Бакалавриат
2023/2024
Продакт-менеджмент цифровых продуктов
Лучший по критерию «Новизна полученных знаний»
Статус:
Курс обязательный (Управление бизнесом)
Направление:
38.03.02. Менеджмент
Кто читает:
Кафедра маркетинга (Нижний Новгород)
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
4-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
5
Контактные часы:
40
Course Syllabus
Abstract
Course Digital Product Management is designed for students who want to develop competences that are necessary for successful career on product-manager position. Even for students without intention to tie future profession with product management, course will be valuable because it’s multidisciplinary and its frameworks, models, and approaches might be used in plenty different fields. Content of the course is developed in accordance with New Product Development Professional (NPDP) Certification so students can try to pass PDMA exam upon completing the course. The course heavily exploits interactive teaching methods. Along the whole course students work on a big project and some additional assignments which aim to shape particular skills. Such approach confronts students with high uncertainty of real projects and let them better understand methods and tools used in product management.
Learning Objectives
- To learn all contemporary frameworks, approaches, and tools currently applied by generalist and business-oriented product managers.
- To master basic skills which are necessary for successful development and management of digital products.
Expected Learning Outcomes
- Can apply Scrum, Lean startup, Kanban in product management
- Can develop value proposition canvas
- Can integrate voice-of-customer into product management
- Can use different techniques to generate ideas for new products
- Can use MVP to test main assumptions about value
- Can work with data science team to refine product
- Know how to adjust marketing research techniques for different types of products
- Know how to evaluate and screen ideas
- Know main responsibilities of product managers
Course Contents
- Product manager as a position in a company: responsibilities and qualifications.
- Ideation and hypothesis development for products
- Market research, market analytics and voice-of-customer for product manager
- Product development models
- Product analytics and data science fundamentals for product managers
Bibliography
Recommended Core Bibliography
- Bothma, N. (2017). Product Management: Vol. Second edition. Juta and Company [Pty] Ltd.
- Bruce T. Barkley, Project Management in New Product Development, McGraw-Hill © 2008 https://library.books24x7.com/toc.aspx?bookid=23646
Recommended Additional Bibliography
- A Guide to the Project Management Body of Knowledge (PMBOK® Guide), Sixth Edition, 2017. Режим доступа: http://library.books24x7.com/bookshelf.asp
- Cadogan, John, et al. Cross-cultural and cross-national consumer research, Emerald Publishing Limited, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=2070198.
- Fundamentals of Qualitative Research
- Moran, A. (2015). Managing Agile : Strategy, Implementation, Organisation and People. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=969008
- Vanderplas, J.T. (2016). Python data science handbook: Essential tools for working with data. Sebastopol, CA: O’Reilly Media, Inc. https://proxylibrary.hse.ru:2119/login.aspx?direct=true&db=nlebk&AN=1425081.
- Wienclaw, R. A. (2019). New Product Management. Salem Press Encyclopedia. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ers&AN=89163885