Bachelor of Arts in Product Management
Product managers develop strategies and concepts for digital products, coordinate their development, analyze and validate ideas and help them grow.
Product managers are responsible for identifying potential new products/markets, generating requirements, and developing product-introduction and marketing strategies.
During your product management bachelor program, you will learn how to perform these tasks by gathering and analysing data. You will learn to base your decisions on theoretical and practical insights from the fields of business economics, data science, design thinking, marketing, and project and talent management.
You must continually increase your learning, the way you think, and the way you approach the organization.Indra Nooyi, CEO bei Pepsico
The most effective way to learn is not by passively absorbing selected facts and ready-made content to reproduce for the next exam. Information is best remembered when it is embedded in a context of practical meaning. That’s where curiosity-driven education comes into play.
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Questions? Do not hesitate to contact us!
The program is focused on a set of modules that explore the range of
the discipline product management. As a future product manager, you will choose the modules you want to explore.
Communication & Presentation
Customer Discovery & Market Research
KPIs & Data Analysis
Product Innovation & Definition
As part of an interdisciplinary learning experience, many modules offered by the Interaction Design and Software Engineering departments are
also credited towards the Product Management bachelor degree.
As a successful product manager, your feet rest firmly on a solid foundation of business economics, marketing and data analysis, while your eyes are fixed on the sky: dreaming up valuable, usable and feasible visions for new products and software solutions. In order to successfully design and implement a new product, product managers have to be passionate about all aspects of the product – from software engineering and technical features, to front-end and interaction design. Fluent in coder-speak, product managers have their artsy designer vocabulary at the ready and shine in board-room management presentations.
We will not tell you, what (or who) you will be after graduating at CODE – this decision will be totally up to you. But to give you an idea, we recommend you head over to Digitale-leute.de for some very interesting interviews with product managers from the digital economy.
Communication is key for a PM. The students will learn to communicate clearly and efficiently with stakeholders, the team, management, investors etc. They will learn how to “sell” ideas in an appealing way, how to structure a presentation and what influence nonverbal communication has during a presentation.
The students will learn how to analyze social, cultural, technological and legal developments that could influence a business and its products & services. Furthermore the students will get an overview about market indicators such as market size, potential, development and segments as well as get insights how to audit an organization and its environment, e.g. SWOT, portfolio, value chain analysis; and we will look at models to analyze the competitor and supplier landscape, e.g. Porter’s 5 Forces, value chain analyses.
In this class, you will learn how to utilize data for decision making. As an alternative way to intuition and questionnaires, testing has proven to be more effectful in determining customers’s wishes. After completion, you will know about the shortcomings of A/B tests compared to scientific studies, the correlation does not causation problem, which KPIs are relevant and common pitfalls and how to use statistics effectively to increase business success.
After an introduction in the basic models of consumer behavior as theoretical foundation for product marketing initiatives students will get an overview over marketing strategies and then acquire in-depth knowledge about important marketing instruments in the internet/mobile age, for B2B and B2C sales processes.
Software engineering isn’t just about programming. It especially isn’t just about building a technology stack either. It is about understanding customer’s need and wishes in a world where every problem description is underspecified, the voids need to be filled by experience, by asking the right questions, and by speaking the right language. The goal is to learn different ways of specification, how to establish models that can be understood by engineers, product managers and clients, and which questions to ask as well as advantages and shortcomings of different approaches.
This module provide students a hands on overview about product discovery with lean UX practices and product design thinking. Starting to learn how to format a product discovery team and proceeding through lean UX practices, students will design a product with measurable impact. As part of the discovery process, students will use opportunity mapping, pragmatic personas, story mapping and story splitting and simple, visual design ideas. This module will help to build products, that customers love, strong product backlogs as well as providing insights into continuous product discovery.
Students will learn how to apply general agile practices to their current and future projects. They will be able to self-organize, to run meetings and ceremonies (daily, planning, refinement), to improve their communications without an overhead of boring meetings. Finally they will acquire skills valuable on the job market – hands-on experience with agile. Furthermore students will familiarize themselves with a wide variety of software process models from throughout history. They will learn about basic software process models, like the Waterfall model and its applications and when to use which development model.
The students will learn how to manage the entire product life cycle from product idea and vision, over product release to optimization and even to product discontinuation. This includes prioritization and timing decisions, balancing conflicting goals, timelines and upholding agility. The students will develop their leadership skills, getting to know different management styles and learn best practices from different “leaders”.
While this module is focused on the specific tasks of partnership management from a practical side it does also include excursions into the management and usage of APIs and technology supported sales methods. The legal aspects regarding the EU General Data Protection Regulation and other pitfalls when cooperating with business partners will also be addressed.
Students will learn about the definition of culture and its application in global organizations. They will be familiar with various cultural dimensions and standards, their creators and the limits of their use in practice. They will learn about important basic terminology and intercultural concepts and will be able to implement their knowledge appropriately in complex intercultural situations. Concrete fields of application for intercultural management are in organizational development, mergers and acquisitions, marketing, communication, negotiations, project management, leadership, team development and human resource development. Students will be able to analyze and evaluate real-life case studies from intercultural perspectives.
This module introduces the psychological processes behind the behavior of consumers and how they make their decisions. All consumers are similar in that they all have needs and wants, but all are different in that they have different consumption patterns and consumption behavior. You will then learn about the application of consumer behavior and how studying it helps to formulate appropriate marketing and product strategies for consumers and their environment. You will learn how the study of consumer behavior may be applied to market segmentation and positioning and the decision making process.
Scaling the business is probably the most important issue in a startup. In this module students learn how to focus on the right tasks at the right time, going for the right ideas.