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Course Description

Developing and launching new products involves more than a great idea. In today’s fast-paced digital economy, understanding your target customers and their specific needs is essential to launching and managing successful products. In startups and established companies alike, the product manager serves as a key player in taking a product from idea to launch to success. To bring viable products to market, a successful product manager needs to balance creative inspiration with a disciplined approach, and it is with this approach that we frame this first course.

This course seeks to answer the question “Who is my customer?” You will explore how to develop a product by first defining the problem your product addresses. To do this, Keith Cowing will share his deep knowledge in product management to help you map your customer’s journey and articulate user personas. Once you understand and articulate target personas, you will have a much clearer picture of the real problem your product is trying to solve, paving the way for a strong product strategy.

Faculty Author

Keith Cowing

Benefits to the Learner

  • Map the customer’s journey, prep questions for user interviews, and create a list of target customers
  • Complete five interviews and update the customer journey based on learnings
  • Write user personas based on patterns found in the user interviews

Target Audience

  • Product management professionals with <5 years experience
  • Entrepreneurs and small business owners
  • Business Analysts
  • Product Marketing Managers
  • Data Analysts
  • Engineers and developers
  • Operations Managers
  • Designers
  • People interested in transitioning to the tech industry

Accrediting Associations

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Cornell Tech
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