Digital Product Management

Description

Digital Product Management is a specialty discipline within general product management, but increasingly, just about any business will be integrating aspects of digital into their products and processes. Much focus has been put on digital product management as related to startups and new business creation. However, digital is increasingly a strategic aspect of just about any business from manufacturers to retailers. This course will not only go deeply into various aspects of business strategy, competitive analysis and lifecycle management, but digital specific issues for both pure digital products and digital aspects of traditional businesses. Of course we'll cover product roadmapping and product management for Web and Mobile. And while we'll be looking at a lot of the "How To Do It" technologies, (Minimum Viable Product definition, Agile Methods, Product Creation from Wireframes to Code), we're also going to go over a wide variety of digital business models. We're going to look at a lot of the "Whys" and think about "What are the right things to do." These are the questions Product Managers need to answer for customers, co-workers, their businesses and stockholders.

This course is the result of decades or Product Management leadership, team building and mentorship. Most of the material comes from hands on use in training or mentoring product managers or answering specific questions practitioners have faced in the field.

The slides in the presentation are based on real world presentations done over time. The narrative intenationally closely follows the slides so that anyone who happens to use the course on a small device with challenging display can still hear everything and anyone who wants to skip the listening could more quickly go through the slides.

Your Instructor:

Scott Germaise is a Senior Product Manager leader with experience from Associate to VP level at multiple startups and established digital businesses across content, community and commerce products. As an inventor with six patents and several more pending, he has served as product manager at some of the first consumer online services. He's designed, built or managed some of the world's first ecommerce stores and Internet products. As co-founder of About, Scott has led the product team at what's become one of the longest lasting top information services around. Having led early product efforts at companies from About, (now Dotdash), to OpenSky, Keep and more, plus consulting roles with dozens of others, this course is the result of those experiences. Many of Scott's former direct reports have gone on to Director and VP Product roles.

What You Will Learn!

• What a Digital Product Manager Is and Does.
• How to define strategy, goals and tactical objectives.
• Market and competitive analysis basics.
• Build, Buy, Acquire considerations.
• Stakeholder Management.
• Overall product and customer lifecycle management.
• Product vision and definition.
• Online business models.
• Manufacturer presence and third party selling.
• Fraud and legal issues.
• Minimum Viable Product Concepts / Lean.
• Requirements Specification.
• Information Architecture (Site Maps, Flows, Structures).
• Visual Design, User Interface and Experience.
• Content Strategy - strategy, SEO, distribution.
• eCommerce - intro, home pages, search and category pages, detail pages, shopping cart and ROBO.
• Mobile Considerations - Responsive, and more.
• Wireframing & Prototyping.
• Usability.
• Special Components: Search and Taxonomy.
• Project Management and Agile Methods, Scrum and Kanban.
• Internet Development Technologies.
• If you Need to Learn Code, How to Learn and Play with Code if you want.
• Basic HTML, CSS, Web Server technology, Databases, Development languages, APIs.
• About optimizing speed.
• Analytics, KPIs for Web and Mobile.
• Marketing, earned, owned and paid.
• ...and more!

Who Should Attend!

• Those entering the workforce and considering a career in digital product management.
• Relatively inexperienced product managers who have come to the job via other career paths and may lack formal training or skills in the practice.
• Developers, Creatives or those in other roles who are considering making a move into the product side of the business.
• Developers, Creatives or those in other roles who would like to understand their overall business better and interact more effectively with the product management function.
• Anyone working in the digital products field who wishes to more fully understand the value and values of the Product Management Role.

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