In this Specialization, you'll learn to guide a digital product from first idea to retirement, and to put generative AI to work at every step.

You'll start with the skills product managers use daily, including SMART goal setting, elevator pitches, facilitation, and influencing without authority. Then you'll work through the seven phases of the product management lifecycle, building the artifacts teams rely on — a SWOT, product concept document, project charter, market requirements document, business case, product roadmap, beta plan, launch plan, and end-of-life plan.

You'll assess markets with Kotler's Five Levels, segmentation, and Porter's Five Forces, and calculate payback, ROI, IRR, and NPV. You'll define user experience and validation requirements using personas, mock-ups, and storyboards, then plan usability studies and beta tests. Finally, you'll take on AI, exploring the AI product manager's role, the stages of AI product development, and tools such as Copilot, ChatGPT, and Gemini for research, ideation, roadmaps, and imaging, with bias and ethics in view.

By the end, you'll be able to:

• Lead a product through the conceive, plan, develop, qualify, launch, deliver, and retire phases

• Produce the planning, requirements, financial, and launch documents a product team expects

• Apply generative AI tools to product research, design, documentation, and stakeholder communication

• Evaluate AI opportunities, risks, bias, and ROI before committing to a build

Applied Learning Project

Every course asks you to do the work, not just watch it. Using provided Word and Excel templates, you'll build one product concept forward step by step: run an internal and external assessment into a SWOT, turn it into a product concept document, then a project charter, a market requirements document, a preliminary business case, a product roadmap, and a financial analysis where you calculate payback, ROI, IRR, and NPV against a cash flow diagram.

You'll also work through realistic scenarios, from a dog toy company racing a holiday deadline to an AI system proposed for city traffic flow, deciding launch activities and defending the return on investment. You'll also draft an elevator speech, analyze market forces, build a public relations plan, and prepare beta, launch, demand generation, and end-of-life plans. A guided project has you use generative AI tools to carry out product management tasks, and final projects let you compare your thinking with others.