This course is structured to take you through the complete product life cycle, from concept and design to developing a comprehensive vision, incorporating customer feedback, and implementing the proper metrics for measuring performance.
6 weeks | 4-6 hours/week | Self-paced Videos + webinars + cohort
| *** 2024 Cohort Enrolment dates: 14 August, 17th October and 17th December*** |
Product innovations are the lifeblood of business, from consumer-packaged goods (CPGs) to the technology sector. NielsenIQ reports an average of 30,000 new CPG products launched each year, while Statistica notes that the average number of software-as-a-service applications jumped from eight per organization in 2015 to 110 in 2021.
According to Grand View Research, the global product life-cycle management market size is expected to expand at a compound annual growth rate of 8.6 percent between 2022 and 2030. This speaks to the growing demand for trained professionals with the knowledge base and skills to reimagine and reorganize their organizations' product management frameworks and lead cross-functional teams.
The Product Management and Strategy program from Wharton Executive Education is designed to provide that training. Professionals across all areas of the product-management field will get not only the skills they need, but also a "focal product playbook" to help them apply what they've learned to successfully develop, launch, and optimize products in real-world settings.
Who should attend:
- Early- to mid-career product, technology, and marketing professionals seeking to understand product management and strategy for building an effective product portfolio
- Mid-level business/functional managers who are part of the product life cycle directly or indirectly
- Consultants looking to offer innovative products and solutions to their clients
- Entrepreneurs who want to expand their organization by identifying new product-development opportunities
- C-suite/senior leaders who are involved at any point in a product's life cycle, from ideation to final launch
Topics covered:
1. Introduction to Product Management & Strategy
- Examine the relationship between product, competitive advantage, and corporate strategy
- Learn the capabilities required for product manager
2. Customer-Driven Products
- Analyse conventional waterfall/phase-gate development processes
- Explore design thinking
- Perform stakeholder interviews
- Learn to recognize genuine insights
- Practice observational methods
3. From What to How
- Identify what a concept is and why that definition is important
- Learn to generate concepts using both individuals and groups
- Develop strategies for getting unstuck
- Examine methods for selecting concepts and testing them
4. Creating the Sizzle
- Develop clarity of product vision
- Use the Amazon PR FAQ as a template for articulating vision
- Learn to define design and its common usage in product management
- Examine the influence of different types of design in product management and strategy
5. Agile+
- Learn how historical challenges with software development led to agile methods
- Study the mechanics of agile processes and explore their limits
- Explore agile applications outside of software
- See how to engage users in product improvement
6. Commercialisation
- Learn basic economics for financially sustainable products
- Identify key metrics for business performance
- Develop a menu of growth tactics
- Use dashboards for product management
Learning Outcomes:
- Analyse contemporary practices of product management & strategy
- Use tools and techniques to conceive, build, and manage products & services over their life cycle
- Understand how to develop and execute a go-to-market strategy for products
- Learn how successful product managers apply design thinking, agile methods, and key business metrics to build an effective product portfolio
- Evaluate the product management function within organisational practice
- Gain the confidence and credibility to transition into a product management role
Program Experience:
- Live sessions
- Podcasts
- Polls
- Knowledge checks
- Try-It Activities
- Assignments – Focal Product Playbook
Duration: 6 weeks, 4-6 hours/week
Delivery: Online: Self-paced Videos + webinars, cohort
Certification - Upon successful completion of the program, you will earn a digital certificate of completion from the Wharton School.
Pricing:
Non-Members US$2800
AMI Members US$2380 (15% discount)
CPD points: 100
Cohort Dates:
This course runs 3 - 4 times a year. The next cohorts are starting:
14 August
17th October
17th December
Trainers details
Karl Ulrich, PhD
CIBC Endowed Professor; Professor of Operations, Information and Decisions; Professor of Management; Advisor on Asia Strategy at the Wharton School
Karl Ulrich's research interests include product design and development, entrepreneurship, and innovation, as well as environmental issues. He also holds an appointment as professor of mechanical engineering.
Professor Ulrich is co-author of Product Design and Development, a textbook that a quarter of a million students use worldwide, and Innovation Tournaments, a guide to systematically identifying exceptional opportunities for innovation. He holds more than 20 patents for products ranging from medical devices to web-based services to sporting goods. Businessweek recognized his Xootr Scooter design as "one of the 50 coolest products of the 21st century." Professor Ulrich holds bachelor's, master's, and doctoral degrees in mechanical engineering from MIT.
Emeritus is an AMI Partner. We are happy to offer the course to our members with an exclusive discount.
