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Business Management Product Management

Product Management 101

Learn to become a more strategic product manager - and have a greater impact on your company and your products.
Rating: 4.5 out of 54.5 (6,735 ratings)
46,756 students
Created by Todd Birzer
Last updated 4/2021
English
English [Auto], Polish [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Learn to become a more strategic product manager, with a much greater impact on your company and its products.
  • Learn the best practices for the work of product management - spanning market intelligence, strategy, new product development and lifecycle management.
Curated for the Udemy for Business collection

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 its future product portfolio.  

We will cover the spectrum of product management work from market intelligence, strategy, new product development, and lifecycle management.  

We will step through best practices for working with development teams to create market-leading, breakthrough products.  We will look at how to best position, price and manage these products in the market as part of our section on lifecycle management (i.e. product marketing).  

This course has been designed for product managers with 0-5 years of experience, who work with engineers (software developers, hardware developers, scientists, etc.) to develop next generation products.  

Product Management 101 can help you meet the fundamental purpose of product management: to manage the full lifecycle of products and services to create exceptional customer value, generate long-term competitive advantage, and deliver year-after-year profitability.  

Who this course is for:

  • Product managers with 0-5 years of experience
  • Product managers who work with engineering teams (software developers, hardware developers, scientists, etc.) to develop next generation products.

Featured review

Meghan Johanna Dove
Meghan Johanna Dove
64 courses
6 reviews
Rating: 5.0 out of 5a year ago
Concrete examples and resources that allow you to apply concepts to your own projects. With a focus on high level concepts, there are many opportunities to apply them to your own situation. Particularly appreciated unique concepts and strategies for planning and implementation of projects that I haven't seen in other courses or the plethora of Medium articles on the same topic.

Course content

6 sections • 67 lectures • 4h 58m total length

  • Preview04:54
  • Preview08:15

  • Market analysis
    07:02
  • Profiling market segments
    02:56
  • Practice Activity: profiling market segments
    00:34
  • Sizing market segments
    05:45
  • Practice Activity: Size a market
    02:31
  • Market analysis
    4 questions
  • Customer analysis
    03:41
  • Interviewing customers
    10:52
  • Practice Activity: Uber, Lyft, and ridesharing interview
    01:06
  • The Kano Model for analyzing customer needs
    05:59
  • Practice Activity: Reedsy & the Kano Model
    05:56
  • Customer analysis examples: KeepTruckin and Steelcase
    04:01
  • Customer analysis
    4 questions
  • Competitive analysis
    02:52
  • Analyzing direct competition: market share and trends
    05:31
  • Competitors' strategy and go-to-market
    04:22
  • Competitive positioning
    03:45
  • Competitive product comparisons
    03:45
  • Practice Activity: Omnitracs competitive analysis
    05:21
  • Disruptive technology and autonomous vehicles
    04:58
  • Competitive monitoring
    03:40
  • Competitive analysis and disruptive technology
    4 questions

  • Product vision and objectives
    05:32
  • Practice Activity: Product vision and objectives
    00:46
  • Elements of a strategy
    03:17
  • Practice Activity: Product strategy
    01:00
  • Operationalizing and refining a strategy
    04:34
  • Strategy development
    5 questions

  • Prioritization
    04:47
  • Objectives and key results (OKRs)
    05:06
  • Practice Activity: OKRs
    00:20
  • Development buckets
    04:39
  • Roadmapping
    06:22
  • Practice Activity: Case study - prioritization
    01:07
  • Prioritization and roadmapping
    4 questions
  • Discovery and delivery
    12:58
  • Activity: OKRs and discovery & delivery
    00:20
  • Stage-Gates
    09:15
  • Product management tools for discovery & delivery
    02:52
  • Example: discovery & delivery
    05:28
  • Practice Activity: Discovery & delivery with Big Agnes tents
    05:00
  • Discovery and delivery
    4 questions
  • Launch
    05:02
  • Activity: Excellent launches - company example
    00:48
  • Launch planning
    04:19
  • Launch
    4 questions

  • Positioning and communication
    04:12
  • Practice Activity: Value propositions
    00:11
  • Benefit trees
    04:16
  • Buyer's journey
    07:47
  • Positioning and communication
    3 questions
  • Pricing
    04:40
  • 3C's of pricing
    04:59
  • Pricing process
    07:00
  • Practice Activity: Pricing your product
    00:15
  • Practice Activity: LinkedIn pricing - case study
    00:12
  • Discount management
    06:34
  • Pricing
    4 questions
  • Sales support
    09:07
  • Activity: Working with sales teams
    00:08
  • Practice Activity: Competitive selling-against tools
    00:26
  • Sales support
    4 questions
  • Sales channels
    07:53
  • Finding and refining sales channels
    07:21
  • Practice Activity: Sales channels case study
    00:14
  • Sales channels
    3 questions
  • Product support
    08:25
  • Product support
    1 question
  • Finding growth
    10:50
  • Practice Activity: Growth analysis for your product
    00:10
  • Growth hacking
    04:44
  • Growth hacking case study
    05:48
  • Finding growth
    3 questions
  • Obsolescence
    06:55
  • Practice Activity: Obsolescence case study
    00:14
  • Obsolescence
    2 questions

  • The first 90 days
    06:44
  • Course wrap-up
    01:52
  • Bonus lecture: Interviewing customers via video conference
    06:06

Instructor

Todd Birzer
Product management consulting
Todd Birzer
  • 4.5 Instructor Rating
  • 6,856 Reviews
  • 47,207 Students
  • 3 Courses

Todd Birzer helps product management teams become more strategic, and have a greater impact on their organizations.   

Working as a product management director, or an external consultant, Todd helps product management teams:  

Gain a deeper understanding of articulated and unarticulated customer needs  

Develop long-term product strategies for customer delight and competitive advantage  

Run an effective “discovery and delivery” product development process  

Systematically find growth and profitability for a company’s products  

Todd is the author of Becoming a More Strategic Product Manager (available on Amazon). He is a principal consultant at Kevolve Product Management, and has an MBA from Wharton at the University of Pennsylvania.   

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