Introduction
  • Course introduction
  • The strategic role of product management
Market Intelligence
  • Market analysis
  • Profiling market segments
  • Practice Activity: profiling market segments
  • Sizing market segments
  • Practice Activity: Size a market
  • Market analysis
  • Customer analysis
  • Interviewing customers
  • Practice Activity: Uber, Lyft, and ridesharing interview
  • The Kano Model for analyzing customer needs
  • Practice Activity: Reedsy & the Kano Model
  • Customer analysis examples: KeepTruckin and Steelcase
  • Customer analysis
  • Competitive analysis
  • Analyzing direct competition: market share and trends
  • Competitors' strategy and go-to-market
  • Competitive positioning
  • Competitive product comparisons
  • Practice Activity: Omnitracs competitive analysis
  • Disruptive technology and autonomous vehicles
  • Competitive monitoring
  • Competitive analysis and disruptive technology
Strategy
  • Product vision and objectives
  • Practice Activity: Product vision and objectives
  • Elements of a strategy
  • Practice Activity: Product strategy
  • Operationalizing and refining a strategy
  • Strategy development
New Product Development
  • Prioritization
  • Roadmapping
  • Objectives and key results (OKRs)
  • Practice Activity: Objective and key results (OKRs) with eBird
  • Development buckets
  • Practice Activity: Development buckets with Radley Robots
  • Prioritized backlog
  • Prioritization and roadmapping
  • Discovery and delivery
  • Practice Activity: Discovery & delivery with Big Agnes tents
  • Stage-gates
  • Testing product concepts
  • Testing product concepts: examples
  • Product analytics and experimentation
  • The new flavors of product management
  • Discovery and delivery
  • Launch
  • Excellent new product launches: examples
  • Launch
Lifecycle management
  • Positioning and communication
  • Practice Activity: Value propositions
  • Benefit trees
  • Buyer's journey
  • Positioning and communication
  • Pricing
  • 3C's of pricing
  • Pricing process
  • Practice Activity: Pricing your product
  • Practice Activity: LinkedIn pricing - case study
  • Discount management
  • Pricing
  • Sales support
  • Activity: Working with sales teams
  • Practice Activity: Competitive selling-against tools
  • Sales support
  • Sales channels
  • Finding and refining sales channels
  • Practice Activity: Sales channels case study
  • Sales channels
  • Product support
  • Product support
  • Finding growth
  • Practice Activity: Growth analysis for your product
  • Growth hacking
  • Growth hacking case study
  • Finding growth
  • Obsolescence
  • Practice Activity: Obsolescence case study
  • Obsolescence
Wrap-up
  • The first 90 days
  • Course wrap-up
  • Bonus lecture: Interviewing customers via video conference