DIGITAL PRODUCT

MANAGEMENT
COURSE SYLLABUS

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation
purposes. Any other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

The Benefit of Experience

With the Digital Product Management (DPM) course, students will learn how to quickly and
iteratively discover, design, deliver, and grow digital products with confidence, ensuring their
customers are delighted and business goals are achieved.

Key Benefits
Upon successful completion of this course, students will gain:

• Skills: the knowledge and practice necessary to be an excellent Product Manager in

ANY company that develops digital solutions for sale or internal applications.

• Techniques: flexible and robust digital-specific techniques which you can apply
effectively and efficiently to rapidly evolve your product.

• Best Practices: drawing on the best aspects of multiple methodologies, this course
brings together a variety of methods proven to work based on experience.

• Proof: The confidence to take and pass the Certified Digital Product Manager™ exam,
which shows your dedication to your craft, and proves you have the skills necessary to
advance in your career.

No other course provides this unique combination of tools, processes, and skills critical to the
success of leading a digital product. Product Managers will learn how to guide the right
investigations, thinking, generation, and evolution of great digital products that can keep
pace with ever-rising customer expectations.

Expert Instruction – Live Online or In-Person

Students benefit from the experience of a seasoned Product Management expert whether the
course is experienced live online or in-person. Both formats provide the vital mix of best
practices instruction, hands-on learning, team exercises, and group discussion.

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Live Online Benefits

• Participate from anywhere in the world with the convenience of online engagement.

• Each session covers topics using multi-modal content and online tools that bring a
new standard to online learning and engagement.

• Thoughtful use of spaced learning (presenting and expanding upon key concepts
over time) increases retention.

In-Person Benefits
• Participate together in a classroom setting that allows more interaction and
opportunities to engage 1:1 with the instructor and other students.

• Topics are covered over three days, allowing for concentrated, focused learning.

• Team exercises allow physical learning in a dynamic setting.

Tailored Content and Exercises Meet Your Specific Needs

Private Training
Course content can be customized to address your company’s particular needs, such as
matching your existing product processes, addressing team experience level, or dealing with
industry-specific issues.

Our standard course uses a student-conceived mock product as the basis for a series of
exercises to help Product Managers apply what they are learning right away. But these
exercises can instead be customized to use your company’s current products or future
concepts so your Product Managers are learning the skills and tools on the products they are
already working on.

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Course Outline

The course consists of ten modules that are delivered through a combination of instruction,
discussions, individual exercises, and team exercises.

Module 1: Introduction to Digital Topics covered:

Product Management • Benefits of digital products, and as

enhancements for non-digital products
This module provides an overview of the • Everything as a Service
course, and then dives into the landscape of
• Product-Market Fit
digital product creation today
• Digital Business Flywheel
• Product-Led Growth

Module 2: Digital Culture Topics covered:

• Understanding the different roles and
This module discusses the culture and
responsibilities of Digital Product
typical organizational structure of a cross- Management, User Experience, the
functional product team developing digital Data Team, and other key stakeholders
products.
• The Product Triad
• Digital Transformation for IT
• Measuring Outcomes vs. Outputs
• Objectives and Key Results (OKRs)

Module 3: Becoming Data- Topics covered:

Informed • Product KPIs

• Business KPIs
This module dives into how to measure a
• User Engagement Metrics and
product’s effectiveness in multiple
Analytics
dimensions, so that from the beginning, a
digital product can be designed and built • Net Promoter Score®

with the proper instrumentation to measure • Marketing and Sales funnel metrics
outcomes, not just outputs.

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Module 4: Finding and Validating Topics covered:

Problems • Personas
• Product-Market Fit Hypothesis
With the groundwork set on how to properly
• Design Thinking in the problem space
measure a product’s success, the course
turns to how to identify what problems it • Empathy Interviewing
should solve to deliver value to customers
and meet company objectives.

Module 5: Seeking Solutions Topics covered:

• Design Thinking in the solution space:
With a digital problem well understood,
Ideation, Pretotyping, and Testing
students next continue learning more about
• Rapid prototyping and storyboards
Design Thinking, shifting to a solutions
perspective. • Feasibility, Viability and Cost
considerations
• Market Segmentation and Value
Proposition Canvas

Module 6: Pricing for Profitability Topics covered:

• Digital Pricing Models: Subscription
This module brings clarity to the often-
Pricing Models, Pricing Levers,
murky topic of how to properly set the price Freemium, and variants
for a digital product.
• Pricing research and analytics tools
• Value Metrics
• Packaging and Bundling options
• Lean Canvas techniques
• Psychological Pricing
• Pricing Governance best practices

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Module 7: The Agile PM Topics covered:

• Dual-track Agile and Continuous
This module provides a concise overview of
Discovery
the Agile methodology, including how to
• Release Planning and Roadmaps
develop story maps and write epics and user
stories to the right level in the Product • Usability and User Testing
Management role. • Understanding Minimal Viable Product
(MVP) vs. Minimum Business
Increment (MBI)

Module 8: Optimizing Product- Topics covered:

Led Growth (PLG) • Product-Led Growth techniques

• Using Jobs-to-be-Done to understand
This module explains the exciting topic of and delight your users
how a digital product itself can help
• SaaS Economics
promote and grow its own market adoption.
• Measuring growth with Pirate Metrics
• Expanding lead generation from
Market Qualified Leads (MQLs) to
Product Qualified Leads (PQLs)

Module 9: Experimenting and Topics covered:

Optimizing • User Activation and optimizing the

“onboarding” process of a new user
In this module, students dig deeper into • Gamification techniques to drive
experimentation techniques used to retention and referral
continue the testing and evolution of a
• Managing Decision Risk
digital product over time.
• How the Development Operations
(DevOps) function can enable rapid
deployment and experimentation

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Module 10: Scaling Up Topics covered:

• The Product-Led Organization
The final module of the course brings
together multiple topics that address how to • Product Operations (ProdOps) best
practices
support the growth of a digital product so it
can be ready for massive success. • Managing technical debt and internal
tooling projects
The module concludes with a summary of
• Platform considerations and tooling
how all the course topics come together to
• How to prioritize customer requests at
enable Digital Product Managers to build
scale
products that matter.

Get Started
Now that you know how powerful this course can be, take a moment to view the training calendar
and sign up.

SIGN UP

Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.
 Digital Product Management Course Syllabus

Meet Your Instructors

Decades of Real-World Experience

Our consultants and trainers have been there. They apply their experience from these companies to
help you solve your toughest problems. Here are some of the experienced Product Managers who
lead our Digital Product Management course.

David Nash Colleen O’Rourke Ken Feehan

VP of Products and Services Principal Consultant and Principal Consultant and
Trainer Trainer

Kenny Kranseler Susannah Axelrod Bill Haines

Principal Consultant and Principal Consultant and Principal Consultant and
Trainer Trainer Trainer
Copyright © 2021 280 Group LLC. All rights reserved.

All rights reserved. This material is copyrighted intellectual property of 280 Group and may be used only for evaluation purposes. Any
other use, including creating derivative works, is a violation of this copyright.