2023/2024
Продакт-менеджмент
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус:
Маго-лего
Кто читает:
Кафедра маркетинга (Нижний Новгород)
Когда читается:
3, 4 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
6
Контактные часы:
40
Course Syllabus
Abstract
Course 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 master competences that are necessary for successful career on product-manager position
Expected Learning Outcomes
- 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
- Able to use product metrics for strategic and operational objectives
- Apply funnel analysis, retention analysis, churn analysis, cohort analysis, A/B testing to analyze product data and turn results into decisions
Course Contents
- Product manager as a position in a company: responsibilities and qualifications.
- Ideation and hypothesis development for products
- Product management life cycle model and product master plan
- Market research, market analytics and voice-of-customer for product manager
- Design thinking in product management
- Finance and forecasting for the product manager
- Stage-gate model to design new product development process.
Assessment Elements
- ParticipationDuring lectures and seminars students are highly encouraged to participate by answering questions, commenting materials, talking to guest speakers, making contributions to discussions. All such activities are estimated by instructor in points, which at the end of the course all points are summed up and students are graded on the curve.
- AssignmentsAlong the whole course students receive assignments on covered topics. Commonly results of the assignments are delivered in form of presentations, but other deliverables are also used and specified in each particular assignment. Majority of assignments assume teamwork.
- Test
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
- 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