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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/uva-darden-digital-product-management
课程评论：没有评论
课程名称：数字产品管理：现代基础 课程概述：近年来，产品经理的角色发生了巨大变化。过去，这个职位主要是评估市场数据、制定需求并协调销售与市场部的工作。如今，尤其是在数字产品领域，产品经理需要更频繁地更新产品，利用丰富的数据进行决策，并深入了解客户的动机与体验。现代产品经理的工作不仅复杂且富有挑战性，但也是一份意义重大的职业，能够不断学习和成长。 本课程将帮助您在学习过程中掌握必要的技能和视角，使您能够： - 创建可执行的焦点，以成功管理您的产品（第一周） - 采用现代产品管理方法专注于工作（第二周） - 管理新产品并探索新产品创意（第三周） - 管理和提升现有产品（第四周） 本课程特别适合对现代产品管理方法感兴趣的产品经理或综合管理者。 课程由弗吉尼亚大学达登商学院的巴滕研究所的慷慨支持下开发，巴滕研究所的使命是通过企业家精神和创新改善世界。 课程大纲： 1. **实现聚焦与成功**：作为一名产品经理，您和您的团队面临的请求和想法总是超过您能管理的数量。本周我们将展示如何有效与各利益相关者沟通，以创建可执行的焦点。 2. **应用现代产品管理方法**：您将学习现代成功的产品经理使用的方法，并获得如何向利益相关者“推销”这些方法的技巧。我们还将教授如何使用定性和定量方法分析产品的增长、参与度和盈利能力。 3. **探索新产品创意**：我们将展示如何运用现代产品管理方法进行客户发现、创意测试/验证、早期开发和商业模型设计，帮助您减少失败的风险。 4. **提升现有产品**：您将学习如何保持产品的新鲜感和相关性，并实施持续性的计划，确保您的产品在竞争中保持优势。 这个课程将为您提供现代产品管理的基础知识和实践经验，助您在日益变化的产品管理领域中取得成功。
Name:Achieving Focus and #Winning
Description:As a product manager, you and your team will always have more ideas and more requests than you can possibly manage. Making matters still more complicated, part of your job is to develop and then ‘sell’ a particular view of what should happen with your product to diverse stakeholders (engineering, marketing, etc.). How do you do it? Success requires an actionable, testable focus. The successful product manager identifies vivid, testable customer outcomes and creates focus around them. This week we’ll show you how to interface effectively with all your stakeholders to create that actionable focus.
Name:Applying Today's Product Management Methods
Description:You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.
Name:Exploring a New Product Idea
Description:Something on the order of 9 out of 10 new products fail. Those sound like daunting odds, but through disciplined exploration an effective PM knows how to make even the improbable probable. This week we’ll show you how to apply your understanding of modern PM methods to exploring new product ideas. We’ll step through customer discovery, idea testing/validation, early development, and business model design. By the end you’ll have a durable process you can both execute and communicate to your team.
Name:Amplifying an Existing Product
Description:If you want a product that does more than make a big splash, you’ll need to apply what you’ve learned here every week, every sprint to keep that product fresh and relevant. It’s not hard to let a great product get sidetracked and become irrelevant to its users--this happens all the time. Some figures show the portion of features on successful products that are regularly used to be well under 50%. Yikes! In this week, we’ll look at how successful product managers keep their products fresh and focused on valuable outcomes for their users. You’ll learn how to put a focused, sustainable, program in place to keep your product competitive.
Not so long ago, the job of product manager was about assessing market data, creating requirements, and managing the hand-off to sales/marketing. Maybe you’d talk to a customer somewhere in there and they’d tell you what features they wanted. But companies that manage product that way are dying. Being a product person today is a new game, and product managers are at the center of it. Today, particularly if your product is mostly digital, you might update it several times a day. Massive troves of data are available for making decisions and, at the same time, deep insights into customer motivation and experience are more important than ever. The job of the modern product manager is to charter a direction and create a successful working environment for all the actors involved in product success. It’s not a simple job or an easy job, but it is a meaningful job where you’ll be learning all the time. This course will help you along your learning journey and prepare you with the skills and perspective you need to: Create the actionable focus to successfully manage your product (week 1) Focus your work using modern product management methods (week 2) Manage new products and explore new product ideas (week 3) Manage and amplify existing products (week 4) This course is ideal for current product or general managers interested in today's modern product management methods. This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business. The Batten Institute’s mission is to improve the world through entrepreneurship and innovation: www.batteninstitute.org.
