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

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Apr 6 – Jun 17

Except: May 25


Mon, Wed

6pm - 8pm

$3,250 USD

Payment plans available

Instructors

Christian Arca
Product Manager, Etsy

Christian Arca is a New York born product manager with 7 years experience in Video Games and 3D Printing. He is currently at Etsy, an online marketplace where people around the world connect to buy and sell unique goods. Previously he was a Group Product Manager at Shapeways and founded Toy Studio, a Chicago based video-game studio that focused on creating social and mobile games. Christian writes a blog focused on both product and tech (every day). He also holds a Computer Science degree from Rensselaer Polytechnic Institute.

Raphael Stargrove
Materials Product Manager, Shapeways

Raphael started his career in product before college, managing a team at a medical information startup. He later received an undergraduate degree in Architecture from California College of the Arts in San Francisco. After a brief stint in architecture, Raphael moved to the Netherlands where he received a Masters degree in Economic Geography from Utrecht University. After finishing graduate school, Raphael co-founded an energy startup in Zurich that focused on solving structural problems in EU renewable energy markets. Raphael then came back to the states, and joined Shapeways as a Materials Product Manager, where he’s been working since 2013. To date, he has launched 30+ new products, driven research and development, and built a new approach to costing and pricing 3D printed products.


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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.


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Apr 14 – Jun 18


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructors

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.

Norman Chui
COO, FSB Companies

Norman is the COO at the FSB Companies, a privately owned investment firm with a diverse portfolio of about forty holdings. His background spans from small entrepreneurial companies to large Fortune 500 companies. In his more than twenty years of experience, he has faced both the challenges of being an external consultant, where objectivity and thought leadership are paramount, and an in-house manager, where long-term results and relationships are key to success. Prior to working at FSB, Norman was a Director at Sapient (SAPE) where he was responsible for delivering numerous high-profile solutions to top financial institutions. His expertise extends from leading technology teams in building a major debt management system to serving as a change agent in transforming product development teams. He has coached teams and advised executives in implementing methodologies that promote a common vision, strong collaboration, and improved product delivery. Norman has worked in the role of a Product Manager on a number of occasions both in-house at a mid-sized software firm as well as in consulting with clients. He has had the privilege to work with over a dozen product managers sometimes side-by-side and other times as an advisor. At the investment firm, he is focusing now on a segment he believes to be the wave of future economic growth — smaller, more nimble companies with passionate leaders and risk-takers who are willing to innovate and pivot in order to deliver solutions for tomorrow. He believes that Product Managers are the leaders that will help drive these companies to uncommon success. Norman earned a BS in Computer Science from the University of Illinois Urbana-Champaign in 1994 and an MBA from University Chicago in 2006 with a focus on Finance, Entrepreneurship and Organizational Behavior. He is a fan of all things that enable human potential.


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Apr 14 – Jun 18


Tue, Thu

7pm - 9pm

$3,250 USD

Payment plans available

Instructor

Drew Moxon

Drew builds companies and products to create and scale mobile, connected, human experiences. Currently he shepherds product at Layer, implementing a vision of the world in which communications permeates every user experience. Before that, an accomplished video game producer and designer, Drew launched Gears of War 3, Kinect, and League of Legends with Microsoft Studios and Riot Games. He is deeply passionate about large scale systems design, data visualization, & building technology to enable humans. Other pursuits include parkour, rock climbing, and lifting heavy things.


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Apr 21 – Jun 30


Tue, Thu

6pm - 8pm

$3,250 USD

Payment plans available

Instructor

Natasha Awasthi
Principal Product Manager, EPAM Systems

Natasha Awasthi is a Principal Product Manager at EPAM Healthcare, where she founded the product management practice. Her peers have endured her since 2006 and together they untangle the messy problems of healthcare by discovering unexpected patterns in behavior, processes, and technology. She loves to teach this class at GA and wishes that it had existed when she started her career at General Electric over a decade ago in 2003. She has a MBA from Wharton. She is also a certified data monster. If you press her to prove it, then she may dredge up her master’s degree in statistics — which is buried in a suitcase, under a bed, at her parent’s home in India, where she is from. Occasionally, her rants and raves get published by FastCompany.Com, General Assembly and Women2.0. She is passionate about mentoring and you can contact her about it via natasha.awasthi.wg13@wharton.upenn.edu, Twitter, or LinkedIn.


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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.


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May 4 – Jul 8


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Instructor

Gopal Shenoy
Director of Product (International), Care.com

Gopal Shenoy is a product management veteran with over 17 years of software industry experience leading teams that have launched successful products. His passion for product management made him launch his blog Software Product Manager (productmanagementtips.com) in 2007. He is currently Director of International Products at Care.com. Prior to Care.com, he worked in product management roles at Gazelle, OnForce, Salary.com and SolidWorks.


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May 4 – Jul 13


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.


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May 4 – Jul 13


Mon, Wed

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.


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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.


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DOWNTOWN LA

May 18 – Jul 22


Mon, Wed

7pm - 9pm

$3,250 USD

Payment plans available

Instructor

Cauri Jaye
CEO, rhubarb studios

cauri jaye champions product. He founded and runs rhubarb studios, a creative technology studio which builds tech companies, based in #SiliconBeachDowntown Los Angeles. cauri is a seasoned company leader and executive who loves to get his hands dirty. He creates hyper-productive technology teams that thrive on innovation. When mentoring product development he applies all things Agile and lean, emergent architecture, design thinking and lean UX. Cauri embeds agile governance, budgeting and development into start-ups, SMBs and enterprise teams. As an experienced Agile software development product owner for global companies, cauri teaches teams to champion the customer and hold a vision for the product, while bringing the team's multifaceted skills together to focus on a problem to solve, iterate and innovate rapidly to respond to ever-changing business needs. Under cauri’s leadership, rhubarb studios specialises in building companies with a strong culture that's tied to their continued success. cauri has created the Core method of product development, a framework for rapidly turning ideas into lucrative products that solve real problems. He currently also teaches product management at General Assembly in the heart of Silicon Beach - Santa Monica, LA.


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May 19 – Jul 23


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.


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May 28 – Aug 4


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructors

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.

Richard Poplawski
Product Manager, WeddingWire

Rich is a tech enthusiast with a passion for creating functional and feasible products. He is currently a Product Manager at WeddingWire with over seven years of experience driving product development through influencing, spec’ing and refining products on both legacy and modern platforms. Before joining WeddingWire, he developed strategy and launched products for the Washington Post. Rich received a Bachelor’s degree in Economics from Rutgers University and a Master’s in Technology Management from Georgetown University. He loves a good ole whiteboard and brainstorming session.


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Jun 23 – Aug 27


Tue, Thu

7pm - 9pm

$3,250 USD

Payment plans available

Instructor

Musaddeq (MK) Khan
Co-Founder & CEO, SpoorHQ

MK is a tech entrepreneur and a product guy. He has taken products from just an idea to full blown revenue generating businesses. MK has started 2 software companies and at the moment is on his 3rd one, each in a different vertical. His latest startup Spood (speed + food) is in the restaurant space where they help people who love to eat at great restaurants, find tables at peak hours without the wait. MK has spent the past 18 years managing, developing and marketing software products for large enterprises as well as startups. He founded Prominus in 2002 to help small hospitals manage their receivables. In 2008, MK founded Verdeeco, a cloud based analytics solution that electric utilities used to manage and analyze data to gain operational efficiencies. Verdeeco was acquired last year by Sensus, a smart energy company in Raleigh, NC. MK is a soccer apcionado. He loves watching Premier League, and is a Manchester United fan. He is a also a Dutch soccer fan when he is not rooting for Team USA. He coaches and plays soccer himself and can be a mean striker on the field. MK also advises entrepreneurs and mentors startups. He is also a mentor and charter member for TIE.


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Jun 23 – Aug 27


Tue, Thu

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.


Apply Now

Aug 17 – Oct 28


Mon, Wed

6:30pm - 8:30pm

$3,250 USD

Payment plans available

Instructor info will be announced soon

Apply now to reserve your spot.


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

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

We’re holding an info session on Tuesday, March 31 at 7:00pm

  • 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

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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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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.

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