Introduction to Product Management

The prevalence of software, technology and digital services has changed the way that products are being brought to market and has given rise to modern management techniques. In this course, we will introduce you to different topics vital to reframing how you define, develop, and launch products, services, and features that satisfy the needs of the customer.

Participants will learn techniques and tools from many modern schools of management including Design Thinking, Agile and Lean and align them with the outcomes of Value, Flow and Quality. The principles, practices and techniques enable you to experience a mindset shift that will change how you approach work and lead you towards better and more impactful outcomes.

This course is right for you if you are:

• New to the role of Product Manager
• Considering transitioning into Product Management
• Work in functions or departments that work closely with the Technology and Product teams
• In a senior leadership position seeking a high-level understanding of product management
• Starting your journey to product management accreditation

This course is designed to maximize the outcomes through a self-guided, self-paced learning journey, enabling participants to apply the learning to real work, while taking into consideration the demands on people’s time.

• Number of modules: 12
• Total lecture time: 2-hours
  (Additional time required to download templates and complete quizzes throughout the course)

The attention span for participants of remote sessions are typically shorter so introduction of different concepts and techniques will be done in 2-5 minute videos, with multiple videos comprising each module.

Each module has learning outcomes and a brief knowledge assessment in the form of a 2-4 question quiz. Some topics are accompanied by a downloadable template or a link to a case study or additional resources, as supplemental learning materials.

Course Outline

1. About this course
   • Course Overview
   • VFQ for Product Management
2. VFQ Guiding Principles
   • Delivering value early and often
   • Optimizing the flow of work end-to-end
   • Discoverying quality with fast feedback
3. VFQ Essential Practices
   • Experimentation
   • Value Definition
   • Visualization
4. About Product Management
   • Why organizations need Product Management
   • What is Product Management
   • Where ideas come from
5. Defining a Product
   • Product definitions
   • Product examples
   • Attributes of a product
   • Delivering customer value through products
6. Product Mindset
   • About a product mindset
   • Getting started with a product mindset
7. Projects to Products
   • Iron triangle
   • Moving from projects to products
   • A traditional approach
   • A discovery approach
8. Product Lifecycle
   • Overview of the Product Lifecycle
   • Search and Validate Stage + Example
   • Grow, Mature, and Transform Stages + Example continued
   • Product Development Frameworks: DABL and Double Diamond
9. Tools and Practices
   • Tools for the problem space
   • Tools for the solution space
   • Tools for delivering value
10. Responsibilities of a Product Team
    • 3 key areas of focus
    • 4 responsibilities of a product team
    • Roles of a product team
11. Product Strategy
    • Product Strategy overview
    • Uber Case Study Example
12. Course Summary