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


  • 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 

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Jul 6 – Sep 16

Except: Sep 7

Mon & Wed

6pm - 8pm

$3,250 USD

Payment plans available


Michael Affronti
Director of Product, Thinking Phones

Michael is the Director of Product at ThinkingPhones, a Gartner Magic Quadrant leader in the cloud-based unified communications space. He joined ThinkingPhones via the acquisition of the startup Contactive in NYC, where Michael was employee #7 and the VP of Product for the last two years. Prior to Contactive and ThinkingPhones Michael spent 10 years at Microsoft in Seattle, WA, working in Product Management building social collaboration experiences in Lync, Office365, Outlook, Exchange, and Yammer that were used by over 500 million customers. Michael advises and mentors several startups in product design and process, and has over a decade of experience building & growing high-performing product teams. In his past lives he was a DJ (who looked like Vanilla Ice) and a personal trainer, and today still wakes at up 4:22am while being an avid Crossfit'er with his wife Amy. They live in Brooklyn across the street from his family’s butcher shop and remain in constant conflict about whether to adopt a fourth cat.

Apply Now

Aug 11 – Oct 22

Tue & Thu

6pm - 8pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.

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Fund Your Future

Need payment assistance? Our financing options allow you to focus on your goals instead of the barriers that keep you from reaching them.

¹Must be a US citizen; approval pending state of residency.

Financing options differ in each market. Contact a local admissions officer for more info.

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.

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