📚 AIPMM Product Management Certification
Complete Study Guide by 280 Group
Part 2 of 3: Chapters 5-7
CHAPTER 5
Roles & Organization Structure
The Product Manager Role
Product Manager (PdM)
Investigates, selects, and drives the development of products for an organization,
performing the activities of product management. Directs internal value creation
activities and leads: Conceive, Plan, Develop, and Qualify phases.
Product Marketing Manager
Acts as the voice of the customer to the rest of the product team and company.
Evaluates customers' perception of value and focuses on external market activities.
💡 Key Distinction
Product Manager = Internal focus (building the right product)
Product Marketing Manager = External focus (voice of customer, market
, positioning)
Product Management Critical Skills
A successful Product Manager must possess six critical skill areas:
🎤 Presentation 👤 Personal 📊 Analytical
Ability to Self-management, Data analysis,
communicate ideas initiative, adaptability, problem-solving,
clearly to stakeholders time management critical thinking
at all levels
💻 Technical 🤝 Interpersonal 👑 Leadership
Understanding of Collaboration, Influence without
technology and negotiation, authority, vision
development relationship building setting, team
processes motivation
Key Activities by Role
Product Management Key Activities (15)
Market Trends Business Intelligence
Business Models Competitive Intelligence
Business Cases Product Positioning
P&L Analysis Product Requirements
, Opportunity Analysis Functional Specs
Product Roadmaps
Product Dev Monitoring
Beta Programs
Launch Plans
End of Life Plans
Product Marketing Key Activities (15)
Market Needs Pricing
Market Requirements Promotion
Business Intelligence Channel Partner Plan
Competitive Analysis Sales Tools
Product Branding Customer Testimonials
Success Stories
White Papers
Reviewer Guides
Product Demos
Case Studies
Marketing Key Activities (11)
Complete Study Guide by 280 Group
Part 2 of 3: Chapters 5-7
CHAPTER 5
Roles & Organization Structure
The Product Manager Role
Product Manager (PdM)
Investigates, selects, and drives the development of products for an organization,
performing the activities of product management. Directs internal value creation
activities and leads: Conceive, Plan, Develop, and Qualify phases.
Product Marketing Manager
Acts as the voice of the customer to the rest of the product team and company.
Evaluates customers' perception of value and focuses on external market activities.
💡 Key Distinction
Product Manager = Internal focus (building the right product)
Product Marketing Manager = External focus (voice of customer, market
, positioning)
Product Management Critical Skills
A successful Product Manager must possess six critical skill areas:
🎤 Presentation 👤 Personal 📊 Analytical
Ability to Self-management, Data analysis,
communicate ideas initiative, adaptability, problem-solving,
clearly to stakeholders time management critical thinking
at all levels
💻 Technical 🤝 Interpersonal 👑 Leadership
Understanding of Collaboration, Influence without
technology and negotiation, authority, vision
development relationship building setting, team
processes motivation
Key Activities by Role
Product Management Key Activities (15)
Market Trends Business Intelligence
Business Models Competitive Intelligence
Business Cases Product Positioning
P&L Analysis Product Requirements
, Opportunity Analysis Functional Specs
Product Roadmaps
Product Dev Monitoring
Beta Programs
Launch Plans
End of Life Plans
Product Marketing Key Activities (15)
Market Needs Pricing
Market Requirements Promotion
Business Intelligence Channel Partner Plan
Competitive Analysis Sales Tools
Product Branding Customer Testimonials
Success Stories
White Papers
Reviewer Guides
Product Demos
Case Studies
Marketing Key Activities (11)
