Product Management in Practice

If they come, you will build it. Product managers orchestrate decisions across multiple teams, creating products and experiences that customers love. Learn the critical techniques of product strategy, customer development, and product lifecycle management.

Live remote instruction
Real world exercises
Industry experts
One-on-one mentorship
Jeff Bordogna
Product Management

Experience:

About the Course

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas.” – Steve Jobs

Product management is one of the most exciting roles in the modern business world because it is the art of enabling decision making at the intersection of business, design, and technology. Yet, the relative newness of the role and the dizzying permutations of what it looks like across different companies makes it a challenge to determine how one can pursue a career in the field.

For example, how much relative experience should you have in UX design vs. data analytics vs digital marketing vs. ...? How technologically savvy should you be about engineering topics, futurist tech, etc.? How does product management compare to project management, and how does the word “agile” fit into all of this? What does the day-to-day experience of a product manager even look like, and what exactly are they managing?

The highly contextual nature of product management means that these questions don’t have definitive answers. In fact, this is what makes the discipline so challenging to teach in an academic setting; many of the learnings and best practices are best understood via a mix of hands-on experience and live interaction with experienced practitioners.

In this course, you’ll have the rare opportunity to hear directly from (and ask questions of) a group of product professionals across a wide set of experiences and perspectives, as well “learn-by-doing” via a real-world product management assignment with one of our partner organizations.

What are you going to learn?

  • What the role of product manager looks like across company sizes, business models, and domains.
  • The set of skills required at the different levels of a product management career ladder, and how best to go about starting on your own path.
  • The intersection of product strategy and agile product development, and how product practitioners balance short and long term goals.
  • The types of stakeholders and how to work with them: customers, colleagues of various stripes, vendors, executives, etc.
  • The key goals, metrics, and hard-won wisdom around each phase of the product lifecycle.
  • The yin of product management – qualitative feedback – and how to effectively ask questions, frame results, and leverage insights.
  • The yang of product management – quantitative data – and how to design experiments, run A/B tests, and evaluate results.
  • The most critical tools of the trade - empathy for those around you, clarity of communications, and the tenacity to solve hard problems amidst a sea of uncertainty.

Course Curriculum

  • Key Responsibilities of the PM
    • Identifying customer pain through user feedback and market research
    • Planning, executing and delivering product features
    • Owning the lifecycle of a portfolio of products that solve customer pain
  • Frameworks for product types
    • B2B, B2C, B2B2C
    • Physical / Service / Digital / Hybrid
  • PM team structure / career path (traditional corporate environment)
    • Associate Product Manager
    • Product Manager
    • Senior Product Manager
    • Director of Product
    • VP of Product
    • Chief Product Officer
  • Manage the Product Lifecycle:
    • Develop the product strategy & roadmap
    • Common Methods: Agile, Kanban, Scrum, Waterfall
    • Ideation
    • Customer development (value proposition, MRD / PRD, wireframing, A/B testing)
    • Launch MVP (pursue and achieve product / market fit)
    • Launch Beta
    • Refine / Improve / Scale
  • Lead and support a cross functional team:
    • Executive management
    • Engineering
    • Data science
    • Sales / Marketing
    • Support
  • Learn the essential PM skills:
    • Soft skills: active listening, emotional intelligence, leading cross-functional teams (engineering, sales/marketing, support), storytelling / product pitching
    • Marketing: product positioning, four P’s, four core methods
    • Financial: budgeting, forecasting, cash flow and the P&L, unit economics
    • Commercialization strategies: partnerships, licensing, channels
    • The key metrics:
      • Customer Acquisition Cost (CAC)
      • Customer Conversion Rate (CCR) / Conversion Rate Optimization (CRO)
      • Repurchase Rate (RR) + Monthly Recurring Revenue (MRR), if relevant
      • Daily Active Users (DAU)
      • Feature Usage (FU, yes that’s really the abbreviation)
      • User Churn (UC)
      • Net Promoter Score (NPS)
      • Customer Satisfaction (CSAT)
      • Customer Lifetime Value (CLV)
    • Internal vs. External activities
      • External
        • Competitive landscape / analysis
        • Competitive differentiation
        • Customer development (interviews)
      • Internal
        • Strategy and roadmap
        • Define requirements and features
        • Collaborating with engineering, sales and support
    • Best-practice technology tools: analytics, customer development, design / prototyping, UX testing, user onboarding, collaboration, project management
$1,795
$2,450 if you apply before Nov. 10
$150 tuition rebate per student that you refer — and they get $150 off their tuition, too.
APPLY NOW
$ 2,950.00 USD
Duration: 
6 weeks
Upcoming start dates:
November 30, 2020
December 7, 2020
December 14, 2020
December 28, 2020
January 4, 2021
Time requirements:
2 weeks live instruction + 4 weeks group project
Exact schedule will vary slightly around holidays.
Resume preparation:
  • Live project for corporate sponsor
  • Alpha Fellowship resume editing & LinkedIn profile review

About the Course

About the Course

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas.” – Steve Jobs

Product management is one of the most exciting roles in the modern business world because it is the art of enabling decision making at the intersection of business, design, and technology. Yet, the relative newness of the role and the dizzying permutations of what it looks like across different companies makes it a challenge to determine how one can pursue a career in the field.

For example, how much relative experience should you have in UX design vs. data analytics vs digital marketing vs. ...? How technologically savvy should you be about engineering topics, futurist tech, etc.? How does product management compare to project management, and how does the word “agile” fit into all of this? What does the day-to-day experience of a product manager even look like, and what exactly are they managing?

The highly contextual nature of product management means that these questions don’t have definitive answers. In fact, this is what makes the discipline so challenging to teach in an academic setting; many of the learnings and best practices are best understood via a mix of hands-on experience and live interaction with experienced practitioners.

In this course, you’ll have the rare opportunity to hear directly from (and ask questions of) a group of product professionals across a wide set of experiences and perspectives, as well “learn-by-doing” via a real-world product management assignment with one of our partner organizations.

What are you going to learn?

  • What the role of product manager looks like across company sizes, business models, and domains.
  • The set of skills required at the different levels of a product management career ladder, and how best to go about starting on your own path.
  • The intersection of product strategy and agile product development, and how product practitioners balance short and long term goals.
  • The types of stakeholders and how to work with them: customers, colleagues of various stripes, vendors, executives, etc.
  • The key goals, metrics, and hard-won wisdom around each phase of the product lifecycle.
  • The yin of product management – qualitative feedback – and how to effectively ask questions, frame results, and leverage insights.
  • The yang of product management – quantitative data – and how to design experiments, run A/B tests, and evaluate results.
  • The most critical tools of the trade - empathy for those around you, clarity of communications, and the tenacity to solve hard problems amidst a sea of uncertainty.

Our courses include live projects and guest speakers from companies such as

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