Not so long ago, the job of product manager was about assessing market data, creating requirements, and managing the hand-off to sales/marketing. Maybe you’d talk to a customer somewhere in there and they’d tell you what features they wanted. But companies that manage product that way are dying.
Digital Product Management SpecializationUniversity of VirginiaAbout this Course
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Learner Career Outcomes
34%
started a new career after completing these courses
34%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Some familiarity with software development and product management is helpful, but not required.
Approx. 11 hours to complete
English
Subtitles: English, Chinese (Traditional)
What you will learn
How to create the actionable focus to successfully manage your product
How to focus your work using modern product management methods
How to manage new products and explore new product ideas
How to manage and amplify existing products
Skills you will gain
Product/Market FitProduct ManagementDesign ThinkingInnovation PipelineLean Startup
Learner Career Outcomes
34%
started a new career after completing these courses
34%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Some familiarity with software development and product management is helpful, but not required.
Approx. 11 hours to complete
English
Subtitles: English, Chinese (Traditional)
Offered by
University of Virginia
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
Syllabus - What you will learn from this course
3 hours to complete
Achieving Focus and #Winning
As a product manager, you and your team will always have more ideas and more requests than you can possibly manage. Making matters still more complicated, part of your job is to develop and then ‘sell’ a particular view of what should happen with your product to diverse stakeholders (engineering, marketing, etc.). How do you do it? Success requires an actionable, testable focus. The successful product manager identifies vivid, testable customer outcomes and creates focus around them. This week we’ll show you how to interface effectively with all your stakeholders to create that actionable focus.
3 hours to complete
20 videos (Total 99 min), 1 reading, 3 quizzes
20 videos
DPM Specialization Intro4m
You, the Product Manager5m
Why Is a Product Never a Product?6m
You and Your Customer4m
You and Your Design Team4m
You and Your Development Team4m
Product Manager vs. Product Owner8m
Greg Cohen on PM vs. PO?8m
What Is Data Science?3m
You and Your Data Science Team6m
Meet Enable Quiz, Our Startup Company Example3m
You and Your Consulting and/or Support Team5m
Focal Tool: The Customer Journey4m
Nastia Root on Creating a Strong Interface with Support4m
You and Your Sales and Marketing Team7m
You and Your Finance/Accounting and Legal Teams4m
You and Your Project Manager3m
You and Your Management Team4m
Week 1 Takeaways1m
1 reading
Course Overview & Requirements10m
3 practice exercises
Practice Quiz on the #Winning PM9m
Practice Quiz on Many Areas, One Focus21m
Week 1 Final Quiz30m
3 hours to complete
Using Today's Product Management Methods
You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.
3 hours to complete
20 videos (Total 113 min)
20 videos
What Kind of PM Are You?3m
Methods and PMs8m
Agile and Product Management7m
Design Thinking and the Product Manager6m
Lean Startup and the Product Manager9m
Managing Habits: Trigger and Action5m
Managing Habits: Variable Reward and Investment5m
Nir Eyal on Managing Habits6m
User Story Mapping for Product Managers7m
Prototyping for Product Managers5m
Usability Testing for Product Managers4m
Collaborating with Enterprise Customers--Tips 1-48m
Collaborating with Enterprise Customers--Tips 5-93m
David Bland on Avoiding the Product Death Cycle2m
Shaping Your Funnel Part 14m
Shaping Your Funnel Part 26m
Managing a Product with Hardware5m
Making Time to Do Things Right3m
Week 2 Takeaways4m
4 practice exercises
Practice Quiz on Solving the Right Problem12m
Practice Quiz on Creating the Right Solution6m
Practice Quiz on Applications in Product Management12m
Week 2 Final Quiz30m
2 hours to complete
Exploring a New Product Idea
Something on the order of 9 out of 10 new products fail. Those sound like daunting odds, but through disciplined exploration an effective PM knows how to make even the improbable probable. This week we’ll show you how to apply your understanding of modern PM methods to exploring new product ideas.
2 hours to complete
13 videos (Total 73 min)
13 videos
Learning vs. Scaling7m
The Importance of Good Enough: "Cooped Up" MVPs8m
The Importance of Good Enough: "Greener Air" MVPs7m
Non-Titular Product Managers53s
David Chait on Non-Titular PMs5m
Horizons of Growth5m
Corporate Innovation Pipeline5m
Creating a Healthy Innovation Pipeline6m
David Bland on New Ventures Inside the Corporation8m
Business Model Design I: Proposition Design5m
Business Model Design II: Customer Journeys6m
Week 3 Takeaways2m
4 practice exercises
Practice Quiz on Learning vs. Scaling18m
Practice Quiz on Innovating in the Corporation6m
Practice Quiz: From Proposition to Business Model6m
Week 3 Final Quiz: Exploring a New Product Idea30m
3 hours to complete
Amplifying an Existing Product
If you want a product that does more than make a big splash, you’ll need to apply what you’ve learned here every week, every sprint to keep that product fresh and relevant. It’s not hard to let a great product get sidetracked and become irrelevant to its users--this happens all the time. Some figures show the portion of features on successful products that are regularly used to be well under 50%. Yikes! In this week, we’ll look at how successful product managers keep their products fresh and focused on valuable outcomes for their users. You’ll learn how to put a focused, sustainable, program in place to keep your product competitive.
3 hours to complete
19 videos (Total 105 min)
19 videos
Identifying Business Model Types5m
Business Model Design III: Delivery and Execution6m
Tamara Carleton on Strategic Foresight6m
The Trouble with New Features3m
The Importance of Good Enough: Seedling Features5m
Actionable Analytics5m
Eric Qi Dong on Disciplined Analytics for the Product Manager7m
Kiran Kadambi on Structuring Problems in Product Management13m
Applying Data Science5m
Andrew Kritzer on Data Science for the MBA6m
Jim Rose on Continuous Integration and Delivery7m
Jim Rose on Monolithic Architectures and Microservices4m
Managing a Channel or Modality1m
Nastia Root on Being a Growth PM5m
It's Not a Meeting l5m
It's Not a Meeting II7m
Roadmap?6m
Course and week close: Let's Not Make This Good-Bye34s
3 practice exercises
Practice Quiz: Focused Tuning and Testing15m
Practice Quiz: Driving Growth through Focus15m
Week 4 Final Quiz30m
Reviews
TOP REVIEWS FROM DIGITAL PRODUCT MANAGEMENT: MODERN FUNDAMENTALS
by LKJun 24, 2018
I enjoyed this course very much! This course helped me ground myself in some of the core principles of product management and I'm confident that I will take what I've learned and put it into practice.
by SGMay 21, 2020
It was a really wonderful and structured course for Product Managers. There are many techniques which I didn't know and can use now to my product. Recommended course for all type of Product Managers.
by JHJun 25, 2019
Great overview of product management in a digital world. It was very accessible to a beginner like myself. There are a ton of great tools and process that are easily transferable to the real world.
by NKDec 23, 2018
This course covers all the necessary and much required fundamentals about the product management. The course structure is very well balanced and covers all the aspects of product management. Thanks
About the Digital Product Management Specialization
This Specialization is intended for both current and new product managers working in digital who want to apply a portfolio of modern practices to developing their products and teams. Through five courses, you will cover applications of product design, hypothesis-driven development and agile, all at the heart of modern product management.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
Will I earn university credit for completing the Course?
This Course doesn't carry university credit, but some universities may choose to accept Course Certificates for credit. Check with your institution to learn more. Online Degrees and Mastertrack™ Certificates on Coursera provide the opportunity to earn university credit.
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