Fundamentals of Product Management


Would you like to gain essential knowledge related to successful and strategic product management to enhance your performance in your current or future role? The concept of product management is not new to most organisations, but it’s growth and necessity as a distinct contributor to business success is continuously advancing better business outcomes. The growth of Product Management and Product Manager roles is being seen now more than ever.

What you will learn

You will learn that as a Product Manager, you can close the gap in any organisation by actively understanding market needs, customer desires, driving corresponding product development and continuous innovation. This leads to more responsive, market-driven companies which are also more profitable than those that aren’t. Becoming a successful Product Manager is not just about having hard skills; it’s also about leadership and serving as a conduit across many facets of an organisation. You will understand the cross-functional skills of a successful Product Manager - technology, design, and business acumen – and be able to contribute to leading the way in successful organisations world-wide.

Develop your skills

In this course you will gain the understanding and the importance of developing and combining expertise in business acumen, technology and user experience to inform value-driven product development and management in organisations. The course will cover how products are managed from planning, to development, though to launch. You will have the opportunity to investigate market insights and unpack commonly used frameworks including the Business Model Canvas and Value Proposition Canvas, by applying them to a real-world scenario.

After this course you will be able to:

  • Produce relevant Business Model and Value Proposition Canvases.
  • Use commercial, design and technical skills to plan, launch and manage products.
  • Execute and validate market research to drive initial product development.
  • Reflect on learning by describing approach taken and why.

Modules

Week 1: Introduction to Product Management

  • What is product management
  • Defining a product
  • What do Product Managers do?
  • Key stakeholders

Week 2: Determining product suitability

  • 1 Generating Ideas
  • Understanding customer experience
  • Determining product vision and mission

Week 3: Finding opportunities in products to achieve strategic objectives

  • Business Model Canvas
  • Value proposition Canvas
  • Go-to-market strategy
  • Creating compelling business cases

Week 4: Planning a product

  • Understanding user experience (UX)
  • Overview of Design Thinking
  • Inspiration
  • Ideation/prototyping
  • Implementation

Week 5: Developing a product

  • Creating a development plan
  • Minimal Viable Product (MVP)
  • Development team compositions

Week 6: Managing product development and launch

  • Agile ways of working
  • Launching a product
  • Continuous improvement

Course assessments

Title: Business Model Canvas
Submission: PDF of completed Business Model Canvas + 250 word reflection

Title: Product Development plan
Submission: 1000 word PDF

Entry requirements

Recognised Bachelor's degree or higher; or relevant informal or non-formal learning and/or professional experiences subject to the approval of the Academic Chair after application.

Availability

Only available to students who are an Australian citizen or permanent resident, a New Zealand citizen or who hold a permanent Australian humanitarian visa.

English language requirements

You must meet a minimum standard in English to study at Murdoch, which can be demonstrated through either English proficiency tests, university preparation courses, English language courses, previous tertiary study or vocational education or equivalent of an Academic IELTS overall score of 6.0 with no band less than 6.0.

Your future career

This course can prepare you for product management-related roles, as well as support skill development relevant to a wide range of professional career pathways. Continual growth in product-related roles include:

  • Product Manager
  • Product Owner
  • Growth Product Manager
  • Head of Product