Learn the relevant skills to get into the hottest role in tech today!

The most comprehensive and easy-to-understand introduction to Product Management, led by a senior product practitioner. Supplemented by quizzes, resources and a course completion certificate.

What will you learn?

  • Get a sound introduction to the world of products
  • Understand value and the value management journey that is critical to the lifecycle of all products
  • Understand the Adaptive Productizing Process, a leading framework for product innovation
  • Learn the nuances and career track of the Product Manager role.
  • Journey of idea to commercially successful products or solutions
  • Develop a value proposition using the value prop canvas framework
  • Fundamental personas & user stories
  • Customer interviewing techniques


No pre-requisites, although experience with working in product or services companies in engineering/project management/program management roles is recommended.


A recent news article calls the Product Manager the 4th most important role in a company today, making product management one of the hottest jobs in the market. However, most people are unaware of what exactly a Product Manager does. Does the role require technical skills or business skills? And what is it about the role that demands extreme empathy with the customer?

This e-learning course by the Institute of Product Leadership is a foundational course that demystifies the role. Starting from the very basics of “What is a product?”, the course curriculum introduces students to the productizing process and the skills and frameworks such as Market Analysis, Strategic Planning, Product Planning, Go to Market and Sales Enablement required to design, launch and nurture a product. Students will also be introduced to the role and career path of a Product Manager and the business, technology and customer contexts a person needs to master to become a good Product Manager.

A clear understanding of the consumer is critical to the success of any business. The focus of this course is to help participants become keen observers of strategic consumer insights and hence build a value proposition for their products.

Value Proposition Design helps you understand the core challenges of your business- creating the products that customers want to buy. This course will teach you the processes and tools that you need to build great products. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website.

Although no prior knowledge is required, an appreciation or hands-on experience of how product and services companies operate is helpful.

Course Includes:

  • On-demand video of the course material
  • Supplementary Resources
  • Lifetime access to all material
  • Chapter-end and course-end quizzes

Course Curriculum

  • 1

    Chapter 1 - Product Management Fundamentals - Introduction

  • 2

    Chapter 2 - Understanding Product Management

  • 3

    Chapter 3 - Value Management

    • What is Value? FREE PREVIEW
    • What is Value Management
    • Understanding Value
    • Creating Value
    • Capturing Value
    • Communicating Value
    • Delivering Value
    • Review & Recap
    • Chapter Quiz
  • 4

    Chapter 4 - 5 Step Product Management Framework

  • 5

    Chapter 5 - The Product Manager Role

    • Role of a Product Manager
    • PM Interlock with org
    • CEO of the Product!
    • Anatomy of a Product Manager
    • Career Path of a Product Manager
    • Who is a Product Leader?
    • Chapter Quiz
  • 6

    Chapter 6 - Value Proposition Design - Introduction

  • 7

    Chapter 7 - Understanding Customers

    • Importance of Understanding Your Customers
    • How to understand your customer
    • Chapter Quiz
    • Additional Learning Resources
  • 8

    Chapter 8 - Customer Interaction

    • Introductions
    • Building Relationships and Understanding Customer's Environment
    • References
    • Take Notes
    • Chapter Quiz
    • Additional Learning Resources
  • 9

    Chapter 9 - Communicating With Your Customers

    • Effective Communication
    • B2B Communication
    • Chapter Quiz
  • 10

    Chapter 10 - Ethnography

    • Ethnography and It's Importance
    • Chapter Quiz
  • 11

    Chapter 11 - Persona

    • What is a Persona
    • Creating Personas - Persona BAG
    • BAG Framework - Behaviour,Aspirations, Goals
    • Designing a Sample Persona
    • Chapter Quiz
  • 12

    Chapter 12 - Buyer Persona

    • Building a Buyer Persona
    • Why do Personas Fail
    • Chapter Quiz
    • Additional Learning Resources
  • 13

    Chapter 13 - Understanding The Problem

    • Understanding the Problem
    • Asking the right questions
    • Why do problems exist
    • JTBD types (core, social, emotional)
    • Customer Profile Map
    • Chapter Quiz
    • Additional Learning Resources
  • 14

    Chapter 14 - Understanding the Solution

    • Understanding the Solution
    • Journey Map
    • The Value Map
    • Elements of Value
    • Chapter Quiz
    • Additional Learning Resources
  • 15

    Chapter 15 - Value Proposition Design - Recap

    • Value Proposition Design - Recap
  • 16

    Final Assessment

    • Final Assessment
  • 17

    Resource Library - IPL Product Management Webinar Series

    • Webinar on Career Transition in Product Management- Industry Trends
    • Empathy in Product Development
    • Does Product Management prepare you for a CEO role
    • Building Customer Centric Products
    • Product Management: Not Just for Product Managers
    • Product Management as a Career Path
    • Transition from Technology Professional to Product Management Career Charter
    • Building Successful Career with Product Management
  • 18

    Recommended Readings and Books

    • Recommended Books
  • 19

    Curated Learning Library

    • Curated Learning Library
    • Articles
    • Guides
    • Free Courses
    • Videos
    • Tools & Templates


  • When does the course start and finish?

    The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.

  • How long do I have access to the course?

    The access to the course normally is one year. If you have enrolled to the course via any special coupon code, then in such case, it shall depend on the validity of the course announced during the specific campaign.

  • What if I am unhappy with the course?

    We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 7 days and we will give you a full refund.