Product Management

Product management is one of the most interesting and fast-growing jobs in the hi-tech industry. But what is Product Management, why is it important, and how can you learn this craft? Those are the questions we will be answering in this course taught by Leon Malalel, product expert and instructor at the Technion Institute of Technology. 

Product Management is one of the key processes in any technology organization that produces products and solutions. The process enables a holistic view of a product life cycle and includes the idea stage, business planning, problem and solution definition (problem-solution fit), requirements, development guidance, marketing positioning, product launch including market exposure, and sales assistance.

Unfortunately, most new products fail because of business parameters. One of the main reasons for product failure is the lack of an effective product management process and structure. 

In this course, you'll learn:

  • Product Management tools, approaches, and best practices

  • Product marketing tools

  • How to conduct market research

  • Lean Startup methodology

  • ... and more!

This course will prepare you for a product management job. You'll be a pro at understanding products, conducting market and customer research, and product strategy! 

Today, a product management course is more valuable than ever before. So let's get started!

Leon Malalel

Product Manager, Expert Instructor at Technion Institute of Technology

Lessons

1

Course Trailer: Microsoft vs. Slack

It's November 2nd, 2016 and Microsoft is launching a new product: Microsoft Teams. Across the country, Slack, a start-up that has spent the last seven years building an extremely similar product, reacts swiftly. The next day, a full-page ad appears in The NY Times. It's a letter, from Slack to Microsoft:

"Dear Microsoft,

Wow. Big news! Congratulations on today's announcements. We're genuinely excited to have some competition."

The product wars have begun!

Join Leon Malalel, a Product Management veteran with extensive experience in global, multinational enterprises and startups, to learn the ins and outs of this interesting domain.

3

When Things Change

What is the role of the product manager? What are the responsibilities? Should you focus on marketing or on R&D?

We'll cover these questions and:

  • The changing market environments and why they matter

  • The product life cycle

  • Product "envelopes"

5

Market and Competitive Analysis

Competition is what keeps most entrepreneurs awake at night. But what is the right way to approach your competition? What do you need to know about them and how seriously should you take them? 

In this lesson, you'll learn:

  • How to conduct market analysis

  • The 6 goals of great market analysis

  • Why a competitive landscape is important

  • 4 categories of competitors

  • How you should deal with different kinds of competition

7

Business Plan Module

One of the most important documents for a new product or business is the Business Plan. ​

You'll learn:

  • What goes into the Business Plan

  • Why it is important

  • Whom to present your plan to and how ​

2

Why Products Fail

Product management is one of the most sought after jobs on the market, and with good reason! Being part of building something and bringing it to market is fascinating and challenging and involves teamwork, grit, and discipline. During this course, you'll be learning all the skills you need to succeed in this fun, but challenging domain. 

This lesson will start with the basics by answering some key questions:

  • What is a product? 

  • Why do products fail? 

  • How can you know in advance if your product will fail?

  • How can you make your product succeed?

4

The Product Management Methodology

Is there a method for getting product management right? is there a correct order in which to do things? How do you know which activities are dependent on other teams and which you should get done on your own? 

You'll learn:

  • What a methodology is and why it is important

  • What is unique about the product management methodology

  • The Product Management Methodology

6

Sales Analysis and Talking to Customers

Good product management starts with understanding and talking to your customers. You have to have a keen understanding of the problems you're solving and how your customers use your solution.

We'll discuss:

  • 8 methods for talking to customers

  • When to talk to customers

  • A powerful technique for researching your market

8

Personas and Use Cases

What do Airbnb and Disney have in common? What can you learn from them about your users? 

Understanding your users, who they are, and how they use your products is critical for your products' success.

 In this lesson, you'll learn: 

  • The three questions of product strategy

  • How to build a user persona and use cases

  • What the Market Requirements Document is

9

Product Research, Innovation, & the Solution

Time to start defining your product! But where do you start? 

First is product research, then it's on to defining your product based on all the market research you've done up to now. That is what this lesson is about.

You'll learn: 

  • The 3 goals of product research

  • 5 customer-centric lenses for defining your solution

  • 4 technical lenses for defining your solution

  • How to use innovation

10

Product Research

11

Working with R&D

12

Product Marketing

13

Getting the Sales Team Onboard

14

Product Strategy

Get in the groove with some Product Management work music!