Centre for Continuing Education

Art of Product Management Course

Product development. Learn the skills important to the product lifecycle.

COVID-19 update: arrangement of our courses

We are now delivering courses online and in-person. Please check the delivery format of each class before enrolling.

Please note that course materials (excluding prescribed texts) are shared electronically within 48 hours of course commencement. Printing is not available.

Develop the product management skills that will help you enable 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 will provide you with the blueprint to be a problem solver, creative and analytical thinker, strategist and inspiring leader. Your opportunity with product management is to drive the success of a product and lead cross-functional teams to improve it.


In this course, you will learn how to improve or create new products through strategy, understanding customers, identifying problems and opportunities, generating ideas, designing prototypes, utilising data and analytics, goal setting, hypothesis testing, persuasive communication, and managing a delivery team.


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

  • strategise how a product or company can create new market space
  • craft personas for people who use your product or service
  • create prototypes that address motivations and pain points for your personas
  • utilise data and analytics to improve your product and find opportunities
  • set goals and measure success for your team
  • prioritise and value different ideas so that you can focus on the right things
  • test and run experiments on various ideas
  • communicate more persuasively to better align stakeholders
  • implement agile processes to manage a delivery team.


  • Product management: what is product management?
  • Strategy: how to create new market space
  • Personas: how to understand the people who use your product or service
  • Ideation: how to generate ideas
  • Design: how to move your ideas forward
  • Analytics: how to use data and analytics to measure anything
  • Goal setting: how to set objectives and measure success
  • Prioritisation: how to focus on the right thing at the right time
  • Testing ideas: how to create a hypothesis and run experiments
  • Influence: how to communicate more persuasively
  • Execution: how to manage a delivery team
  • Career growth: how to become or grow as a product person

Intended audience

You are:

  • a new or aspiring product manager or product owner
  • a marketer, engineer, financier, designer, manager, analyst, owner, specialist, or creative thinker
  • someone who can benefit from learning and applying the methods of product management
  • curious and seeking the insights
  • entrepreneurial-minded
  • 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, Simon & Schuster, New York.

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

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

Duarte, N 2012, Harvard Business Review Guide to Persuasive Presentations, Harvard Business Review Press, Boston, Mass.

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

Godin, S 2018, This is Marketing: You Can’t be Seen Until You Learn to See, Penguin Books, London, UK.

Mauborgne, R and Kim, WC 2005, Blue Ocean Strategy, Harvard Business School Publishing Corporation, Boston, Mass.

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

Ries, E 2011, The Lean Startup, Crown Business, New York.

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

Siegel, E 2016, Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Wiley, Hoboken, NJ.

TED 2010, How Great Leaders Inspire action.

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

Delivery style

A mixture of lively class discussions, case studies, group activities, videos, exercises, and lectures to apply what’s being taught.


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.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • Brilliant content, awesome teacher and group, great location/venue/food.
  • Relevant and useful information, and an exceptional facilitator.
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