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Product Management 101

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Product Management

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Product Management 101

Learn to become a more strategic product manager - and have a greater impact on your company and your products

4.6

(23671)

106034 enrolled on this course

Last updated 11/2021

Todd Birzer

₹ 3499.0

₹ 4999.0

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Lessons

Quizzes

Duration

13 Hours

Skill level

Beginner

Language

English

Certificate

Yes

Full lifetime access

Yes

Description

The goal of Product Management 101 is to help you become a
more strategic product manager
- with a greater impact on your company and your products.
We will cover the
spectrum of product management work
from market intelligence, strategy, new product development, and lifecycle management. And we'll span the breadth of product management, including software, hardware, services, and analytics - with company examples and practice activities.
We will step through the
best practices

for working with development teams to create
innovative, market-leading products
.
We'll discuss how to find deep customer insight. And we will look at how to best position, price, and manage these products in the market.
This course has been designed for product managers with
0-5 years of experience
who want to up-level and re-energize their work, and it's been designed for
aspiring product managers
who want to kickstart their work with skill and impact.
As product managers, we are
gifted with influential positions
. We aren't wall decorations. We steal market share from our competitors month-by-month. We innovate, refine, and evolve our products. We set up our products for long-term success. We focus and deliver, we delight our customers. But all this takes skill. This course can help get you there.
Who this course is for:
Product managers with 0-5 years of experience
Aspiring product managers
Business managers who want to understand the work of product teams

What you'll learn

Learn the best practices of the work of product management - spanning market intelligence, strategy, new product development, and lifecycle management

Take strong steps toward becoming a more strategic (and impactful) product manager

Sample the breadth of product management including software, hardware, services, and analytics

Learn to be leaner, faster, and more experimental

Requirements

You will need a copy of Adobe XD 2019 or above. A free trial can be downloaded from Adobe.
No previous design experience is needed.
No previous Adobe XD skills are needed.

Course Content

27 sections • 95 lectures

Expand All Sections

1-Introduction

1.1-Course introduction

1.2-Our purpose and work as product managers

1.3-Ambition, impact, and excellence as a product manager

2-Market Intelligence

2.1-Motive company example and your challenge

2.2-We want deep customer insight

2.3-Interview our customers: The basics

2.4-Interview our customers: Step-by-step

2.5-Practice Activity: Customer interviews with Steelcase

2.6-Capture customer insight with personas

2.7-Analyze customer needs with the Kano model

2.8-Practice Activity: Reedsy & the Kano Model

2.9-Deep customer insight with Motive and Steelcase

2.10-Customer analysis

2.11-Analyze our markets with needs-based segmentation

2.12-Practice Activity: LinkedIn market segments

2.13-Describe our market segments

2.14-Size our market segments

2.15-Market analysis

2.16-Why we analyze our competitors

2.17-Analyzing direct competition: market share and trends

2.18-Competitors' strategy and go-to-market

2.19-Competitive product comparisons

2.20-Competitive positioning

2.21-Disruptive technologies: autonomous vehicles and GenAI

2.22-Competitive analysis and disruptive technology

3-Strategy

3.1-Product strategy: the basics

3.2-Product vision and objectives

3.3-Practice Activity: Product vision and objectives

3.4-Crafting a product strategy: 4 steps

3.5-Tracking a strategy

3.6-Strategy development

4-New Product Development

4.1-Prioritize our development efforts

4.2-Create strategic roadmaps

4.3-Roadmap styles

4.4-Drive priorities with objectives and key results (OKRs)

4.5-Practice Activity: Objectives and key results (OKRs) with Ancestry

4.6-Use development buckets to focus our engineering work

4.7-Practice Activity: Development buckets with elder care robotics

4.8-Value-effort matrix

4.9-User story mapping

4.10-Prioritization and roadmapping: Wrap-up

4.11-Prioritization and roadmapping

4.12-Discovery and delivery

4.13-Practice Activity: Discovery & delivery with Big Agnes tents

4.14-Stage-gates

4.15-Testing product concepts

4.16-Testing product concepts: examples

4.17-Product analytics - software

4.18-Product analytics - hardware

4.19-Product experiments

4.20-The new flavors of product management

4.21-Discovery and delivery

4.22-Launch

4.23-Excellent new product launches: examples

4.24-Launch

5-Lifecycle management

5.1-Positioning and communication

5.2-Value proposition

5.3-Practice Activity: Create a value proposition

5.4-Benefit trees

5.5-Positioning and communication

5.6-Pricing

5.7-3C's of pricing

5.8-SaaS pricing (software-as-a-service)

5.9-Pricing step-by-step

5.10-Practice Activity: LinkedIn pricing

5.11-Pricing

5.12-Sales support

5.13-Activity: Working with sales teams

5.14-Sales enablement tools

5.15-Training, deal support, and view-from-the-field

5.16-Sales support

5.17-Sales channels

5.18-Practice Activity: HP sales channels

5.19-Finding and refining sales channels

5.20-Sales channels

5.21-Product support

5.22-Product support with Kobo360 and Sendy

5.23-Product support

5.24-Finding growth

5.25-Practice Activity: Finding growth

5.26-Product-led growth

5.27-Growth case study: Udemy

5.28-Finding growth

5.29-Obsolescence

5.30-Obsolescence

6-Wrap-up

6.1-7 big themes from the course

6.2-Course wrap-up

6.3-Bonus lecture: Customer interview example

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