DIGITAL PRODUCT MANAGEMENT: FROM STRATEGY TO LAUNCH
Online short course
Gain key skills essential to a career in product management.
6 weeks, excluding orientation.
6–8 hours of self-paced learning per week, entirely online.
Email: nusonline@getsmarter.com
Call: +65 3129 6611
ABOUT THIS COURSE
The rapid pace of digital transformation has caused an increase in demand for digital products and services. As a result, product managers with the ability to leverage sound product management strategies and deliver a competitive advantage are highly sought after – and demand is climbing.
Find out how the digital age has changed product management on the Digital Product Management: From Strategy to Launch online short course from the National University of Singapore (NUS) Advanced Computing for Executives (ACE). Over six weeks, you’ll gain techniques to manage the strategy, planning, development, marketing and support of products and services in the digital world. With insight into the industry expertise of Course Convenor Boon Kee Lee, you’ll learn how to apply his Digital Product Management Framework in your business context. You’ll discover the various processes involved in managing both digital and traditional products throughout their life cycle – from product introduction, through growth and maturity, to decline.
WHAT THIS COURSE COVERS
With three modules spanning over six weeks, this course begins by establishing the need for digital product management in the modern age. You’ll be introduced to the product life cycle and Digital Product Management Framework, as well as the essential skills and functions product managers need to orchestrate the product team. You’ll then go on to explore product strategy, and learn how to perform a market analysis, create a business case and develop a product position. You’ll also find out how to select a pricing strategy, consider how packaging affects customer perception and develop a go-to-market plan. Finally, you’ll focus on the processes involved in product execution. Throughout the course, you’ll have the opportunity to develop your own product pitch, based on practical experience from case studies and interactive exercises. This course will include workbooks that allow for reflection, prepare participants for assessments and amount to a self-made takeaway resource.
A POWERFUL COLLABORATION
The National University of Singapore (NUS) Advanced Computing for Executives (ACE) has partnered with digital learning expert GetSmarter to take its transformative education and multidisciplinary research online. In keeping with its mission to educate, inspire and transform, NUS hopes to equip participants worldwide with the knowledge and skills to shape a better tomorrow.
About NUS
Founded in 1905, NUS started with just 23 students. Over 100 years later, it has established itself as Singapore’s flagship university, with a continued commitment to academic excellence and the betterment of society as a whole. As a future-focused university with innovation at the core of its values, NUS strives to prepare individuals for a future that demands resilience and adaptability.
About ACE
Aimed at equipping business leaders and information communication technology (ICT) professionals with the skills to thrive in the digital world, ACE focuses on emerging technology and how organisations can harness it to gain a competitive edge. As part of the NUS School of Computing, ACE gives participants an opportunity to learn about the technologies transforming business and society, with insights from leading researchers and practitioners.
About GetSmarter
GetSmarter, a 2U, Inc. brand, partners with the world's leading universities and institutions to select, design and deliver premium online short courses with a data-driven focus on learning gain.
Technology meets academic rigour in GetSmarter’s people-mediated model, which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions.
As a participant, you will also gain unlimited access to 2U’s Career Engagement Network at no extra cost. This platform will provide you with valuable career resources and events to support your professional journey. You can look forward to benefits including rich content, career templates, webinars, workshops, career fairs, networking events, panel discussions and exclusive recruitment opportunities to connect you with potential employers.*
*Some of these events may be virtual due to COVID-19 pandemic restrictions.
WHAT YOU’LL LEARN
You’ll be welcomed to the course and begin connecting with fellow participants, while exploring the navigation and tools of your Online Campus. Be alerted to key milestones in the learning path, and review how your results will be calculated and distributed.
You’ll be required to complete your participant profile, confirm your email address for the delivery of your digital certificate and submit a digital copy of your passport/identity document.
Please note that module titles and their contents are subject to change during course development.
Explore the Digital Product Management Framework and examine a product manager’s role in the digital transformation of organisations.
- Discuss how companies use product management to drive digital transformation
- Identify the key strategies used for each stage of a product’s life cycle
- Outline how a product manager operates successfully at the intersection of business, customers and technology
- Articulate how a product team model empowers team members to deliver a product
- Determine the core challenges of the Digital Product Management Framework’s process groups
- Develop a product strategy by systematically evaluating a product’s opportunity for success in the market
- Create a product pitch using the Digital Product Management Framework
Turn a product vision into a product strategy and go-to-market strategy using a market analysis, a business case, product positioning and pricing and packaging strategies.
- Articulate a product vision to shape a product's direction
- Analyse a product opportunity for success in the market
- Justify the business case for a product
- Differentiate a product to guide customer perception
- Recommend a pricing strategy to maximise the product’s value for both shareholders and customers
- Formulate a go-to-market plan in preparation for launching a product
Learn how to use planning to manage products through their life cycle and discover tools and techniques associated with the development, marketing and support process groups.
- Determine an appropriate product release plan to manage the risk of bringing a product to market
- Apply prioritisation techniques to product requirements to inform product development and the release cycle
- Illustrate the direction of your product offering using a product roadmap
- Recommend an approach to sustaining a product across its life cycle
- Deduce how to improve a product and enhance customer experience through iterative processes
- Analyse continuous delivery approaches and product stacks for bringing products to market
- Assess your team’s marketing plan
- Formulate a product launch plan to introduce a product to market successfully
- Critique approaches to customer engagement and product support
- Distinguish the type of product maintenance best suited to address customer needs
- Investigate product performance, using product analytics to measure customer experience
- Develop a go-to market plan to ensure a successful product launch
- Create a product pitch based on a go-to-market plan
WHO SHOULD TAKE THIS COURSE
This course is best suited to leaders, managers and individual contributors who want to take a more strategic approach to the product life cycle, from developing to marketing products. New and aspiring product managers or product owners who want to gain an overview of the essential skills required to launch new products will benefit from this course. Anyone who works in a product-related role, and is involved in the product development and launch process, will gain the skills to do so efficiently. Additionally, this course is suitable for those wishing to make a lateral career move from an adjacent field such as engineering, UX, UI, marketing or sales.
This course is for you if you want to:
Thrive in your position
Understand the role of a product manager and learn how to use the Digital Product Management Framework.
Manage a product strategically
Develop a product strategy using market analysis, a business case, product positioning, pricing and packaging and a go-to-market plan.
Drive business success
Use planning to manage products throughout their life cycle, discover tools for effective product development and explore marketing techniques to support process groups.
Grow your knowledge
Gain practical experience in formulating a plan and pitch for your product, based on case studies and interactive exercises.
ABOUT THE CERTIFICATE
Earn a digital certificate of professional achievement from the National University of Singapore (NUS) Advanced Computing for Executives (ACE) as recognition of your newly developed skills.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
Your digital certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.
WHO YOU’LL LEARN FROM
This subject matter expert from NUS guides the course design and appears in a number of course videos, along with a variety of industry professionals.
Your Course Convenor
Lee Boon Kee
Senior Lecturer, Department of Information Systems and Analytics, National University of Singapore
After graduating in 1989 from NUS with a BSc in information systems and computer science, Boon Kee amassed 30 years of IT consulting experience in expert systems and software development, system integration and product management. Before starting his teaching career, he helped many businesses drive digital transformation efforts and deliver digital products and services, allowing them to turn their project-driven business model to a product-centric one. Boon Kee’s primary research interests lie in digital product management, digital ecosystems and platforms, digital experience platforms and the digital economy.
HOW YOU’LL LEARN
Every course is broken down into manageable modules designed to accelerate your learning process through diverse activities:
- Work through your downloadable and online instructional material
- Interact with your peers and learning facilitators through weekly class-wide forums and small group discussions
- Enjoy a wide range of interactive content, including video lectures, podcasts, infographics and more
- Investigate rich case studies
- Apply what you learn to interactive exercises and prepare for an assignment where you’ll create a product strategy and pitch, using tools and templates that you can apply to your context
YOUR SUCCESS TEAM
GetSmarter, with whom NUS is collaborating to deliver this online course, provides a personalised approach to online education that ensures you’re supported throughout your learning journey.
Head Tutor
A subject expert who’ll guide you through content-related challenges.
Success Advisor
Your one-on-one support, available during university hours (8am–5pm SST), to resolve technical and administrative challenges.
Global Success Team
Available 24/7 to solve your tech-related and administrative queries and concerns.
TECHNICAL REQUIREMENTS
Basic requirements
In order to complete this course, you’ll need a PDF Reader. You may also need to view Microsoft PowerPoint presentations, as well as read and create documents in Microsoft Word or Excel.
Additional Requirements
Some courses may require certain software and resources, which will be communicated to you upon registration and/or at the start of the course. Please note that Google, Vimeo and YouTube may be used in our course delivery.
