Advanced Product Management Course Description

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

A
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.

This
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

Topics
covered in the course include:

1.
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
Return
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
(NLP)
12. Leadership/Future Vision

Guest
Lunchtime lecturer: IP lawyer

Assignments and Outputs

A.
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
(15%)
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‘ https://www.eqjournal.org/?p=2080.
2. Take the ECQ Test (https://www.old.dramatispersonae.org/ECQTest/ECQ(ns)TestAuto.htm).
Send your score to tscholtes @ exploriem.org.

Useful Readings

Product Management
https://en.wikipedia.org/wiki/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
https://www.eqjournal.org/?p=2649

Concept Planning, Functional
Programming & Critical Path Methodology
Posted on Sunday 12 September 2010
For Product Managers
https://www.eqjournal.org/?p=1410

iPhone Yields at least 288% p.a.
Return to Apple
Posted on Saturday 16 October 2010
Advanced Spreadsheet Use—For Product Managers
https://www.eqjournal.org/?p=1714

Looking Back to Look Forward
Posted on Saturday 7 April 2012
https://www.eqjournal.org/?p=3527

The Complete Business Model
Posted on Saturday 16 January 2010
https://www.eqjournal.org/?p=692

Message
Map
https://www.dramatispersonae.org/?p=87

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
https://www.eqjournal.org/?p=3420

MMB, Magic Marketing Button
Posted on Sunday 12 February 2012
(How Picture Inc can Develop a Sustainable Community Built Around its
Redesigned Biz Model)
https://www.eqjournal.org/?p=3335

Bundling
Posted on Sunday 12 February 2012
https://www.eqjournal.org/?p=3325

Why Business Models Are Important
Posted on Thursday 19 January 2012
https://www.eqjournal.org/?p=3120

Product Managers and Decoy Pricing
Posted on Saturday 18 June 2011
https://www.eqjournal.org/?p=2525

Is Corporate Planning Obsolete?
Posted on Friday 27 May 2011
https://www.eqjournal.org/?p=2484

Standards
Posted on Sunday 12 September 2010
https://www.eqjournal.org/?p=1366

A Product Manager’s Fatal Mistake
Posted on Monday 16 November 2009
https://www.eqjournal.org/?p=494

Why Businesses (Really) Fail
Posted on Sunday 29 November 2009
Or Why Gadgets and Gizmos Don’t Make for Sound Businesses
https://www.eqjournal.org/?p=548

Advanced Product Management Course
Description
https://www.dramatispersonae.org/?p=50

About the Principal Lecturer

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

He
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 Exploriem.org dedicated to assisting entrepreneurs,
intrapreneurs and artpreneurs everywhere. He is a peerless husband and father
of five great kids and one fine grandson.

Prof
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.

In
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.