Бакалавриат
2024/2025
Продакт-менеджмент цифровых продуктов
Статус:
Курс обязательный (Управление бизнесом)
Направление:
38.03.02. Менеджмент
Кто читает:
Кафедра маркетинга (Нижний Новгород)
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
4-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Фоменков Денис Александрович
Язык:
английский
Кредиты:
6
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.