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Updated in [March 06th, 2023]
Digital Product Management: Modern Fundamentals is a course designed to help current product or general managers learn the skills and perspective needed to successfully manage their product. This course covers topics such as creating an actionable focus, modern product management methods, managing new products, and amplifying existing products. It is ideal for those interested in today's modern product management methods. This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business.
[Applications]
Upon completion of this course, participants will be able to apply the modern product management methods they have learned to create an actionable focus to successfully manage their product. They will be able to focus their work using modern product management methods, manage new products and explore new product ideas, and manage and amplify existing products. Participants will also be able to use the skills and perspective they have gained to create a successful working environment for all the actors involved in product success.
[Career Paths]
1. Product Manager: Product Managers are responsible for the development and success of a product. They are responsible for creating product strategies, managing product roadmaps, and working with stakeholders to ensure the product meets customer needs. Product Managers must have a deep understanding of the market, customer needs, and the competitive landscape. As the digital product landscape continues to evolve, Product Managers must stay up to date on the latest trends and technologies to ensure their products remain competitive.
2. Product Designer: Product Designers are responsible for the look and feel of a product. They create user interfaces, user experiences, and visual designs that are both aesthetically pleasing and functional. Product Designers must have a deep understanding of user behavior and be able to create designs that are intuitive and easy to use. As the digital product landscape continues to evolve, Product Designers must stay up to date on the latest trends and technologies to ensure their designs remain competitive.
3. Product Analyst: Product Analysts are responsible for collecting and analyzing data to inform product decisions. They use data to identify customer needs, measure product performance, and identify areas for improvement. Product Analysts must have a deep understanding of data analysis and be able to interpret data to make meaningful insights. As the digital product landscape continues to evolve, Product Analysts must stay up to date on the latest trends and technologies to ensure their data analysis remains competitive.
4. Product Marketer: Product Marketers are responsible for the promotion and marketing of a product. They create marketing strategies, manage campaigns, and work with stakeholders to ensure the product is reaching the right customers. Product Marketers must have a deep understanding of the market, customer needs, and the competitive landscape. As the digital product landscape continues to evolve, Product Marketers must stay up to date on the latest trends and technologies to ensure their products remain competitive.
[Education Paths]
Recommended Degree Paths:
1. Bachelor of Science in Digital Product Management: This degree program provides students with the skills and knowledge needed to develop, manage, and market digital products. Students will learn about the latest trends in digital product management, including user experience design, product development, and marketing. They will also gain an understanding of the legal and ethical considerations involved in digital product management.
2. Master of Science in Digital Product Management: This degree program provides students with the advanced skills and knowledge needed to develop, manage, and market digital products. Students will learn about the latest trends in digital product management, including user experience design, product development, and marketing. They will also gain an understanding of the legal and ethical considerations involved in digital product management. Additionally, students will develop the skills needed to lead teams and manage projects.
3. Doctor of Philosophy in Digital Product Management: This degree program provides students with the highest level of skills and knowledge needed to develop, manage, and market digital products. Students will learn about the latest trends in digital product management, including user experience design, product development, and marketing. They will also gain an understanding of the legal and ethical considerations involved in digital product management. Additionally, students will develop the skills needed to lead teams and manage projects, as well as the ability to conduct research and develop new theories in the field.
Developing Trends:
1. Artificial Intelligence: AI is becoming increasingly important in digital product management, as it can be used to automate processes and provide insights into customer behavior.
2. User Experience Design: UX design is becoming increasingly important in digital product management, as it can help create products that are more intuitive and user-friendly.
3. Data Analytics: Data analytics is becoming increasingly important in digital product management, as it can provide insights into customer behavior and help inform product decisions.
4. Agile Methodologies: Agile methodologies are becoming increasingly important in digital product management, as they can help teams quickly develop and deploy products.
Course 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. Amplifying an Existing Product
