideration of the product life-cycle
    • Customers analysis – how to choose right audience and metrics
    • Practices to conduct an analysis of competitors – know how to make it right
    • Which sources of data shall be used - top advices from market leaders
  • Market Segmentation – Ultimate Strategies for Local and International Marketing
    • Determining criteria for segmentation analysis
    • Identification of viable segments
    • Segmentation for successful international marketing
    • Determination of strategies for targeted segments – which factors you must consider
    • Cases – how top companies differentiate their strategies depending on segmentation
  • Reviewing the Keys to Success in Product Development
    • Stage-gate new product development process
    • Product marketing role in new product development
    • Business Model Canvas and Kano Model
    • Business Ecosystem and Value Net Framework
    • MRD, CRD and MAP
    • Building a Roadmap as an inevitable part of success
  • Proven Approaches to Pricing
    • Pricing – both art and science
    • Different pricing tactics and methods – find out their best applications
    • Testing the validity of the Pricing Model
    • Price sensitivity and consumer psychology
  • Positioning of Your Product/Product Line
    • Differentiated Value Propositions: Talking the customer's language
    • What to do if you are #1 or #2 or you create a new market
    • Positioning strategies and examples
    • Method of Proactive positioning
  • Aligning Product Marketing with Your Growth Strategy
    • Market Penetration, Market Development, Product Development, Diversification
    • Existing and new products, existing and new markets
  • Forecasting – Making Marketing Forecasts Your Reliable Partner
    • The forecast cycle
    • Top methods of forecasting that work
    • Fail cases – Why you should never save on forecasting
  • Product Launch Planning
    • Prepare Your Go-To Marketing Plan - Considering all stages of marketing funnel
    • Secure Your Legal Team’s Approval – the case when it is better to overthink
    • Deciding when you should launch - Choosing between MVP and polished product
    • Choose The Right Channels for Your Launch
  • The Role of Relationships and Communication in Marketing Success
    • The Johari Window – A visual model
    • Internal and external communication
    • Dealing with relationship and communication challenges
  • Enhancing Interaction Between Sales and Marketing
    • After Launch Stage - Probing Interviews to Gain Customer Information
    • Evaluating Customer Response – leveraging insights from your clients
    • Sales and revenue monitoring
    • Revealing and eliminating the gaps between marketing and sales
Participant insights

Participant insights

The course was highly beneficial for my job and career. This info will clearly give me the great support for my day-to-day tasks.
Muhammed A. (Senior Auditor)Auditing Company, Dubai.
What I have learned in the course was exactly what I was looking for. Highly clear and pragmatic with perfect guidelines on how to use it at my work.
Antony S. (Manager) Drilling Equipment Company, Abu Dhabi.
A very useful course that provided new insights in the customer behavior and definitely would help me with my communications with customers.
Mario A. (Business Owner) Boutique Shops, Dubai.
Great thanks – one of the best courses I have made.
Brian G. (Projects Coordinator) Events Management Company, Ras Al Khaimah.
Exciting and inspiring course. Helped me to see things differently and re-organize our customer service department.
Abbas H. (Company Manager) Project Engineering, Muscat.
Would really suggest the training to any professional who is in charge of customer care.
Jane A. (General Manager) Real Estate Company, Dubai.
The time spent at course was really enjoyable and useful. Easy to understand and I used part of knowledge the next day after training.
Samira K. (Sales Team) Car Rental, Abu Dhabi.
Was the real great overview on what I shall do to improve in the Customer Service in my business.
Syed H. (Company Owner) Data Storage Solutions, Dubai.
The info I received on the course is the surprise for me. Never though of such simple techniques which help to handle difficult customers conversations.
Gabriela H. (Manager) Call Center, Sharjah.
The training I have chosen was very useful and informative with a number of very useful points. Was well explained by the trainer.
Colin G. (General Manager) Safety Equipment, Riyadh.
The program was very explanatory and gave me a lot of points to re-think. Would sure make a difference to my work approach.
Gabriela Y. (Supervisor) Call Center, Kuwait.
Would recommend to my team members to attend the same course. It would positively help me to do my job better.
Udo C. ( Department Head) Heavy Machinery Maintenance, Abu Dhabi.
The time spent at the course was the excellent investment – a lot of useful and practical info. Exactly what I was looking for.
Idul R. (Supervisor Sales) Construction Materials, Umm Al Quwain.
It was great idea to join such training. Would be a definite backing in my career development. Thinking of taking more courses – on other subjects.
Cristina R. (Sales Coordinator) Retail Company, Dubai.
The training was a great mixture of information and practical aspects. The instructor was highly professional and the course was organized the excellent way.
Samaa J. (Projects Manager) IT Solutions, Oman.
I really liked the scope and the style of the training – very friendly, a lot of communication and highly informative.
Stefan L. (Client Relationships) Insurance Company, Doha.
It was a great idea to join such training. All members of our team shall complete it. A lot of new points and useful hints.
Burcu W. (Marketing Head) Corporate Banking, Abu Dhabi.
Was really pleased by the content of the course and qualifications of the instructors. Got a lot of useful points for my business.
Marty Z. (General Manager) Travel Company, Dubai.
Great trainer and perfect information materials. Was really worth to attend. A lot of insights and ideas on how to improve job performance.
Daniel D. (PR Officer) Private Hospital, Muscat.
As we were in the process of restructuring of our call center this training was just perfect for the time. Remarkable and valuable suggestions and solutions.
Joselito B. (Marketing Department) E-commerce, Dubai.
The course was very beneficial and practical for my duties. Handling complicated customers from now on would be easier. Great instructor. Perfect training venue.
Amira Z. (Sales Manager.) Designer Apparel, Abu Dhabi.
FAQ for Internal Part of the Courses:


We use the best and latest educational praxis. All of our courses and trainings are designed using our unique Atton LPI Learning Methodology© which guarantees the delivery of extensive knowledge over a short time period with an easy-to-understand approach. All course materials are absolutely unique and are the combination of fundamental and systematic knowledge, practical studies and real-life implementation elements.

We deliver in our 3- to 5-days trainings knowledge and skills which are commonly delivered over a much longer period of time – thus truly saving our participants time and money.

Each course has a comprehensive description and content breakdown, which means you can easily check how a certain training may fit your expectations and requirements.

If your aim is to obtain the most wide-ranging overview in a certain area of expertise, we commonly suggest that you choose one of our popular trainings in the relevant category. The popular trainings cover the widest scope in each area and for this reason they are greatly valued by our participants.

If you need help in choosing the best course for you, please get in touch with our STUDENTS SUPPORT DEPARTMENT.

There are various payment options – cheque, cash, and bank transfer. It is essential to note that the earlier you register, the larger the applicable discount on your admission fee.

For details on the available discounts and special training admission fees, please see the section “Course fees and discounts” on the course page.

Each course participant obtains the Atton Institute Course Completion Certificate, which is protected by means of several authentication elements. Each Atton Course Certificate can be additionally verified by contacting our administrative office or via the special online authenticity check system on our website.

Professional, up-to-date expertise is one of the most powerful elements of success in the modern business and career environment.

Our Courses and Trainings are highly useful for business owners, management and employees at all levels and provide, in a highly effective way, current and solid professional development qualifications and skills combined with practical real-life essentials.

  • Choose your course (feel free to get in touch with us for support).
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  • Proceed with course registration (online or via e-mail or phone).
  • Upon registration, you will receive invoice to finalize the registration.
  • Upon payment of the Admission Fee, your course registration is completed.

Each training is repeated a certain number of times over the year, and thus you have the option to choose the most suitable date for you. If you wish to benefit from the option of a course fee discount, be sure to register in advance.

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