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.
Offered By
University of VirginiaAbout this Course
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Learner Career Outcomes
14%
started a new career after completing these courses
24%
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.
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: Chinese (Traditional), Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
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
14%
started a new career after completing these courses
24%
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.
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: Chinese (Traditional), Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
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
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)
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)
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)
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 JBMay 19, 2019
I liked the course content, even though i do not work - yet - with product. It gave me a good overview of what to expect in the near future, when i expect to be able to put the knowledge into action.
by MPDec 28, 2020
Well designed content covering all important aspects of the Digital Product Management. Loved the fact that the content was delivered by industry experts who are actually practicing what they teach.
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