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Course Description

After customer needs are identified, product managers must lead a team effort to decide how a new or revamped product can best meet those needs. They must translate customer insights into specific design ideas and establish priorities for the design and development process. They must develop a convincing business case and win the support of stakeholders and funding sources.

This course will guide you through the process that effective product managers use to develop and prioritize design ideas based on customer research. You will see how product roadmaps are updated as ideas are refined. You will develop a business case, explore ways of winning buy-in for your project from the people whose support is essential to success, and develop a product charter.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Preparing for Success as a Product Manager
  • Managing Product Teams
  • Identifying and Targeting Customer Needs

Faculty Author

Andrea Ippolito

Benefits to the Learner

  • Develop and prioritize ideas for product features based on customer insights
  • Implement product themes and concepts into a product roadmap
  • Perform market research and develop a product business case
  • Pitch a product to stakeholders

Target Audience

  • Product managers and aspiring product managers
  • Tech leaders
  • Product marketing managers
  • Engineers
  • Software developers
  • UX and web design professionals
  • Project managers
  • Entrepreneurs

Accrediting Associations

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Cornell College of Engineering
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