Digital Product Management: Modern Fundamentals

Digital Product Management: Modern Fundamentals Certificate

DARDEN SCHOOL OF BUSINESS, University of Virginia, BCG – Digital Product Management: Modern Fundamentals

About this course

Not so long ago, a product manager’s job was to assess market data, create requirements, and manage the sales / marketing transition. Maybe you talk to a customer somewhere and he will tell you what features you need. But the companies that manage the product in this way are dying.

Being a product specialist is a new game today and product managers are in the spotlight. Today, especially if your product is primarily digital, you can update it several times a day. There is a wealth of data available to make decisions, and at the same time, a deep understanding of customer motivation and experience is more important than ever. The modern product manager’s task is to set direction and create a successful work environment for everyone involved in the success of the product. This is hard or easy work, but it is meaningful work that you will learn from all the time.

This course will guide you on your study trip and prepare you for the skills and perspectives necessary to:

Focus on practical actions to successfully manage your product (week 1)
Approach your work using modern product management techniques (week 2)
Manage New Products and Explore New Product Ideas (Week 3)
Manage and Expand Existing Products (Week 4)

This course is ideal for current product managers or CEOs interested in modern product management techniques.

This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business. The Batten Institute’s mission is to improve the world through entrepreneurship and innovation.

DARDEN SCHOOL OF BUSINESS, University of Virginia, BCG

Boris Kisov


Innovation, IT & Management

10+ years of initiating and delivering sustained results and effective change for companies across a wide range of industries including
innovation, enterprise software, digital marketing, start-ups, advertising technology, e-commerce and government.