Product management PROD


The active management of products or services throughout their full lifecycle.

Guidance notes

  • this skill can be applied to internal and external product management
  • an internal focus will usually be on measures such as - but not limited to - user needs and business value
  • an external focus will usually be on measures  such as - but not limited to - customer needs , revenue, profit
  • a product lifecycle typically moves from inception, growth, maturity, decline to retirement
  • the product development lifecycle model used will be based on the context of the work and may be selected from predictive (plan-driven) or adaptive (iterative/agile) approaches.

Product management: Level 6


Oversees the organisation’s product portfolio and is accountable for delivery of customer value and/or user satisfaction over time. Creates the product lifecycle management framework for internal and external customers and users. Champions the importance and value of product management principles and appropriate product development models. Aligns the product management objectives with business objectives, and authorises the selection and planning of all product management activities. Initiates creation of new products. Identifies how new products may create new opportunities and how to adapt existing products to create new opportunities.

Product management: Level 5


Acts as product owner/champion for one or more products or services. Manages the full product lifecycle to ensure that, over time, the needs of customers/users continue to be met and that financial and other benefits are achieved. Selects, adopts and adapts appropriate product development methods, tools, and techniques. Analyses market and/or user research, feedback, expert opinion and usage data to understand needs and opportunities. Develops product propositions and determines product positioning and variants for different customer and user segments. Prioritises product requirements and owns the product backlog. Coordinates trials and product launches and supports communications and training. Anticipates changes in customer/user needs; adapts products, and creates product retirement and transitioning plans.

Product management: Level 4


Acts as product owner for one or more lower-value products or services; prioritises product requirements and owns a product backlog. Manages aspects of the product lifecycle enabling the product to meet the needs of customers/users and achieve financial or other targets. Analyses market and/or user research, feedback, expert opinion and usage data to understand needs and opportunities. Facilitates uptake of products by planning development of product collateral, supporting and evaluating campaigns, and monitoring product performance. Rolls out product trials and product launches.

Product management: Level 3


Creates and curates a range of media to support promotion, marketing and sales of products or service. Monitors results and feedback from product campaigns. Applies standard techniques and tools to carry out analysis and performance monitoring activities for specified products. Supports problem resolution, resolves issues and acts on feedback and usage of in-life products.