Learn the skills and techniques that every Product Manager needs to devise, create and manage a successful Digital Product.
The Digital Product Manager is often described as the “product CEO.” The success of technology companies and Startups heavily depends on their capabilities and vision. On the other hand, the impulse to provide continuous value is leading large organizations to move their software delivery approach away from a project mindset and towards a product-centric one. Bos states that a fully optimized product manager could increase company profits by 34.2%.
The Digital Product Management Master will provide you with all the knowledge and tools necessary to succeed as Digital Product Manager, the keys to lead the strategy, the creation and the continuous evolution of the Product, as well as the capabilities to communicate effectively with multi-functional teams throughout all levels of the organization.
This program is delivered in cooperation with GILT, the Global Institute of Leadership and Technology. GILT produces and delivers educational programs for corporations, universities and individuals and believes in education based on dialogue, collaboration and co-creation.
In this first module we approach the Digital Product by reviewing the history of digital transformation, defining product characteristics and differentiating it from services. We will discover different types of Digital Products (B2B, B2C, Internal…) and we will see the basic management differences in various types of companies (startups, growth-stage companies, enterprises). We will continue discovering the Life Cycle of a Digital Product and how to manage it in its different phases, always looking for Product-Market Fit. The Bridge and Sikkhona workshops will highlight the importance of the team and its efficiency: behind every great product there is a great team and in this workshop we will learn how to generate the ideal work environment for high performance teams.
We will focus on the life cycle of a product feature, looking at all phases from the origin of an idea to its development and production. We will learn Design Thinking and Prototyping techniques to define the functionalities of our product. Tools such as Story Mapping and Product Inception will help us understand how to define an MVP (minimum viable product) through prioritization techniques.
In this block we will work on the measurement of metrics and results that will help us make the most appropriate decisions and to continue generating value for our product. We will dedicate special attention to KPI’s, how they can help us to establish a measurable relationship between strategy and objectives in all types of environment (B2B, B2C) and industry (subscription models, SAAS…). We will also have sessions dedicated to the preparation for the Product Owner Scrum certification.
This module provides an immersion into different agile methodologies with the objective of getting to develop our product in the best way. We will learn how to define iterations, Sprints, manage Product Backlog and take requirements to write better user stories. We will dedicate special attention to Scrum, its manifesto, ceremonies and artifacts. Finally, in order to complete the vision on different agile methodologies, we will learn about LEAN and Kanban and we will see through a case-study an example of application of agile methodologies in a company.
We have the idea, we have the product: it’s time to sell! In this module we will discover how to build a brand, capture traffic and generate new users. We will learn how to manage SEO, SEM and ASO channels and traffic, without losing sight of ROI, segmentation and measurement of results. From the voice of CMOs and Brand Managers of large digital companies we will learn what “branding” means and how to consolidate over time the image of a product or service.
After finishing the Online Master in Digital Product Management, students will have the necessary knowledge to apply for positions such as:
- Digital Product Manager
- Product Manager
- Business Analyst
- Product Owner
- Business Developer
- Product CEO
- Project Manager
- Entrepreneurs
- Company creation
- Consultant
