Product Management: Product Market Strategy
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Product Management: Product Market Strategy

Learn the 18 critical components of pulling together a market strategy for your product for beginners and intermediate.
3.5 (36 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
592 students enrolled
Created by David Fradin
Last updated 2/2017
English
Current price: $10 Original price: $195 Discount: 95% off
1 day left at this price!
30-Day Money-Back Guarantee
Includes:
  • 1.5 hours on-demand video
  • 24 Articles
  • 1 Supplemental Resource
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • To be able to Lead the development of a product market strategy plan including:
  • Define the decision making, schedule, market opportunity and product value
  • Using personas, use cases, market status and development, market description, market segments, and total available market
  • Identify target markets
  • Apply competitive research and analysis
  • Write product positioning
  • Conduct strengths, weaknesses, opportunities and threats analysis
  • Write plan to penetrate existing and new markets
  • Define requirements and training for sales, marketing, distribution, channels, partners, affiliates, operations, support and service
  • Define a pricing and business model
  • Identify metrics to monitor product success
  • Write the product market strategy plan
View Curriculum
Requirements
  • Basic business and management principles
Description

Product success rate in the market is less than 60%.

Are you putting together your product plan your product market strategy to increase your odds for success?

Want to build a well thought out plan quickly and effectively?

Then this course is for you!

This course is for anyone in an organization that has any responsibility for a product or service.

Agile Market Strategy for Products" teaches you how to think through the critical elements that make for a strategic market plan for a product. This course gives you a template for organizing your thinking and quickly developing a well thought out and a successful plan. One that you will make you proud, successful and your boss very happy. Even if you are the boss.

Eighteen key lessons are covered with 80 minutes of fast-paced video lectures accompanied by examples and exercises. Each video lecture can be completed in less than 10 minutes, enabling you to pace out your training over the approximately three hours it will take to complete the entire course.

The course includes two bonus features not found anywhere else:

First, if you make a commitment to finish the course and its exercises by any date of your choosing, I will review your plan and give you feedback. Such an effort will enable you to create your plan and help refine it based upon my experience. I say any date of your choosing to help motivate you to "get it done" but at your own pace.

Second, if you do a good job by clearly demonstrating in your plan that you know how to pull the plan together. Which is, by the way, the purpose of this course, for you to learn not only what should be done but how to do it. I will give you a personal recommendation that you can use to help get a job or for any other purpose like posting on your Linkedin profile.

This is in addition to getting a course completion certificate provided by Udemy to prove you have the skills to get the job done.

It is the first course covering product market strategy that incorporates:

  • Organized in self-paced modules
  • Agile principles and methodologies
  • Easy to follow and well structured Workbook
  • Verified increase in your competency

When you have completed “Agile Market Strategy for Business to Business Products" you will:

  • Understand the components that define a Product Market Strategy
  • Learn how to build & critique your own
  • Apply it to your business:
  • To achieve organizational alignment
  • Build better products
  • Drive a faster market success
  • Beat your competition

Each of the eighteen lessons has a:

  • Pre-Assessment
  • Video Lecture
  • Real world examples
  • Exercises
  • Post-Assessment

The primary focus is on business-to-business but it can also be used for business to consumer.

The course includes a downloadable PowerPoint Workbook template for you to do your exercises and build your plan.

Who is the target audience?
  • Product Leaders
  • Product Managers
  • product marketing managers
  • general managers
  • entrepreneurs
  • startups
  • CEO
  • business unit managers
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Curriculum For This Course
Expand All 52 Lectures Collapse All 52 Lectures 01:33:48
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Overview
6 Lectures 03:36

This is an introduction to developing a market strategy specifically for your product or product line. Hence we call it at product market strategy. Some might call it a product plan. If you add additional things like more organizational financials, human resources and legal issues then you could call it a business plan.

This strategy or plan is about defining a specific target market(s) and “how” that market will be penetrated or developed for a product and/or product line.

Pulling this comprehensive strategy together is not easy and is perhaps the reason about 40% of products fail in the marketplace. It will take you at least a week to develop, but perhaps more like three months or more, especially if the research has not yet been done.

But when done, you will have a significant strategy that will work.

All too frequently companies wait to develop major parts of this strategy just before product introduction. Doing so does not enhance the chances of success. Much of this work should be done before development proceeds.

Preview 00:57

Introduction
01:23

Learning Objectives
00:01

Suggested Reading Materials to suppliment this course.

Suggested Reading Materials
00:17

Lessons
00:31

About the Exercises in this course and Resources
00:26
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Part 1: Process, Vision, Values & Definitions
16 Lectures 32:57

Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions

Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions
2 questions





Readiness Checklist
00:40

Plan Outline
02:42

Plan Outline Exercise
00:12

Post-Lesson Assessment: Plan Outline

Post-Lesson Assessment: Plan Outline
2 questions

Pre-Lesson Assessment: Decision Making, Schedule, and Resources Required

Pre-Lesson Assessment: Decision Making, Schedule, and Resources Required
3 questions

Decision Making, Schedule, and Resources Required
05:28

Decision Making, Schedule, and Resources Required: Exercise
00:10

Post-Lesson Assessment: Decision Making, Schedule, and Resources Required

Post-Lesson Assessment: Decision Making, Schedule, and Resources Required
3 questions

Pre-Lesson Assessment: Vision and Values

Pre-Lesson Assessment: Vision and Values
1 question

Vision and Values
03:11

Examples of Vision Statements
00:02

Vision and Values: Exercise
00:13

Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

Post-Lesson Assessment: Vision and Values
1 question

Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers
1 question

The Perfect Storm and Creating Insanely Great Customers: Market Status
06:50

Perfect Storm: Exercise
00:10

Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers
3 questions

Pre-Lesson Assessment: Personas and Use Cases

Pre-Lesson Assessment: Product Market Opportunity, Description and Value
2 questions

Product Market Opportunity, Description and Value
03:00

Product Market Opportunity, Description and Value: Exercise
00:11

Pre-Lesson Assessment: Personas and Use Cases

Post-Lesson Assessment: Product Market Opportunity, Description and Value
3 questions
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Part 2: Market Assessment
13 Lectures 21:22

Pre-Lesson Assessment: Personas and Use Cases

Pre-Lesson Assessment: Personas and Use Cases
2 questions

Why it is important to Agree on the Target Personas
01:44

Personas and Use Cases
02:46

Personas and Use Cases: Exercise
00:10

Post-Lesson Assessment: Personas and Use Cases

Post-Lesson Assessment: Personas and Use Cases
3 questions

Pre-Lesson Assessment: Markets and Market Segments

Pre-Lesson Assessment: Market Adoption
1 question

Market Adoption
01:33

Market Adoption: Exercise
00:09

Pre-Lesson Assessment: Markets and Market Segments

Post-Lesson Assessment: Market Adoption
1 question

Pre-Lesson Assessment: Markets and Market Segments

Pre-Lesson Assessment: Markets and Market Segments
1 question

Markets and Market Segments
06:44

Markets and Market Segments: Exercise
00:10

Post-Lesson Assessment: Markets and Market Segments

Post-Lesson Assessment: Markets and Market Segments
3 questions

Post-Lesson Assessment: Total Available (Addressable) Market (TAM)

Pre-Lesson Assessment: Total Available (Addressable) Market (TAM)
1 question

Total Available (Addressable) Market (TAM)
03:50

Total Available (Addressable) Market (TAM): Exercise
00:09

Post-Lesson Assessment: Total Available (Addressable) Market (TAM)

Post-Lesson Assessment: Total Available (Addressable) Market (TAM)
2 questions

Pre-Lesson Assessment: Target Markets

Pre-Lesson Assessment: Target Markets
1 question

Target Markets
01:47

Target Markets: Exercise
00:09

Post-Lesson Assessment: Target Markets

Post-Lesson Assessment: Target Markets
3 questions

Pre-Lesson Assessment: Competitive Environment

Pre-Lesson Assessment: Competitive Environment
1 question

Competitive Environment
02:00

Competitive Environment: Exercise
00:10

Pre-Lesson Assessment: Product Positioning

Post-Lesson Assessment: Competitive Environment
3 questions
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Part 3: Product Focus
14 Lectures 30:14

Pre-Lesson Assessment: Product Positioning

Pre-Lesson Assessment: Product Positioning
1 question

Importance of Positioning
01:11

Product Positioning
07:59

Product Positioning: Exercise
00:10

Post-Lesson Assessment: Product Positioning

Post-Lesson Assessment: Product Positioning
4 questions

Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats

Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
1 question

Strengths, Weaknesses, Opportunities and Threats
01:09

Strengths, Weaknesses, Opportunities and Threats: Exercise
00:10

Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats

Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
1 question

Pre-Lesson Assessment: Penetrating Existing and New Markets

Pre-Lesson Assessment: Penetrating Existing and New Markets
1 question

Penetrating Existing and New Markets
04:33

Penetrating Existing and New Markets: Exercise
00:10

Post-Lesson Assessment: Penetrating Existing and New Markets

Post-Lesson Assessment: Penetrating Existing and New Markets
3 questions

Pre-Lesson Assessment: Requirements and Training

Pre-Lesson Assessment: Requirements and Training
2 questions

Requirements and Training for Sales, Marketing, Distribution, Channels, Partners
07:40

Requirements and Training: Exercise
00:10

Post-Lesson Assessment: Requirements and Training

Post-Lesson Assessment: Requirements and Training
4 questions

Pre-Lesson Assessment: Pricing and Business Model
1 question

Pricing and Business Model
03:33

Pricing and Business Model: Exercise
00:09

Post-Lesson Assessment: Pricing and Business Model
3 questions

Pre-Lesson Assessment: Metrics
1 question

Metrics
02:00

Metrics: Exercise
00:08

Post-Lesson Assessment: Metrics
1 question
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Part IV: Bringing Your Plan To Life
2 Lectures 01:14

Pre-Lesson Assessment: Product Market Strategy

Pre-Lesson Assessment: Product Market Strategy
1 question

Product Market Strategy Plan
01:00

Product Market Strategy: Exercise
00:14

Post-Lesson Assessment: Product Market Strategy

Post-Lesson Assessment: Product Market Strategy
1 question
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Next Steps
1 Lecture 00:32
Next Steps
00:32
About the Instructor
David Fradin
4.3 Average rating
54 Reviews
765 Students
5 Courses
Certified Product Manager and Marketing Manager, Instructor

David Fradin has trained hundreds of managers throughout the world. He infuses his workshops with insights and experiences gained as a product leader at companies like Apple and Hewlett-Packard. He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs. His Amazon book “Building Insanely Great Products” and these workshops covers the founding values, vision, product life cycle and management employed by Apple at its founding and which it returned to in 1997 when Steve Jobs returned to Apple. What students will learn in his courses are exactly what has made Apple the most valuable company in the world and what enabled HP to grow 20% per year for 50 years.