Курс Product Management 101

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Обучение платное
Сертификация бесплатная
5 часов курса
О курсе

The goal of Product Management 101 is to help you become a more strategic product manager - with a greater impact on your company and its future product portfolio.  

We will cover the spectrum of product management work from market intelligence, strategy, new product development, and lifecycle management.  

We will step through best practices for working with development teams to create market-leading, breakthrough products.  We will look at how to best position, price and manage these products in the market as part of our section on lifecycle management (i.e. product marketing).  

This course has been designed for product managers with 0-5 years of experience, who work with engineers (software developers, hardware developers, scientists, etc.) to develop next generation products.  

Product Management 101 can help you meet the fundamental purpose of product management: to manage the full lifecycle of products and services to create exceptional customer value, generate long-term competitive advantage, and deliver year-after-year profitability.  

The strategic role of product management
In this lecture, we talk about the full work of product management, and why product managers typically spend too much time on the tactical, and too little time on the more strategic elements of their job.
Balancing the strategic and tactical
We talk about finding a better balance between the strategic and tactical in this lecture, and recommend some areas you should gentlysay "no" to.
Activity: Your product management job and what to say "no" to
In this activity, students look at their own product management work - spread across the strategic elements of their job, and the core and non-core tactical work.
Market Intelligence
Market analysis
In this lecture, we talk about market analysis andneeds-based segmentation, and why this is important for product managers.
Identifying market segments
We look at two industry examples of market segmentation in this lecture - home appliances and DNA testing.
Activity: profiling market segments
In this activity, students can try profiling market segments for their own products.
Sizing market segments
The lecture focuses on the quantitative side of market segmentation - clarifying market size and growth.
Market analysis
Test what you have learned about market analysis and market segmentation.
Customer analysis
In this lecture, we discuss customer analysis - and why a deep and intuitive understanding of our customers is thefoundationof excellent product management.
Ethnographic research
Ethnographic research - interviewing and observing customers in their office or home - is one of our best approaches for understanding needs and motivations. In this lecture, we discuss how to conductethnographic research, and tips and tricks for success.
  • Product management experience is helpful, although not required.
Что Вы изучите?
  • Learn to become a more strategic product manager, with a much greater impact on your company and its products.
  • Learn the best practices for the work of product management - spanning market intelligence, strategy, new product development and lifecycle management.
Todd Birzer
Todd Birzer
Product management consulting

Todd Birzer helps product management teams become more strategic, and have a greater impact on their organizations. 

Working as a product management director, or an external consultant, Todd helps product management teams:

Gain a deeper understanding of articulated and unarticulated customer needs

Develop long-term product strategies for customer delight and competitive advantage

Run an effective “discovery and delivery” product development process

Systematically find growth and profitability for a company’s products

Todd is the author of Becoming a More Strategic Product Manager (available on Amazon). He is a principal consultant at Kevolve Product Management, and has an MBA from Wharton at the University of Pennsylvania.   

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