Product Strategy


Within the context of the whole company marketing mix, the product takes on a primary and essential role. It is necessary to understand and know in depth the very concept of product and be able to make the right decisions with regards to its attributes of quality, style, design, packaging, labelling etc. Furthermore, in a modern enterprise, the product is usually part of a complex portfolio, making it therefore necessary to manage it in an integrated perspective, taking into account the variables related to the product mix.

Furthermore, a product manager must be able to effectively manage the development of new products and modulate marketing activities based upon the lifecycle phase of the product itself.



The Rome Business School’s Product Strategy course is designed with the aim of providing you with a comprehensive and detailed outline of integrated product management criteria and methods. With this course, we propose to provide those who already are or wish to become product managers with a wealth of knowledge and tools that will be useful in the actual execution of their professional activities. More generally, the course will surely be of use to those who work in a marketing environment and intend to acquire a dedicated training in this essential component of the marketing mix.



The course is aimed at those who already operate in a marketing environment, at both the junior or senior level, and wish to acquire a specific training in product management, in the development of new products or in the product’s lifecycle.



What is a product?
  • Products, services and experiences
  • Product and service levels
  • Product and service classification
    • Consumer goods
    • Industrial goods
    • Organisations, people, places and ideas
Products and service decisions
  • Single product and service decisions
    • Product or service attributes (quality, product features, style and design
    • Brand decisions
    • Packaging decisions(packaging)
    • Labeling decisions (labeling)
    • Product support service decisions
  • Product line decisions
  • Product mix decisions
The new product development strategy
The new product development process
  • Ideas generation
  • Ideas selection
  • Product concept development and experimentation
  • Marketing strategy development
  • The economic analysis
  • Product development
  • Marketing experimentation
  • Commercialisation
New product development management
  • Customer-centred new product development
  • Team based new product development
  • Systematic new product development
Product lifecycle strategies
  • The introduction phase
  • The growth phase
  • The maturity phase
  • The decline phase
Further considerations on products and services
  • Decisions on product and social responsibility
  • Product and service International marketing


Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.

Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.


Modes of attendance

This course can be attended in three ways:

  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace



Whichever way you choose to take the course, you will receive:


At the end of the course, you will be presented with a named participation certificate.


Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.


All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.


If you wish, participation in this course will entitle you to:

Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;

The review and editing of your CV;

Support in managing your job interviews.


Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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