Upon completion of this course, participants will be able to:

• Master the core roles, responsibilities, and competencies of a successful **Product Manager (PM)**.
• Develop a compelling **Product Vision, Strategy, and Go-to-Market Plan** based on market needs.
• Apply techniques for **Customer Discovery, User Persona Creation, and Market Segmentation**.
• Master the creation and prioritization of the **Product Roadmap and Backlog** using value-driven methods.
• Develop and track key product metrics (e.g., KPIs, Pirate Metrics/AARRR) to measure product health and success.
• Effectively collaborate with development, marketing, sales, and UX teams to execute the product vision.
• Understand the various product lifecycle stages: introduction, growth, maturity, and decline.
• Apply the principles of **Agile Product Ownership** (e.g., writing user stories, accepting work).

• Aspiring and current Product Managers and Associates
• Product Owners and Scrum Masters seeking strategic context
• Business Analysts and System Analysts
• Marketing and Sales Professionals focused on product launches
• Senior Leaders transitioning into product leadership roles

• Group Workshop: Developing a Product Vision Statement and a set of User Personas
• Individual Exercises: Creating a Prioritized Product Roadmap using the RICE framework
• Case Studies: Analyzing successful and failed product launches based on their strategy and execution
• Role-Playing: Leading a Product Backlog Grooming Session with a simulated development team
• Discussions: Strategies for aligning the Product Manager, Project Manager, and Scrum Master roles

Unit 1: Product Strategy and Vision

• Defining the role of the Product Manager: the intersection of business, technology, and UX.
• Mastering the creation of a clear, inspiring **Product Vision and Mission**.
• Techniques for conducting **Market Analysis, Competitive Analysis, and SWOT Analysis**.
• Developing a robust **Go-to-Market Strategy** and defining success metrics.

Unit 2: Customer Discovery and Product Planning

User Needs and Roadmaps
• Mastering techniques for **Customer Discovery** (interviews, surveys) and validating needs.
• Creating detailed **User Personas and Empathy Maps** to represent the target user.
• Developing a dynamic, prioritized **Product Roadmap** (Now, Next, Later structure).
• Applying prioritization frameworks (e.g., RICE, MoSCoW, WSJF) for portfolio balancing.

Unit 3: Agile Product Ownership and Execution

Backlog and Delivery
• The Product Manager's role in the Agile/Scrum process.
• Mastering the art of writing effective **User Stories** and acceptance criteria.
• Techniques for managing, grooming, and communicating the **Product Backlog**.
• Working effectively with the Development Team, Scrum Master, and stakeholders.

Unit 4: Product Metrics and Analytics

Measurement and Iteration
• Defining key **Product KPIs** across the user journey (e.g., adoption, retention, monetization).
• Understanding and applying the **AARRR (Pirate) Metrics** framework.
• Utilizing A/B testing, experimentation, and data analytics to inform product iteration.
• Techniques for analyzing product usage data and turning insights into features.

Unit 5: Product Lifecycle and Portfolio Management

Launch and Evolution
• Managing the product through all phases of the lifecycle (Launch, Growth, Maturity, Decline).
• Strategies for effective **Product Launch and Beta Testing**.
• Techniques for managing a product portfolio and making Go/No-Go/Kill decisions.
• The importance of pricing strategy, packaging, and business model alignment.