Product Management 101
What you’ll learn
Learn the best practices of the work of product management – spanning market intelligence, strategy, new product development, and lifecycle management
Take strong steps toward becoming a more strategic (and impactful) product manager
Sample the breadth of product management including software, hardware, services, and analytics
Learn to be leaner, faster, and more experimental
Requirements
Product management experience is helpful, although not required.
Description
The goal of Product Management 101 is to help you become a more strategic product manager – with a greater impact on your company and your products. We will cover the spectrum of product management work from market intelligence, strategy, new product development, and lifecycle management. And we’ll span the breadth of product management, including software, hardware, services, and analytics – with company examples and practice activities.We will step through the best practices for working with development teams to create innovative, market-leading products. We’ll discuss how to find deep customer insight. And we will look at how to best position, price, and manage these products in the market. This course has been designed for product managers with 0-5 years of experience who want to up-level and re-energize their work, and it’s been designed for aspiring product managers who want to kickstart their work with skill and impact.As product managers, we are gifted with influential positions. We aren’t wall decorations. We steal market share from our competitors month-by-month. We innovate, refine, and evolve our products. We set up our products for long-term success. We focus and deliver, we delight our customers. But all this takes skill. This course can help get you there.
Overview
Section 1: Introduction
Lecture 1 Course introduction
Lecture 2 The strategic role of product management
Section 2: Market Intelligence
Lecture 3 Customer analysis
Lecture 4 Interviewing customers: Skills and question types
Lecture 5 Interviewing customers: Step-by-step
Lecture 6 Practice Activity: Uber, Lyft, and ridesharing interview
Lecture 7 Personas
Lecture 8 The Kano Model for analyzing customer needs
Lecture 9 Practice Activity: Reedsy & the Kano Model
Lecture 10 Customer analysis examples: KeepTruckin and Steelcase
Lecture 11 Market analysis
Lecture 12 Profiling market segments
Lecture 13 Sizing market segments
Lecture 14 Competitive analysis
Lecture 15 Analyzing direct competition: market share and trends
Lecture 16 Competitors’ strategy and go-to-market
Lecture 17 Competitive positioning
Lecture 18 Competitive product comparisons
Lecture 19 Disruptive technology and autonomous vehicles
Lecture 20 Competitive monitoring
Section 3: Strategy
Lecture 21 Product vision and objectives
Lecture 22 Practice Activity: Product vision and objectives
Lecture 23 Elements of a strategy
Lecture 24 Practice Activity: Product strategy
Lecture 25 Operationalizing and refining a strategy
Section 4: New Product Development
Lecture 26 Prioritization
Lecture 27 Roadmapping
Lecture 28 Objectives and key results (OKRs)
Lecture 29 Practice Activity: Objective and key results (OKRs) with eBird
Lecture 30 Development buckets
Lecture 31 Practice Activity: Development buckets with Radley Robots
Lecture 32 Prioritized backlog
Lecture 33 Discovery and delivery
Lecture 34 Practice Activity: Discovery & delivery with Big Agnes tents
Lecture 35 Stage-gates
Lecture 36 Testing product concepts
Lecture 37 Testing product concepts: examples
Lecture 38 Product analytics – software
Lecture 39 Product analytics – hardware
Lecture 40 Product experiments
Lecture 41 The new flavors of product management
Lecture 42 Launch
Lecture 43 Excellent new product launches: examples
Section 5: Lifecycle management
Lecture 44 Positioning and communication
Lecture 45 Practice Activity: Create a value proposition
Lecture 46 Benefit trees
Lecture 47 Buyer’s journey and content marketing
Lecture 48 Personas, purchase process, and engagement triggers
Lecture 49 Pricing
Lecture 50 3C’s of pricing
Lecture 51 Pricing step-by-step
Lecture 52 Practice Activity: LinkedIn pricing
Lecture 53 Discount management
Lecture 54 Sales support
Lecture 55 Activity: Working with sales teams
Lecture 56 Sales enablement tools
Lecture 57 Training, deal support, and view-from-the-field
Lecture 58 Sales channels
Lecture 59 Practice Activity: HP sales channels
Lecture 60 Finding and refining sales channels
Lecture 61 Product support
Lecture 62 Product support with Kobo360 and Sendy
Lecture 63 Finding growth
Lecture 64 Practice Activity: Finding growth
Lecture 65 Product-led growth
Lecture 66 Growth case study: Udemy
Lecture 67 Obsolescence
Section 6: Wrap-up
Lecture 68 7 big themes from the course
Lecture 69 Course wrap-up
Lecture 70 Bonus lecture: Customer interview example
Product managers with 0-5 years of experience,Aspiring product managers,Business managers who want to understand the work of product teams
Course Information:
Udemy | English | 5h 13m | 5.19 GB
Created by: Todd Birzer
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