Evaluation content:
1, organizational environment for product development
The concepts of enterprise value, Vision, Mission and social responsibility and their relationship with product management.
Concepts and differences of enterprise strategy, user strategy and product strategy.
Learning organization.
Customer-centered product management concept, the difference between product companies and user companies.
Composition of product strategy, product platform strategy, product market strategy and product technology strategy.
Methods and tools for strategic analysis and market segmentation, such as Miles &; Snow type, span, attachment, etc.
2. Product team management
Team concept, team dynamics theory.
The formation form of product team.
Team culture construction.
High performance team.
Post setting and role division of product team.
Maslow's demand theory.
Incentive theory, positive incentive and negative incentive.
Methods and skills of promotion.
Common team communication tools and methodologies, such as McKinsey pyramid, problem solving methods, etc.
Conflict management.
Non-post influence.
Competency model and internal team training methods and skills.
Performance evaluation.
Concept and method of copying disk.
3. Innovative theories, methods and tools.
The concept of product innovation strategy and its relationship with values.
Clayton christensen's theory of continuous innovation and destructive innovation.
The relationship between industrial co-ownership and innovation.
Garcia & Caraton innovative classification.
Charter of product innovation and its application.
Organizational structure of enterprise product innovation.
Innovative classification.
Innovative ten-type theory.
What are vitamins and painkillers, how to design addictive products, and the moral and legal issues of addictive products.
Basic innovative methods.
Innovative activity flow, divergent thinking, convergent thinking and problem-oriented conception method.
Innovative tools, such as Scamper, Brainstorming, Mind Mapping, SWOT, Delphi, Six Thinking Hats, Brain Writing, Storyboard, Role Playing, etc.
TIPS tip
Sustainable innovation.
Evaluation criteria of innovation value.
4. Psychology and product development
The physiological basis of psychology.
Feeling and perception.
Consciousness and state of consciousness.
Learning principles, memory and forgetting.
Language, thinking and problem solving.
Physical and mental development.
Ability and ability measurement.
Personality and personality measurement.
Motivation and behavior.
Emotion and life.
Social behavior.
Psychological abnormality and psychotherapy.
Cognitive psychology.
Social psychology.
Behavioral economics.
5. Product portfolio management
The concept and value of product portfolio management. Why to implement product portfolio management.
Product classification theory.
The goal of product portfolio management.
Methods of product portfolio management: financial and non-financial tools and methods.
Product portfolio management process: top down, bottom up, etc.
A harbinger of problems in product portfolio management.
6, new product development process management
The theory and main modes of traditional product process management: stage gate, pace, IPD, etc. Main stages and passes. Key points of reports and audits at different levels.
Main gateways and product documents, such as requirements specifications, product specifications, technical specifications and road maps.
Lean entrepreneurial product development process.
Feasibility analysis.
The concept of fuzzy front-end (FFE).
NCD model theory.
Frames, methods and tools commonly used in the process of new product development: Six Sigma and DFSS, design thinking, QFD, etc.
Product management.
7, users and market research methods
User research theory.
Design of user research.
Research on the secondary market.
Qualitative user research methods: interviews, focus groups, major users, ethnology, etc.
Quantitative user research methods: sampling, market segmentation, perceived gap map, demand sequencing, data mining, etc.
Quantitative data analysis.
Concept and research method of user experience.
Personas, user stories and scene analysis methods and tools.
Methods and tools for demand analysis, market forecast and research.
Analysis of competitors.
8. Business model design
Concepts and types of business models.
Business model design tools: business model canvas, quad-core business model, body mass index business model wheel, lean canvas, etc.
Scenarios and business models.
Business model analysis.
Financial analysis of product development.
Business case and business plan.
9, product design and testing
Design languages, processes and tools that product managers need to master.
Product architecture.
Industrial design.
Environment-oriented design.
Design for manufacturing.
Prototyping.
Sturdy design.
Patents and intellectual property.
Project management in product development. Common methods and tools.
Agile project management: XP, Scrum, Kanban, etc.
Risk prediction and control of new product development.
Methods and tools for product testing.
10, product marketing management
Marketing mix.
Estimate sales potential.
Market forecasting and market testing.
Product release plan, market plan or product operation plan.
Writing of advertising marketing copy.
Organization and implementation of marketing activities.
Marketing monitoring.
Pricing.
The tipping point theory, the establishment and maintenance of user community.
Ability to speak, write and design presentation documents.
Organization and implementation of product launch conference.
1 1, product life cycle management and delisting management
Product life cycle theory. Variant. Product strategies at different stages.
Crossing the gap and tornado theory.
Common marketing management theories and main marketing tools and methods.
Reasons for product delisting.
The method of product delisting.
Product delisting plan, meeting and project management.
Product manager's delisting responsibility and matters needing attention.