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Regular version of the site
Master 2019/2020

Digital Product Management: Modern Fundamentals

Area of studies: Management
When: 2 year, 2 module
Mode of studies: distance learning
Instructors: Dirk Meissner
Master’s programme: Governance of Science, Technology and Innovation
Language: English
ECTS credits: 3
Contact hours: 2

Course Syllabus

Abstract

The courses teaches approaches how product managers act in the center of massive data and input for their products. It teaches handling massive troves of data are available for making decisions and, at the same time, deep insights into customer motivation and experience are more important than ever. The job of the modern product manager is to charter a direction and create a successful working environment for all the actors involved in product success. The course will prepares with the skills and perspective needed to create the actionable focus to successfully manage products; Focus work using modern product management methods; manage new products and explore new product ideas; manage and amplify existing products. The course provided by the Batten Institute at University of Virginias Darden School of Business, the full outline is available here: https://www.coursera.org/learn/uva-darden-digital-product-management
Learning Objectives

Learning Objectives

  • Ability to focus work using modern product management method
  • Ability to focus work using modern product management method
Expected Learning Outcomes

Expected Learning Outcomes

  • Skills to create the actionable focus to successfully manage products
  • Skills to manage new products and explore new product ideas
Course Contents

Course Contents

  • Achieving Focus and #Winning
    As a product manager, you and your team will always have more ideas and more requests than you can possibly manage. Making matters still more complicated, part of your job is to develop and then ‘sell’ a particular view of what should happen with your product to diverse stakeholders (engineering, marketing, etc.). How do you do it? Success requires an actionable, testable focus. The successful product manager identifies vivid, testable customer outcomes and creates focus around them. This week we’ll show you how to interface effectively with all your stakeholders to create that actionable focus.
  • Using Today's Product Management Methods
    You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.
  • Exploring a New Product Idea
    Something on the order of 9 out of 10 new products fail. Those sound like daunting odds, but through disciplined exploration an effective PM knows how to make even the improbable probable. This week we’ll show you how to apply your understanding of modern PM methods to exploring new product ideas. We’ll step through customer discovery, idea testing/validation, early development, and business model design. By the end you’ll have a durable process you can both execute and communicate to your team.
  • Amplifying an Existing Product
    If you want a product that does more than make a big splash, you’ll need to apply what you’ve learned here every week, every sprint to keep that product fresh and relevant. It’s not hard to let a great product get sidetracked and become irrelevant to its users--this happens all the time. Some figures show the portion of features on successful products that are regularly used to be well under 50%. Yikes! In this week, we’ll look at how successful product managers keep their products fresh and focused on valuable outcomes for their users. You’ll learn how to put a focused, sustainable, program in place to keep your product competitive.
Assessment Elements

Assessment Elements

  • non-blocking Essay
  • non-blocking Final oral exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.3 * Essay + 0.7 * Final oral exam
Bibliography

Bibliography

Recommended Core Bibliography

  • Fichman, R. G., Dos Santos, B. L., & Zheng, Z. (Eric). (2014). Digital Innovation as a Fundamental and Powerful Concept in the Information Systems Curriculum. MIS Quarterly, 38(2), 329-A15. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=95754071
  • Joong Hyun Kim, Zong-Tae Bae, & Shin Hyung Kang. (2008). The Role Of Online Brand Community In New Product Development: Case Studies On Digital Product Manufacturers In Korea. International Journal of Innovation Management (Ijim), (03), 357. https://doi.org/10.1142/S1363919608002011

Recommended Additional Bibliography

  • Lyytinen, K., Yoo, Y., & Boland Jr., R. J. (2016). Digital product innovation within four classes of innovation networks. Information Systems Journal, 26(1), 47–75. https://doi.org/10.1111/isj.12093