2022/2023
Product Management
Type:
Minor
Delivered by:
Department of Strategic and International Management
Where:
Graduate School of Business
When:
3, 4 module
Open to:
students of all HSE University campuses
Language:
English
ECTS credits:
5
Contact hours:
50
Course Syllabus
Abstract
Built on an effective balance between the state-of-the-art research and managerial practice, the course is aimed to equip students with the fundamental knowledge about product management, as well as with the set of tools and techniques for managing a product throughout all stages of its lifecycle, from development, introduction to the market, growth, maturity and decline. The course offers a comprehensive look into the key aspects of product management, such as product planning, strategy and positioning, product portfolio management, product lifecycle management, product identity and brand management. During the course, students will be engaged in the team project work, designed to examine a variety of product management issues faced by real-world technologydriven and consumerproduct companies, with an emphasis on the role and associated responsibilities of product managers.
Learning Objectives
- The objectives of the course Product Management are to provide students with: a comprehensive overview of the key concepts related to product management; contemporary frameworks, approaches, and tools currently applied by generalist and business-oriented product managers; basic skills which are necessary for successful product development and management; a holistic perspective on product management considering the company’s position in the global market, its previous technological trajectories and current innovation processes; an integrative understanding of the functional issues associated with the creation of an innovative organization in the dynamic international environment.
Expected Learning Outcomes
- Students will have comprehensive set of knowledge and skills that will enable them to explain and critically discuss the key theoretical concepts related to product management.
- Students will learn how to analyse companies’ innovation and product management strategies and propose future trajectories, while reflecting on potential divergence between theoretical concepts and real-world cases.
- Students will understand the issues of product management at both strategic and operational levels in companies.
- Students will understand main responsibilities of product managers.
- Students will be able to use different techniques to generate ideas for new products, as well as how to evaluate and screen ideas.
- Students will be able to apply Scrum, Lean startup, Kanban in product management.
- Students learn how to integrate voice-of-customer into product management and adjust marketing research techniques for different types of products.
Course Contents
- Invention and innovation
- Sources of innovation
- Open innovation
- Intellectual property and innovation
- Innovation strategy
- Product manager as a position in a company: responsibilities and qualifications
- Ideation and hypothesis development for products
- Market research in product management
- Product development models
- Product analytics and data science fundamentals for product managers
Interim Assessment
- 2022/2023 4th module0.25 * Team assignments + 0.4 * Exam + 0.05 * Class engagement
Bibliography
Recommended Core Bibliography
- Barkley, B. (2008). Project Management in New Product Development. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=214049
- Innovation management and new product development, Trott, P., 2012
Recommended Additional Bibliography
- Managing innovation : integrating technological, market and organizational change, Tidd, J., 2014
- Project Management Institute. (2019). A Guide to the Project Management Body of Knowledge (PMBOK(R) Guide-Sixth Edition / Agile Practice Guide Bundle (HINDI). [N.p.]: Project Management Institute. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2240462