Customer-Centric Enterprise: Product Lifecycle Management from Coursera

This course provides a flexible and customizable playbook to build out a Product Enterprise and evolve an organization’s Business Model. It explores the build out of a robust thought framework, creation and alignment of multiple building blocks to evolve a fully operational model of a scaled product enterprise. Specifically, it explores the following key concepts:

1. Understanding a Product Enterprise and how it works

2. Achieving strategic and operational enterprise alignment using the OKR framework across the product portfolio

3. Building & implementing a product platform strategy

4. Organizational Governance and Risk framework in a Product Enterprise

5. Aligning organizational functions (like Marketing, Sales, Finance, HR) transform to a product-first approach

6. Maximizing organizational value creation through a scaled product framework

Syllabus

Week 1: Product Enterprise Operating Model

- Customer Centric Organizational Culture

- Customer Centric Enterprise Structure

- North Star Metric Framework

Week 2: Product Portfolio Strategy Frameworks

- Product Portfolio Analysis

- Macro Strategy Models

- Targeted Strategy Models

Week 3 :Product Category Design & Strategy

- Understanding Product Category Design

- Shaping with Success Stories

- Category Design Frameworks

Bonus Week Material on AI

- AI Fundamentals for Product Managers PART 1 & PART 2

- AI-Driven Product Innovation

- Scaling AI Across the Product Enterprise

- Scale AI Responsibly

What's inside

Syllabus

Week 1: Product Enterprise Operating Model

Week 2: Product Portfolio Strategy Frameworks

Week 3: Product Category Design & Strategy

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Explores the OKR framework, which helps product managers align strategic and operational goals across the product portfolio

Covers organizational governance and risk frameworks, which are essential for product managers in enterprise settings

Includes bonus material on AI, which is increasingly relevant for product innovation and scaling across the enterprise

Examines product category design and strategy, which helps product managers shape successful product stories

Requires learners to understand product portfolio analysis, macro strategy models, and targeted strategy models

Reviews summary

Product lifecycle management strategic framework

According to learners, this course offers a strong strategic overview of Customer-Centric Product Enterprise and Product Lifecycle Management. Students found the content to be highly relevant for professionals, providing practical frameworks and concepts applicable to real-world business scenarios. Many reviewers highlighted the well-structured modules and the clear explanations of complex topics. The bonus week on AI was also frequently mentioned as a valuable addition. While the course is described as providing a solid foundational understanding, a few learners noted it could be more in-depth on specific technical aspects of PLM implementation.

Helpful insights on AI in PLM.

"The bonus week on AI was a great addition, providing a relevant look at future trends."

"Enjoyed the AI module, it added significant value beyond the core PLM topics."

"The AI content was insightful and well-integrated with the course themes."

Clear, logical flow of topics.

"The modules are well-organized and flow logically, making complex topics easy to follow."

"Each week builds nicely on the previous one, creating a cohesive learning experience."

"The course structure is easy to navigate, and the content is presented clearly."

Highly applicable for professionals.

"The course is highly relevant for anyone working in product management or seeking to transition into this field."

"Provides practical insights directly applicable to my job in product strategy."

"I found the content extremely useful for my work in a customer-centric organization."

Provides valuable strategic concepts.

"This course provides a brilliant perspective and frameworks for strategizing about Product Lifecycle Management."

"I appreciated the strategic approach to PLM, focusing on enterprise-level thinking."

"Provides a solid strategic framework for approaching product enterprise topics."

Focus on strategy, less on technical details.

"While excellent for strategy, it could benefit from more content on the technical implementation aspects of PLM systems."

"Focused heavily on the 'why' and 'what' of PLM from an enterprise view, less on the 'how'."

"Would have liked more hands-on or detailed examples of actual PLM software use."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer-Centric Enterprise: Product Lifecycle Management with these activities:

Review OKR Frameworks

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Refresh your understanding of OKR frameworks to better grasp how they are used for strategic alignment within a product enterprise.

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Review the basic principles of OKRs.
Study examples of effective OKRs.
Practice writing OKRs for sample products.

Read 'Measure What Matters' by John Doerr

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Gain practical insights into implementing OKRs by studying real-world examples from successful organizations.

View Measure What Matters on Amazon

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Read the book 'Measure What Matters'.
Identify key takeaways related to product management.
Reflect on how to apply these insights to your own work.

Read 'Inspired: How to Create Products Customers Love' by Marty Cagan

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Gain a deeper understanding of customer-centric product development principles by reading a popular product management book.

View INSPIRED on Amazon

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Read the book 'Inspired'.
Identify key takeaways related to customer-centricity.
Reflect on how to apply these insights to your own work.

Three other activities

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Design a Product Category Strategy Presentation

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Solidify your understanding of product category design by creating a presentation outlining a strategy for a specific product category.

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Select a product category to focus on.
Research the current state of the category.
Develop a strategic vision for the category.
Create a presentation to communicate your strategy.

Develop a Product Portfolio Strategy

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Apply the concepts learned in the course by developing a product portfolio strategy for a hypothetical or real company.

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Choose a company and its product portfolio.
Analyze the current market landscape.
Define strategic goals for the portfolio.
Develop a roadmap for achieving these goals.

Write a Blog Post on AI in Product Management

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Explore the bonus week material on AI by writing a blog post summarizing key concepts and discussing their implications for product management.

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Review the course material on AI.
Research current trends in AI and product management.
Write a blog post summarizing your findings.
Share your blog post online.

Career center

Learners who complete Customer-Centric Enterprise: Product Lifecycle Management will develop knowledge and skills that may be useful to these careers:

Product Manager

As a product manager, you steer the direction and development of products, ensuring they meet customer needs and business goals. This course delves into understanding a Product Enterprise and how it functions, which helps in shaping product strategy. The course's focus on customer centricity is crucial for any product manager, as it provides a framework for developing products that resonate with users. Furthermore, the exploration of product portfolio strategy frameworks helps a product manager make informed decisions about product investments and resource allocation. A product manager would benefit from the OKR framework, product platform strategy, and organizational alignment discussions.

See salaries and explore the career path for Product Manager

Chief Product Officer

The chief product officer is responsible for the overall product vision, strategy, and execution of a company. This course helps inform a comprehensive understanding of product enterprises and their operations. The course's emphasis on strategic and operational alignment using the OKR framework is essential for a chief product officer in ensuring that product initiatives are aligned with overall business objectives. The course's section on building and implementing a product platform strategy is invaluable for a chief product officer in creating scalable and sustainable product ecosystems. A chief product officer in particular would benefit from the sections on organizational governance and risk framework, as well as organizational alignment.

See salaries and explore the career path for Chief Product Officer

Product Strategist

A product strategist defines the long-term vision and roadmap for a product or product line. As a product strategist, you will examine product portfolio analysis, macro strategy models, and targeted strategy models. The course's exploration of product portfolio strategy frameworks helps a product strategist in making informed decisions about product investments and resource allocation. The discussion on organizational governance helps shape a risk framework that is vital to the sustainability of a product strategy. The product strategist can use this course to learn about maximizing value creation through a scaled product framework. The course may also be helpful for its bonus week material on artificial intelligence.

See salaries and explore the career path for Product Strategist

Portfolio Manager

A portfolio manager is responsible for overseeing a collection of products or projects, ensuring they align with overall business strategy and deliver desired outcomes. This course examines building and implementing a product platform strategy, which can help in ensuring that product initiatives are aligned with overall business objectives. The course's exploration of product portfolio strategy frameworks may be useful in making informed decisions about product investments and resource allocation. A portfolio manager can use this course to create organizational governance and risk frameworks.

See salaries and explore the career path for Portfolio Manager

Business Development Manager

A business development manager focuses on identifying and pursuing growth opportunities for a company. This course helps a business development manager to understand product portfolios using sophisticated analysis. The course's exploration of product portfolio strategy frameworks plays a pivotal role in identifying new markets and partnerships. The discussion on organizational governance and risk frameworks helps the business development manager in assessing the viability and sustainability of new ventures. The course's content on aligning organizational functions is directly relevant to fostering collaboration and driving successful business development initiatives. A business development manager can use this course to create value through a scaled product framework.

See salaries and explore the career path for Business Development Manager

Strategy Consultant

Strategy consultants advise organizations on how to improve their performance and achieve their goals. The course's focus on understanding a product enterprise and how it works helps a strategy consultant in assessing the current state of an organization's product operations and identifying areas for improvement. The course's exploration of product portfolio strategy frameworks is invaluable for a strategy consultant in developing recommendations for optimizing product investments and resource allocation. A strategy consultant can use this course to learn about organizational governance and risk frameworks.

See salaries and explore the career path for Strategy Consultant

Innovation Manager

An innovation manager is responsible for fostering a culture of innovation within an organization and identifying new product or service opportunities. The course provides a framework for understanding a product enterprise and how it works, which may be useful for an innovation manager when seeking to identify areas for improvement and new ventures. The course's discussion on organizational alignment helps the innovation manager foster collaboration and drive innovation initiatives across different departments. Further, the bonus week of the course discusses Artificial Intelligence, which is extremely relevant to many innovation managers. The course helps with maximizing organizational value creation through a scaled product framework.

See salaries and explore the career path for Innovation Manager

Product Marketing Manager

A product marketing manager is responsible for developing and executing marketing strategies to promote a product or product line. This course helps a product marketing manager use organizational functions like marketing and sales in a product-first approach. The course's exploration of product category design and strategy may be helpful in crafting compelling marketing messages. The course may assist a product marketing manager to align organizational functions to transform to a product-first approach. A product marketing manager can use course concepts to understand customer centric organizational culture.

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Operations Manager

An operations manager oversees the day-to-day activities of an organization, ensuring efficient processes and resource utilization. The course discusses aligning organizational functions, which can help an operations manager in understanding how different departments can work together to achieve common goals. The course explores organizational governance and risk frameworks, which operations managers may find useful. The course may assist with maximizing organizational value creation through a scaled product framework.

See salaries and explore the career path for Operations Manager

Business Analyst

A business analyst analyzes an organization's business processes and systems, identifying areas for improvement and recommending solutions, often working closely with product teams. This course helps a business analyst understand macro strategy models and targeted strategy models. The course may be useful for a business analyst as it provides a framework for understanding a product enterprise and how it works. It also may be helpful to explore the alignment of organizational functions. A business analyst may find the organizational governance and risk framework to be helpful.

See salaries and explore the career path for Business Analyst

Data Analyst

Data analysts examine and analyze data to identify trends, patterns, and insights that can inform business decisions. The course has a focus on strategic models, which is useful for data analysts. The course may be helpful to data analysts, as it provides a framework for understanding a product enterprise and how it works. It also explores the alignment of organizational functions, which could lead to better ways of understanding data. A data analyst may find the organizational governance and risk framework to be helpful.

See salaries and explore the career path for Data Analyst

Market Research Analyst

A market research analyst studies market conditions, consumer behavior, and competitor activities to identify opportunities and inform marketing strategies. This course includes sections on Product Category Design and Strategy, understanding Product Category Design, and frameworks for the same. A market research analyst may find these discussions useful. The course explores the alignment of organizational functions, which could lead to better ways of understanding markets. A market research analyst may also find the organizational governance and risk framework to be helpful.

See salaries and explore the career path for Market Research Analyst

User Experience Researcher

A user experience researcher conducts studies and gathers insights about user behavior and needs to inform product design and development. This course may be useful to user experience researchers, as it explores the alignment of organizational functions. A user experience researcher may also find the discussion of customer centric organizational culture to be helpful. While this course may not directly focus on user experience research methodologies, it may offer a broader understanding of product strategy and alignment within an organization.

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Technical Program Manager

A technical program manager oversees complex technical projects, ensuring they are delivered on time and within budget. While this course does not center on technical program management, it includes a section on building and implementing a product platform strategy. This may be helpful for a technical program manager, as it can assist them in aligning product initiatives with overall business objectives and coordinating technical resources effectively.

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Sales Manager

A sales manager leads a team of sales representatives, setting sales targets, and developing strategies to achieve them. This course explores the alignment of organizational functions, like marketing and sales, to transform to a product-first approach. This may be helpful to sales managers, as they seek to understand how they can contribute to overall product strategy and success. While it does not focus extensively on sales methodologies, it may provide valuable insights. However, this role does not align as well as others.

See salaries and explore the career path for Sales Manager

Customer-Centric Enterprise

Product Lifecycle Management

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Reviews summary

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Activities

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