Product Management
Foundation Course

Learn to do Product Management the right way!

October 11 - December 3

Being a good Product Manager can be difficult - the complexity and diversity of all the tasks is quite high. And with all the resources available, it’s even more difficult to understand if you’re progressing towards a good level.

With this in mind, we created a complete Product Management course by partnering with world-class experts, to deliver an impressive 27 hours of live interactive workshops and Ask-Me-Anything sessions. This course helps junior & middle PMs to achieve the skills and become efficient faster.


Summary

October 11 - December 3

25 limited seats

27 hours of live educational experience

Practically apply all the learning in a project

Course handbook

Graduation certificate

What you'll learn

Understand and talk with your customers

Identify your customer problems and build products they can hire

Write effective OKRs and align them with the business demands

Define your product vision and write roadmaps that deliver

Identify the essential key metrics and make decisions that move your product on the right direction


Course Structure

Opening event: What it takes to be a Product Manager

Opening event: What it takes to be a Product Manager

We will start with a short walk-through about what it means to be a Product Manager. This will help you understand how all the pieces come together and what is expected from you as a PM.

We will continue with a short orientation session, in which we will get to know each other better and organize the project teams.

Get to know each other
Project assignment
Introduction to Product Management

1 live sessions, 1 hour

October 11


Part 1: Product Discovery

Your journey as a Product Manager starts with understanding and perfectly identifying your customer. Without a customer, there is no product. Without a product, there is no business.

In this section, you will learn how to identify & interview your customers based on the Jobs-To-Be-Done framework, then you will proceed to discover how you can define your product so it will match the jobs of your clients.

Module 1.1. Workshop: Customer Discovery interview techniques based On Jobs-To-Be-Done theory with Bob Moesta

Module 1.1. Workshop: Customer Discovery interview techniques based On Jobs-To-Be-Done theory with Bob Moesta

Understanding your users can make the difference between the success or failure of your product. Well-conducted interviews can reveal the reasons users “hire” your product to advance in their lives and the timeline that got them there. Jobs-to-be-Done theory provides an excellent framework that helps you leverage the force of your customers’ behaviour, in order to drive your product improvement.

Bob Moesta, co-architect of the Jobs-to-be-Done theory, will teach you how to effectively plan, conduct, and process an interview based on the Jobs-to-be-Done theory.

Jobs-to-be-Done Framework
Interviewing techniques
Customer discovery

2 live sessions, 4 hours

October 12 & 19

Module 1.2. Workshop: Uncover the problems users have and build better products using The Innovator’s Gift approach with Ash Maurya

Module 1.2. Workshop: Uncover the problems users have and build better products using The Innovator’s Gift approach with Ash Maurya

Your awesome new product, once launched, will spew out problems of its own. The key to staying relevant to your customers and defending/growing your business model does not come from throwing more features (solutions) at them, but rather continuously uncovering problems and addressing them — before your competitors do.

Ash Maurya, customer development and lean startup expert, creator of the Lean Canvas and best-selling author, will teach you a systematic approach for uncovering problems worth solving and turning them into solutions your customers cannot refuse.

  

Product development
Lean methodology
Product discovery

2 live sessions, 4 hours

October 21 & 27

Module 1.3. Group discussion: From discovery to delivery - Group discussion with experts

As a conclusion for this part, you'll participate in a moderated group discussion together with guest acting senior product managers, where you'll get the chance to exchange opinions, get answers to your questions and find out more about product discovery practices in various types of companies.

The session will start with our guests sharing their experiences working on real products in real companies, and we'll continue with a round table where everyone will get the chance to share their opinion and ask questions.

Product discovery
UI/UX
MVPs

1 live session, 1.5 hours

November 2


Part 2: Product Delivery

The product you're building should align with the business strategy of your company. Each product is guided by a product vision that provides clarity for your company, it helps you prioritize your product roadmap and improves your team’s tactical decisions.

Module 2.1. Workshop: Align high-performing cross-functional teams around Objectives And Key Results (OKRs) with Bruce McCarthy

Module 2.1. Workshop:  Align high-performing cross-functional teams around Objectives And Key Results (OKRs) with Bruce McCarthy

Objectives and Key Results (OKRs) are particularly suited to driving the alignment necessary for a high-performing cross-functional product team, helping to drive the success of organizations like Google, Zynga, Oracle, Twitter, and many more. But if not handled correctly, OKRs can quickly lead to silos, unethical behavior, and demotivation.

During this workshop, the legendary product leader Bruce McCarthy, author of bestseller Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty, will teach you how to create and use OKRs throughout a simulated quarter-in-the-life of a product team, handling what goes wrong, adjusting course, and managing expectations.

Business objectives / OKRs
Team Dynamics
Stakeholders management

2 live sessions, 5 hours

November 8 & 10

Module 2.2. Workshop: Develop Product Roadmaps that work with Bruce McCarthy

Module 2.2. Workshop: Develop Product Roadmaps that work with Bruce McCarthy

A good product roadmap is one of the most important and influential documents an organization can develop, publish, and continuously update. In fact, this one document can steer an entire organization when it comes to delivering on company strategy.

Join Bruce McCarthy, legendary product leader, co-author of "Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty" and learn why this approach to roadmapping works and how you can improve product roadmapping in your organization.

Roadmaps
Product Vision
Feature management

2 live sessions, 5 hours

November 16 & 18

Module 2.3. Workshop: Turn data into truly actionable insights using the Metrics That Matter Framework with Matt Lerner

Module 2.3. Workshop: Turn data into truly actionable insights using the Metrics That Matter Framework with Matt Lerner

The most common mistake is aligning your whole team around a revenue target. Maybe that doesn’t sound like a mistake to you, but revenue is an output, and most of the confusion regards the inputs that drive it. What if we told you the answer to all your metric problems is a 16-row spreadsheet? Amazon, Google, Facebook, PayPal, Twitter - all the great Silicon Valley companies align around a North Star Metric and 3 “key drivers” because this simple framework has incredible power to align and focus the team.

Matt Lerner, Ex-Growth Director at PayPal, ex partner and manager of 500 Startups Europe's growth marketing program, lecturer at Stanford Business School, will help you define your key customer behavior metrics, so your whole team can align and focus on the most impactful work.

KPIs
Metrics that matter
North Star Metric

2 live sessions, 4 hours

November 25 & 29

Module 2.4. Group discussion: Product vision and stakeholder alignment - group discussion with experts

Putting it all together, you'll participate in a moderated group discussion together with guest acting senior product managers and talk about challenges and real-life practice of defining, implementing and communicating your product vision, aligning all stakeholders around this vision and actually delivering a product based on that vision.

The session will start with our guests sharing their experiences working on real products in real companies, and we'll continue with a round table where everyone will get the chance to share their opinion and ask questions.

Product Vision
Product Community
Better product decisions
User narratives

1 live sessions, 1.5 hours

December 2


Closing

Closing & Graduation

Closing & Graduation

We'll talk about lessons learned during the course, and what's next on your Product Management career path.

Project presentations
Moderated discussions

1 live sessions, 1 hour

December 3

This course
also includes

Opening session/orientation

Get to know each other session and course orientation presentation.

Work on a red-line project throughout the course

Work on your own project or choose from a list of fictional projects (multiple business models and domains, to accommodate all our participants).

Online course materials & references

Workshop handbooks, articles, books, references.

Registered sessions

You can view recordings for a missed session (maximum 1 week after the session).

Help & private support from our course assistants

Support and orientation during all the course - an assistant will always take care that all participants have the best experience.

Closing event

Lessons learned during the course and final project presentations.

Who is course for?

Junior or medium-level product managers (less than 2 years of experience)

Project managers transitioning in product management roles

Product managers starting new jobs - get up-to-date with the team

Self-taught PM that wants to better structure their knowledge

Testimonials
from our previous workshops

Anca Bundaru, Lead Product Marketing Manager Bitdefender

Anca Bundaru

Lead Product Marketing Manager @ Bitdefender

The How to Web online workshops are a great tool to become more product savvy. You get practical advice right from the experts, on how to validate and grow.

Taner Baubec

Product Manager @ Amber

These workshops are a a great learning experience for product managers. You get the chance to meet industry experts, and get practical advices that you can apply right away.


Your world-class instructors

Bob Moesta

Bob Moesta

Co-architect of the Jobs-to-be-Done theory, bestselling author, ex-product advisor to Basecamp, Intercom

Ash Maurya

Ash Maurya

Customer development and lean startup expert, creator of the Lean Canvas, best-selling author of "Running Lean" and "Scaling Lean"

Bruce McCarthy

Bruce McCarthy

Product Roadmap expert, founder of Product Culture, co-author of "Product Roadmaps Relaunched"

Matt Lerner

Matt Lerner

Ex-Growth Director at PayPal, ran 500 Startups Europe's growth marketing program, lectured at Stanford Business School


FAQ

The content of this course is delivered in live online events where you can interact directly with the instructors and ask them to clarify certain topics. That's why, we limit the number of participants to a maximum of 25, so everybody can participate directly and get the maximum of value from this educational event.
We know Product Managers have busy schedules, and we designed the course with this in mind. Still, we're talking about a lot of know-how you need to absorb. So to get most out of the program, we recommend that besides the 3-4 hours of live interactions each week, you put aside at least 2 more hours for recaps and other assignments.
We will record the sessions and made them privately available to all the participants for a period of 10 days after each event.
The full price for the course is €2333 (+ 19% VAT). We offer a 10% Early bird discount until May 1st and an additional 5% team discount. For group discounts contact us at team [at] htwinstitute.com.
Yes, each participant who will go through all the course and complete a final test will get a digital certificate.

Product Management
Foundation Course

27 hours live content

Get to know each other session and course orientation presentation.

Team projects

Work on your own project or choose from a list of fictional projects (multiple business models and domains, to accommodate all our participants).

Online course materials & references

Workshop handbooks, articles, books, references.

Registered sessions

You can view recordings for a missed session (maximum 10 days after the session).

25 limited seats

Support and orientation during all the course - an assistant will always take care that all participants have the best experience.

Graduation certificate

Lessons learned during the course and final project presentations.