Live, trainer-led class
Learning outputs
- Launch viable, market-ready products that anticipate customer needs successfully
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Build an effective business model
Business model tools and pricing structure frameworks for your product
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Test your product
Identify the most important metrics & KPIs to predict success
Course Overview
WHAT MAKES OUR COURSE UNIQUE?
Join this intensive workshop to get up-to-speed on how to best balance the various interlinking responsibilities a Product Manager faces to bring a product successfully to market.
Learn customer research methods and user experience best practice to ensure your product correlates closely with user needs. Articulate the opportunity for your product clearly with development of a robust business model and pricing structure. Gain insight into the latest product testing methodologies to validate your product and guide it smoothly through its lifecycle with Agile methodologies.
You will leave this course with a clear understanding of the Product Management tools and techniques you need to launch viable, market-ready products that anticipate customer needs successfully.
WHAT TO EXPECT
Join this intensive online training course and ensure you don’t get caught out by the digital marketing changes on the horizon. Stay knowledgeable and smart for the year ahead.
You will leave this course with a clear-headed purview of digital marketing projections for the year ahead. And, importantly, be ready armed with the latest expert guidance on how to best manage this change and capitalize on wide opening areas of opportunity.
Class 1: Digital Product Management Fundamentals
PRODUCT MANAGEMENT INTRODUCTION
- Customer focus: Clear working methods for translating customer needs into product ideas & features
- Managing risk: Identifying the risks associated with implementing new products and features
PRODUCT MANAGEMENT – ROLES & RESPONSIBILITIES
- Roles & responsibilities: Defining the various roles & responsibilities of a Product Manager
- Product Manager qualities: What makes a good Product Manager
THE PRODUCT DEVELOPMENT PROCESS
- The product life cycle: Detailed overview of each stage and its related requirements
- Development stages: Understanding the supporting groundwork required at each product life stage
- Product development methods: Outline of the different methodologies for bringing a product to market
Class 2: Product Management Customer Research & Business Model Validation
CUSTOMER RESEARCH & ANALYSIS
- Target customer identification: Tools and techniques to clearly establish your target customer
- Customer research matters: Why a detailed grasp of customer expectations is vital for success
- Customer research methodologies: Best practice techniques for observation and task analysis
- Focus groups & interviews: How to plan and conduct in-depth customer research
- User personas: How to draw from customer research to develop clear user personas
MARKET RESEARCH
- Competitor analysis: Techniques & tools for competitive analysis of a feature or business idea
- Competitor landscape: How to establish the points of differentiation between current competitor offerings
- Gauging opportunity size: Estimation tools for establishing the business opportunity
PRODUCT VALIDATION
- Product fit: How to establish an idea fits well with your product
- Market fit: Establishing market viability and potential success rate
- Minimum Viable Product: Clarifying the importance of building an MVP
- MVP development: Step-by-step process for reaching an MVP
- MVP evolution: How to develop your MVP to arrive at product & market fit
BUILDING YOUR BUSINESS MODEL
- Business model canvas: Articulate your business plans clearly with a clear & simple framework
- Business model components: Understanding the various interlinking components of any business model
- Types of business models: Full run through of the different models at your disposal
Class 3: Digital Product User Experience Fundamentals
USER EXPERIENCE DESIGN STRATEGY & PLANNING
- Business benefits: Detailed overview of how UX planning creates competitive advantage and increase ROI
- User experience essentials: The fundamental ideas of UX, from users to contexts
- User centered design: How to build a strong user focus into your product plans
USER EXPERIENCE DESIGN PRINCIPLES
- Goal focus: How to align UX design with your business goals
- Simplicity & clarity: A checklist of ways to create a clear, simple user experience
- Common design patterns: How to work productively using common design elements
- Visual logic: How to give your product design visual logic that users understand effortlessly
USER STORIES
- Customer needs: How to create user stories to communicate customer needs with other stakeholders
- Prioritizing product features: How to clearly prioritize different feature options
WIREFRAMING & STORYBOARDING
- Wireframe production: How to create wireframes to test ideas and preempt potential problems
- Wireframing methods: Clear run through of sketch, lo-fi and hi-fi
- Storyboard production: How to create storyboards to communicate context, user flows & interactions
INFORMATION ARCHITECTURE
- Introduction to IA: What Information Architecture is, and key IA terminology
- Components of IA: The fundamental systems of organization, navigation, browsing and searching
- The IA triangle: An explanation of the role of users, goals and contexts in IA
- IA scenario planning: How to plan your information architecture based on user scenarios
Class 4: Product Testing, Financial Modeling & Roadmaps to Go Live
PRODUCT TESTING
- Metrics selection: How to identify the most important metrics & KPIs for your product
- Test insights: How to analyze your results and calculate success rates
- Usability testing: Advice on the full range of test types, and how to choose the right tests for your project
- Heuristic evaluation: Best practice applications of heuristic evaluation techniques
- Paper prototyping: How to use scenario planning to define new user experience design tests
- A/B & multivariate testing: Learn more about these key testing methods and develop your own test program
FINANCIAL MODELING
- Building your financial model: How to develop a financial model with your customer in mind
- Pricing model options: Understanding the different approaches for launching a new product
- Revenue forecasts: How to predict customer demand and likely revenue scenarios
PRODUCT ROADMAP
- Planning your product timeline: Identify & define clear stages in your product’s development
- Pre-launch: A checklist for ensuring launch readiness
- Pre-market fit: A working framework for ascertaining pre-market fitness
- Post-market fit: How to gauge your product’s fit at market, and act on resulting insight
- Building a product roadmap: Simple tools to build your product roadmap
PROJECT MANAGEMENT FOR YOUR PRODUCT
- Agile principles: A comprehensive look at the key concepts in Agile project management
- Agile management frameworks: An exploration of the different forms of Agile, including Scrum and Kanban
- Key project stages: Full run through of the discernible stages in any project
- Incremental delivery: The rationale and processes for iterative, incremental delivery
- Why do projects go wrong? Challenges for Product Managers to watch out for
- How to avoid failure: Checklist to follow to avoid failure
STAKEHOLDER COMMUNICATIONS
- Presenting your product: Structuring your presentation effectively
- Product pitches: Practical techniques and processes to follow to pitch to stakeholders most effectively
Participative group exercises
Every live online session includes Q&A and group exercises with fellow course participants to solidify your learning.
One-to-one mentorship
Ask questions whenever they arise, as the course progresses, there’s no need to hold onto them until the end. Make the most of one-to-one time with the expert course trainer to tackle specific challenges related to your brand or client.