Description

Digital products generate a tremendous amount of data in distribution and use, lend themselves to constant iteration, and enable innovative business models. Digital product management (DPM) therefore involves sophisticated analytics, design thinking, and business modeling in addition to the central coordinating role of traditional product management. This course is based on the centrality of Digital Product Management Thinking (DPMT) – a collection of systemic practices and skills that integrate Analytics, Business modeling, Coordination, and Design thinking. These practices and skills are most relevant to the product manager, but DPMT is even more effective when it is viewed as an organizational-wide competency.

Digital products and services have been mainstreamed in startups and established organizations over the past decade. The demand for competent digital product managers is quite evident in all types of industries. Products such as smartphones and IoT based devices and application platforms, such as WhatsApp, are a means for positive social and economic change. Product managers often serve as the fulcrum for solving problems and balancing conflicting issues surrounding the development of such products.

Course curriculum

  • 1

    Chapter 1 - Course Overview

  • 2

    Chapter 2 - The Digital Value Proposition

  • 3

    Chapter 3 - Digital Business Models

    • Understanding Business Models
    • Digital Business Models
    • Chapter 3 Quiz
  • 4

    Chapter 4 - Day in the life of a DPM

    • Projects, Features in different stages
    • Working with cross functional teams
    • Chapter 4 Quiz
  • 5

    Chapter 5 - Prioritization in Digital Products

    • Prioritization overview
    • Popular Prioritization Frameworks
    • Chapter 5 Quiz
  • 6

    Chapter 6 - Data Driven Road maps

    • Road map and its Components
    • How to use Product Road maps
    • Data Driven Road map
    • Chapter Quiz 6
  • 7

    Chapter 7 - Portfolio of Metrics

    • Why Metrics Matter
    • Product Metrics
    • Business Metrics
    • Customer Metrics
    • Goals driven Metrics
    • Chapter 7 Quiz
  • 8

    Chapter 8 - Framework for Metrics That Matter

    • Product Lifecycle Stages, GAME Framework & North Star Metric
    • GAME for Problem Discovery & Validation
    • GAME for Problem-Solution Fit
    • GAME for Product-Market Fit
    • GAME for Business Model Fit & Scale
    • Chapter Quiz 8
  • 9

    Chapter 9 - Product Analytics & Analytics Platforms

    • Product Analytics Basics
    • Users and Events
    • Performing Product Analytics
    • Product Analytics Platforms & Capabilities
    • Chapter Quiz 9
  • 10

    Chapter 10 - Experimentation and Hypothesis Testing

    • Experimentation in Digital products - Overview
    • Build-Measure-Learn Feedback loop
    • A/B Testing
    • Chapter 10 Quiz
  • 11

    Chapter 11 - AARRR - Pirate Metrics

    • AARRR Framework
    • Acquisition
    • Activation
    • Retention and Engagement
    • Referral
    • Revenue
    • Chapter 11 Quiz
  • 12

    Chapter 12 -Industry Case Studies

    • Hypothesis Testing - AirBnB
    • Retention Case Study - Calm
    • Referral Case Study - Dropbox
  • 13

    Chapter 13 - Summary

    • Summary
  • 14

    Curated Learning Library

    • Introduction
    • Articles
    • Guides
    • Free Courses
    • Videos
    • Tools & Templates