|Module / ECTS / Path / Specialisation||Module :Digitalization : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
Product Managers play a pivotal role in winning digital organizations: they combine creativity with data analytics to develop the product. Whether it is a website or an application, they are expected to constantly innovate at the very heart of the product’s features and customer journey.
This course will focus on the challenges of product management, driven by two major objectives: improvements to the user experience (also called UX) & conversion (percentage of users completing a desired task, i.e. subscribing).
Students will develop a strong understanding of the following key topics applied to any website or mobile application:
• The user conversion funnel and opportunities for optimization
• Executing creative ‘Growth Hacks’
• Methods of measuring and increasing user engagement
• User acquisition strategies for any organization selling goods/services online
• Tracking, web analytics and executing A/B tests
- Present user conversion funnel and opportunities for optimization
- Explain decision making with data analytics
- Produce creative Growth Hacks
- Analyze a Product’s strenghts and weaknesses
- Synthesize their thoughts and ideas with a user-centric presentation
- Summarize their ideas and analysis within a 20mn presentation
Overview of successful digital strategies (Whatsapp, Wechat, …) - why are they worth the billions they are today? Introduction to « Growth Hacking »: how to creatively grow a product’s user base quickly and cost-effectively. Interesting stories and case studies based on companies such as Hotmail, Instagram, & Airbnb.
The first step in the life of a digital product is the acquisition of users. Beyond friends and family, products will often need to turn to « Performance Marketing » methods to accelerate their growth. Put more bluntly, this means buying users through a variety of channels (SEA, Banner Ads, Youtube Pre-Roll, etc…) and balance this cost to achieve a healthy ROI.
When a user begins their journey, they are expected to complete a series of actions to achieve the product’s benefit(s). Onboarding, landing page optimization, and social login are just some of the tools that can aid in bridging the user towards this initial usage.
After the user has completed their initial session, most products hope for a return visit. Push notifications, emails, and retargeted ad campaigns, among other strategies, can be crucial during this delicate stage of product adoption.
Whether it is a short or long-term goal, revenue forms the basis of any sustainable business model. The ability to monetize is often a key success indicator - but increasing the top line should not be done at all costs. While special offers, bundles and promotional messages could increase revenue, using them should be carefully considered.
Data is not always enough to understand user behaviors. Observing usability test participants play with your product could be an eye-opening (and sometimes funny) endeavor.
Presentations & Feedback
Each group will present their work during this 3-hour session. A Q&A will follow each presentation.
Tech news :
- Tech crunch: https://techcrunch.com/
- Product Hunt : https://www.producthunt.com/
Designing for Emotion – Aarron Walter – 2011
The Lean Start Up – Eric Ries - 2011
Such behaviors as...
... may lead to expulsion from classes.