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30-Day Money-Back Guarantee

This course includes:

  • 1.5 hours on-demand video
  • 24 articles
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
Business Business Strategy Product Management

Product Management: Product Market Strategy

Learn the 18 critical components of pulling together a market strategy for your product for beginners and intermediate.
Rating: 3.3 out of 53.3 (97 ratings)
972 students
Created by David Fradin
Last updated 4/2018
English
English [Auto]
30-Day Money-Back Guarantee

What you'll 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

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 this course is for:

  • Product Leaders
  • Product Managers
  • product marketing managers
  • general managers
  • entrepreneurs
  • startups
  • CEO
  • business unit managers

Course content

6 sections • 52 lectures • 1h 33m total length

  • Preview00:57
  • Introduction
    01:23
  • Learning Objectives
    00:04
  • Suggested Reading Materials
    00:59
  • Lessons
    00:27
  • About the Exercises in this course and Resources
    00:26

  • Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions
    2 questions
  • Preview02:29
  • Preview04:40
  • Preview01:07
  • Preview01:51
  • Readiness Checklist
    00:40
  • Plan Outline
    02:42
  • Plan Outline Exercise
    00:25
  • Post-Lesson Assessment: Plan Outline
    2 questions
  • 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
    00:20
  • Post-Lesson Assessment: Decision Making, Schedule, and Resources Required
    3 questions
  • Pre-Lesson Assessment: Vision and Values
    1 question
  • Vision and Values
    03:11
  • Examples of Vision Statements
    00:09
  • Vision and Values: Exercise
    00:33
  • Post-Lesson Assessment: Vision and Values
    1 question
  • 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
    00:28
  • Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers
    3 questions
  • 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
    00:24
  • Post-Lesson Assessment: Product Market Opportunity, Description and Value
    3 questions

  • 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
    00:07
  • Post-Lesson Assessment: Personas and Use Cases
    3 questions
  • Pre-Lesson Assessment: Market Adoption
    1 question
  • Market Adoption
    01:33
  • Market Adoption: Exercise
    00:16
  • Post-Lesson Assessment: Market Adoption
    1 question
  • Pre-Lesson Assessment: Markets and Market Segments
    1 question
  • Markets and Market Segments
    06:44
  • Markets and Market Segments: Exercise
    00:21
  • Post-Lesson Assessment: Markets and Market Segments
    3 questions
  • Pre-Lesson Assessment: Total Available (Addressable) Market (TAM)
    1 question
  • Total Available (Addressable) Market (TAM)
    03:50
  • Total Available (Addressable) Market (TAM): Exercise
    00:16
  • Post-Lesson Assessment: Total Available (Addressable) Market (TAM)
    2 questions
  • Pre-Lesson Assessment: Target Markets
    1 question
  • Target Markets
    01:47
  • Target Markets: Exercise
    00:16
  • Post-Lesson Assessment: Target Markets
    3 questions
  • Pre-Lesson Assessment: Competitive Environment
    1 question
  • Competitive Environment
    02:00
  • Competitive Environment: Exercise
    00:07
  • Post-Lesson Assessment: Competitive Environment
    3 questions

  • Preview01:11
  • Pre-Lesson Assessment: Product Positioning
    1 question
  • Importance of Positioning
    01:11
  • Product Positioning
    07:59
  • Product Positioning: Exercise
    00:20
  • Post-Lesson Assessment: Product Positioning
    4 questions
  • Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
    1 question
  • Strengths, Weaknesses, Opportunities and Threats
    01:09
  • Strengths, Weaknesses, Opportunities and Threats: Exercise
    00:20
  • Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats
    1 question
  • Pre-Lesson Assessment: Penetrating Existing and New Markets
    1 question
  • Penetrating Existing and New Markets
    04:33
  • Penetrating Existing and New Markets: Exercise
    00:20
  • Post-Lesson Assessment: Penetrating Existing and New Markets
    3 questions
  • Pre-Lesson Assessment: Requirements and Training
    2 questions
  • Requirements and Training for Sales, Marketing, Distribution, Channels, Partners
    07:40
  • Requirements and Training: Exercise
    00:20
  • 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
    00:16
  • Post-Lesson Assessment: Pricing and Business Model
    3 questions
  • Pre-Lesson Assessment: Metrics
    1 question
  • Metrics
    02:00
  • Metrics: Exercise
    00:12
  • Post-Lesson Assessment: Metrics
    1 question

  • Pre-Lesson Assessment: Product Market Strategy
    1 question
  • Product Market Strategy Plan
    01:00
  • Product Market Strategy: Exercise
    00:21
  • Post-Lesson Assessment: Product Market Strategy
    1 question

  • Next Steps
    00:29

Instructor

David Fradin
Distinguished Professor, Manipal Global Academy
David Fradin
  • 4.0 Instructor Rating
  • 133 Reviews
  • 3,976 Students
  • 3 Courses

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.

Distinguished Professor of Practise and Advisor, Product Management Programs, Manipal Global Academy of Information Technology

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