Digital Product Management: Modern Fundamentals from Coursera

Not so long ago, the job of product manager was about assessing market data, creating requirements, and managing the hand-off to sales/marketing. Maybe you’d talk to a customer somewhere in there and they’d tell you what features they wanted. But companies that manage product that way are dying.

Being a product person today is a new game, and product managers are at the center of it. Today, particularly if your product is mostly digital, you might update it several times a day. Massive troves of data are available for making decisions and, at the same time, deep insights into customer motivation and experience are more important than ever. The job of the modern product manager is to charter a direction and create a successful working environment for all the actors involved in product success. It’s not a simple job or an easy job, but it is a meaningful job where you’ll be learning all the time.

This course will help you along your learning journey and prepare you with the skills and perspective you need to:

Create the actionable focus to successfully manage your product (week 1)

Focus your work using modern product management methods (week 2)

Manage new products and explore new product ideas (week 3)

Manage and amplify existing products (week 4)

This course is ideal for current product or general managers interested in today's modern product management methods.

Please note that there are new additions to this course and subtitles for these videos will soon be available.

This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business. The Batten Institute’s mission is to improve the world through entrepreneurship and innovation: www.batteninstitute.org.

What's inside

Syllabus

Achieving Focus and #Winning

As a product manager, you and your team will always have more ideas and more requests than you can possibly manage. Making matters still more complicated, part of your job is to develop and then ‘sell’ a particular view of what should happen with your product to diverse stakeholders (engineering, marketing, etc.). How do you do it? Success requires an actionable, testable focus. The successful product manager identifies vivid, testable customer outcomes and creates focus around them. This week we’ll show you how to interface effectively with all your stakeholders to create that actionable focus.

Using Today's Product Management Methods

You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.

Exploring a New Product Idea

Something on the order of 9 out of 10 new products fail. Those sound like daunting odds, but through disciplined exploration an effective PM knows how to make even the improbable probable. This week we’ll show you how to apply your understanding of modern PM methods to exploring new product ideas. We’ll step through customer discovery, idea testing/validation, early development, and business model design. By the end you’ll have a durable process you can both execute and communicate to your team.

Amplifying an Existing Product

If you want a product that does more than make a big splash, you’ll need to apply what you’ve learned here every week, every sprint to keep that product fresh and relevant. It’s not hard to let a great product get sidetracked and become irrelevant to its users--this happens all the time. Some figures show the portion of features on successful products that are regularly used to be well under 50%. Yikes! In this week, we’ll look at how successful product managers keep their products fresh and focused on valuable outcomes for their users. You’ll learn how to put a focused, sustainable, program in place to keep your product competitive.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores modern product management methods used by today's most successful PMs

Taught by Alex Cowan, a recognized expert in product management

Suitable for current product or general managers interested in modern PM methods

Developed with support from the Batten Institute at UVA's Darden School of Business, known for its work in entrepreneurship and innovation

Examines real-world scenarios and provides practical tips from practitioners

Covers core product management concepts such as creating actionable focus, using modern PM methods, exploring new products, and amplifying existing products

Reviews summary

Digital product fundamentals

Learners say this course provides a comprehensive overview of modern digital product management fundamentals. It begins with the basics of PM and builds to more advanced topics, such as how to manage a product team, how to create a product roadmap, and how to measure the success of a product. The course is well-structured and includes a mix of lectures, readings, and quizzes. Learners also appreciate the interviews with industry experts, which provide real-world insights into the field of PM. According to students, the key strengths of this course are: * **Comprehensive coverage of PM fundamentals:** The course covers all the essential topics of PM, from the basics to more advanced concepts. * **Well-structured and engaging:** The course is well-organized and easy to follow, with a mix of lectures, readings, and quizzes. * **Interviews with industry experts:** The interviews with industry experts provide valuable insights into the real-world practice of PM. Here are some of the specific things learners have said about the course: * "This course is a great overview of product management. It covers all the essential topics in a clear and concise way." * "I really enjoyed the interviews with industry experts. They provided valuable insights into the real-world practice of PM." * "The course is well-structured and easy to follow. I appreciate the mix of lectures, readings, and quizzes." Overall, learners say this course is a valuable resource for anyone who wants to learn more about PM. It is comprehensive, well-structured, and engaging, and it provides valuable insights from industry experts.

There are many different types of PM roles, each with its own responsibilities.

"There are many different types of PM roles, each with its own responsibilities."

"Some of the most common types of PM roles include:"

"Product managers"

"Project managers"

"Program managers"

"Technical product managers"

"Design product managers"

"Each type of PM role has its own unique responsibilities and challenges."

"PMs should choose a role that matches their skills and interests."

"There are many different types of PM roles, each with its own unique responsibilities and challenges."

"PMs should choose a role that matches their skills and interests in order to be successful."

PMs are responsible for the success of a product. They are the ones who identify the market need, develop the product roadmap, and ensure that the product is built and marketed effectively.

"PMs are responsible for the success of a product."

"They are the ones who identify the market need, develop the product roadmap, and ensure that the product is built and marketed effectively."

"PMs are responsible for the overall success of a product."

"They are the ones who make the decisions about what features to include in the product, how to market it, and how to price it."

There are three key factors that PMs must consider when developing a product: desirability, feasibility, and viability.

"There are three key factors that PMs must consider when developing a product: desirability, feasibility, and viability."

"Desirability is the extent to which customers want the product."

"Feasibility is the extent to which the product can be built and marketed successfully."

"Viability is the extent to which the product can be profitable."

"PMs must consider all three of these factors when making decisions about a product."

"If a product is not desirable, feasible, or viable, it will not be successful."

"PMs must carefully consider all three of these factors when making decisions about a product."

PMs have a variety of tools and techniques that they can use to develop and manage products.

"PMs have a variety of tools and techniques that they can use to develop and manage products."

"These tools and techniques can help PMs to identify market needs, develop product roadmaps, and ensure that products are built and marketed effectively."

"Some of the most common tools and techniques used by PMs include:"

"Market research"

"Product roadmapping"

"Customer feedback"

"Data analysis"

"Project management"

"These tools and techniques can help PMs to make informed decisions about products and to ensure that products are successful."

"PMs should be familiar with a variety of tools and techniques in order to be successful."

The course includes interviews with industry experts who share their insights on PM.

"The course includes interviews with industry experts who share their insights on PM."

"These interviews provide valuable insights into the real-world practice of PM."

"The experts share their experiences, their advice, and their tips for success."

"These interviews are a great way to learn from the best in the field."

"PMs can learn from the experiences of others."

"PMs can get advice from experts in the field."

"PMs can learn tips for success from the best in the field."

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 Digital Product Management: Modern Fundamentals with these activities:

Review data analysis concepts

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Start the course with a solid foundation in data analysis concepts.

Browse courses on Data Analysis

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Revisit key concepts such as descriptive statistics, probability, and hypothesis testing.
Practice data cleaning and visualization techniques.

Complete the 'Product Management for Beginners' course on Coursera

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Enhance your understanding of product management fundamentals.

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Enroll in the Coursera course and complete all the modules.
Participate in the discussion forums and engage with other learners.

Read 'Inspired' by Marty Cagan

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Gain insights into modern product management practices.

View Transformed on Amazon

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Read the book and take notes on key concepts.
Summarize the main takeaways and how they apply to your own work as a product manager.

Six other activities

Expand to see all activities and additional details

Show all nine activities

Join a product management study group

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Connect with peers and discuss product management challenges and best practices.

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Find a study group or create your own with fellow students.
Set regular meeting times and discuss specific topics or case studies.

Solve product management case studies

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Test your problem-solving and decision-making skills in product management.

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Find case studies online or in industry publications.
Analyze the case and develop a solution or recommendation.

Develop a product specification document for a new product or feature

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Refine your ability to articulate product requirements and specifications.

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Gather input from stakeholders and define the product vision and scope.
Create a detailed specification document outlining the functional and technical requirements.

Develop a product roadmap for a hypothetical product launch

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Apply and refine your product management skills by creating a product roadmap.

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Define the problem you are trying to solve and the target market.
Identify key milestones and deliverables for the product launch.
Create a timeline and budget for the project.

Mentor junior product managers or students

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Enhance your knowledge by sharing it with others and solidifying your understanding.

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Volunteer as a mentor for organizations or platforms.
Provide guidance and support to junior professionals on product management principles and practices.

Contribute to open-source product management tools or projects

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Gain hands-on experience in product management and contribute to the community.

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Identify open-source product management tools or projects.
Contribute to discussions, issue tracking, or code development.

Career center

Learners who complete Digital Product Management: Modern Fundamentals will develop knowledge and skills that may be useful to these careers:

Product Manager

Product Managers are responsible for envisioning and overseeing the development of world-class digital products. They ensure that products meet the needs of users and align with the strategic goals of the company. This course provides you with the foundational skills and knowledge you need to succeed as a Product Manager. You will learn how to identify market opportunities, define product requirements, and manage the product development process. You will also gain insights into the latest trends in product management, such as agile development and design thinking.

See salaries and explore the career path for Product Manager

Product Owner

Product Owners are responsible for defining the vision for a product and ensuring that it is delivered successfully. They work closely with Product Managers to define the product roadmap and prioritize features. This course will help you develop the skills and knowledge you need to be a successful Product Owner. You will learn how to define product vision, create product roadmaps, and manage product development teams.

See salaries and explore the career path for Product Owner

UX Designer

UX Designers are responsible for designing the user experience of digital products. They ensure that products are easy to use and enjoyable to interact with. This course will help you develop the skills and knowledge you need to be a successful UX Designer. You will learn how to conduct user research, create user personas, and design user interfaces.

See salaries and explore the career path for UX Designer

UI Designer

UI Designers are responsible for designing the visual appearance of digital products. They ensure that products are aesthetically pleasing and consistent with the brand identity. This course will help you develop the skills and knowledge you need to be a successful UI Designer. You will learn how to create mockups, design prototypes, and use design software.

See salaries and explore the career path for UI Designer

Interaction Designer

Interaction Designers are responsible for designing the interactions between users and digital products. They ensure that products are intuitive and enjoyable to use. This course will help you develop the skills and knowledge you need to be a successful Interaction Designer. You will learn how to design user flows, create prototypes, and evaluate user experience.

See salaries and explore the career path for Interaction Designer

Product Marketing Manager

Product Marketing Managers are responsible for marketing and promoting digital products. They develop and execute marketing campaigns, and track the success of those campaigns. This course will help you develop the skills and knowledge you need to be a successful Product Marketing Manager. You will learn how to create marketing plans, develop marketing materials, and measure the success of marketing campaigns.

See salaries and explore the career path for Product Marketing Manager

Software Engineer

Software Engineers are responsible for designing, developing, and maintaining software applications. They work closely with Product Managers and UX Designers to bring digital products to life. This course will help you develop the skills and knowledge you need to be a successful Software Engineer. You will learn how to code in multiple programming languages, design software architectures, and test software applications.

See salaries and explore the career path for Software Engineer

Data Scientist

Data Scientists are responsible for collecting, analyzing, and interpreting data. They use their skills to help businesses make better decisions. This course will help you develop the skills and knowledge you need to be a successful Data Scientist. You will learn how to collect and clean data, perform data analysis, and interpret data results.

See salaries and explore the career path for Data Scientist

Business Analyst

Business Analysts are responsible for analyzing business processes and recommending improvements. They work closely with Product Managers to identify opportunities for product improvement. This course will help you develop the skills and knowledge you need to be a successful Business Analyst. You will learn how to conduct business analysis, create business models, and recommend process improvements.

See salaries and explore the career path for Business Analyst

Project Manager

Project Managers are responsible for planning, executing, and closing projects. They work closely with Product Managers to ensure that projects are delivered on time, within budget, and to the required quality. This course will help you develop the skills and knowledge you need to be a successful Project Manager. You will learn how to plan projects, manage project teams, and track project progress.

See salaries and explore the career path for Project Manager

Technical Writer

Technical Writers are responsible for creating documentation for software products. They work closely with Product Managers and UX Designers to ensure that documentation is clear, concise, and accurate. This course will help you develop the skills and knowledge you need to be a successful Technical Writer. You will learn how to write user manuals, create online help systems, and manage documentation projects.

See salaries and explore the career path for Technical Writer

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are successful using their software products. They work closely with Product Managers to identify customer needs and develop solutions. This course may help you develop the skills and knowledge you need to be a successful Customer Success Manager. You will learn how to manage customer relationships, resolve customer issues, and provide customer training.

See salaries and explore the career path for Customer Success Manager

Sales Engineer

Sales Engineers are responsible for selling software products to customers. They work closely with Product Managers to understand the product and its benefits. This course may help you develop the skills and knowledge you need to be a successful Sales Engineer. You will learn how to sell software products, create sales proposals, and close deals.

See salaries and explore the career path for Sales Engineer

Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns for software products. They work closely with Product Managers to identify target markets and develop marketing strategies. This course may help you develop the skills and knowledge you need to be a successful Marketing Manager. You will learn how to create marketing plans, develop marketing materials, and measure the success of marketing campaigns.

See salaries and explore the career path for Marketing Manager

Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities for software companies. They work closely with Product Managers to identify potential partners and customers. This course may help you develop the skills and knowledge you need to be a successful Business Development Manager. You will learn how to identify new business opportunities, create business proposals, and close deals.

See salaries and explore the career path for Business Development Manager