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Nombre del curso: MBIT 4220 – Digital Product Management: From Strategy To Execution
Créditos: 4
Profesor: Benjamin Ospino
Horarios: Martes y Jueves: De 06:00 PM a 08:50 PM
Sábado: De 8:00AM a 12:20PM
Las primeras dos semanas es virtual y las segundas dos semanas presencial

 

Description

In the ever-evolving digital landscape, where innovation pulsates as the heartbeat of progress, product management emerges as the creative force shaping our digital experiences. Beyond the sleek interfaces and seamless functionalities lie realms of challenges and intricacies understood only by those deeply passionate about their craft.

Product managers are the unsung heroes navigating through a sea of uncertainties, where every decision ripples into the success or failure of a product. They are the architects of solutions, and visionaries who see beyond the surface to anticipate the needs of users and the trends of tomorrow. Their canvas is not just the screen but the intricate web of market dynamics, user behaviours, and competitive landscapes.

However, passion alone doesn’t suffice in this field; product management is an intricate dance between creativity, technical expertise, leadership, decision-making, and strategic planning. This course is meticulously designed to provide a pragmatic framework, offering simulation practices and tools to equip students with the skills required for success in this dynamic field.

Objectives

  1. Gain insight into the role, challenges, and core responsibilities of a product manager.
  2. Understand the concept of a Product-Led Organization across various business models, such as eCommerce, SaaS, and Platforms.
  3. Master the fundamentals of strategy and product strategy, integrating effective decision-making techniques with artifacts and communication practices.
  4. Identify barriers and guiding principles in executing product development across the product lifecycle.
  5. Apply learned tools and frameworks to real-life case scenarios throughout the course.

Instructor

Benjamin (Ben) Ospino

Linkedin

With over 20 years of experience in product management and business strategy, Ben brings an entrepreneurial tenacity for identifying customer needs, defining product direction, and ensuring execution alignment to build compelling solutions and implement Go-to-Market strategies for startups and mid-size organizations.

Ben has a track record of building, training, and leading effective cross-functional global teams, including product owners, technical product owners, designers, technical writers, and software development teams. He is a coach at heart and has implemented various agile methodologies and business development processes for startups and mid-size organizations on the growth path. Ben believes in the value of self-managed agile teams but always balances craftsmanship in building things the right way with creating successful commercial solutions that support sustainable growth, building the right solutions that customers are willing to pay for.

He has held product leadership positions for startups and technology-based organizations such as Thinkific, PureWeb, ARCHITECH, Tableau, Move Inc., and Abebooks.com (Amazon). Throughout these years, he has had P&L responsibilities and led several global teams that built high-scale consumer-based products and B2B SaaS solutions with exposure to a broad spectrum of technologies in the fields of eCommerce, IoT, AI, cloud-native, and DevOps.

Content

Session Content
1 Understanding the role of the digital product manager within the context of digital products and transformation initiatives.

  • Product Portfolios: E-commerce, Digital Transformation, SaaS, and Platforms.
  • Demystifying perceptions surrounding the role and recognizing the various team dynamics in which product managers operate.
  • Comprehending the key qualities and skills that distinguish successful product managers.
2 Understanding strategy and product strategy

  • Strategic Planning is not a Strategy<\li>
  • Rumelt’s Strategic Kernel, the building blocks of any strategy.<\li>
  • Exploring and understanding the root causes of failed product efforts.<\li>
  • Introducing “The Product Kata” to uncover the right solution to build.<\li>
3 Understanding Product Development Execution: Barriers, Principles, and Rationale

  • Project vs. Product Frameworks: Why Agile Makes Business Sense in a Context of Uncertainty and Change.
  • Introduction to The Product Lifecycle Framework (Continuous Discovery and Delivery).
  • Problem Exploration, Solution Exploration, and Building the Solution (Methods).
  • Product Marketing Role and the GTM Checklist
  • Resource Management and Evidence-Based Planning
4 Characteristics of a Product-Led Organization

  • Team formation and performance
  • The pursuit of growth and achieving product-market fit.
  • Outcome Focus vs. Activity Focus Communications
  • Rhythm and Visibility
  • Customer-centricity and learning culture
5 Execution in a Product-Led Organization

  • What is a roadmap and why it is important
  • The planning process: from Product Initiatives to the Roadmap
  • The execution process: from Product Roadmap to Backlog Prioritization
  • Writing Initiatives, Epics and Stories
6 Transformational Leadership

  • Team formation (product owners, developers, UX designers, data scientists and GTM)
  • Portfolio Management and Product Architecture
  • Leading high-performing teams: Extreme Ownership and Radical Kandor
  • Understanding what motivates each person on your team (growth and performance trajectory)
7 Discovering Needs and Understanding Problems

  • Principles of Need Discovery
  • Understanding the Problem Space and Solution Space
  • Opportunity Assessment
  • Segmenting and Gathering Market Data
  • Listening to the Voice of Customers
8 Product Framing and Discovering the Solution

  • Communicating Value Proposition
  • The Startup Product Canvas
  • Working Backwards – The Press Release
9 Intentional Prototyping

  • Product Ideation and Story Maps (methods and tools)
  • Jobs-to-Be-Done
  • Personas and Journeys
  • Minimal Viable Products
10 Class Workshop: Presentation Review and Feedback
11 Final Presentation of the Product Plan Deck and Presentation