Syllabus - Product Management course

Product management in tech companies is a fascinating profession that balances passion for technology, empathy for customers, business sense, and drive for success through measurement and optimization. This course will cover the essential aspects of the product manager (PM) role in startups and tech companies, including product discovery, product metrics, growth, product strategy, AI tools for PMs, PM of AI Products, product delivery, product teams, product operations, and industry case studies. 

By Prof. Oren Zuckerman, Academic Director GMBA Innovation & Entrepreneurship, Head of MA in HCI, Reichman University. 

Metrics are everything, if you measure you can optimize, compare, understand, and lead product growth that drives business growth. In this unit you will learn how to understand key business and product metrics (like MRR, ARR, GRR, NRR, ARPU and ACV, CAC, Predictive LTV, Flexible LTV, LTV/CAC, Churn, DAU, MAU, Stickiness, TTV, and more). How to bridge business metrics and product metrics using unit economics. How to define OKRs and KPIs and a north-star KPI. You will learn what Funnels are in B2C and B2B companies, why conversion and optimization of funnel stages such as activation and engagement and retention are so crucial to the PM role. You will learn top-of-the-funnel growth strategies, that acquire new customers using Product-Led-Growth strategies. This process of measurement and optimization is done through continuous experimentation using A/B testing, that leads to continuous learning, product improvements, and growth. 

Frameworks and tools learnt in this unit: 

• Performance Management: KPIs, OKRs, Lean OKRs, North star, SMART, V2MOM. 

• Experimentation: NIHITO, Rapid experimentation, Reverse Experimentation, Hypothesis-Driven Development, A/B testing, Multivariant testing, controlled experiments. 

• Funnel: AIDA, AARRR, HEART, Kaizen, ICE Scoring, TOFU-MOFU-BOFU, Value Pyramid Funnel. 

By Galit Galperin, AI Product Expert. 

AI impacts the PM role in two separate ways. In this unit you will learn how to master the art of prompt engineering in product workflow, including customer discovery, strategy formulation, and feature prioritization. In Customer Discovery, you will learn how to conduct sentiment analysis and analyze customer feedback, reviews, and social media to gauge sentiment and identify customer pain points. You will also use AI tools to segment customers into groups based on shared characteristics and behaviors. In strategy formulation you’ll conduct  

Market Analysis: Use AI to analyze vast datasets of market trends, consumer behavior, and competitor activity. Prompt it with specific questions to uncover hidden insights. 

Scenario Planning: Generate multiple future scenarios based on different assumptions. Use AI to simulate outcomes and identify potential risks and opportunities. 

By Ron Shahnovsky, Senior Product Manager and Team Lead, Microsoft.  

Product delivery cycle includes inbound activities like collaboration with design and engineering teams as well as outbound efforts such as effective communication with customers and marketing. In this unit you will learn strategies for cross-functional collaboration that integrate various disciplines, ensuring seamless coordination for successful product delivery.  

You will understand the day-to-day responsibilities of a Product Manager, who constantly juggles multiple priorities to drive successful product delivery. You will learn the entire product life cycle from discovery to delivery, acquiring the tools and strategies to effectively manage each phase, from collaborating with design and engineering teams to aligning stakeholders and driving cross-functional coordination. You’ll dive into techniques for working closely with engineering to ensure smooth delivery, maintaining alignment across teams, and tackling challenges in execution. You will also learn how to translate product strategy into execution documents, such as PRDs and SPECs. On the outbound front, we’ll explore PMs’ responsibilities in customer communication and engagement, marketing activities, and establishing a public presence to maximize the product’s success. 

By the end of this unit, participants will: 

• Understand the Product Manager’s responsibilities at every stage of the product life cycle, from discovery to delivery. 

• Develop strategies for effective cross-functional collaboration and clear communication across teams. 

• Learn how to write effective PRDs and SPECs to translate product strategy into actionable execution plans. 

• Get familiar with outbound activities, including engaging with customers, collaborating with marketing, interacting with analysts, and establishing a strong public presence. 

• Apply tools and best practices to ensure smooth and successful product delivery. 

In addition to technical expertise, product managers need key “power skills” such as networking to build industry connections, strong communication to convey product vision, and the ability to transition into new roles within a company. Effective job search skills, including crafting a strong resume and preparing for interviews, are also essential for career growth. These soft skills are critical for standing out in the product management field.