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Data‑Driven Product Management
Learn product management in this practical course covering product strategy, digital design, market analysis and product analytics. Build successful products and find product-market fit using Google Analytics and real examples.
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Course outline
Industry focussed curriculum designed by experts
Fundamentals of Product Management and Analytics
33 items
2.24 hr
- What is Product Management
- Life of a Product Manager
- What doesn't a PM do
- Product Manager Perceptions
- Traits of a Good Product Manager
- Chief Customer Officer
- The World of Product Management
- Product Manager from practical experience
- Fundamentals of Product Management
- Classification of Products
- Brands
- Product Mix Decisions
- Product Line Decisions
- New Product
- NPD Process
- Reasons for a New Product Failure
- Product Life Cycle Management
- Product Life Cycle Strategies
- Product Market Fit
- Case Study: Ford Edsel
- Why Ford Edsel Failed
- Microsoft Zune - the iPod killer
- Why Microsoft Zune failed
- Microsoft Zune - Assignment Questions
- The Experience Gap
- Research in Product Life Cycle
- Applying Data Science to Product Design
- Applying Data Science to Product Design - Assignment
- Applying Data Science to Product Design - Solution
- Optimization
- Beyond Burger - Market Timing
- Apple Newton - Market Timing
- Summary
Product Strategy
17 items
1.27 hr
- Product-Market Fit Analysis
- How do you get to product market fit
- Product Strategy and Business Strategy
- Product Strategy Framework
- Product Vision
- Product Vision Examples
- Product Vision Playbook
- Opportunity Space
- Production Vision Principles
- Production Vision Personas
- Production Vision Crafting the vision statement
- Production Vision Framework
- Production Vision Communication
- Production Vision Measure
- What is a successful product vision
- Qualtrics Experience Management Vision
- Summary-2
Digital Product Design
16 items
1.34 hr
- Unit Economics
- Calculate and analyse Unit Economics
- What is not Product Market Fit
- Product Market Fit - Market Segment
- Bases for Segmentation
- Segment Attractiveness
- Product Market Fit - Market Segment Exercise
- Product Market Fit - Market Segment Exercise continued
- Product Market Fit - Market Segment Qualtrics example
- Market Segmentation studies
- Market Segmentation studies continued
- Iterative Approach to arrive at optimal solution
- Determining a sound segmentation solution
- Product Strategy Market Segmentation - Assignment
- Product Strategy Market Segmentation - Discussions
- Market Segmentation - Minimise the variables
Market Opportunity Analysis and Product Discovery
39 items
2.55 hr
- Market Opportunity
- Benefits of Market Analysis
- Types of Market Opportunities
- Market Research
- Market Opportunity Research
- Opportunity Hypothesis
- Stripe IPO
- Leveraging Market Trends
- Leveraging Market Trends - Discussion
- Unchanged market segment for years - Assignment
- Unchanged market segment for years - continued part
- Large products that are ageing fast
- Large products that are ageing fast - Discussions
- Large products that serve multiple purpose - Facebook example
- Large products that serve multiple purpose - Whatsapp Example
- Broken experiences that are ignored
- Big news or market changes around you
- How to understand what has changed - Recap
- Product Strategy and Market Identification
- Market Identification - In product Data
- Market Identification - Competitive Analysis
- Market Identification - Company Annual Reports
- Market Identification - Research Reports
- Market Identification - Social Media
- Product Strategy - Leveraging Market Trends
- Product Discovery
- New Product Development - A critical element
- Challenges to new product development
- New Product Development Process
- Sources of Ideas
- Internal and external sources of ideas
- The most common techniques to identify ideas
- Idea Screening
- A product manager’s dilemmas
- The influence of risk on screening
- Checklists of ideas
- Estimating an idea's worth
- Product idea acceptability parameters
- Organisational point of view on idea suitability
Product Differentiation and Value Proposition
19 items
1.07 hr
- Value Proposition
- Importance of Value Proposition
- Types of Value Proposition
- Value Proposition Canvas
- Beyond Value
- Value and Business Model Innovation
- Qualtrics CX Executive Buyer
- Qualtrics CX executive buyer discussions
- Summary-3
- Competitive Analysis
- PESTEL Analysis
- Porter's Five Force Model
- SWOT Analysis
- BCG Matrix
- Perceptual Mapping Framework
- Differentiation
- Types and advantages of Product Differentiation
- Ansoff Matrix
- Executive version of Product Strategy
Product Analytics using Google Analytics
20 items
2.31 hr
- Product Analytics - An Introduction
- Ways to use Product Analytics
- Product Analytics - Role of Product Manager
- Product Analytics - Key Metrics
- Product Analytics - Types of Analysis
- Product Analytics - PIRATE Metrics Framework
- How to use product analytics platform
- Product analytics solution for every organisation
- Product analytics vs marketing analytics
- Google analytics
- Google analytics - Real time reports
- Google analytics - Audience reports
- Google analytics - Acquisition reports
- Google analytics - Behaviour reports
- Google analytics - Conversion and other reports
- Product analytics - Mixpanel
- Mixpanel - hands on
- Firebase
- Firebase hands on
- Summary - 4
Get access to the complete curriculum with your free trial
Start 7-Day Free TrialGuided Projects
Solve real-world projects with a step-by-step guide, starter code templates, and access to model solutions to boost your skills and build a standout resume.
- GUIDED PROJECT 1
- Market Opportunity Analysis for a New Fitness App
- Choose a new fitness app idea (e.g., a personalized workout app or wellness tracker) and perform a market opportunity analysis to evaluate its potential in the current market.
- GUIDED PROJECT 2
- Product Strategy and Analytics for an E-commerce Platform
- Select an existing e-commerce platform (e.g., Shopify, WooCommerce, or a niche marketplace) and develop a product strategy based on analytics insights to enhance customer experience and increase conversions.
Gain skills & build your resume with complete access to guided projects in your free trial
Start 7-Day Free TrialCourse Instructors
Milind Kopikare
President - North America, Great Learning, Product Management Faculty, University of Utah
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