Digital Product Management: Modern Fundamentals
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Digital Product Management: Modern Fundamentals
University of Virginia
课程信息
4.7
404 个评分
Not so long ago, the job of product manager was about assessing market data, creating requirements, and managing the hand-off to sales/marketing. Maybe you’d talk to a customer somewhere in there and they’d tell you what features they wanted. But companies that manage product that way are dying.
Being a product person today is a new game, and product managers are at the center of it. Today, particularly if your product is mostly digital, you might update it several times a day. Massive troves of data are available for making decisions and, at the same time, deep insights into customer motivation and experience are more important than ever. The job of the modern product manager is to charter a direction and create a successful working environment for all the actors involved in product success. It’s not a simple job or an easy job, but it is a meaningful job where you’ll be learning all the time.
This course will help you along your learning journey and prepare you with the skills and perspective you need to:
Create the actionable focus to successfully manage your product (week 1)
Focus your work using modern product management methods (week 2)
Manage new products and explore new product ideas (week 3)
Manage and amplify existing products (week 4)
This course is ideal for current product or general managers interested in today's modern product management methods.
This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business. The Batten Institute’s mission is to improve the world through entrepreneurship and innovation: www.batteninstitute.org.
您将获得的技能
Product PlanningProduct ManagementProduct/Market FitNew Product Development
教学大纲 - 您将从这门课程中学到什么
Week
1Achieving Focus and #Winning
As a product manager, you and your team will always have more ideas and more requests than you can possibly manage. Making matters still more complicated, part of your job is to develop and then ‘sell’ a particular view of what should happen with your product to diverse stakeholders (engineering, marketing, etc.). How do you do it? Success requires an actionable, testable focus. The successful product manager identifies vivid, testable customer outcomes and creates focus around them. This week we’ll show you how to interface effectively with all your stakeholders to create that actionable focus.
19 个视频（共 95 分钟）, 1 个阅读材料, 3 个测验
19 个视频
You, the Product Manager5分钟
Why Is a Product Never a Product?6分钟
You and Your Customer4分钟
You and Your Design Team4分钟
You and Your Development Team4分钟
Product Manager vs. Product Owner8分钟
Greg Cohen on PM vs. PO?8分钟
What Is Data Science?3分钟
You and Your Data Science Team6分钟
Meet Enable Quiz, Our Startup Company Example3分钟
You and Your Consulting and/or Support Team5分钟
Focal Tool: The Customer Journey4分钟
Nastia Root on Creating a Strong Interface with Support4分钟
You and Your Sales and Marketing Team7分钟
You and Your Finance/Accounting and Legal Teams4分钟
You and Your Project Manager3分钟
You and Your Management Team4分钟
Week 1 Takeaways1分钟
1 个阅读材料
Course Overview & Requirements10分钟
3 个练习
Practice Quiz on the #Winning PM9分钟
Practice Quiz on Many Areas, One Focus21分钟
Week 1 Final Quiz30分钟
Week
2Using Today's Product Management Methods
You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.
20 个视频（共 113 分钟）, 4 个测验
20 个视频
What Kind of PM Are You?3分钟
Methods and PMs8分钟
Agile and Product Management7分钟
Design Thinking and the Product Manager6分钟
Lean Startup and the Product Manager9分钟
Managing Habits: Trigger and Action5分钟
Managing Habits: Variable Reward and Investment5分钟
Nir Eyal on Managing Habits6分钟
User Story Mapping for Product Managers7分钟
Prototyping for Product Managers5分钟
Usability Testing for Product Managers4分钟
Collaborating with Enterprise Customers--Tips 1-48分钟
Collaborating with Enterprise Customers--Tips 5-93分钟
David Bland on Avoiding the Product Death Cycle2分钟
Shaping Your Funnel Part 14分钟
Shaping Your Funnel Part 26分钟
Managing a Product with Hardware5分钟
Making Time to Do Things Right3分钟
Week 2 Takeaways4分钟
4 个练习
Practice Quiz on Solving the Right Problem12分钟
Practice Quiz on Creating the Right Solution6分钟
Practice Quiz on Applications in Product Management12分钟
Week 2 Final Quiz20分钟
Week
3Exploring a New Product Idea
Something on the order of 9 out of 10 new products fail. Those sound like daunting odds, but through disciplined exploration an effective PM knows how to make even the improbable probable. This week we’ll show you how to apply your understanding of modern PM methods to exploring new product ideas.
We’ll step through customer discovery, idea testing/validation, early development, and business model design. By the end you’ll have a durable process you can both execute and communicate to your team.
13 个视频（共 73 分钟）, 4 个测验
13 个视频
Learning vs. Scaling7分钟
The Importance of Good Enough: "Cooped Up" MVPs8分钟
The Importance of Good Enough: "Greener Air" MVPs7分钟
Non-Titular Product Managers分钟
David Chait on Non-Titular PMs5分钟
Horizons of Growth5分钟
Corporate Innovation Pipeline5分钟
Creating a Healthy Innovation Pipeline6分钟
David Bland on New Ventures Inside the Corporation8分钟
Business Model Design I: Proposition Design5分钟
Business Model Design II: Customer Journeys6分钟
Week 3 Takeaways2分钟
4 个练习
Practice Quiz on Learning vs. Scaling18分钟
Practice Quiz on Innovating in the Corporation6分钟
Practice Quiz: From Proposition to Business Model6分钟
Week 3 Final Quiz: Exploring a New Product Idea30分钟
Week
4Amplifying an Existing Product
If you want a product that does more than make a big splash, you’ll need to apply what you’ve learned here every week, every sprint to keep that product fresh and relevant. It’s not hard to let a great product get sidetracked and become irrelevant to its users--this happens all the time. Some figures show the portion of features on successful products that are regularly used to be well under 50%. Yikes! In this week, we’ll look at how successful product managers keep their products fresh and focused on valuable outcomes for their users. You’ll learn how to put a focused, sustainable, program in place to keep your product competitive.
19 个视频（共 105 分钟）, 3 个测验
19 个视频
Identifying Business Model Types5分钟
Business Model Design III: Delivery and Execution6分钟
Tamara Carleton on Strategic Foresight6分钟
The Trouble with New Features3分钟
The Importance of Good Enough: Seedling Features5分钟
Actionable Analytics5分钟
Eric Qi Dong on Disciplined Analytics for the Product Manager7分钟
Kiran Kadambi on Structuring Problems in Product Management13分钟
Applying Data Science5分钟
Andrew Kritzer on Data Science for the MBA6分钟
Jim Rose on Continuous Integration and Delivery7分钟
Jim Rose on Monolithic Architectures and Microservices4分钟
Managing a Channel or Modality1分钟
Nastia Root on Being a Growth PM5分钟
It's Not a Meeting l5分钟
It's Not a Meeting II7分钟
Roadmap?6分钟
Course and week close: Let's Not Make This Good-Bye分钟
3 个练习
Practice Quiz: Focused Tuning and Testing15分钟
Practice Quiz: Driving Growth through Focus15分钟
Week 4 Final Quiz30分钟
讲师
Alex Cowan
Faculty & Batten FellowDarden School of Business
关于 University of Virginia
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
常见问题
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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