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Digital Product Management

By (author) Kevin J. Brennan

Publication date: 15 Dec 2020

The growth of digital media, products and services has resulted in a change in the way companies do business. With technology moving to the forefront, and consumers demanding simpler ways to do business, companies have increasingly turned to product managers to deliver an end-to-end, integrated experience. With this practical guide, you’ll learn how to understand the needs of external customers without requirements elicitation or sign-offs, the difference between customer and business value, and why you need to create both. You’ll discover how to respond to changes in the market and the actions of competitors. You’ll understand how to develop new products, launch them into the market, and how to deliver business outcomes through the maturity and eventual retirement of your product.
Paperback - £29.99
Kevin Brennan is Product Management and Business Transformation Lead at Product MVP Consultancy, helping companies turn product concepts into thriving businesses and building high-performing product teams. He is best known for leading the development of the Business Analysis Body of Knowledge and building it into the professional standard for BAs.

Dimensions: 244x170mm

Print ISBN-13: 9781780175324

200 pages

Imprint: BCS, The Chartered Institute for IT

I. INTRODUCTION

 1. Understanding Digital Products

II. STRATEGY HORIZON

2. Value Proposition Development and Jobs-to-be-done

3. Market Strategy and Positioning

III. TACTICAL HORIZON

4. Competitive Analysis

5. Customer Experience

6. Roadmap Development

IV. OPERATIONAL HORIZON

7. Product Development Value Stream

8. Business Process Value Streams

9. Data and Feedback

V. PRODUCT SUCCESS

10. Managing and Delivering Outcomes