Product Management Course

If you’re new to Product Management – we will help you get going faster. This course has been used to help people make the transition from being a Business Analyst, a Scrum Master, or a Project Manager to becoming world-class Product Managers.

What you will learn

During this course, you will incrementally build up your value proposition by developing a deep understanding of your customer, market opportunity, and competition. The result will be a compelling pitch that you can use to get buy-in from stakeholders and real data that will drive your idea forward.

  • Understand your customers by investing in developing empathy.
  • Explore your market, capture demand, and differentiate yourself.
  • Experiment to validate your assumptions with data or find where you need to pivot.

Session 1

Appreciating Your Context

Before you dive into developing a new idea, you need to set a baseline. In this first module, you’ll evaluate your current context and competitive landscape. From there, you’ll produce a high-level sketch of your idea which, along with your baseline, will serve as the foundation you build on throughout this course.

What you'll learn

  • Learn how to use the Sailboat SWOT analysis to understand your strengths, weaknesses, opportunities, and threats
  • Understand how to use tools for competitor analysis and do some yourself
  • Sketch and articulate your idea to set the starting line for the rest of the course

Session 2

Understanding your Customer

Through various research methods you’ll learn to put yourself in their shoes, developing empathy and greater understanding of what they value. This insight will guide you as you develop a solution that solves real problems for real people.

What you'll learn

  • Learn and apply primary and secondary research techniques to gain a deeper understanding of your customer
  • Get to the heart of what’s valuable for your customers by understanding their Pains, Gains, and Jobs-To-Be-Done
  • Take the insight from the preceding activities to build personas that will inform the next steps of developing your idea

Session 3

Exploring your Market

In this module, we’ll show you how to understand the space you’re operating in, who’s a part of it, and the size of your opportunity. The combination of your market analysis and customer understanding will guide you as you design a value proposition that serves your customers and provides value to your business.

What you'll learn

  • How to identify your Total Addressable Market, Served Available Market, and Target Market
  • Build a business model and value proposition to demonstrate how your idea will generate value
  • Run through another round of competitor analysis, homing in on the jobs those competitors are solving for their customers

How you will learn

Our approach to education is influenced by the 70:20:10 Model for Learning and Development.

Work and learning are intermingled, and this model provides a framework for thinking outside the classes, courses and curriculum mind-set of learning and focusing on the entire spectrum – workplace, social and formal.

As a result, much of the coursework in the Product Management course is project based, so you can immediately take concepts to action within your work from the moment you begin.

70:20:10 Model

The Learning Materials and Tools provided will allow you to put into practice new concepts within your own context

Template samples
VFQ Key Customer Insights
VFQ Customer Profile Template
VFQ - Market Sizing
VFQ Lean Canvas
VFQ Existing Alternatives
VFQ Test and Learn Card

What else is included

Course Completion Certificate

Upon completion of coursework and receiving a passing grade on the final assessment you will be issued a course completion certificate that can be posted to your LinkedIn profile.

VFQ Foundations Course

When you purchase access to the Product Manager Course, you will also receive access to the VFQ Foundations course. This short course establishes a common language and helps you rediscover curiosity, experimentation, and build a discovery and learning-focused mindset. We recommend you start with the VFQ Foundations course.

What people say

The activities were simply amazing – the course material is different to all other Agile principles.

Sam George


VFQ is interesting and varied – engaging activities and balance of theory and learning.

Richard Chainey


This course is well-structured. It helped me to put myself in the shoes of Product owners & Managers and apply some approaches for better understanding of end-users needs. I appreciate the toolbox and lots of practical exercises included in the course.

Irina Teteruk

Agile Coach, Playtika

Agile Practitioner Course

As a Product Manager or Product Owner, you are responsible for delivering highly functional products to meet the needs of all stakeholders. With our VFQ Agile Practitioner Course, learn the skills to improve the end-to-end flow of your best ideas and make your value proposition from the Product Management Course a reality.

Books that help you

The Product Manager course is designed to give you a complete overview of that the role and help you develop knowledge and skills in a hands-on, practical way so you can be successful.

Building Better Products Bundle

Depending on your level of experience you may want to delve deeper into specific topics to better understand their theory and practice.

Because learning doesn’t end when you complete a course, VFQ offers a series of workbooks on topics relevant to those developing products.

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