Advanced Product Management Course Description

By Bruce Firestone | Uncategorized

Dec 31

LBD5200 Advanced Product
Management for Tech, Biz Dev, Marcom, Engineering, Architecture, Artists and
Design Professionals

Product Manager is a person who has technical expertise as well as marketing
and communications skills. He or she is present at the very beginning of a new
initiative, i.e., at the ideation stage. Their responsibilities include taking
a new product or service from ideation though its development phase and then
into the marketplace via pre-selected marketing channels. They bring an
understanding of concept planning, functional programming, scheduling,
budgeting, business modeling, pricing theory, guerrilla and social marketing to
bear on this process. They provide team leadership and take responsibility for
delivery of products that are in demand by the market and to the market on time
and on budget and that produce target rates of return. They understand the
value of launch clients and pre-sales not only to provide a revenue stream for
each new product or service but also to obtain product feedback before launch.

certificate course is a six morning course commencing on a Monday and ending on
a Saturday. Lectures begin at 0900 and conclude at noon followed by a one hour
workshop. Lunch is served at 1 pm after which students have the rest of the day
to do other work. The Saturday morning session is reserved for student
presentations. This course is aimed at persons with a graduate level
understanding and capability.

Course Description

covered in the course include:

Introduction to Advanced Product Management
2. Concept Planning and Functional Programming
3. Role of Creativity, Innovation and Differentiated Value/IP Protection, Trade
Secret v Patents, Copyright, Trademark, Public Domain
4. Advanced Spreadsheet Use: Cost/Benefit Analysis using Internal Rate of
5. Business Modeling/Internet Integration
6. Scheduling, Critical Path Methodology and Project Management
7. Securing Launch Clients, Sponsors, Suppliers, Partners, Strategic Investors
8. Financing/Unconventional Sources/Bootstrap Capital/Pre-sales
9. Supply and Demand Theory—Pricing Your Services and Products, Freemium, Decoy
Pricing, Reverse Pricing Models
10. Market Channel Development/Guerrilla Marketing and Guerrilla Market
Research/Social media and Social Marketing/Giveback Programs
11. Negative Cost Selling/Negotiating and Selling/Neuro-Linguistic Programming
12. Leadership/Future Vision

Lunchtime lecturer: IP lawyer

Assignments and Outputs

Prepare Concept Plan and Functional Program for product or service that student
has self selected (15%)
B. Cost/Benefit Analysis using Internal Rate of Return for product or service
that student has self selected (15%)
C. Business Model for product or service that student has self selected (15%)
D. Critical Path Analysis for product or service that student has self selected
E. Financing and Pricing Strategy (15%)
B. Present your Product Management Strategy to the class (25%)

Next Scheduled Course

Ottawa, Canada. Monday December 3 to Saturday
December 8, 2012 [9 am to Noon followed by 1 hour workshop and lunch]

Course Pre-Preparation

1. Please get a free Twitter
account and follow @ProfBruce. We will be using the hashtag #LBD. Please read
‘Twitter Nation‘
2. Take the ECQ Test (
Send your score to tscholtes @

Useful Readings

Product Management

The Parallels between Product
Manager and Entrepreneur
Posted on Saturday 16 July 2011
Guest Post by Alan Mcnaughtan, Associate Director – Internet Product Development
– Bell Internet

Concept Planning, Functional
Programming & Critical Path Methodology
Posted on Sunday 12 September 2010
For Product Managers

iPhone Yields at least 288% p.a.
Return to Apple
Posted on Saturday 16 October 2010
Advanced Spreadsheet Use—For Product Managers

Looking Back to Look Forward
Posted on Saturday 7 April 2012

The Complete Business Model
Posted on Saturday 16 January 2010


How, Why and Whether to Write a
Media Release
Posted on Thursday 8 March 2012
Understanding the simple arithmetic of how blogs, Twitter, FB, Digg, Reddit and
YouTube are cratering mainstream media

MMB, Magic Marketing Button
Posted on Sunday 12 February 2012
(How Picture Inc can Develop a Sustainable Community Built Around its
Redesigned Biz Model)

Posted on Sunday 12 February 2012

Why Business Models Are Important
Posted on Thursday 19 January 2012

Product Managers and Decoy Pricing
Posted on Saturday 18 June 2011

Is Corporate Planning Obsolete?
Posted on Friday 27 May 2011

Posted on Sunday 12 September 2010

A Product Manager’s Fatal Mistake
Posted on Monday 16 November 2009

Why Businesses (Really) Fail
Posted on Sunday 29 November 2009
Or Why Gadgets and Gizmos Don’t Make for Sound Businesses

Advanced Product Management Course

About the Principal Lecturer

Bruce is a leader in the fields of urban design, development, economics and

is or has been an operations research engineer, a real estate developer, a
hockey executive, University Prof, consultant, art collector and benefactor,
real estate and mortgage broker (Century 21 Explorer Realty), writer,
columnist, futurist and novelist as well as Executive Director of
not-for-profit dedicated to assisting entrepreneurs,
intrapreneurs and artpreneurs everywhere. He is a peerless husband and father
of five great kids and one fine grandson.

Bruce has launched or helped launch more than 168 startups in fields including
tech, real estate, design, art and services. He advises clients on business
modeling, self-financing, smart marketing, differentiated value, harnessing the
Internet, urban design and real estate development as well as issues related to
entrepreneurial companies and organizations including not-for-profits and
charities. His real estate company Terrace Investments was the first parent
company of the Ottawa Senators and their home, Scotiabank Place. In addition to that
development, Terrace also developed homesites for more than 1,200 residences as
well as constructing dozens of office buildings, shopping plazas, industrial
condos and engaging in extensive land development activities.

May of 2006, Dr. Firestone joined the University of Ottawa’s
Telfer School of Management at as its first Entrepreneur-in-Residence. He has
previously taught or studied at McGill University (Bachelor of Civil
Engineering), Laval University, Harvard University, University of Western
Ontario, University of New South Wales (Master of Engineering-Science, Traffic
and Transportation), Australian National University (PhD in Urban Economics)
and Carleton University. Prof Bruce is now Entrepreneurship Ambassador for the Telfer School.

Spread The Word

About the Author

Bruce is an entrepreneur/real estate broker/developer/coach/urban guru/keynote speaker/Sens founder/novelist/columnist/peerless husband/dad.