Digital Product Management: Current Basics

Not long ago, a product manager’s job was to evaluate market data, create requirements, and manage the flow of those to sales/marketing. Maybe somewhere in there you’d talk to a customer and they’d tell you what features they wanted. But companies that managed products that way are dying out. Today, being a product person is a new game, and product managers are at the center of it. Today, especially if your product is primarily digital, you may be updating it multiple times a day. There are vast amounts of data available to inform decisions, and at the same time, a deep understanding of customer motivations and experiences is more important than ever. The job of a modern product manager is to set the direction and create a successful work environment for everyone involved in the product’s success. It’s not a simple or easy job, but it’s a meaningful job where you’ll be constantly learning. This course will help you on your learning path and prepare you to acquire the skills and perspective needed to: Create an effective focus for successful product management (Week 1) Focus your work using modern product management techniques (Week 2) Manage new products and explore new product ideas (Week 3) Manage and leverage existing products (Week 4) This course is ideal for current product managers or general managers interested in modern product management techniques. Please note that this course has new additions and subtitles for these videos will be available soon. This course was developed with the generous support of the Batten Institute at the UVA Darden School of Business. The mission of the Batten Institute is to improve the world through entrepreneurship and innovation: www.batteninstitute.org.