디지털 제품 경영: 현대적 기본 원칙 from Coursera

얼마 전까지만 하더라도 프로덕트 매니저의 업무란 시장 데이터를 평가하고 요건을 생성하고 영업/마케팅 팀에게 전달된 프로젝트를 관리하는 것이었습니다.

아마도 고객과의 대화를 통해 고객이 원하는 기능에 대해 들을 수도 있겠죠. 하지만 이와 같은 방법으로 제품을 관리하는 기업들은 사라지고 있습니다.

제품 관리는 이제 완전히 새로운 분야가 되었으며, 그 핵심에는 프로덕트 매니저가 있습니다. 특히 오늘날 관리하는 제품이 대부분 디지털화되어 있다면, 하루에도 몇 번씩 업데이트해야 할 수도 있습니다. 수많은 데이터를 의사결정에 이용할 수 있습니다.

동시에 고객의 동기와 경험에 대한 심도 있는 인사이트는 그 어느 때보다 중요해졌습니다.

오늘날 프로덕트 매니저의 업무는 제품 성공에 관여하는 모든 행위자를 위해 성공적인 업무 환경을 만들고 방향성을 제시하는 것입니다. 단순하거나 쉬운 일은 아니지만 항상 배울 점이 있는 유의미한 일입니다.

이 과정은 여러분의 학습 여정을 지원하고 필요한 기술과 관점을 얻도록 도움을 줄 것입니다.

- 제품을 성공적으로 관리하기 위한 실행 가능한 집중 영역 만들기(1주 차)

- 최신 제품 관리 방법을 사용해 업무에 집중하기(2주 차)

- 신제품 관리 및 새로운 제품 아이디어 탐구(3주 차)

- 기존 제품 관리 및 향상(4주 차)

이 과정은 오늘날의 제품 관리에 관심 있는 현재 프로덕트 매니저 또는 총 책임자에게 적합합니다.

이 과정에는 새로 추가된 부분이 있으며 추가된 영상의 자막이 곧 제공될 예정입니다.

이 과정은 버지니아 대학교 Darden 경영 대학원의 Batten 전문 대학원의 전반적인 지원을 받아 개발되었습니다. Batten 전문 대학원(www.batteninstitute.org)의 임무는 기업가 정신과 혁신을 통해 더 나은 세상을 만드는 것입니다.

What's inside

Syllabus

집중과 #성공

프로덕트 매니저로서 여러분과 여러분의 팀은 항상 관리 가능한 수준보다 더 많은 아이디어와 요구 사항을 얻게 됩니다. 더 복잡한 일은 업무의 일환으로 다양한 이해관계자(엔지니어링, 마케팅 등)에게 제품에 대한 특정 관점을 개발하고 '영업'해야 한다는 점입니다. 어떻게 해야 하나요? 성공을 위해서는 실행 및 테스트 가능한 집중 영역이 필요합니다. 성공적인 프로덕트 매니저는 분명하고 테스트 가능한 고객 결과를 파악하고 이에 대한 집중 영역을 개발합니다. 이번 주에는 실행 가능한 집중 영역을 만들기 위해 모든 이해관계자와 효과적으로 소통하는 방법을 설명하겠습니다.

오늘날의 제품 관리 방법 사용

"만들면 고객이 올 것이다"라고 말하던 시대는 이미 지났다는 이야기를 들어보셨을 겁니다. 대신 정확히 어떻게 해야 하는 것일까요? 혁신을 이루는 방법에 대한 자료는 부족하지 않습니다. 하지만 문제는 시간이 많지 않다는 점이죠. 이번 주에는 오늘날 가장 성공적인 프로덕트 매니저들이 사용하는 방법을 살펴보고 이해관계자에게 이러한 방식을 '판매'할 수 있는 팁을 알려드리겠습니다. 또한, 정성적 및 정량적 방법을 사용해 성장, 참여 및 수익 창출 방법을 보여드릴 겁니다. 그리고 어느 방법을 언제 적용할지 이해하고 이러한 방법을 통해 혁신적인 제품을 만든 현직 종사자들의 이야기를 들어보는 것으로 이번 주차는 마무리하겠습니다.

신제품 아이디어 탐구

10개의 신제품 중 9개는 실패합니다. 힘겨운 확률인 것 같지만 철저한 탐구를 통해 효과적인 프로덕트 매니저는 심지어 희박한 확률의 제품을 희박하지 않게 만드는 방법을 알고 있습니다. 이번 주에는 요즘 프로젝트 매니저가 사용하는 방법을 이해하고 신제품 아이디어를 탐구할 때 적용하는 방법을 알아보겠습니다. 그런 다음 고객 발견, 아이디어 테스팅/검증, 초기 개발 및 경영 모델 설계에 대해 하나씩 살펴보겠습니다. 학습의 마지막 단계에서는 팀에게 전달하고 실행할 수 있는 탄탄한 절차를 얻을 수 있습니다.

기존 제품 확대하기

큰 성공을 뛰어넘는 제품을 원한다면, 매주, 매 시도에서 여기서 배운 내용을 적용하여 제품의 참신함과 관련성을 유지해야 합니다. 우수한 제품이 그 우수성과 사용자와의 관련성을 잃어가는 일은 흔합니다. 항상 일어나는 일이죠. 일부 수치에 따르면 성공적인 제품의 기능이 정기적으로 사용되는 비율은 50% 미만이라고 합니다. 놀랍죠! 이번 주에는 성공적인 프로덕트 매니저가 제품의 참신함을 유지하고 사용자에게 가치 있는 결과를 제공하는 데 집중하기 위한 방법을 살펴 보겠습니다. 제품 경쟁력을 유지하기 위해 지속 가능하고 집중된 프로그램을 실행하는 방법을 알아볼 것입니다.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

탐구형학습을 활용한 수업으로 다양하고 흥미로운 의사결정 경험을 제공합니다

프로덕트 관리자가 직면할수 있는 문제와 딜레마를 식별하고 대처 전략을 논의하는데 도움이 됩니다

프로젝트 관리 측면에서 비교적 폭넓은 주제를 다룹니다

제품 관리의 핵심 개념과 원칙에 대한 포괄적인 이해를 제공합니다

성공 사례와 실패 사례를 통해 실제 상황에서의 프로젝트 관리 활용법을 알 수 있습니다

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 디지털 제품 경영: 현대적 기본 원칙 with these activities:

Review the basics of marketing and sales

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Brush up on the fundamentals of marketing and sales to gain a deeper understanding of how these functions contribute to product success.

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Review marketing concepts such as segmentation, targeting, and positioning
Refresh sales techniques such as lead generation, qualification, and closing
Understand the role of marketing and sales in product development
Identify resources for continuous learning in marketing and sales
Connect with professionals in marketing and sales

Review customer development

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Solidify your understanding of market dynamics by reviewing the skills and knowledge necessary for customer segmentation and product-market fit.

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Review the process of customer discovery
Identify customer needs and wants
Develop a customer profile
Define and develop a target market strategy
Practice creating buyer personas

Practice stakeholder management techniques

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Develop stakeholder management skills by engaging in a simulated environment or role-playing scenarios.

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Identify key stakeholders for a product
Understand stakeholder interests and concerns
Develop stakeholder engagement strategies
Practice negotiating and building consensus
Evaluate and adjust stakeholder management strategies

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Create and pitch a new product concept

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Build upon the skills of the week by developing and pitching a new product concept that solves a real-world problem.

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Identify a problem or opportunity
Brainstorm solutions
Develop a product concept
Build a pitch deck
Practice and deliver the pitch

Build a product roadmap

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Apply your knowledge by developing a comprehensive product roadmap that outlines the strategic vision and planned execution for a new product or feature.

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Define the product vision and goals
Prioritize features and functionality
Create a timeline for development and release
Identify dependencies and risks
Communicate the roadmap to stakeholders

Complete a product management course

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Enhance your product management skills by supplementing your course learning with a structured and comprehensive online course.

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Choose a reputable product management course
Set aside dedicated time for learning
Complete the course modules and assignments
Apply the concepts and techniques learned
Connect with other product managers

Contribute to an open-source product management platform

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Gain hands-on experience in product management by contributing to the development and maintenance of an open-source product.

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Identify an open-source product management platform
Review the codebase and identify areas for contribution
Propose and develop new features or enhancements
Participate in code reviews and discussions
Contribute to documentation and user support

Career center

Learners who complete 디지털 제품 경영: 현대적 기본 원칙 will develop knowledge and skills that may be useful to these careers:

Product Manager

The course '디지털 제품 경영: 현대적 기본 원칙' is highly relevant to a career in product management. As a product manager, you will be responsible for managing the development and launch of new products. This course will teach you the essential skills needed to succeed in this role, including how to define product requirements, manage stakeholders, and measure product success. The course will also help you develop a strong understanding of the product development process.

See salaries and explore the career path for Product Manager

Product Marketing Manager

As a product marketing manager, you will be responsible for developing and executing marketing campaigns for new products. This course will teach you the essential skills needed to succeed in this role, including how to define target markets, develop marketing messages, and measure marketing campaign success. The course will also help you develop a strong understanding of the product marketing process.

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Project Manager

Project managers are responsible for planning, executing, and closing projects. This course will teach you the essential skills needed to succeed in this role, including how to define project scope, develop project plans, and manage project teams. The course will also help you develop a strong understanding of the project management process.

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Business Analyst

Business analysts are responsible for gathering and analyzing business requirements. This course will teach you the essential skills needed to succeed in this role, including how to interview stakeholders, document business requirements, and develop business cases. The course will also help you develop a strong understanding of the business analysis process.

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Consultant

Consultants provide advice and guidance to organizations on a variety of business issues. This course will teach you the essential skills needed to succeed in this role, including how to develop consulting proposals, conduct research, and present recommendations. The course will also help you develop a strong understanding of the consulting process.

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Data Analyst

Data analysts are responsible for collecting, analyzing, and interpreting data. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to use statistical software, develop data visualizations, and communicate data insights. The course will also help you develop a strong understanding of the data analysis process.

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Software Engineer

Software engineers are responsible for designing, developing, and maintaining software applications. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to use software development tools, write code, and test software. The course will also help you develop a strong understanding of the software development process.

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Marketing Manager

Marketing managers are responsible for developing and executing marketing campaigns. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to define target markets, develop marketing messages, and measure marketing campaign success. The course will also help you develop a strong understanding of the marketing process.

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Sales Manager

Sales managers are responsible for leading and managing sales teams. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to develop sales strategies, motivate sales teams, and close deals. The course will also help you develop a strong understanding of the sales process.

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Operations Manager

Operations managers are responsible for planning, executing, and controlling the day-to-day operations of an organization. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to develop operational plans, manage resources, and improve efficiency. The course will also help you develop a strong understanding of the operations management process.

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Administrative Manager

Administrative managers are responsible for managing the day-to-day operations of an organization. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to develop administrative policies, manage budgets, and supervise staff. The course will also help you develop a strong understanding of the administrative management process.

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Quality Assurance Manager

Quality assurance managers are responsible for managing the quality of products and services. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to develop quality assurance plans, conduct quality audits, and improve product quality. The course will also help you develop a strong understanding of the quality assurance process.

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Customer Service Manager

Customer service managers are responsible for managing the customer service operations of an organization. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to develop customer service policies, manage customer complaints, and improve customer satisfaction. The course will also help you develop a strong understanding of the customer service management process.

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Financial Manager

Financial managers are responsible for managing the financial resources of an organization. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to prepare financial statements, analyze financial data, and make investment decisions. The course will also help you develop a strong understanding of the financial management process.

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Human Resources Manager

Human resources managers are responsible for managing the human resources of an organization. This course may be useful to you in this role, as it will teach you the essential skills needed to succeed, including how to recruit and hire employees, develop training programs, and manage employee benefits. The course will also help you develop a strong understanding of the human resources management process.

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