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Introduction to Product Management

Essential Concepts and Tools
4.0 (319 ratings)
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17,542 students enrolled
Last updated 7/2016
  • 2 hours on-demand video
  • 13 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
Learn to speak product management language
Understand the product management approach
Learn branding concepts
Understand product positioning
Know how to develop ideas and products
Learn the product launch approach
View Curriculum
  • Basic knowledge of marketing and project management

If you are thinking to transition into product management or if you just started as a new product manager this course is for you. Discover how to efficiently manage products by learning concepts, processes and tools.

This course is an introduction to product management concepts and tools. It focuses on roles and responsibilities of a new product manager in a larger organization. Also, if you are an experienced product manager or want to prepare for the AIPMM® certification exam we recommend to use additional resources to cover exam relevant knowledge areas more in-depth.

Sign up for this course to learn the fundamentals of product management today!

Who is the target audience?
  • New product managers
  • Analysts and project managers moving into product management positions
  • Students interested in a product management career
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Curriculum For This Course
Expand All 15 Lectures Collapse All 15 Lectures 02:18:21
Product Management Fundamentals
3 Lectures 10:28

This lecture we provides a brief course overview.


In this lecture we will cover the evolution of Product Management.


This quiz covers takeaways from lecture 2.

Test Your Knowledge
2 questions

Get a better understanding of the required skills and job requirements of a Product manager.

Exercise: Product Management Fundamentals
1 page
Product Management Concepts
2 Lectures 10:46

In this lecture we will cover the Product Management Life Cycle.

Managing The Product Life Cycle

This quiz covers takeaways from lecture 3.

Test Your Knowledge
3 questions

Develop marketing mix recommendations based on the lifecycle stage of a product.

Exercise: Product Management Concepts
2 pages
Branding and Positioning
3 Lectures 18:03

In this lecture, you will learn:

  • Why good brands are more than a logo and trademark
  • What we can learn from great brands
  • Three principles to help build a better brand
Product Branding

This quiz covers the takeaways from the lecture on product positioning branding.

Test Your Knowledge - Branding
2 questions

In this lecture you will learn:
- how to analyze your competitor position
- how differentiate your product with your marketing mix
- how to create a positioning statement

Product Positioning

This quiz covers the takeaways from the lecture on product positioning.

Test Your Knowledge - Positioning
3 questions

Develop a clear, concise and differentiated value proposition as a foundation to build a brand.

Exercise: Branding and Positioning
1 page
Product Design and Development
3 Lectures 33:15

In this lecture you will learn:

- how to use the Design Thinking approach for product development
- how to conduct user interviews to develop a problem statement
- how develop solutions in brainstorming, prototyping and testing activities

Design Thinking

This quiz covers the takeaways from the lecture on design thinking.

Design Thinking
3 questions

In this lecture you will learn:

- what are the differences between plan-driven Waterfall and value-driven Agile approach
- when should you use the Waterfall approach and when is Agile better
- how to implement the most popular Agile framework - Scrum

Agile Product Development

This quiz covers the takeaways from the lecture on agile development.

Agile Product Development
3 questions

Plan new product development and launch using the business model canvas tool.

Exercise: Product Development & Launch
1 page
Insights From Silicon Valley Product Managers
2 Lectures 58:23

Matteo Zanella is Senior Product Manager at CollectiveHealth which the world's first cloud-based employer self-insurance platform.

Managing a Healthcare Insurance Platform

Stephen McCurry and Nik Laufer-Edel lead Product Management at Udemy which is the largest marketplace for online learning.

Managing an Online Learning Marketplace
2 Lectures 01:26

This quiz allows you the assess your product management knowledge that you learned in the this course.

Test Your Knowledge
10 questions

Reading Recommendations
1 page

Wrap up and closing remarks.

Wrap Up
About the Instructor
4.1 Average rating
3,056 Reviews
91,136 Students
3 Courses
PM Trainer | 60,000+ Students | 100+ Countries

Martin V. has worked over 15 years in management and consulting roles. He has traveled extensively on global assignments for Financial Services and IT companies. During his tenure in banking, Martin helped to implement global payment standards and Self-Service for online and mobile banking platforms that move $2+ trillion in payment transactions daily. Moreover, he helped to deploy CRM tools and institutionalized IT operations management best practices. Also, Martin facilitated large-scale business transformation initiatives in the insurance industry using Agile, Lean and Six Sigma frameworks. In addition, he trained and consulted companies in EMEA on process automation and implementation of SAP solutions.

Martin has taught professionals in over 100 countries on project and IT operations management best practices. He has earned PSM, SAFe, PMP and CSSBB certifications as well a dual M.Sc. in engineering and business.

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