Product Management 101

Learn to be an excellent product manager - from market intelligence and strategy to new product development.
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25,492 students enrolled
Instructed by Todd Birzer Business / Management
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  • Lectures 9
  • Length 2 hours
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2013 English

Course Description

Product Management 101 is an overview of the work of product management - from market intelligence and strategy to new product development. The course has been designed for product managers with 0-5 years of experience, and through a series of lectures we will share industry best practices that span the spectrum of product management work. We will follow this later with Product Management 102, which will focus on lifecycle management, i.e. managing an in-market product or service.

What are the requirements?

  • Product management experience is helpful, although not required.

What am I going to get from this course?

  • By the end of the course, product managers will have learned approaches for market, customer and competitive analysis, strategy development, roadmapping, new product development and launch.

Who is the target audience?

  • Product managers with 0-5 years of experience

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction

In this lecture, we'll look at the purpose of product management, and step through the full scope of a product manager's work across four areas - market intelligence, strategy, new product development and lifecycle management. We'll also review the structure and goals of the course.

Strategic role of product management
1 question
Section 2: Market Intelligence

In this lecture, we'll look at the importance of market analysis, with a specific focus on identifying, describing and sizing market segments.

Market analysis
3 questions

In this lecture, we'll talk about identifying customer needs through market research, and then analyzing and prioritizing these needs using the Kano model.

Customer analysis
1 question

In this lecture we'll focus identifying, prioritizing and understanding your competition. We will also look at disruptive technology, and discuss an on-going program for competitive monitoring.

Competitive analysis
1 question
Section 3: Strategy

In this lecture, we will step through a methodology for you to create an integrated strategy for your product group.

Strategy development
1 question
Section 4: New Product Development

In this lecture, we will look at the process for creating multigenerational roadmaps for your product or service group.

3 questions

In this lecture, we'll step through the new product development process, including stage-gates, agile methodology and spiral development. We will also look at creating a "business case" for your new product or service.

New product development
1 question

In this lecture, we will look at the importance of an impactful launch for your product or service, and how to create a robust plan to do this.

3 questions
Section 5: Wrap-up

We will wrap-up the course in this lecture by looking at the integrated work of product management across market intelligence, strategy, new product development and lifecycle management.

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Instructor Biography

Todd Birzer, Product management training, consulting and coaching

Kevolve Product Management provides training, consulting and coaching for product managers. Kevolve is led by Todd Birzer, who has 20+ years of product management experience - on the ground as a product manager, and with industry-leading companies as a consultant. Todd has worked much of his career internationally, with a focus on Asia-Pacific, and has an MBA degree from the Wharton School of Business at the University of Pennsylvania.

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