University of Virginia
Digital Product Management: Modern Fundamentals
University of Virginia

Digital Product Management: Modern Fundamentals

This course is part of multiple programs.

Alex Cowan

Instructor: Alex Cowan

167,919 already enrolled


Gain insight into a topic and learn the fundamentals


(4,815 reviews)

Beginner level

Recommended experience

11 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll 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'll gain

  • Category: Product/Market Fit
  • Category: Product Management
  • Category: Design Thinking
  • Category: Innovation Pipeline
  • Category: Lean Startup

Details to know

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Quizzes and assessments

10 quizzes, 4 assessments

Subtitles: Chinese (Traditional), Arabic,


Gain insight into a topic and learn the fundamentals


(4,815 reviews)

Beginner level

Recommended experience

11 hours (approximately)
Flexible schedule
Learn at your own pace

Build your subject-matter expertise

This course is available as part of
When you enroll in this course, you'll also be asked to select a specific program.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

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.

What's included

24 videos1 reading2 quizzes

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.

What's included

19 videos3 quizzes

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. We’ll step through customer discovery, idea testing/validation, early development, and business model design. By the end you’ll have a durable process you can both execute and communicate to your team.

What's included

13 videos3 quizzes

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.

What's included

20 videos2 quizzes


Instructor ratings
4.7 (1,467 ratings)
Alex Cowan
University of Virginia
21 Courses426,090 learners

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