Courses
IOE5200 Advanced Product Management
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.
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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.
Who should take this course
- Technology Professionals
- Biz Dev Professionals
- Marcom Professionals
- Engineering and Design Professionals
Topics Covered
- Introduction to Advanced Product Management
- Concept Planning and Functional Programming
- Role of Creativity, Innovation and Differentiated Value/IP Protection, Trade Secret v Patents, Copyright, Trademark, Public Domain
- Advanced Spreadsheet Use: Cost/Benefit Analysis using Internal Rate of Return
- Business Modeling/Internet Integration
- Scheduling, Critical Path Methodology and Project Management
- Securing Launch Clients, Sponsors, Suppliers, Partners, Strategic Investors
- Financing/Unconventional Sources/Bootstrap Capital/Pre-sales
- Supply and Demand Theory—Pricing Your Services and Products, Freemium, Decoy Pricing, Reverse Pricing Models
- Market Channel Development/Guerrilla Marketing and Guerrilla Market Research/Social media and Social Marketing/Giveback Programs
- Negative Cost Selling/Negotiating and Selling/Neuro-Linguistic Programming (NLP)
- Leadership/Future Vision
Guest Lunchtime lecturer: IP lawyer
Assignments
- Prepare Concept Plan and Functional Program for product or service that student has self selected (15%)
- Cost/Benefit Analysis using Internal Rate of Return for product or service that student has self selected (15%)
- Business Model for product or service that student has self selected (15%)
- Critical Path Analysis for product or service that student has self selected (15%)
- Financing and Pricing Strategy (15%)
- Present your Product Management Strategy to the class (25%)
Pre-Course Preparation
- Please get a free Twitter account and follow @ProfBruce. We will be using the hashtag #IOE. Please read ‘Twitter Nation‘ http://www.eqjournal.org/?p=2080.
- Take the ECQ Test (http://www.old.dramatispersonae.org/ECQTest/ECQ(ns)TestAuto.htm). Send your score to tscholtes @ exploriem.org
Instructor
Prof Bruce Firestone 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.
