The Business of Product Management I

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The Business of Product Management I

This course is part of Real-World Product Management Specialization

Instructor: Nancy Wang

37,858 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Insist on the Highest Standards. Understand the PM discipline, famous product managers and their accomplishments, and how you can make your mark.
Customer Obsession. Learn why successful PMs start from the customer and work backwards to the product. Cultivate your intuition for this process.
Ownership. PMs own their products and think long-term. Learn how to keep your sights set on the long-term using tools like the PRD and PRFAQ.
Think Big. PMs communicate a bold direction that inspires results. Think and act big by selling MVPs and communicating opportunity to investors.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

9 assignments¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Real-World Product Management Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Learn to excel in product management roles while learning directly from industry-leading product managers and real-world case studies from Amazon, Intuit, Procter and Gamble, Barnes and Noble, Whole Foods, Google, Twitter, Tesla, Dropbox, Eventbrite, Blue, Samson, Coffee Meets Bagel, Mixpanel, and more!

Featuring expert product manager instructors including: * NANCY WANG, Head of Data Protection Services, Amazon Web Services; Founder and CEO, Advancing Women in Product * WAYNE DUSO, Vice President for Edge Computing, File Services, and Data Services, Amazon Web Services * ARUM KANG, Co-Founder & CEO, Coffee Meets Bagel * AMIR MOVAFAGHI, CEO, Mixpanel; former Global Head of Business of Operations, Twitter. Sponsored by AMAZON WEB SERVICES (AWS). This is the first of four courses in the ACE Recommended Real-World Product Management Specialization. When you complete all four courses, you can earn up to 6 college credits.

Join Advancing Women in Tech and AWS in this product management specialization as we raise the bar on product management courses!

What's included

7 videos2 readings1 assignment2 discussion prompts

7 videosTotal 47 minutes

Let's Get Started in Product Management5 minutes
Why PMs are Mini-CEOs9 minutes
How much do product managers earn?5 minutes
Product Management Careers 8 minutes
The Amazon Product Management Difference 8 minutes
How Amazon Selects Its Product Managers with Wayne Duso 7 minutes
Senior Roles for Product Management with Wayne Duso6 minutes

2 readingsTotal 40 minutes

Optional: Follow Nancy and AWIT10 minutes
Required: Elad Gil on What PMs Do and Which Ones Do Well30 minutes

1 assignmentTotal 15 minutes

You, this Specialization, and Product Management in the Tech Industry15 minutes

2 discussion promptsTotal 20 minutes

Share Your Goals with Nancy and AWIT!10 minutes
Post Your Desired PM Job!10 minutes

Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. But the term "customer" is overused: customer service, customer segmentation, customer journeys, customer personas, customer empathy, customer satisfaction, the customer is always right. Learn how to systematically delight your customers with AWIT and AWS!

What's included

9 videos3 assignments2 peer reviews2 discussion prompts

9 videosTotal 45 minutes

Customer Personas vs. Market Segmentation10 minutes
PM a Bank's Credit Card Product3 minutes
Parting Thoughts on Product Management Success1 minute
Making Sense of Product Sense3 minutes
The Customer Acquisition Journey: AIDA5 minutes
The Post-Acquisition Journey - Customer Retention8 minutes
Parting Thought1 minute
When Buyer ≠ User3 minutes
Making B2B Sales10 minutes

3 assignmentsTotal 115 minutes

PM a Bank Pursuing High-Income Clientele15 minutes
PM an International Hotel Brand50 minutes
Buyers, Users, B2B50 minutes

2 peer reviewsTotal 110 minutes

Map Your Customer Persona 60 minutes
How to Map Your Customer Journey50 minutes

2 discussion promptsTotal 25 minutes

Involve Non-Buyers in Buying Your Product10 minutes
Apply Bain & Co.'s Elements of Value to Your Product15 minutes

Leaders are owners. They think long term and don’t sacrifice long-term value for short-term results. Two tools AWIT and AWS recommend to help PMs like you think long term are the PRD (product requirements document) and the PRFAQ (press release/frequently asked questions). This week, you'll draft and critique both!

What's included

8 videos1 reading2 assignments2 peer reviews

8 videosTotal 38 minutes

Intro to Amazon-style Product Requirement Documents (PRDs) Part 17 minutes
Intro to Product Requirement Documents Part 29 minutes
PRD Number 22 minutes
Parting Thought2 minutes
Intro to Press Releases (PRs)9 minutes
Wrapping Up PRs5 minutes
Why create FAQs? An Introduction 4 minutes
Parting Thought1 minute

1 readingTotal 30 minutes

Optional: Original Amazon Detective PR/FAQ30 minutes

2 assignmentsTotal 75 minutes

Bar Raise eMoov.co.uk's Press Release30 minutes
Bar Raise Product Hunt's PRD45 minutes

2 peer reviewsTotal 90 minutes

Draft Your Product's PRD30 minutes
Draft Your Product's PR60 minutes

Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers. Join AWIT and AWS to learn how to communicate your own bold direction, whether to customers, investors, or the world!

What's included

14 videos1 reading3 assignments2 peer reviews1 discussion prompt

14 videosTotal 83 minutes

Achieve Your Product-Market Fit with Your MVP8 minutes
Refine Your Go-To-Market Strategy7 minutes
Meet TAM, SAM, and SOM 9 minutes
Practice Sizing a Market1 minute
Compete with Competitive Intelligence4 minutes
BLUE vs. Samson Microphones9 minutes
Competitive Moats3 minutes
Arum Kang 1 Coffee Meets Bagel on Shark Tank9 minutes
Arum Kang 2 Turning Down $30M from Mark Cuban6 minutes
Arum Kang 3 Advice for New + Current PMs9 minutes
Amir Movafaghi 1 Intro6 minutes
Amir Movafaghi 2 Twitter, Mixpanel Competitive Advantage8 minutes
Amir Movafaghi 3 Desirable Traits of PMs3 minutes
Reflect & Review2 minutes

1 readingTotal 5 minutes

Review Your Experience for Nancy & AWIT5 minutes

3 assignmentsTotal 95 minutes

Assess Dropbox's MVP15 minutes
Size Eventbrite's Market50 minutes
Competitive Analysis Basics30 minutes

2 peer reviewsTotal 90 minutes

Size Your Product's Market30 minutes
Create a Competitive Analysis60 minutes

1 discussion promptTotal 30 minutes

Your MVP30 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Nancy Wang

Advancing Women in Tech

16 Courses73,398 learners

Offered by

Advancing Women in Tech

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.