Become a Product Manager | Learn the Skills & Get the Job

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13 часов курса
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Updated September 2020: Over 1,020 students who have taken this course have gotten jobs as Product Managers! Students now work at companies like Google, Zynga, Airbnb, Wal-Mart, Dell, Booking. com, Jet. com, Vodafone, HomeAway, Boeing, Freelancer. com, Wayfair, & more!

The most updated and complete Product Management course on Udemy! You'll learn the skills that make up the entire Product Management job and process: from ideation to market research, to UX wireframing to prototyping, technology, metrics, and finally to building the product with user stories, project management, scoping, and leadership. We even have interviews with real life PMs, Q&A sessions with students, and a comprehensive guide to preparing and interviewing for a Product Management job

Right now, there are over 3,000+ job listings worldwide that are looking for Product Managers, that pay on average $100,000 / year.

The demand for Product Management is increasing at an insane rate. More and more companies are finally figuring out how important this discipline and this role is to their success. 

But how exactly do you get into the field? There aren't any degrees in Product Management & there are no certifications. Most Product Managers get into the field through luck or connections. That ends here - we'll get you up to date on ALL the skills you need to learn Product Management AND have the best chance at getting the job you want. There's no more ambiguity to it. We'll show you what you need to know and what you have to do - all taught from a Product Management insider.

Students aren't required to know anything beforehand - we'll teach you the fundamentals, how to apply them, how to develop into an advanced product manager, and finally how to maximize your chances to get a job as a Product Manager.

Your instructors:

Cole Mercer has been a Senior Product Manager at Soundcloud, Bonobos, Mass Relevance, and has taught the Product Management course at General Assembly in Manhattan, NYC.

Evan Kimbrell is a Top rated Udemy instructor with 11 courses on everything Entrepreneurship. His courses have over 35,000 students, 1,000+ 5 star reviews, and an average rating of 4.9 / 5.0.

Before Starting the Course
Get oriented, get excited, and, oh yeah, get free stuff
Course Overview
Hello and welcome to our course on Product Management!I bet you guys are raring to go, but before we do that, let’s take a moment to talk about this course, product management, and ourselves.This is a real easy-going “lecture”. We’re simply going to say hi, introduce ourselves, and introduce this course, its purpose, its content, and its goals.Covered in this lecture:
  • Why we’re doing this.
  • Why product management and entrepreneurship go hand in hand.
  • Who this course is ideally for.
  • What this course will cover and how it’s structured.
Join our community on Slack!
First Thing to Do
Before we continue, it’s time for your first homework assignment. (Fun!)But don’t worry, it’s just an online icebreaker – stop by in the comments and say hi!Let us know what you’re working on and what you need help with. Don’t forget that we’re all here to learn about Product Management and/or are getting into the field. No one got anywhere without the help of others, so don't miss this opportunity to meet one another and network.
Choose your own adventure - we'll tell you which lectures to watch SAVE TIME!
Review sheets, activities, & resources - all in one PDF!
Introduction to Product Management
What is a Product Manager?
So, what exactly is a Product Manager?How can a position be considered so essential if so few people know what it is?You know a position has an identity crisis when even Google doesn't know what you do. And Google knows everything. Including that you broke up with your first girlfriend via Facebook (not cool) and that your first email address was sk8terkid23. Yeah, with an 8.According to The Google:"The product manager is an important organizational role typically in a technology company. It is similar in concept to a brand manager at a consumer packaged goods company."Yeah.. Thanks Google. Crystal clear now.In this lecture, we're going to talk about the WHAT so that we're all on the same page. For those of you that thought this was a Luxury Management course because you thought you heard someone say "Prada Management", the door is on your right.Covered in this lecture:
  • What set responsibilities product managers have.
  • Whether responsibilities change throughout industries.
  • How product managers enable their teammates.
  • At the end of the day, what are product managers responsible for?
  • How fast can Cole say "ambiguity"?
What is a Product?
Let’s get basic – what is a product?Products, like ghosts, are all around you (read that in a spooky voice).Sure, it sounds simple, but there’s a lot more nuance to this than just looking up the dictionary definition.So, before we go any further, let’s figure out what the “product” in “product management” actually means. Just think of “products” as Patrick Swayze spooning you while you make pottery and you’ll be all set.Covered in this lecture:
  • A straightforward definition.
  • Features vs Products.
  • Defining “products” for complex devices and systems.
[POP QUIZ]Products and Product Managers
It's what everyone hated in school, the dreaded POP QUIZ.Except that it's not really a pop quiz because you knew about it... because you can read the course outline.We've watched two official lectures about the world of Product Management and you're officially more knowledgable on the subject than a vast majority of the world (and even people who work with Product Managers).Did the information stick? Can you demonstrate that YOU are the most worthy product manager, padwan?May the best prospective Product Manager win.BEGIN
[ACTIVITY] The Big, Bloated, Blue Bird
Hey guys, welcome to the first activity of the course!Alright, so we've talked a bit about products and how the term can be pretty confusing. Product managers are not only people who manage an entire system; if a company is large enough product managers will actually be spread out throughout the greater platform.So a product could actually be a page. Or even just a button. Yes, the "product" one manages can be that microscopic.One thing that every product manager must understand is how every moving part of a product interacts with other moving parts. But to get to that point, they have to first understand and be aware of EVERYTHING their product does.Odds are if you took any of your favorite websites or apps, you could (with a little digging) find functionality or an entirely new subset of features that you never knew about. In most cases, the average user of a product only ever comes into contact with a small fraction of its features.So for our activity, we're going to get familiar with one of Silicon Valley's favorite unicorns: TwitterI call it the Big, Bloated, Blue Bird because well...Big: 320 million active users big.Bloated: 3,900 employees managing one of the worlds most overstuffed products.Blue: It's blue. Duh.Bird: The Twitter bird.Fun Fact: Twitter started in 2006 and has in 10 years of operation never turned a profit.Twitter has a big and well known platform, as well as an army of product managers. In the attached PDF, we're going to take a quick tour of the main features of Twitter has.After you've acquainted yourself, let's get some awareness. Go to Twitter's website and try to find a feature or section that you never previously knew existed. Post in the group discussion:
  1. What feature did you discover? Is it something small or an entirely new section you didn't know they had?
  2. Do you think anyone manages this part of the Twitter product? Do you think one product manager is in charge of it or a team?

Three Different Types of Product Manager Roles
“Product Management” is one of those job descriptions that covers a very wide range of activities.The point of this lecture is to further familiarize you with the product manager role. By taking a look at the most common types of product managers you will gain a better understanding of what product management is and how it works.We’ll learn about what types of products they work on and how they fit into various organizations. Depending on where you are, your day-to-day activities can be wildly different.Covered in this lecture:
  • The three main types of PMs.
  • What they work on and where to find them.
  • Stakeholders – who they are and why they matter.
  • No pre-requisites, although familiarity with basic business concepts is helpful
Что Вы изучите?
  • Understand the varying role of a Product Manager through different types and sizes of companies
  • Decide which type of Product Manager best fits one's goals and personality
  • Understand the Product Lifecycle and how it applies to every product
  • Understand the modern Product Development Process that both Fortune 500s and Startups adhere to
  • Know how to identify ideas worth pursuing and dedicating resources to
  • Understand how to get at the root of customer pain points
  • Understand and communicate customer pain by type and frequency
  • Assess the core problem of a product
  • Find and compare competitors and competing products
  • Differentiate between Direct, Indirect, Substitute, and Potential competitors
  • Understand the process of Customer Development and how it relates to being a Product Manager
  • How to find potential interviewees for product interviews, user tests, and exploratory interviews
  • How to structure and run a customer interview
  • How to model interview questions correctly while avoiding bias
  • Navigate the four different types of customer interviews
  • Find potential interviewees both internally and externally
  • Write emails that will get users and potential customers to respond
  • Build user personas based on both qualitative and quantitative data
  • Understand the difference between a wireframe, a mockup, and a prototype
  • Sketch out a wireframe with just a pen and paper
  • Use Balsamiq to create wireframes at an intermediate level
  • Use a sketch system called POP for digitizing product sketches
  • Create specs for epics and user stories
  • Properly apply acceptance criteria
  • Run a variety of MVP experiments, such as pitch experiments, redirects, shadow buttons, and more
  • Correctly evaluate which product metrics to track and which to ignore
  • Apply the AARRR framework to your product
  • Apply the HEART framework to your product
  • Track your metrics using a variety of software
  • Create a product and feature roadmap
  • Create a product backlog and properly prioritize features
  • Calculate team velocity and build estimations for product delivery
  • Understand the difference between Agile and Waterfall development
  • Understand the difference between two popular Agile frames: Scrum and Kanban
  • Learn software development concepts like APIs, mobile development, Front End, Back End, MySQL, programming frameworks, and more
  • Communicate effectively with all the stakeholders of a product
  • Communicate effectively with engineers in a way they will appreciate and understand
  • Communicate effectively with designers by focusing on the things they care about most
  • Communicate effectively with executives and higher-ups
  • Understand the role of technology in modern Startups and Fortune 500s
  • Understand the basics of "The Cloud" and Servers vs. Clients
  • Understand the basics of front-end vs. back-end technology, tech stacks, and how they integrate together
  • Understand the basics of APIs, what they do, what they look like, and how your team might use them
  • Understand how to obtain relevant experience to set up for a transition to Product Management
  • Build a portfolio that will assist in a hiring application
  • How to self-brand online and build a following pre-hire
  • What to look for in Product Management jobs and what to ignore
  • How to apply insider tips and tricks to getting hired as a Product Manager
  • Craft a resume that appeals to a hiring manager for Product Management placement
  • Ace the Product Manager interview
  • Excel beyond getting hired
Cole Mercer
Cole Mercer
Sr. Product Manager @ SoundCloud | Ex-Bonobos, Gen. Assembly

Hey there! I'm a Senior Product Manager at SoundCloud where I work on listener experience for over 170 million monthly users across web, iOS, and Android platforms.

I'm also a former General Assembly Product Management instructor where I taught courses in person to students in Manhattan. I'm on Udemy now because I loved my experience at GA and really enjoy teaching others about things I've learned.

I have consulted for various tech companies, and while in NYC was also a Product Manager at Bonobos - a web-focused retail clothing brand where I oversaw web and mobile properties that generated tens of millions in annual revenue through tens of thousands of customers.

Included in my knowledge is a lot of enterprise and a SaaS product management experience - I was an early product manager at Mass Relevance, a social API and data-focused enterprise marketing platform which was acquired in 2014.

Much earlier in my career I spent over a year as a PM with an investor funded startup in Austin, TX focusing on driving traction for early stage companies where we had over 35,000 users. I moved to that position from an initial role as a web engineer.

My career in Product Management started after graduating from Babson College and becoming a technology consultant to several companies across the US for over 2 years. As a result, I am fortunate enough to have experience in product management that spans several industries and development models.

Evan Kimbrell
Evan Kimbrell
Founder of Sprintkick | Ex-VC | Ex-startup founder

Hi, I'm Evan Kimbrell. Thanks for checking out my course.

My courses have been featured in Forbes, Entrepreneur Magazine, BusinessInsider, BuzzFeed, Mashable, TheNextWeb, The Daily Beast, & Techcrunch

Currently, I'm the Founder and Director of Sprintkick, a full-service, referral-only digital agency based out of San Francisco. Over the past four years I've overseen the development and launch of over 100 web and mobile apps. Clients range from two-man bootstrapping startups to multibillion dollar Fortune 100s like Wal-Mart, Dick's Sporting Goods, and GNC.

Prior to Sprintkick I worked as a VC for a new firm called Juvo Capital, based out of L.A. I spearheaded the firm's expansion into Silicon Valley and into the Consumer Web tech category.

In the long long ago, I was a co-founder for an educational software startup called ScholarPRO that raised a ton of money and then spectacularly blew up (in the bad way). Before it exploded like the Death Star, I went through five tech incubators (yes, five): Tech Stars, Excelerate Labs, MassChallenge, Babson Venture Program, and Sparkseed.

I'm an avid Airbnb host for the Fisherman's Wharf district of San Francisco. My space has the #1 search ranking for my area, has hosted over 200+ people, and is currently booking out 18 months in advance. I've helped multiple hosts get their properties listed and their prices per night maximized. Results range from an extra +50% in price for established hosts and +400% for brand new hosts.

Hope you enjoy my courses!

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