Бакалавриат
2021/2022
Продакт- менеджмент цифровых продуктов
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Лучший по критерию «Новизна полученных знаний»
Статус:
Курс по выбору (Управление бизнесом)
Направление:
38.03.02. Менеджмент
Кто читает:
Кафедра маркетинга (Нижний Новгород)
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
4-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Фоменков Денис Александрович
Язык:
английский
Кредиты:
5
Контактные часы:
56
Course Syllabus
Abstract
This course is designed to build the key competencies required for successful work in the marketing of technological and digital products. It helps students master the full product lifecycle—from market research and idea generation to market launch and scaling. The learning is built around a comprehensive cross-functional project, within which you will independently develop a strategy for launching a new product to the market. Additionally, you will engage in practical assignments to master specific tools of product marketing. This course will help you acquire the key skills necessary for making strategic decisions, conducting market analysis, crafting value propositions, and building effective Go-To-Market (GTM) strategies. Throughout the course, you will learn how to conduct product research, work with hypotheses, and analyze the target audience using the Jobs-To-Be-Done (JTBD) methodology. We will explore how to assess the potential of new product ideas, prioritize features using the RICE framework and the Kano Model, as well as research the market and competitors to identify growth opportunities. You will understand how to establish product metrics, analyze data, and apply insights to make data-driven decisions based on product analytics. This course provides a systematic understanding of how successful digital products are created, developed, and promoted, and allows you to develop the key skills for working in product teams. The course is suitable for aspiring product managers, marketers, analysts, and anyone looking to build a career in product marketing. No deep prior knowledge of marketing is required—a basic understanding of fundamental concepts is sufficient.
Learning Objectives
- To learn all contemporary frameworks, approaches, and tools currently applied by generalist and business-oriented product managers.
- To master basic skills which are necessary for successful development and management of digital products.
Expected Learning Outcomes
- Can apply Scrum, Lean startup, Kanban in product management
- Can develop value proposition canvas
- Can integrate voice-of-customer into product management
- Can use different techniques to generate ideas for new products
- Can use MVP to test main assumptions about value
- Can work with data science team to refine product
- Know how to adjust marketing research techniques for different types of products
- Know how to evaluate and screen ideas
- Know main responsibilities of product managers
Course Contents
- Product manager as a position in a company: responsibilities and qualifications.
- Ideation and hypothesis development for products
- Market research, market analytics and voice-of-customer for product manager
- Product development models
- Product analytics and data science fundamentals for product managers
Assessment Elements
- Contributions to class discussionsAt the end of the each class instructor makes notes about how active were students in discussions and how insightful and professional were their answers or comments. Fruitful participation is barely possible without supplementary reading which must be published by instructor one week before each class session. Class attendance alone will not earn a student class participation/contribution credits.
- AssignmentsAll topics are accompanied by assignments. Some assignments combined shape one big project about developing and launching new digital product. Other assignments are focused on particular topic and not related to main project. Assignments are evaluated by instructor and peers.
- ExamExam is conducted in a form of answering predefined questions and cases. Instructor randomly picks up 3 questions or cases from the list. Students are expected to answer almost immediately so instructor can observe their way of thinking. Even if they need to use particular tool or calculate figures, students do it in front of instructor.
- TestTest covers all topics of the course. Most questions are multiple-choice and open-ended. It’s open book test so students can use all readings, presentations, and Internet sources.
Bibliography
Recommended Core Bibliography
- Bothma, N. (2017). Product Management: Vol. Second edition. Juta and Company [Pty] Ltd.
- Bruce T. Barkley, Project Management in New Product Development, McGraw-Hill © 2008 https://library.books24x7.com/toc.aspx?bookid=23646
Recommended Additional Bibliography
- A Guide to the Project Management Body of Knowledge (PMBOK® Guide), Sixth Edition, 2017. Режим доступа: http://library.books24x7.com/bookshelf.asp
- Cadogan, John, et al. Cross-cultural and cross-national consumer research, Emerald Publishing Limited, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=2070198.
- Fundamentals of Qualitative Research
- Moran, A. (2015). Managing Agile : Strategy, Implementation, Organisation and People. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=969008
- Vanderplas, J.T. (2016). Python data science handbook: Essential tools for working with data. Sebastopol, CA: O’Reilly Media, Inc. https://proxylibrary.hse.ru:2119/login.aspx?direct=true&db=nlebk&AN=1425081.
- Wienclaw, R. A. (2019). New Product Management. Salem Press Encyclopedia. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ers&AN=89163885