Product Manager – Fundamentals of Digital Management

Product Manager – Fundamentals of Digital Management is a comprehensive introductory course designed for those who aspire to start a career in product management, make a transition from adjacent fields such as marketing, analytics, or project management, or simply want to understand how the product approach works in IT companies. This course is tailored for beginners and does not require prior experience in product management.

Throughout the course, you will gain a clear understanding of the role and responsibilities of a Product Manager (PM) within a digital team. You will learn how the PM role differs from Project Managers, Scrum Masters, and Product Owners, and how these professionals collaborate to deliver valuable products. The course covers the day-to-day tasks of a PM, including research, hypothesis testing, and strategic planning.

You will dive into core concepts such as problem–solution fit, product–market fit, and the use of user interviews and customer development (custdev) to uncover real user needs. The program introduces you to essential frameworks like Jobs To Be Done (JTBD), competitor and market analysis, and mapping customer needs.

Students will explore how to set and track goals using product metrics (North Star, DAU, retention), and management systems like KPI and OKR. You will understand how metrics change across a product’s lifecycle and how to validate product hypotheses.

The course provides a solid foundation in product strategy, including how to develop a product vision, create and adapt a roadmap, and apply prioritization techniques such as MoSCoW, RICE, ICE, and Kano. You will learn how PMs work with development teams, designers, and testers, and how to write effective user stories and technical requirements.

Special attention is given to the intersection of product and user experience (UX/UI), including customer journey mapping, user flows, and the PM’s role in interface testing and improvement.

The course also introduces the practical use of Artificial Intelligence (AI) in product management: from analyzing user feedback and generating ideas, to leveraging tools like ChatGPT, Hotjar + AI, Notion AI, and product assistants. Ethical considerations and the limitations of AI are discussed as well.

Finally, you will develop key soft skills for product managers: presenting products to teams and stakeholders, managing expectations, resolving conflicts, and giving constructive feedback.

Practical exercises and a real-world case study will help you consolidate your knowledge: you will practice preparing an MVP, selecting success metrics, and prioritizing features. By the end of the course, you will be equipped with the knowledge and confidence to take your first steps as a digital Product Manager or to apply product thinking in your current role.