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Program Outline

female and male student presenting project

Program Outline

How to be a Successful Product Manager

  • Learn the skills, mindsets, roles, responsibilities, and career paths of a successful product manager
  • Navigate the political environment and preparation for the role

Understanding Product/Market Strategy

  • Segment the Market and Develop Targeting Strategies
  • Understand Value Proposition and Create Positioning Statements
  • Generate Roadmaps and Manage Product Lifecycle
  • Manage Portfolios, Platforms and Maintain Product Ecosystems

Market and Environmental Analysis

  • Analyze Competitive and Environmental Analyses
  • Estimate Market Sizing and Forecasting
  • How to Develop Customer Focus and Customer Centricity
  • Conjoint Analysis for Market Research

Organizational Analysis

  • Defining the product management function within the firm
  • Building an innovative culture and structure
  • Change management within the firm
  • Developing Goals, Objectives and Metrics of New Products


Managing and Leading Teams

  • Structure the right teams for the right innovations
  • Manage cross-functional interfaces and organizational boundaries
  • Create the right project climate

Innovation and Product Management Processes

  • Understand the Innovation Process (Design Thinking)
  • Manage Product Development Process (Agile vs Waterfall vs Stage-Gate)
  • Utilize Market Research and Ideation Processes
  • Apply Product Prioritization and Definition Processes
  • Lead New Product Project/Process Management Initiatives

New Product Introduction /Go To Market

  • Understand Digital Marketing Tactics
  • Implement Integrated Marketing Communications and Effective Branding
  • Apply Pricing Principles
  • Create New Product Forecasting
  • Manage Original Equipment Manufacturer/Suppliers/Channels/System Integrators/Technology Partnerships
  • Control Product Launch and GTM Acceleration
  • Use Post Launch Post Mortems/End of Life Planning

Capstone and Presentations

Certificate Sign Up

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Brochure Download

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Santa Clara University, Leavey School of Business, Santa Clara, CA

April 13-14, 20-21, and 27-28.

Tuition - $4,495
Early Bird Tuition - $4,270 
Special tuition for teams of 3 or more

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