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Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study, Virtual Classroom | Video and Text Based |
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | Kellogg School of Management, Evanston |
The Syllabus
- Learn what a product manager does and how the role varies across industries, organization sizes, and formats (B2B and B2C). Learn what you need to succeed in this role and what makes an outstanding product manager.
- Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, and human factors research), and move from insights to action.
- Learn how to define and find product opportunities and assess those opportunities using the jobs-to-be-done (JTBD) and real-win-worth it (R-W-W) frameworks.
- Learn how to create a discovery hypothesis, measure product–market fit, apply the MVP framework (user stories, epics, and themes), and address the Agile requirements document.
- Learn the definition and importance of business models, business model taxonomy—freemium, software as a service (SaaS)—and marketplace models and equip yourself to choose the right business model for your product.
- Understand the economics of an SaaS business (CLV, CAC, MRR, MRR expansion and churn), learn about analyses such as net present value (NPV), internal rate of return (IRR), and product profitability, and explore approaches to product pricing.
- Learn the basics of UX design, conceptual design, interaction design, virtual design and the design sprint.
- Explore the principles of agile development, agile methodologies (scrum, kanban, etc.), scrum/agile team structures, and scaled agile framework (SAFe 5.0), and learn about transitioning to agile.
Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools.
Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (alpha, beta, and pilot), prototyping artifacts, wireframing, and prototyping best practices.
- Get an overview of the product launch and go-to-market strategy (GTM), elements of the GTM strategy, product positioning and messaging, and product launch planning.
- Receive an overview of internal and external communication, discover the fundamentals of storytelling, and learn to give effective product presentations and demos.
- Address the definition and creation of the “whole offer”—the making, buying, or allying decisions. Manage strategic partnerships and strategies for ecosystem development and growth.
- Discover how an organization might grow product sales through customer development, market development, and demand expansion. Learn how to manage product line extensions, product line pruning, and product sunsetting.
- Learn how to develop a growth-hacker mindset and explore growth-hacking skills, strategies, processes, and best practices.
- Gain an overview of model evaluation metrics and ways of identifying biases to avoid analytical errors
- Learn the definitions and fundamentals of analytics and AI and machine learning (ML) along with AI/ML platforms, tools, and types of analytics—descriptive, predictive, and prescriptive.
- Learn how to manage different relationships as a product manager. Specifically, this module will address relationships between the product manager and the engineering team, sales organizations, customers, and executive leadership.
- Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products.
Instructors
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