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The Silicon Valley Campus is closed Saturday, May 27 through Monday, May 29, 2023, in honor of Memorial Day. We will reopen for classes on Tuesday.

Product Marketing and Management | MKTG.X406

Formerly titled "Product Management: Moving the Product to Market."

This in-depth introduction to product management, product marketing and product marketing engineering covers everything from core concepts and terminology to process management. The course is designed to meet the needs of product managers, product marketing managers and product marketing engineers who are charged with driving products to market but who may be new to the disciplines and processes involved. Participants learn to manage the process of shaping final products and taking them into the marketplace all from the perspective of the customer advocate.

Learning Outcomes

At the conclusion of the course, you should be able to

  • Provide hands-on experience taking a concept through the product life cycle.
  • Give students access to product management industry leaders to provide feedback and exposure.
  • The objective is to teach real world business and product management skills. We are focused on practical skills and how this works in real life over theoretical frameworks
  • Equip students who wish to pursue a PM career with the skills and knowledge they need to succeed.
  • Teach students need-finding skills and general problem-solving skills.

Topics Broadly Include

  • Concept of the 'whole' product and product lifecycle
  • Product planning, scoping markets, pricing and margins, forecasting
  • Product management, MRD and PRD, roadmaps, metrics
  • Product packaging, costing, production
  • Product positioning, persona, promotion, launch planning
  • Product support for sales, channels, merchandising
  • End of life (EOL) planning
  • Analyzing customer needs
  • Researching and sizing markets
  • Evaluating competition
  • Developing product requirements
  • Assessing ROI
  • Managing product lifecycles
  • Working with engineering, marketing and sales
  • Working with sales channels

Skills Needed

Familiarity with basic concepts in business, marketing, would be relevant. Besides that, there are no prerequisite skills needed for this course.

Have a question about this course?
Speak to a student services representative.
Call (408) 861-3860


Sections Open for Enrollment:

Open Sections and Schedule
Start / End Date Quarter Units Cost Instructor
06-23-2023 to 07-17-2023 2.0 $700

Anita Balaraman


Final Date To Enroll: 06-23-2023


Date: Start Time: End Time: Meeting Type: Location:
Fri, 06-23-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Mon, 06-26-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Fri, 06-30-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Fri, 07-07-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Mon, 07-10-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Fri, 07-14-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE
Mon, 07-17-2023 4:00 p.m. 7:00 p.m. Live-Online REMOTE