Syllabus Product Management in Information Technology Spring 2019; Mini-4

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1 95-821: Product Management in IT 1 Syllabus Product Management in Information Technology Spring 2019; Mini-4 Description: This introductory course (6 Units) is designed for MISM and MSIT students who are interested in exploring the roles and responsibilities of product management. Through interactive lecture, case discussions, and assignments, students will learn about product management concepts. They will learn and use frameworks and tools to address strategic challenges and tactical issues across the product lifecycle. Further, the course will build on students knowledge of marketing, engineering, accounting, and manufacturing, showing how product managers work cross-functionally. Finally, students will learn how product management compares in IT-based product companies, IT-based service organizations, and IT departments. Ultimately, the course will expose students to how product managers use specific analytic and management tools to play critical leadership roles in making products and services successful. Learning objectives include: 1. Define product management and how it applies to IT products and services 2. Summarize the drivers, needs and requirements of product management 3. Describe how product management fits and interacts within organizations 4. Describe challenges and issues associated with product management 5. Explore the four, base responsibilities of product management, regardless of product lifecycle phase 6. Explore the four product lifecycle phases and product management s roles and responsibilities during each. Pre-requisites: No pre-requisites exist for this class. However, students who gain the most from this class have taken a strategic management course, or have 2-5 years of work experience that has provided a good understanding of business & its functions (e.g. Sales, Engineering, etc.). Instructor: Thomas H. Murray, Adjunct Professor tmurray@andrew.cmu.edu tom@wexfordrun.com (preferred) (m) Office Hours: By appointment Required Cases and Articles: Use the following HBR Coursepack link to purchase the following items at a discount: Articles and Readings 1. The Product Manager; Bussgang, et.al.; October 2012; # Principles of Product Policy; May, 2006; Note on Market Definition and Segmentation; Buzzell, Robert; 1987; Segmentation and Targeting; Gupta; June 2014; 8219

2 95-821: Product Management in IT 2 5. Marketing Analysis Toolkit: Market Size and Market Share Analysis; Steenburgh and Avery; February 2010; (plus Supplemental workbook # XLS-ENG) 6. Market Selection & Direction: Role of Prod. Portfolio Planning; Yip, George; Nov. 1984; Exploit the Product Lifecycle; Levitt, Theodore; 1965; Marketing Malpractice, Christensen, et.al.; December, 2005; #R0512D 9. Mapping Your Competitive Position; D Aveni, Richard; 2007; #R0711G 10. Framework for Marketing Strategy Formation; Dolan, Robert J.; 2014; #: 8153 Cases: 11. Noodle Analytics in 2018: AI for the Enterprise; Stanford Graduate School of Business; July 15, 2018; SM OPOWER; Eisenmann and Go; February 2011; # AnswerDash (Abridged); Ofek, E and Shulman, J; August 3, 2017; Bubble and Bee Organic: The Need for Pro Forma Financial Modeling; Patterson and Cumber; 2016; NA0449 Use the URLs to access the following articles: 15. What s the difference between Program, Project and Product Manager roles? ; The Evolving Role of Product Management ; Eriksson, et.al.; June 22, 2017; Use Canvas postings to access the following handouts: Group_PM-infographic-challenges 18. Product Manager Job Postings Additional Readings and Materials: Readings in addition to those listed in the course schedule may be assigned occasionally for class discussion. These readings will be either distributed in class, or placed on reserve in the library. Other readings that may of interest now or further in your career include: Product Management Books Brooks, Frederick P., The Mythical Man-Month, Essays on Software Engineering, Reading, MA, Addison-Wesley Publishing Company, Condon, Dan, Software Product Management, Managing Software Development from Idea to Product to Marketing to Sales, Boston, MA, Aspatore Books, Inc., Gorchels, Linda, The Product Manager s Handbook The Complete Product Management Resource, Chicago, IL, NTC/Contemporary Publishing Group, Haines, Steven, The Product Manager s Desk Reference, McGraw-Hill, Hoch, Detlev J., et.al., Secrets of Software Success Management Insights from 100 Software Firms around the World, Boston, MA, Harvard Business School Press, Laakmann McDowell, Gayle, and Bavaro, Jackie, Cracking the PM Interview, Career Cup, 2013

3 95-821: Product Management in IT 3 Lehmann & Winer, Product Management, 4 th edition, McGraw-Hill Irwin, Boston, 2010; ISBN-13: Moore, Geoffrey A.; Crossing the Chasm, Harper Business, 2006 Article: Do hiring managers find any value in AIPMM certifications when hiring Product Managers? ; Slides: Product Management Careers: 5 Strategies for Rapid Success ; General Marketing Books Kotler, Philip, Marketing Management Analysis, Planning and Control, Englewood Cliffs, N.J., Prentice-Hall, Inc., 1984 (or latest edition). Lehmann, Donald R. Winer, Russell S., Analysis for Marketing Planning, Homewood, IL, BPI Irwin, Stevens, Mark, Your Marketing Sucks. (see details inside), New York, N.Y., Crown Business, Performance Evaluation Students will be evaluated on a curve to align with Heinz grading guidelines, based on the following: Class 5% each 15% Case 15% each 45% Final Assignment 30% Class Participation 10% Students should prepare themselves for active participation in class discussions of cases and readings. (Note: the participation grade is based on active engagement in class discussions, not just attendance.) Students who cannot attend class must inform the teacher beforehand. Further, it is important that students convey excellent verbal and written communication skills as would be expected in any professional environment. Structure, flow of argument, focus, grammar, etc., will be considered in the performance evaluation. Quality and conciseness is valued over volume. Note that University policies and guidelines regarding grading and academic integrity. Students requesting to audit the course must complete the class assignments and participate in the discussions.

4 95-821: Product Management in IT 4 Date Class # Proposed Agenda Assignments per class (to be prepared for following class) Prep in Advance for Class 1, if possible: 1. Read Article: The Product Manager (14pp) 2. Read Article (URL): The Evolving Role of Product Management (7pp) 3. Read Article: Principles of Product Policy (7pp) 4. Skim Blog Entry (URL): What s the difference between Program, Project and Product Manager roles? (6pp) Mar.18 1 Lecture Topics 1. Course Intro 2. Product Management -- An Introduction 3. Common Practices a. Segmentation b. Goals & Objectives Mar.25 2 Lecture Topics 1. Common Practices a. Market Analysis b. Customer Analysis Apr. 1 3 Lecture Topics 1. Discuss: a. Goal and Objective Exercise b. Market Sizing Exercise 2. Common Practices a. Competitive Analysis b. Self-Analysis Assignments due by Class #2: 1. Complete Prep for Class 1, listed above. 2. Read Article: Note on Market Definition and Segmentation (22pp) 3. Read Article: Segmentation and Targeting (22pp) 4. Read Article: Marketing Analysis Toolkit: Market Size and Market Share Analysis 5. Read Handout: 280Group_PM-infographic-challenges 6. Read Handout: Product Manager Job Postings Assignments due by Class #3: 1. Read Article: Market Selection & Direction: Role of Product Portfolio Planning (15pp) 2. Read Article: Exploit the Product Lifecycle (13pp) 3. Read Article: Marketing Malpractice (10pp) 4. Read Article: Mapping Your Competitive Position (10pp) 5. Complete Goal and Objective Exercise 6. Complete Market Sizing Toolkit Exercise Assignments due by Class #4: 1. Prepare Case: Noodle Analytics (Product Strategy)

5 95-821: Product Management in IT 5 3. Lifecycle Phase I: Product Strategy Apr.8 4 Lecture Topics 1. Lifecycle Phase II: Product Development 2. Discuss Case: Noodle Analytics Apr.15 5 Lecture Topics: 1. Lifecycle Phase III: Product Marketing 2. Discuss Case: OPOWER Assignments due by Class #5: 1. Prepare Case: OPOWER (Product Development) Assignment due by Class #6: 1. Prepare Case: AnswerBridge (Product Marketing) Apr.22 6 Lecture Topics: 1. Lifecycle Phase IV: End of Life 2. Product Management Financials and Metrics 3. Discuss Case: AnswerBridge Apr.29 7 Lecture Topics: 1. Discuss Exercise: Bubble and Bee 2. Product Management in IT 3. Wrap-up Assignments due by class #7: 1. Prepare Exercise: Bubble and Bee Organic: The Need for Pro Forma Financial Modeling Assignment due by May 6, 6:00 p.m. 1. Critique a Strategic Proposal May 6 Final Assignment Due via Canvas by 6:00 p.m

6 95-821: Product Management in IT 6 Accommodations for Students with Disabilities: If you have a disability and have an accommodations letter from the Disability Resources office, I encourage you to discuss your accommodations and needs with me as early in the semester as possible. I will work with you to ensure that accommodations are provided as appropriate. If you suspect that you may have a disability and would benefit from accommodations but are not yet registered with the Office of Disability Resources, I encourage you to contact them at access@andrew.cmu.edu. Statement of Support for Students Health & Well-being Take care of yourself. Do your best to maintain a healthy lifestyle this semester by eating well, exercising, avoiding drugs and alcohol, getting enough sleep and taking some time to relax. This will help you achieve your goals and cope with stress. All of us benefit from support during times of struggle. There are many helpful resources available on campus and an important part of the college experience is learning how to ask for help. Asking for support sooner rather than later is almost always helpful. If you or anyone you know experiences any academic stress, difficult life events, or feelings like anxiety or depression, we strongly encourage you to seek support. Counseling and Psychological Services (CaPS) is here to help: call and visit their website at Consider reaching out to a friend, faculty or family member you trust for help getting connected to the support that can help.