Course Overview
Domain
Business, Communication and Design
Infocomm Technology
Format
SkillsFuture Career Transition Programme (SCTP)
Duration
3+ months
Fee Subsidy
Up to 95% SF Funding
As technology evolves rapidly, skilled digital product managers are essential for staying abreast of trends and making data-driven decisions to optimise product performance.
Their focus on exceptional user experiences and customer-centric solutions will help businesses maintain a competitive edge in the digital domain.
This programme provides a comprehensive understanding of core concepts and practices in digital product management. It aims to equip learners with the skills to bring successful digital products to life, from ideation to execution.
Digital product managers guide iterative processes in agile development environments and foster cross-functional collaboration. They are crucial in identifying market opportunities and validating product ideas to ensure a strong product-market fit. As such, learners will be trained in product management principles and develop a customer-centric approach to product strategy and development by mastering skills for market research, user experience (UX) design, and product roadmap creation. They will also be exposed to the best practices for agile product development methodologies.
Learners will apply their knowledge in a practical setting through a Capstone Project. By the end of the course, they will acquire the skills to measure and determine relevant key metrics for product success using analytics. They will also be prepared for the Certified Scrum Product Owner (CSPO) certification, equipping them with essential knowledge for effective product management and agile practices.
Who Should Attend
- Individuals with business, commercial or technology-related experience looking to pivot into a career in digital product management for roles such as:
- Digital/Product manager
- Product marketing manager
- Product lead/owner
- Product specialist
Prerequisites
Individuals should possess a relevant background, which may include:
- A minimum of a Diploma; or
- Relevant work experience in technology-related job roles; or
- Prior or current work experience in sales, commercial management, business development, marketing, or product management
What You Will Learn
Module 1: Introduction to Digital Product Management
- Explain the role of a digital product manager by identifying key responsibilities and functions within the product development process
- Apply knowledge of the product lifecycle by outlining the stages from ideation to launch, and creating action plans for each stage
- Utilise digital product manager's toolkit to implement effective strategies for managing digital products throughout the lifecycle
Module 2: Consumer Market Research and Analysis
- Apply market research techniques to define target markets and unveil customer needs and wants
- Utilise competitive intelligence to analyse market trends, and craft a comprehensive market research plan
- Translate quantitative and qualitative data into actionable insights to validate product concepts, and build compelling case for product development
Module 3: Product Strategy and Planning
- Create a compelling value proposition by defining the target audience and articulating a clear product vision
- Design a product roadmap that prioritises features effectively and aligns with the business model and user acquisition strategy
- Develop relevant metrics and KPIs to assess product performance and associated risks to develop effective mitigation strategies
Module 4: User Experience and Product Design
- Apply user-centric design principles to create products that meet the needs and preferences of users
- Organise content effectively to enhance user flow by implementing information architecture best practices
- Analyse user feedback from testing sessions to uncover usability issues and improve product design iteratively
- Evaluate design elements such as visual storytelling and micro-interactions to create inclusive and engaging user experiences
Module 5: Agile Scrum Methodology for Digital Products
- Apply the Scrum framework to facilitate effective sprint planning and adopt an agile mindset for project success
- Implement iterative development practices to ensure continuous delivery and responsiveness to user feedback
- Analyse user testing and feedback to identify areas for improvement and enhance the overall product experience
- Evaluate progress and performance metrics during sprint retrospectives to drive continuous improvement and refine Agile processes
Module 6: Go-To-Market (GTM) Product Launch
- Create a detailed marketing strategy and launch calendar that effectively aligns with product objectives and target audience needs
- Develop a comprehensive distribution plan that establishes optimal channels for product reach and accessibility
- Design a pricing strategy and revenue model that supports the product’s market positioning and financial goals
- Craft engaging promotional campaigns and manage public relations efforts to generate pre-launch buzz and maximise product visibility
Module 7: Capstone Project
- Create a comprehensive GTM strategy that includes marketing tactics, distribution channels, and pricing for a new digital product launch
- Develop and execute promotional campaigns and public relations efforts to generate pre-launch buzz and enhance visibility
- Evaluate the product launch's effectiveness by tracking performance metrics and assessing marketing strategy impact
- Analyse launch feedback and results to refine the digital product strategy and prepare a presentation for potential employers or clients
Teaching Team
Michael Chua
Adjunct Lecturer, University of Newcastle, NSW, Australia, PSB Academy
View profile
Schedule
| Course Run | Dates | Topics and Delivery |
|---|---|---|
| TBA | TBA | Facilitated classroom training Classes are held once a week from 9:00 am – 5:00 pm for 13 weeks |
| In-person assessment (MCQ, written and project) Five tests over three months |
||
| Synchronous e-Learning Classes are held online twice a week from 7:00 pm – 9:00 pm for 13 weeks, over three months |
||
| Assignments and project works, self-learning | ||
| Asynchronous e-Learning with research and reading materials | ||
| Capstone project, self-learning with project consultation and final project presentation |
Certificate and Assessment
A Certificate of Participation will be issued to participants who:
- Attend at least 75% of the course
- Undertake and pass non-credit bearing assessment during the course
Fee Structure
The full fee for this course is S$14,170.00.
| Category | After SF Funding |
|---|---|
| Singapore Citizen (Below 40) | S$4,251.00 |
| Singapore Citizen (40 & Above) | S$1,651.00 |
| Singapore Citizen who meets the additional course fee funding support criteria | S$1,001.00 |
| Singapore PR / LTVP+ Holder | S$4,251.00 |
| Non-Singapore Citizen | Not Eligible |
Note:
- All fees above include GST. GST applies to individuals and Singapore-registered companies.
Additional Course Fee Funding Support Criteria
To be eligible for 95% additional course fee funding support, applicants must be a Singapore Citizen and meet one of the following criteria:
- Long-term unemployed individual (unemployed for six months or more); or
- Person with disabilities; or
- Individual in need of financial assistance – ComCare Short-to-Medium Term Assistance (SMTA) recipient or Workfare Income Supplement (WIS) recipient. Additionally, they should not have received any other funding from government sources in respect of the actual grant disbursed for the programme.
Speak to Our Career Coach
If you have further questions regarding the SkillsFuture Career Transition Programme, do get in touch with our career coach Joe Leong via email, or make an appointment today.
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