Centre for Continuing Education

Art of Product Management Course

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

Develop the product management skills that will help you 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 will provide you with the 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 have improved or created a new product through understanding customers and opportunities, generating ideas, designing prototypes, hypothesis testing and articulating your vision.

Outcomes

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

  • prioritise and give value to different ideas so that you can focus on the right things
  • build a persuasive business case to align stakeholders and get your ideas across
  • create a prototype to test your concepts
  • implement agile processes to manage a delivery team
  • develop a launch strategy that effectively communicates your vision
  • analyse quantitative and qualitative data to make product improvements and find opportunities
  • 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

  • Product management job responsibilities, career path, and skill sets.
  • Understanding the agile, technical, digital, and general product manager and product owner roles.
  • The product lifecycle from identifying opportunities to product launch.

Design

  • Creating personas and user journeys to craft a product narrative.
  • Designing usable and testable prototypes to gather user feedback.
  • Idea generation and creativity techniques.

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.

Analytical thinking

  • Using quantitative and qualitative data – how to gather, analyse, and turn data into action.
  • Hypothesis testing and how to gather insights that validate, invalidate, or give you understanding of how to improve.

Leadership

  • Leading through influence instead of authority.
  • Communication and stakeholder management.
  • 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, defining success metrics, and what to do post-launch.

Communication

  • Presenting your vision in a concise and persuasive way.

Intended audience

You are:

  • a new or aspiring product manager or product owner
  • a marketer, engineer, financier, designer, manager, analyst, business owner, creative thinker, 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
  • 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, Simon & Schuster, New York.

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

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

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

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.

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, team-work, pen and paper activities, videos, exercises, workshops, and lectures to apply what’s being taught.

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.

Features

  • Expert trainers
  • Central locations
  • Free, expert advice
  • Course materials – yours to keep
  • CCE Statement of Completion

Art of Product Management Course

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Art of Product Management Course

<p>{block name:“Course Tagline - Product development”}</p><p>Develop the product management skills that will help you drive change and innovation for your company. Solve customer problems, deliver

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What others say.

  • Relevant and useful information, and an exceptional facilitator.