Online Product Management Professional Micro-Credentials

This course introduces you to the role and responsibilities of a product manager in a retail/e-commerce-intensive product or service company. You will be able to explain the standard processes, tools, and techniques for successful new product design, including building and managing a product roadmap, understanding customers’ needs, prioritizing developing and feature requests, evaluating trade-offs, and making commercial launch decisions based on research and entrepreneurial creativity.

This course introduces you to the methodologies and procedures used in marketing research to gather market and customer insights. You will learn how to choose the best research methodologies to address specific marketing problems, how to construct studies for maximum insight, and how to critically evaluate research findings to make sound strategic business decisions. The course discusses both qualitative and quantitative approaches. The course is directed toward graduate students pursuing/expanding careers in product and brand management, consulting, digital analytics, marketing research, and product development and innovation. By the end of the course, you will report (communicate) data-driven decisions via strategic planning.

Unlike manufacturing, services are processes that involve customers in their production. This calls for a whole new method of analyzing producer-consumer interactions. Services account for an overwhelming percent of the U.S. GDP and its non-farm jobs, yet they are rarely studied as a separate subject. This course studies the nature of services as products, including their pricing, promotion, and placement strategies. You will learn how to design techniques including empathy mapping, service blueprinting, and customer journey mapping. You will also earn a certificate in Foundations of UX Design from Google as a key outcome of this course.

This course aims to equip you with a thorough understanding of digital marketing, which involves cloud-based web development and the advertising of products and services. You will discover how to utilize online channels effectively to engage both existing and potential customers. You will gain expertise in designing and implementing successful marketing strategies, including creating campaigns, acquiring users, digital advertising, content marketing, retention strategies, and search engine optimization (SEO). Alongside these vital topics, you will create an interactive e-commerce website with commercial potential using a cloud-based platform like Wix. Furthermore, you will master the art of analyzing relevant metrics to enhance your marketing efforts.

This course examines the product management process from the perspective of a brand manager. You learn how to plan, implement, and report brand marketing programs through integrated marketing communications and brand associations to build brand equity for goods and services, including digital e-commerce sites.

The course focuses on helping you design, compose, and implement marketing management strategies and policies. The course provides you with a systematic framework about how new technologies will change business with an insistence that strategy drive tactics, and with a measurement (research) mindset. You will compose and design a marketing plan as a major learning outcome in this course.