Digital Product Management

2025/2026

Учебный год

ENG

Обучение ведется на английском языке

4

Кредиты

Кто читает:

Департамент маркетинга и предпринимательства

Статус:

Курс обязательный

Когда читается:

4-й курс, 1, 2 модуль

Преподаватель

Фоменков Денис Александрович

Course Syllabus

Abstract

This course is designed to build the key competencies required for successful work in the marketing of technological and digital products. It helps students master the full product lifecycle—from market research and idea generation to market launch and scaling. The learning is built around a comprehensive cross-functional project, within which you will independently develop a strategy for launching a new product to the market. Additionally, you will engage in practical assignments to master specific tools of product marketing. This course will help you acquire the key skills necessary for making strategic decisions, conducting market analysis, crafting value propositions, and building effective Go-To-Market (GTM) strategies. Throughout the course, you will learn how to conduct product research, work with hypotheses, and analyze the target audience using the Jobs-To-Be-Done (JTBD) methodology. We will explore how to assess the potential of new product ideas, prioritize features using the RICE framework and the Kano Model, as well as research the market and competitors to identify growth opportunities. You will understand how to establish product metrics, analyze data, and apply insights to make data-driven decisions based on product analytics. This course provides a systematic understanding of how successful digital products are created, developed, and promoted, and allows you to develop the key skills for working in product teams. The course is suitable for aspiring product managers, marketers, analysts, and anyone looking to build a career in product marketing. No deep prior knowledge of marketing is required—a basic understanding of fundamental concepts is sufficient.

Learning Objectives

• To learn all contemporary frameworks, approaches, and tools currently applied by generalist and business-oriented product managers.
• To master basic skills which are necessary for successful development and management of digital products.

Expected Learning Outcomes

• Can apply Scrum, Lean startup, Kanban in product management
• Can develop value proposition canvas
• Can integrate voice-of-customer into product management
• Can use different techniques to generate ideas for new products
• Can use MVP to test main assumptions about value
• Can work with data science team to refine product
• Know how to adjust marketing research techniques for different types of products
• Know how to evaluate and screen ideas
• Know main responsibilities of product managers

Course Contents

• Product manager as a position in a company: responsibilities and qualifications.
• Ideation and hypothesis development for products
• Market research, market analytics and voice-of-customer for product manager
• Product development models
• Product analytics and data science fundamentals for product managers

Assessment Elements

• Participation during lectures
  During the course, you can earn points for your work in lectures. They are awarded for asking questions related to the lecture topic, making comments and participating in discussions, and completing small tasks directly during the lectures. All these points are accumulated, and at the end of the course we review how many each student has earned. Then the results are compared within the group and converted into grades using the principle of grading on the curve (when final scores are distributed relative to the overall level of activity in the group).
• Project
  This is a cross-functional group assignment in which students: Develop a product idea for a selected target audience. Validate hypotheses through interviews with potential customers. Develop and test a concept and prototype based on feedback. Present the final project, including the business model and a team work analysis. The primary goal is to go through the entire product creation journey—from idea to prototype testing—using modern development methods (such as CustDev, Jobs-To-Be-Done, the Persona method, prioritization frameworks, and others).
• Test
  The exam is conducted in a testing format and includes various types of tasks: multiple-choice questions, open-ended questions based on mini-cases, and gap-filling tasks. The test covers all the material studied in class.

Interim Assessment

• 2025/2026 2nd module
  0.2 * Participation during lectures + 0.4 * Project + 0.4 * Test

Bibliography

Recommended Core Bibliography

• Bothma, N. (2017). Product Management: Vol. Second edition. Juta and Company [Pty] Ltd.
• Bruce T. Barkley, Project Management in New Product Development, McGraw-Hill © 2008 https://library.books24x7.com/toc.aspx?bookid=23646

Recommended Additional Bibliography

• A Guide to the Project Management Body of Knowledge (PMBOK® Guide), Sixth Edition, 2017. Режим доступа: http://library.books24x7.com/bookshelf.asp
• Cadogan, John, et al. Cross-cultural and cross-national consumer research, Emerald Publishing Limited, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=2070198.
• Fundamentals of Qualitative Research
• Moran, A. (2015). Managing Agile : Strategy, Implementation, Organisation and People. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=969008
• Vanderplas, J.T. (2016). Python data science handbook: Essential tools for working with data. Sebastopol, CA: O’Reilly Media, Inc. https://proxylibrary.hse.ru:2119/login.aspx?direct=true&db=nlebk&AN=1425081.
• Wienclaw, R. A. (2019). New Product Management. Salem Press Encyclopedia. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ers&AN=89163885

Authors

• Fomenkov Denis Aleksandrovich