Product development, market and software product management (PMM)

Reasons to engage in product development, critical factors for successful product development, the Stage-gate model, factors that influence the customer's purchasing behavior, competitor analysis, segmentation, differentiation, positioning. Routines for managing IT products and related services throughout the product life cycle.

Knowledge

The candidate can:

• explain the Stage-Gate model with phases and evaluation point
• describe important success factors in product development and explain various factors that influence customer behavior
• explain the importance of focusing on competitors and competitor analysis
• explain the importance of segmentation and segments, as well as explain the concepts differentiation and positioning
• explain the product life cycle
• describe the core tasks within software products management
• explain key aspects of being a product manager for IT-based products and services

Skills

The candidate can:

• participate in the planning of a product development process according to the Stage-gate model
• participate in the planning of marketing activities and contribute to a market-oriented focus
• develop a life cycle model that describes key activities related to different phases of a software product's life cycle
• reflect on their own practice and develop this based on feedback from others

General competence

Candidates:

• demonstrates an understanding that product responsibility involves taking responsibility for the product's development and that this is largely about balancing between competing needs and wishes from stakeholders with varying power and influence.
• can search for and apply relevant subject matter material to shed light on a given problem

Compulsory exercises (9 of 12 must be approved to take the exam) and independent work in the form of video lessons, text lessons, textbooks and articles.