Digital Product Management
4.0 (11 ratings)
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Digital Product Management

Learn what you'll need to craft successful Digital Products whether Startup or Corporate
4.0 (11 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.
191 students enrolled
Last updated 8/2017
Current price: $10 Original price: $175 Discount: 94% off
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  • 16 hours on-demand video
  • 11 Articles
  • 31 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • What a Digital Product Manager Is and Does.
  • How to define strategy, goals and tactical objectives.
  • Market and competitive analysis basics.
  • Build, Buy, Acquire considerations.
  • Stakeholder Management.
  • Overall product and customer lifecycle management.
  • Product vision and definition.
  • Online business models.
  • Manufacturer presence and third party selling.
  • Fraud and legal issues.
  • Minimum Viable Product Concepts / Lean.
  • Requirements Specification.
  • Information Architecture (Site Maps, Flows, Structures).
  • Visual Design, User Interface and Experience.
  • Content Strategy - strategy, SEO, distribution.
  • eCommerce - intro, home pages, search and category pages, detail pages, shopping cart and ROBO.
  • Mobile Considerations - Responsive, and more.
  • Wireframing & Prototyping.
  • Usability.
  • Special Components: Search and Taxonomy.
  • Project Management and Agile Methods, Scrum and Kanban.
  • Internet Development Technologies.
  • If you Need to Learn Code, How to Learn and Play with Code if you want.
  • Basic HTML, CSS, Web Server technology, Databases, Development languages, APIs.
  • About optimizing speed.
  • Analytics, KPIs for Web and Mobile.
  • Marketing, earned, owned and paid.
  • ...and more!
View Curriculum
  • Basic online browser usage. At least some college or entry level business experience useful.
  • Learn what you'll need for successful Digital Products at Startup Companies to Large Corporations.
  • Insatiable Curiosity about All Things Digital!!!

Digital Product Management is a specialty discipline within general product management, but increasingly, just about any business will be integrating aspects of digital into their products and processes. Much focus has been put on digital product management as related to startups and new business creation. However, digital is increasingly a strategic aspect of just about any business from manufacturers to retailers. This course will not only go deeply into various aspects of business strategy, competitive analysis and lifecycle management, but digital specific issues for both pure digital products and digital aspects of traditional businesses. Of course we'll cover product roadmapping and product management for Web and Mobile. And while we'll be looking at a lot of the "How To Do It" technologies, (Minimum Viable Product definition, Agile Methods, Product Creation from Wireframes to Code), we're also going to go over a wide variety of digital business models. We're going to look at a lot of the "Whys" and think about "What are the right things to do." These are the questions Product Managers need to answer for customers, co-workers, their businesses and stockholders.

This course is the result of decades or Product Management leadership, team building and mentorship. Most of the material comes from hands on use in training or mentoring product managers or answering specific questions practitioners have faced in the field.

Your Instructor:

Scott Germaise is a Senior Product Manager leader with experience from Associate to VP level at multiple startups and established digital businesses across content, community and commerce products. As an inventor with six patents and several more pending, he has served as product manager at some of the first consumer online services. He's designed, built or managed some of the world's first ecommerce stores and Internet products. As co-founder of About, Scott has led the product team at what's become one of the longest lasting top information services around. Having led early product efforts at companies from About, (now Dotdash), to OpenSky, Keep and more, plus consulting roles with dozens of others, this course is the result of those experiences. Many of Scott's former direct reports have gone on to Director and VP Product roles.

Who is the target audience?
  • Those entering the workforce and considering a career in digital product management.
  • Relatively inexperienced product managers who have come to the job via other career paths and may lack formal training or skills in the practice.
  • Developers, Creatives or those in other roles who are considering making a move into the product side of the business.
  • Developers, Creatives or those in other roles who would like to understand their overall business better and interact more effectively with the product management function.
  • Anyone working in the digital products field who wishes to more fully understand the value and values of the Product Management Role.
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Curriculum For This Course
97 Lectures
2 Lectures 03:17

Welcome to the Course! This is a high level introduction to Digital Project Management, my background as your instructor, and the general categories we'll be covering.

Preview 02:19

Suggestions for How to Use this Course.

How to Use this Course
Product Management Basics
22 Lectures 02:51:06

What Product Managers Do. Goals, Objectives, Strategy, and Tactics. Product Manager Goals.

Traditional & Digital Product Management

The Product/Market Fit Pyramid. Problem and Solution Spaces. Where Product Management fits strategically, The Product Process, Product Management Frameworks.

Product/Market Fit & Management Frameworks

Product Management Roles. Product Manager, Product Owner, Technical Product Manager, Product Marketing Manager, Project Manager, Program Manager.

Product Management Roles

Overall goals. Traditional vs. Digital Product Management. About Stakeholders. The Big Not-So-Secret Secret of good Product Management.

Traditional vs. Digital Product Management

What should is Strategy and what is the value of Strategy? The difference between Strategy, Goals, Objectives and Tactics. Strategic focus areas and frameworks.

Strategy: Part 1 - What Should We Be Doing?

Top Strategic Frameworks. Porter's Five Forces, The Value Net, SWOT, PESTLE, BCG Matrix, Business Model Canvas; descriptions and examples.

Strategy: Part 2 - Strategic Frameworks

Strategic Product Roadmaps. What are Pivots, when might you pivot and how do you do it? What is the "Innovators Dilemma."

Strategy: Part 3 - Roadmaps and Pivots

Defining Your Market Position. Market level analysis. Competitor/Product Analysis. Competitive Analysis Tools and The Competitor Array, and Brand Positioning Maps.

Market and Competitive Analysis

User Personas and the Customer Journey. Building Personas and Customer Journey map visualizations. About ZMOTs, (Zero Moments of Truth).

Know Your Customer: Part 1

Where are Your Users? (And the Business Value) Using connected devices for Consumption vs. Collection. How Users behave and why. The State of Mobile Users. The Kano Model, and the Diffusion of Innovations. Customer Engagement and Digital Body Language.

Know Your Customer: Part 2

How to create value in the marketplace. Creating and extracting value. Types of value; tangible and intangible.

Creating Business Value

Time, money and strategic imperative with regard to buying or acquiring technology. Chase and the Nature of the Firm. Transactions costs and cost/benefit analysis. 

Build, Buy, Acquire

Customers, Teams and Influencers. Stakeholders and stakeholder mapping. 

Stakeholder Management

Product Introduction, Growth, Maturity and Decline.

Overall Product Lifecycle Management

From Customer Acquisition to Inactive. Attention, Interest, Desire, Action. Customer growth and churn. Customer Lifetime Value.

Customer Lifecycle Management & Lifetime Value

Software product failure rates. Major types of software project failure and reasons for failure.

Managing Failure

The Product Manager as Leader. What is Leadership and what is Product Leadership in particular. Leadership styles, traits and behaviors. 


What you'll be dealing with as a Digital Product Manager. About your job, about you and where you fit.

Being a Product Manager

Let's try some review questions for this section!

QUIZ: Product Management Basics Section
5 questions

Complete a SWOT Analysis Activity. Download the instructions .pdf and then link to the Google Slide Document.

ACTIVITY: Do a SWOT Analysis

Complete a Brand Perception Map Activity. Download or access the instructions .pdf via Google Docs and then link to the Google Slide Document and the Google Sheets Document.

ACTIVITY: Brand Perception Map

Complete a User Persona Creation Activity. Download the instructions .pdf and then link to the Google Slide Document.

ACTIVITY: Create a User Persona

Complete a Stakeholder Analysis Activity. Download the instructions .pdf and then link to the Google Slide Document.

ACTIVITY: Stakeholder Mapping
Product Planning
9 Lectures 01:18:27

Just what is a Product anyway? Product Vision and Strategy. Invention vs. Innovation. Product level Vision and Questions. About Pivots, the Problem/Solution Space, and Examples.

Product Vision and Definition

Where are you going now? Where will you be tomorrow. High level depictions of product or service feature benefits over time. Value of roadmaps. Agile roadmaps. Roadmap elements and prioritization.

Roadmapping: Feature Prioritization

Just what are you offering? Where are you in the software and business "stack?" Are you infrastructure? Platform? Or a Service? A Product Company? Or a Development Company?

Online Businesses - What are You?

You've Got to Ring the Bell! Advertising or Ecommerce. Advertising for Branding and Lead Generation. Ecommerce: Selling Direct and via Channels.

Online Business Models

Internet of Things, (IoT), Physical products and online/offline hybrids. Marketplace friction and IoT vs. Pure Digital plus IoT challenges. 

Offline Products & Components

Brand Marketing and Channel Support for retailers and manufacturers. Strategic issues of selling direct via digital or only through either or both digital or offline wholesale/retail channel.

Preview 14:48

Do you have fraud issues? Fraud is pure cost with both direct and indirect attacks and consequences; for both ecommerce and advertising based businesses.


You might not be a lawyer, but you may need to play one on the Internet!  Intellectual Property, patents, Ecommerce and advertising law, Privacy, etc.


Let's try some review questions for this section!

QUIZ: Product Planning Section
3 questions

Create a Product Feature Prioritization 

ACTIVITY: Product Prioritization Matrix
Product Management for Web and Mobil
24 Lectures 05:01:00

What is Minimum Viable Product? The Lean Product Process and Lean with Agile. Examples and Criticisms.

Minimum Viable Product Concepts / Lean

Business Requirements Documents (BRD), Product Requirements Document (PRD), Marketing Requirements Documents (MRD), Functional Specification Documents, (FSD), User Stories

Requirements Specification

Organization Information. Sitemaps, Wireframes, Visual Design.

Preview 09:42

How it Looks, Feels, and Flows. Engineering vs. Design. Type of Designers. Visual design elements and design goals. Data Visualization. Value of Visual Design for digital products.

Visual Design: Part 1 - User Interface and Experience

Visual Design plus User Interface(UI)/User Experience(UX). Interaction Design (IxD). Challenges and Limits to UI/UX. Digital devices as Consumption vs. Collection devices. Lean UX. Creative Briefs. Working with your Design Team.

Visual Design: Part 2 - User Interface and Experience Continued

What you say and how you say it. Content Strategy goals. Audience needs and Storytelling. Measuring Results. Editorial Organization/Team. Publishing Venues and User Generated Content (UGC). About templates and tools.

Preview 13:13

It's more than just a Like Button! The Power of Social and Social Media Venues. Social Proof. The Social Media Landscape. Using Social as a Channel. Are Communities more Inclusive or Exclusive? How to Listen and Social Media Key Performance Indicators (KPIs).

Social & Community: Part 1 - Landscape, Goals/Strategies, Social Analytics

Engaging in Social Media. Integrating Social Media into your products. Examples of commercial engagement in communities of interest.

Social & Community: Part 2 - Engagement, Examples, Tactics

Ecommerce Landscape. Digital Sales. Ecommerce core components. Critical page types. Ecommerce and Mobile. Home Page elements. Examples.

Ecommerce: Part 1 - Intro, Homepage

Quick tour of some Examples of concepts discussed in Ecommerce: Part 1.

Ecommerce: Part 1A - Home Page Example Tour

Engaging in Social Media. Integrating Social Media into your products. Examples of commercial engagement in communities of interest.

Ecommerce: Part 2 - Search and Category Pages

Product Detail Pages; common elements, traits and meta data. Product imagery and video. Examples.

Ecommerce: Part 3 - Detail Pages

Shopping Cart features, required elements, Ecommerce support pages and examples.

Ecommerce: Part 4 - Shopping Cart and Research Online, Buy Offline (ROBO)

Online/Offline efforts, Research Online/Buy Offline (ROBO), Business to Business (B2B) ecommerce.

Ecommerce: Part 5 - Bricks & Clicks

Mobile marketplace and mobile customer journey.

Mobile: Part 1 - Industry Status, Customer Usage

Deployment options: Responsive, Apps, Mobile, Adaptive, Hybrid.

Mobile: Part 2 - Mobile Tech Stack: Responsive, Apps, Native, Hybrids

Page and Element level schematics. Wireframe fidelity levels and prototyping.

Wireframing & Prototyping: Part 1 - Page & Element Level Schematics

Wireframe / prototype tool examples

Wireframing & Prototyping: Part 2 - Tool Examples

Easy Does It!   Defining usability and factors that affect it. Recognition vs. Recall, categories and types of usability testing. Survey of usability tools.


We find what we seek. Internal vs. External search. Vertical search and other search types. Recall and Precision in search explained.

Special Components: Search Part 1 - How it Works

Deeper into Search... Ranking, Analytics and Microformats

Special Components: Search Part 2 - Ranking, Search Analytics, Microformats

Introduction and Examples. What do Taxonomies Do? Common terms and types. Facets Explained. Goals and Characteristics of Good and Bad Taxonomies.

Special Components: Taxonomy: Part 1 - Intro & Facets

Standards and Microformats.

Special Components: Taxonomy: Part 2 - Standards, Microformats, Folksonomies

Let's try some review questions for this section!

QUIZ: Product Management for Web & Mobile
7 questions

Make a wireframe (Or two or three!)

ACTIVITY: Sitemaps & Wireframing
Project Management
3 Lectures 47:45

Project Management defined. Difference between Project and Product management. Various Project Management methods defined and discussed.

Project Management is not Product Management

Introduction to Agile Development Methodology. Discussion of Scrum and its components, and Product Owner vs. Product Manager roles.

Agile: Part 1

About Scrum, Kanban, Waterfall

Agile: Part 2

Let's try some review questions for this section!

QUIZ: Project Management Section
4 questions
Internet Development Technologies
17 Lectures 02:49:17

About technology for Product Managers. Code as the means for Production and how much you should know; at the very least; languages, databases and tools.

Do you Need to Learn Code?

Building Better Software

HTML explained. What Product Managers should know. Where HTML fits in the Page Display Process along with CSS and JavaScript. Several practical examples of basic page structure.

HTML & CSS: Part 1

Focus on Cascading Style Sheets (CSS). Background and the CSS Box Model. How to tie display rules to HTML elements. Inline, Internal and External style application methods. Depiction of Selectors, Declarations, Properties and Values.

HTML & CSS: Part 2

Web Server Basics, Application Servers. Demo of Google Chrome Developer Tools to look into client-server traffic. Explanation of DevOps and Continuous Integration.

Web Server Technology, The Cloud, DevOps

The workhorses behind the scenes. Are databases complicated? Some basics of Database technology. Schemas plus some examples. Query Languages and SQL, NoSQL, Graph Databases described.

Databases: Part 1 - The Workhorses Behind the Scenes


Databases: Part 2 - Some Examples

Concepts: ACID, BASE, CAP Theorem, Database Model Structure. Graph Databases.

Databases: Part 3 - Technical Details

A fast moving target! Client vs. Server Side languages. Service Oriented Architecture, (SOA), and Mobile Development.

Development Languages for Web and Mobil

About technology for Product Managers. Code as the means for Production and how much you should know; at the very least; languages, databases and tools.

How to Learn and Play with Code

Learning Code Interactively with online services.

Code Training - Online

Brief intro to the MAMP server / database stack presented in MacOS.

Code Training - MAMP Tools

Brief intro to the XAMPP server / database stack presented in Windows.

Code Training - XAMPP Tools

Using web Hosts for learning and serving coding.

Code Training - Hosting Options

Application Programming Interfaces (APIs) explained. Business value of APIs and Key Performance Indicators. XML and JSON and SOAP vs. REST. Business Models for APIs. Implementation challenges and services.

Special Focus: APIs

Time is Money. The depth of the problem with sub-optimal page load time. Reasons for slower load times. Testing methods and tools. Business cases and Critical Rendering Paths.

Preview 16:30

Let's try some review questions for this section!

QUIZ: Internet Development Technologies Section
5 questions

Experience Google Chrome Developer Tools and Run a Speed performance test on your site and that of a competitor.

ACTIVITY: Speed Tests & Chrome DevTools
7 Lectures 01:05:15

The purpose of Analytics. Insights and Value. Categories of measurement; Metrics vs. Key Performance Indicators (KPIs). How to Measure, Types of things to measure. Business Goals & Conversions.

Analytics: Introduction

How are we doing? KPIs should answer the question: "Is our performance taking us towards our strategic goals." What's the definition of success and the pathways to get there? Roles & KPI types. Customer segments and funnels. About customer service metrics like Net Promoter Score, Customer Satisfaction Score and K-Factor (a measure of vitality).

Key Performance Indicators (KPIs)

What to measure on mobile. Acquisition,  Audience, Activity, Conversion, Retention.

Key Performance Indicators - Mobile

Introduction to Google's core analytics tools. Overview, Tricks and Gotcha's. About Metrics vs. Dimensions and Source/Medium.

Google Analytics: Part 1 - Intro to Google's Tools

GA Tricks & Gotcha's, Key Terms defined; such as Metrics vs. Dimensions, Source/Medium, and more. Segmentation and Acquisition Reporting explained; along with demos/examples.

Google Analytics: Part 2 - Tricks & Gotcha’s, Report Details & Attribution

Google Studio, Search Console and additional tools. Overview of Google Studio. Google Search Console and integration with analytics.

Google Analytics: Part 3 - Profiles, Funnels, Studio, And Search Console

Let's try some review questions for this section!

QUIZ: Analytics Section
6 questions

Custom Google Analytics Report practice activity.

ACTIVITY: Create a Custom Report and Apply a Segment
11 Lectures 02:00:59

What is Marketing? Marketing Goals & Perspectives. Features vs. Benefits explained. Classic models such as the Four P's and the Nine P's. Digital Marketing and the new voice of the customer. Digital Marketing Channels/Components and Segmentation. Market Research the and Feature/Benefits Ladder.

Introduction to Marketing: Part 1 - Intro & Goals

Customers & Communications. Business to Consumer (B2C) and Business to Business (B2B) type customers. How to create Buyer Perception Grids. Situation Assessments & Marketing Plans. Marketing technology landscapes and how Product Managers are involved. Brand Values, Marketing Communications, Pricing and Sales.

Introduction to Marketing: Part 2 - Customers & Communications

Branding: A Promise Made Over Time. Brands as Mental Shortcuts and Product Managers' role in branding. Branding Goals, Brand Names and target markets. Name development and brand name types:

  • Functional.
  • Invented.
  • Lexical.
  • Experiential.
  • Evocative.
  • Geographical.
  • Founder Names.
  • Domain Letter Games.

Name scoring along with Trademark and testing.


Paid media types and how Product Managers are involved. About tag management. The Display Media Landscape. Search Ad tech and digital ad spend. Challenges of paid media, including ad blockers.

Paid Media

Editorial and Social Media Influence. Benefits of Earned Media. Challenges of Earned Media. How to get Earned Media.

Earned Media

Editorial, Social Media Influence & SEO. Benefits and Challenges of Owned Media. Types of Owned Media and examples.

Owned Media

Video as part of your Communications Strategy. Best types of videos, venues and How To's.

Owned Media - Video Marketing

Getting Found, Staying Found. Search Engine Optimization Introduction and major components. Organic and Pay-Per-Click Search working together. Media types, Keyword Research and Link Building. Local Search and Mobile Considerations.

Owned Media - Search Engine Optimization (SEO) Part 1

More about the "How" of SEO. Microformats and SEO tools and search engine tools. Search signals and Sitemaps. Measuring SEO performance and ROI.

Owned Media - Search Engine Optimization (SEO) Part 1

Today's Customer Service: A lot more than picking up the phone. Digital era channels. Customer Service KPIs.

Customer Service

Let's try some review questions for this section!

QUIZ: Marketing Section
6 questions

Create a Product/Brand Naming Evaluation

ACTIVITY: Brand/Product Name Scoring
Final Words
2 Lectures 00:51
Final Words: Summary

Additional resources on the web that support the course.

Bonus Lecture: Additional Resources
About the Instructor
Digital Pioneer and Inventor Scott Germaise
4.0 Average rating
11 Reviews
191 Students
1 Course
Udemy Fan and Instructor

I've enjoyed a great career as an Innovative leader in development and deployment of successful digital product implementations and marketing strategies. My experience includes digital product strategy, development and marketing along with product team building and mentorship. (And also a great deal of new invention efforts leading to 6 patents and more pending.) I've also been lucky enough to be part of several great startup companies that have grown and thrived.

When not working, family comes first. And beyond that I've got several hobbies from flying light aircraft to woodworking and playing ice hockey. I also enjoy serving my community as a volunteer firefighter and EMT.