Centre for Continuing Education

Art of Product Management Course

Management. Lift your career and your organisation.


Business and management courses discount

From now until 30 June 2019, enrol in any two Business and management courses on our website and receive a 20% discount. These courses appear in the Business and management section of our website.

Once two courses are added to your shopping cart the discount will apply automatically. Enrolments made as part of this offer are non-refundable and this discount cannot be used in conjunction with any other offer.


Develop the product management skills that drive change and innovation for your company. Solve customer problems, deliver business value, and bring more meaning to your work.

There’s a reason why the current CEOs of Google, Yahoo, and Microsoft all started their careers as product managers. The knowledge, frameworks, and philosophies of product management provides you with a blueprint to be a problem solver, creative thinker, data-driven strategist, and inspiring leader. Your opportunity with product management is to lead teams in creating better products that will improve our daily lives and ultimately advance our society.

Aims

By the end of this course, you will understand the essentials of how to create, design, build, analyse, and launch a market-ready product that solves real-world problems.

Outcomes

By the end of this course, you should be able to:

  • prioritise and give value to different ideas so that you can focus your time and energy correctly, not only applicable to product ideas but also to your life tasks and goals
  • build a persuasive business case that aligns to company strategy so that you can get stakeholder buy-in and your ideas across
  • create a prototype to test your concepts and work on refinements upon gathering feedback with the aim of getting it to the development ready stage
  • implement processes to manage a team so that you and your team are more efficient in executing and delivering your work
  • develop a launch strategy so that your product has the highest probability of success
  • analyse quantitative and qualitative data so that you can make product improvements, find opportunities, and know if you are succeeding or failing at your intended outcome
  • take action on what to do next – not to just learn the ways of product management but to apply them actively every day.

Content

Product management foundations

  • The product management job responsibilities, career path, and skills that broaden your opportunities.
  • Understanding the agile, technical, digital, and general product manager and product owner.
  • The product management lifecycle from identifying opportunities to product launch and all the stages in between.

Human-centered thinking

  • Digging deeper in understanding and defining root problems and opportunities.
  • Creating personas and user journeys; how it helps you to craft a product narrative and in designing for the best solution.
  • Designing usable and testable prototypes to gather user feedback.

Frameworks

  • Prioritisation frameworks and the various ways to think through how to best spend your own and your team’s time.
  • Estimations of market size and value for the opportunity at hand.

Being analytical

  • The different types of quantitative and qualitative data, where to gather this information, how to analyse the data, and how to turn it into action.
  • Hypothesis testing and how to gather insights that validate, invalidate, or give you understanding of how to improve.

Leadership

  • Psychology of a product manager who leads through influence instead of authority.
  • Communication and stakeholder management insights.
  • Creating and managing the production vision, roadmap, strategy, and key metrics to keep you and your team guided.

Execution and delivery

  • Agile development methodology, scrum, and the roles and responsibilities of team members.
  • Developing a go-to-market launch strategy, product messaging, audience targeting, defining success metrics, and what to do post-launch.

Public speaking

  • At the end of the class, pitching your product plan in a concise and persuasive way.

Intended audience

You are:

  • an aspiring product manager or product owner who already works around the industry
  • a new product manager or product owner strengthening your skills and knowledge
  • a marketer, engineer, financier, designer, undergraduate, graduate, manager, data analyst, business owner, creative thinker, artist, or someone who can benefit from learning and applying the teachings of product management
  • an inventor ready to learn the other skills needed to move forward
  • an optimist or dreamer seeking to create something meaningful
  • entrepreneurial-minded and want to use the product management mindset to take your endeavours to the next stage
  • curious and seeking the insights of the product management profession
  • interested in elevating your skills, seeking a career change, or simply looking for inspiration.

Recommended reading

Optional content to read or watch:

Carnegie, D. 1936. How To Win Friends and Influence People. New York: Simon & Schuster.

Christensen, C. 1997. Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Boston: Harvard Business Review.

Croll, A. and Yoskovitz, B. 2013. Lean Analytics: Use Data to Build a Better Startup Faster. Beijing: O' reilly.

Harari, Y. 2014. Sapiens: A Brief History of Humankind. New York: Harper.

Norman, D. 2013. The Design of Everyday Things. New York: The Perseus Books Group.

Ries, E. 2011. The lean startup. New York: Crown Business.

Rubin, K. 2013. Essential Scrum: A Practical Guide to the Most Popular Agile Process. Upper Saddle River, NJ: Addison-Wesley.

TED 2010. How Great Leaders Inspire action.

Thiel, P. and Masters, B. 2015. Zero to one. London: Virgin Books.

Delivery style

A mixture of lively class discussions, team-work, pen and paper activities, videos, exercises, workshops, and lectures to apply what’s being taught, with a side of coffee and tea.

Materials

Bring an open mind and be open to change and you’ll open up new ways to create, design, and deliver better products, ideas, and solutions into the world.

Laptop optional.

Features

  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion

Art of Product Management Course

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Art of Product Management Course

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