Product
Management

10-Week Business Course

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Learn Core Skills

Understand your users

Understand your users and analyze the market to build a product that is both desirable and viable

Create a product roadmap

Create a roadmap and effectively manage communication with all stakeholders

Develop metrics to measure success

Develop metrics to measure your success and make tough decisions

This course gets at the core of what product management is all about: finding the right solution to the right problem for the right market. Students learn first-hand from experienced Product Managers and are able to apply new skills right away.

Aditi Joshi
Product Instructor Fellow, General Assembly; Product Lead, Consumer Products, IMS Health

Aditi Joshi, General Assembly and IMS Health

Embrace The Details

Unit 1: Product Management Fundamentals

Introduction to Product Management

  • Define the multiple roles & responsibilities of a Product Manager
  • Understand how customer needs translate into features of a product
  • Identify the underlying risks and assumptions associated with new features

The Product Development Process

  • Understand each phase of a product life cycle, and the development stages needed to develop them
  • Identify the different methods of developing a product

Unit 2: Getting to Product/Market Fit

Customer Development

  • Identify a company's target customers
  • Conduct effective customer interviews and site visits
  • Understand the user's needs and current ways of working

Testing & Validating/Minimum Viable Product

  • Determine if an idea has product/market fit
  • Explain the purpose and process of building an MVP
  • Evolve an MVP to reach product/market fit

Business Model Design

  • Describe the components of a business model canvas and how they relate to each other
  • Differentiate between types of business models
  • Develop a business model around a new product idea

Market Research

  • Develop a competitive analysis of a feature or business
  • Identify key differentiation between competitive offerings
  • Utilize estimation and research in order to determine the opportunity size of a given product or feature

Unit 3: UX Design

Personas & Empathy Maps

  • Synthesize findings from customer interviews into user personas
  • Use empathy maps to better understand the feelings and needs of customers
  • Distinguish how teams inside a company use personas and empathy maps differently

Features & User Stories

  • Translate customer needs into product features
  • Comprehend how to create user stories in order to communicate user's needs with other stakeholders
  • Learn how to effectively prioritize features

Wireframing & Storyboarding

  • Understand how to create wireframes in order to test ideas and identify potential problems before time is committed to developing the final product
  • Become familiar with different methods of wireframing, including sketch, lo-fi, and hi-fi
  • Understand how to create storyboards in order to communicate context, user flows, and interactions

Mid-Course Presentation

  • Present progress of projects and receive instructor and peer feedback

Unit 4: Business Fundamentals

Metrics

  • Use the best metrics and KPIs to track a variety of subjects
  • Identify tools to measure metrics
  • Understand the concept of the customer conversion funnel

Pricing & Financial Modeling

  • Build a working financial model for a given audience
  • Describe different pricing approaches for a new product
  • Forecast demand and revenue for a new product

Unit 5: Communicating with Stakeholders

Flexible Session

  • Focus on a topic selected by the instructor in order to provide deeper insight into a specific area of Product Management

Technology for Product Managers

  • Define what a tech stack is in the context of web applications, and identify associated technologies
  • Articulate the business and technical implications of adding, removing or postponing product features
  • Identify best practices for developing digital products with your technology team

Product Roadmap

  • Identify and define three distinct phases along a product's timeline: pre-launch, pre-market fit, and post-market fit
  • Build a product roadmap

Project Management & Product Specs

  • Describe the Agile framework, and why it is important to development processes
  • Understand how developers estimate task size
  • Use different tools to track tasks and time

Presenting Your Product

  • Describe what makes a presentation effective, and how structure is used to impact the audience experience
  • Employ practical techniques, processes, and communication styles to pitch your idea to stakeholders more effectively

Unit 6: Presentations & Next Steps

Final Presentations

  • Gain feedback from peers, instructor, and guest panelists that will identify strengths and areas for improvement

Moving Forward on Your PM Path

  • Understand the realities of the Product Management job market
  • Understand job options across organizational types and career paths
  • Access resources and tools for continued learning
I learned more from the hands-on methods at General Assembly than I did during my entire three years in law school. GA's courses allow students to focus on the ideas that are most interesting to them and that will help propel their careers forward.

Whitney Meers, Digital Content Specialist

Students listening in class

Upcoming in 

Mar 7 – May 16


Sat

10am - 3pm

$3,250 USD

Payment plans available

Instructor

Chidi Afulezi
GA Instructor, The Core Venture Studio

Chidi is a product guy and digital insurgent, with a day job as a co-founder of The Core, an Atlanta based technology venture studio. The Core creates, and invests in, startups that are at the intersection of entertainment, media and technology. Chidi has been instrumental in the development and ops of new digital businesses for some of the biggest companies in the US. A product developer and engineer, Chidi’s career has been diverse in the digital world, starting as a member of the core wireless engineering team that built and designed AT&T’s first wireless network in the DC-Baltimore market; leading digital business development at Sony Music; serving as a product exec at Time Warner Cable, and as one of the first mobile product hires at Turner Broadcasting, serving as product director for mobile and connected devices. Chidi is a hardcore Knicks, Giants and Yankees fan, a graduate of New York University with dual degrees in Mathematics and Electrical Engineering. He also holds an MBA from NYU’s Stern School of Business. In addition to The Core, Chidi is a mentor and product advisor to a number of tech entrepreneurs and startups in Atlanta. He is an avid bike rider, no Lance Armstrong, but he can crank out the miles.

Mar 9 – May 13


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Mar 10 – May 14


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructors

Andy Acs
Product Manager, WeddingWire

Business and technology enthusiast. Passionate about inventing, building, and optimizing. Strong distaste for the status quo. Hungry to learn and do more. Aspiring payments geek, particularly fascinated with pre-paid/stored value, peer-to-peer, and other alternative payment methods and technologies. I spend a lot of my time daydreaming ideas like integrating socially positive loyalty programs into EBT systems or developing simplified payments infrastructure for the developing world.

Sam Singer
Product Manager

Mar 12 – May 21


Tue, Thu

8:15pm - 10:15pm

$3,250 USD

Payment plans available

Instructor

Tami Reiss
Product Manager, Pivotal Labs

Tami Reiss is a Product Manager at Pivotal Labs where she consults with large companies and startups about how technology can solve business problems. Previously she has worked as a product person at IAC/CityGrid Media, Cornerstone on Demand, Farmers Insurance and has consulted with dozens more organizations of all sizes. She is passionate about enabling startups and big companies employ agile and lean methodologies to turn good ideas into great products.

SANTA MONICA

Mar 16 – May 20


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Instructors

Chris Graham
Product Manager, HYFN

Coming from a background in Economics and emphasizing Game Theory, my goal is the same no matter the product: align incentives. When clients, developers, designers, and stakeholders are incentivized to cooperate, great products emerge, and the vision for success can be realized. I've brought this philosophy to a wide array of products, ranging from a packaging line for cosmetics to mobile applications for local news affiliates. I currently ply my trade for HYFN where I manage HYFN8, an enterprise social media management system and advertising publishing tool. When I'm not yelling at people to be more agile, I'm usually backpacking, drinking craft beer, or learning Ruby.

Charles Du
Product Manager, Nantmobile

Charles Du is an award winning product manager and UX designer with over 7 years of experience leading multidisciplinary teams. He designed NASA's first iPhone app (10+ million downloads, 2+ million hits per day, NASA's software of the year award) and invented the world's first peer-to-peer car sharing system. Charles was recruited by Apple to evangelize the iOS platform and has taught app development and UX design at Stanford, UCLA, and Art Center College of Design. You can find his work at www.hirecharles.com

Apr 6 – Jun 17

Except: May 25


Mon, Wed

6pm - 8pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

Apr 14 – Jun 18


Tue, Thu

6:30pm - 8:30pm

$3,000 AUD

Payment plans available

Instructor

Keith O'Brien
CEO, Spring.me

Keith brings 17 years of product development expertise to General Assembly, from a background that began in engineering. Keith's across-the-grid experience encompasses developing and launching music, TV, games, apps, books, education products and more in the UK, Europe and Australia. From launching market-defining products and services for large blue-chip global organisations, Keith has helped to enable traditional technology based businesses such as British Telecom, O2, Vodafone and Samsung become product and marketing led businesses. Most recently, Keith has been at the forefront of the tablet and Smartphone revolution, having spearheaded Samsung UK’s digital product transformation. This enabled Samsung to migrate from hardware-centric product marketing to software and service-led marketing propositions. Keith is currently CEO of Spring.me, a global social media network for starting conversations and making friends. Headquartered in Sydney, Spring.me is preparing to list on the ASX.

Apr 14 – Jun 18


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor

Sanida Bratt
Senior Vice President of Product Innovation, Hyla Mobile

Sanida has 18 years of product innovation experience in high-tech software with concentration on mobile and cloud industries. Sanida is passionate about all things connected and mobile with extensive experience defining and bringing to market products focused on mobile-first experience. Currently, Sanida is a Senior Vice President of at Hyla Mobile, a company dedicated to delivering sustainability, profitability, and greater access to mobile technology for all. At Hyla Mobile, she is responsible for innovations in technology reuse and data sciences to more efficiently and expertly reclaim and reuse valuable technology for economic, environmental and social benefits. Prior to Hyla Mobile, Sanida was Vice President of Product Management at Synchronoss and was instrumental in the growth of its flagship Cloud Services product line. Most recently, her focus was on expanding Cloud Services product portfolio into M2M market. For her efforts she has been recognized by Connected World Magazine on the 2014 Top Women of M2M list. Prior to Synchronoss she was a co-founder of Sapience Knowledge Systems (acquired by Synchronoss), a VC-backed mobile analytic company driving mobile usage optimization. Previously, Sanida served in key product roles at NAVTEQ, a Nokia company, and SmithMicro Software. Sanida is active in STEM program and is a supporter of Technovation[MN] program focused on "Enabling Young Women To Transform The World One Mobile App At A Time.” She is part of Kellogg’s Technology Product Mentors program and an initial participant of Stanford’s Venture Lab program on Entrepreneurship and Innovation.

Apr 14 – Jun 18


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

Apr 21 – Jun 30


Tue, Thu

6pm - 8pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

Apr 28 – Jul 9


Tue, Thu

6pm - 8pm

£2,800 GBP

Payment plans available

Instructor

Danny Ivatt
Senior Product Manager

Danny is a London based freelance product manager with more than 10 years experience in digital, technology, user research and service design. He has a range of experience from small agency to large multi-national and understands how evangelism for agile and a user lead approach can transform an organisation from within. In his latest role he is working to transform the UK government’s services through digital, having spent much of his a career agency side working with the likes of Samsung, Microsoft and other leading names in technology. Danny lives in Hackney, likes building vintage bicycles and in his spare time practices Brazilian Jiu Jitsu.

May 4 – Jul 8


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 4 – Jul 13


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 4 – Jul 13


Mon, Wed

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 5 – Jul 9


Tue, Thu

6:30pm - 8:30pm

$3,000 AUD

Payment plans available

Instructor

Jon Stribling
Senior Product Manager, Sensis

Jon Stribling is a technology veteran and battle hardened product manager who is passionate about building great products that users love. He started his career in marketing before learning how to code and working as a developer for one of Australia's first community websites as well as not-for-profit, education, ecommerce and B2B projects. He first joined Melbourne IT as their Web Development Manager and eventually transitioned to product management. As their GM of products he spearheaded the launch of hundreds of new domain spaces in one of the biggest changes to the global domain system in almost 20 years and also implemented new product strategy, updated legacy platforms and created innovative digital products which set the path for new revenue and profitability growth. He is currently a senior product manager for Sensis, one of Australia's largest marketing services businesses. Jon loves learning more about behavioural psychology, privacy, lean, design thinking, agile, scrum, digital, and cultural change.

DOWNTOWN LA

May 18 – Jul 22


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 19 – Jul 23


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 28 – Aug 4


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor

Catherine Colwell
Product Manager, Huge

Catherine is a Product Manager at Huge, an international digital agency. She advises Fortune 500 companies on their digital product strategy and manages the development of digital products from inception to completion. She is incredibly passionate about designing products that not only meet business and user needs but impact the lives of others in a meaningful way. Prior to joining Huge, she worked at WeddingWire as a Product Manager and at Accenture as a technology consultant. She has a wide range of design experiences outside of tech including medical, consumer and environmental product design. She received a dual-degree in Mechanical Engineering and Applied Math and Statistics from Johns Hopkins University.

Jun 23 – Aug 27


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

We don’t currently have any sessions scheduled in Hong Kong. Request more info to be the first to know when we put something on the calendar!

We’re holding an info session on Wednesday, March 11 at 6:30pm

  • Meet the GA team and potential classmates
  • Get an overview of the curriculum and course objectives
  • Get your questions answered about the course and GA
  • Discover the perks of being a student at GA

GA Washington D.C. (1776 8th Floor)

1133 15th Street NW, 8th Floor
Washington , DC 20005

You’re on the list!

Keep an eye on your inbox for your ticket and we’ll see you at the event.

We’re holding an info session on Monday, March 30 at 6:30pm

  • Meet the GA team and potential classmates
  • Get an overview of the curriculum and course objectives
  • Get your questions answered about the course and GA
  • Discover the perks of being a student at GA

GA Washington D.C. (1776 8th Floor)

1133 15th Street NW, 8th Floor
Washington , DC 20005

You’re on the list!

Keep an eye on your inbox for your ticket and we’ll see you at the event.

Get Answers

We love questions, almost as much as we love providing answers. Here are a few samplings of what we’re typically asked, along with our responses:

Q: Why is this course relevant today?

These days, everyone seems to have an idea that may be “the next big thing,” but very few people actually have the knowledge or skill to bring a product to life. Product management lies at the intersection between business, design, and technology, allowing you to gauge whether a product is viable from a business perspective, desired by your customers, and technically feasible. Whether they’re developing their own product or working within a larger organization, product managers work with key stakeholders, designers, and developers to ensure that the final product meets both customer and business objectives.

Q: What practical skill sets can I expect to have upon completion of the course?

By the end of the course, you will be able to:

  • Clearly describe the role of a product manager
  • Effectively determine key risks and assumptions of a given product in order to test them
  • Identify different business models in order to determine which one is more effective for a given product
  • Create wireframes, MVPs, and basic prototypes in order to test assumptions
  • Utilize usability tests and other user research tactics
  • Speak fluently with developers in regards to technology and technical constraints
  • Measure a product’s success and track its lifecycle

Q: Who will I be sitting next to in this course?

Product management students tend to come from various backgrounds: entrepreneurs, project managers, designers, and developers. These students are often looking to apply product management skills to their current jobs or to switch careers into the product world.

View all FAQs

Ask Admissions

Call us at +44 (0) 20 3818 3251
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at 1300 779 580
or email us.

Call us at 852 9473-3608
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at 1300 779 650
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Dig Deeper Into The Curriculum

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If you have questions about the course, call us at +1 (877) 348-5665 or email admissions.