Product Strategy and Planning

This unit guides students through the middle stages of the product management lifecycle, covering ideation, market research, persona-driven design, scoring and prioritization, business case development, forecasting, and go-to-market planning (beta, launch, roadmaps, and retirement). It also develops leadership and stakeholder engagement skills needed to document strategy, secure executive buy-in, and create a repeatable product process that balances trade-offs between scope, time, and resources.

Learning Objectives

• Analyze product lifecycle stages, persona insights, and market research findings to produce a prioritized list of product opportunities using scoring models
• Apply qualitative and quantitative market research and forecasting techniques to develop a documented business case with validated demand estimates and launch goals
• Demonstrate the ability to design go-to-market elements—including beta programs, timed-release roadmaps, and product retirement plans—that align with product strategy and market needs
• Evaluate leadership approaches and stakeholder concerns to secure executive buy-in and define a repeatable product process that balances trade-offs among scope, schedule, and resources