Digital Product Management: Modern Fundamentals
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.
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- Level Foundation
- Duration 12 hours
- Course by University of Virginia
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Offered by
About
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.Modules
Welcome to the course!
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2
Videos
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1
Readings
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1
Discussion
1
Discussions
- Get to know your classmates
2
Videos
- Tomorrow's Product Manager
- Your Product Management Journey
1
Readings
- Course Overview & Requirements
Being a Product Manager
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6
Videos
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1
Assignment
1
Assignment
- Practice Quiz on the #Winning PM
6
Videos
- You, the Product Manager
- Why Is a Product Never a Product?
- You and Your Product Pipeline
- Job 1: Creating Hypotheses about Product/Market Fit
- Job 2: Testing Hypotheses about Product/Market Fit
- Job 3: Facilitating Alignment w/ Outside Stakeholders
Managing a Product Pipeline
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8
Videos
8
Videos
- You and Your Product Team
- You and Your Design Team
- You and Your Development Team
- Product Manager vs. Product Owner
- Greg Cohen on PM vs. PO?
- You and Your DevOps Team
- You and Your Analytics/AI Team
- Meet Enable Quiz, Our Startup Company Example
Managing Outside Stakeholders
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8
Videos
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1
Discussion
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2
Assignment
2
Assignment
- Practice Quiz on Many Areas, One Focus
- Week 1 Final Quiz: Achieving Focus and #Winning
1
Discussions
- Issues interfacing with various teams?
8
Videos
- Are You Set Up For Success?
- You and Your Consulting and/or Support Team
- Nastia Root on Creating a Strong Interface with Support
- You and Your Sales and Marketing Team
- You and Your Finance/Accounting and Legal Teams
- You and Your Project Manager
- You and Your Management Team
- Week 1 Takeaways
Solving the Right Problem
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7
Videos
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1
Assignment
1
Assignment
- Practice Quiz on Solving the Right Problem
7
Videos
- Module Intro: Ready for Week 2
- What Kind of PM Are You?
- Effectuating Better Product Pipelines with Agile
- Identifying What Matters through Customer Discovery & Testing
- Minimizing Waste with Lean Startup
- Creating a Maintainable Focus with CX Mapping: Qualitative Analytics
- Creating a Maintainable Focus with CX Mapping: Quantitative Analytics
Creating the Right Solution
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5
Videos
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1
Assignment
1
Assignment
- Practice Quiz on Creating the Right Solution
5
Videos
- Creating an Outcome-Focused Definition of Done with HDD & User Stories
- Iteratively Getting to Usability with Testing, Prototyping, and Analytics
- Managing Habits: Trigger and Action
- Managing Habits: Variable Reward and Investment
- Nir Eyal on Managing Habits
Applications in Product Management
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7
Videos
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1
Discussion
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2
Assignment
2
Assignment
- Practice Quiz on Applications in Product Management
- Week 2 Final Quiz: Product Management Methods
1
Discussions
- What did you learn from this week's guest speakers?
7
Videos
- Collaborating with Enterprise Customers--Tips 1-4
- Collaborating with Enterprise Customers--Tips 5-9
- David Bland on Avoiding the Product Death Cycle
- Focus on Funnels: Acquisition
- Managing a Product with Hardware
- Making Time to Do Things Right
- Week 2 Takeaways
Learning vs. Scaling
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6
Videos
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1
Assignment
1
Assignment
- Practice Quiz on Learning vs. Scaling
6
Videos
- Ready for Week 3?
- Learning vs. Scaling
- The Importance of Good Enough: "Cooped Up" MVPs
- The Importance of Good Enough: "Greener Air" MVPs
- Non-Titular Product Managers
- David Chait on Non-Titular PMs
Creating the Right Solution
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5
Videos
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1
Assignment
1
Assignment
- Practice Quiz on Innovating in the Corporation
5
Videos
- Building for Learning vs. Building for Scaling
- Horizons of Growth
- Corporate Innovation Pipeline
- Creating a Healthy Innovation Pipeline
- David Bland on New Ventures Inside the Corporation
From Proposition to Business Model
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3
Videos
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2
Assignment
2
Assignment
- Practice Quiz: From Proposition to Business Model
- Week 3 Final Quiz: Exploring a New Product Idea
3
Videos
- Business Model Design I: Proposition Design
- Business Model Design II: Customer Journeys
- Week 3 Takeaways
Focused Tuning and Testing
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14
Videos
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1
Assignment
1
Assignment
- Practice Quiz: Focused Tuning and Testing
14
Videos
- Ready for Week 4?
- Identifying Business Model Types
- Business Model Design III: Delivery and Execution
- Tamara Carleton on Strategic Foresight
- The Trouble with New Features
- The Importance of Good Enough: Seedling Features
- Actionable Analytics
- Eric Qi Dong on Disciplined Analytics for the Product Manager
- Kiran Kadambi on Structuring Problems in Product Management
- What Is Data Science?
- Applying Data Science
- Andrew Kritzer on Data Science for the MBA
- Jim Rose on Continuous Integration and Delivery
- Jim Rose on Monolithic Architectures and Microservices
Driving Growth through Focus
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6
Videos
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2
Assignment
2
Assignment
- Practice Quiz: Driving Growth through Focus
- Week 4 Final Quiz: Amplifying an Existing Product
6
Videos
- Managing a Channel or Modality
- Nastia Root on Being a Growth PM
- It's Not a Meeting I
- It's Not a Meeting II
- Roadmap?
- Course and Week Close: Let's Not Make This Good-Bye
Auto Summary
"Digital Product Management: Modern Fundamentals" is a foundational course offered by Coursera, focusing on contemporary product management techniques within the Business & Management domain. Taught by expert instructors, the course spans 720 minutes and is designed for current product or general managers. Key topics include actionable focus, modern management methods, new product exploration, and existing product amplification. Subscription options are available in Starter, Professional, and Paid tiers. This course equips learners with essential skills to thrive in today's dynamic digital product landscape.
Alex Cowan