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Introduction
Product Management forms the backbone of all digital delivery teams. The essential skills and processes covered in this course are applicable in all digital projects, whether developing websites, web-based apps or software. This course covers the fundamentals of Agile and Scrum, and how to apply these essential key product management skills in a professional setting.
- Opportunity Discovery
- Agile Methodologies and Scrum
- Minimum Viable Product
- Go To Market Models
Opportunity Discovery
- Customer discovery interviews to uncover market opportunities
- Competitor and comparative analysis in opportunity discovery
- Discovering customer pain through user flows and journeys
- Market models for customer discovery: feature analysis and matrix models
- HMW statements, 36 stratagems, picture prompts and analogy thinking
- Trends & patterns: tech and trend matrix
Agile Methodologies and Scrum
- Understanding Agile vs traditional waterfall project management
- The 4 Values and 12 Principles of Agile, and and the Agile Manifesto
- Scrum as an Agile Methodology
- Kanban boards and sprint meetings
- Stories, SMART Objectives and OKRs
- Agile Project Management Tools
Minimum Viable Product
- Understanding MVP and Lean Startup by Eric Ries: prioritizing learning over product perfection
- Frameworks for MVP development: ser journeys and use flows for MVP development
- Quantitative vs qualitative feedback methods
- Continuous iteration: collecting, recording and implementing feedback
Go To Market Models
- Establishing product - market fit and the business case
- Validating user personas and value propositions
- Audience needs and matching expectations through visual language i.e branding, headline messaging, imagery and iconography
- Pricing strategy, business models and cash flow models
- Marketing plan: branding, lead generation, content, key channels
- Sales strategy and customer support: tools, resources, collateral, training
- Establishing KPIs and metrics for success
Product Manager, User Interface Designer, User Experience Designer, UX Researcher, Information Architect, Graphic Designer, Web Designer, Communication Designer, Production Designer, Interactive Designer, Art Director, Creative Director
Standard Course Fee: S$2,180.00
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SSG Funding Support |
Course fee |
Course fee payable after SSG funding, if eligible under various schemes |
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BEFORE funding & GST |
AFTER funding & 8% GST |
AFTER funding & 9% GST |
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Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding) |
S$2,000.00 |
S$648.00 |
S$654.00 |
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Enhanced Training Support for SMEs (ETSS) |
S$248.00 |
S$254.00 |
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SCs aged ≥ 40 years old |
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• NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.
Note: Course fee payment made before 1 Jan 2024 will be subject to GST at 8%, and payment made on or after 1 Jan 2024 will be subject to GST at 9%.
Mr Hanson Yap
Hanson Yap is an acclaimed Product Marketing Leader, boasting over 20 years of experience in Product Management, Marketing Strategy, and Leadership. He thrives at the nexus of Technology, Commerce, and Storytelling, utilizing data-driven insights to architect compelling marketing campaigns that resonate with audiences and drive significant product growth.
Hanson's journey spans across two continents, making an indelible impact on private companies and Fortune 500 giants, notably Microsoft and Apple. His portfolio features remarkable collaborations with influential partners such as Adobe, contributing to transformative projects that pushed boundaries and ignited growth.
His diverse expertise encompasses sectors from tech to retail, from in-house product management to marketing strategy. Hanson has consistently operated across various business models, including B2C, B2B, and partnerships, in both the hardware and software realms.
Hanson's voice resonates beyond boardrooms; he has been a compelling advocate for products and ideas, effectively shaping perception among key stakeholders from press to partner C-suite. His academic pursuits in Business and Information Technology, along with his accolades, underline his commitment to perpetual learning and excellence.
Hanson holds a Masters of Business (With Merit) from the Australian National University, and a Bachelor in Information Technology (Dean’s List) from the University of Queensland placing in the Top 15% of the Cohort giving him a Golden Key International Honour Society Award.
Beyond the professional sphere, Hanson is a certified lifeguard, an avid diver, and a tennis enthusiast, revealing a character shaped by discipline, passion, and a zest for life. His journey underlines a singular mission: To leverage his experience and skills to create meaningful, impactful experiences in the tech world - one product at a time.
Mr Joshua Wang
With over 10 years of experience in the tech industry, Joshua specialises in strategic communications, with focus on User Experience and consulting.
A former digital consultant in Ernst & Young, he provides consultancy services for enterprise businesses and engages with stakeholders and technology teams to define future digital experiences. Joshua is also a part of the UI/UX and Design Thinking panel for PIXEL’s project-based coaching and has provided training to Singapore-based start-ups and SMEs to enhance their user experience of digital products and services.
Josh is also passionate about giving back to the design community and believes that design education and knowledge should be made available for all and designers who are breaking into the UX space should be provided a platform to shine. He is a mentor on ADPList and Springboard and is also privileged to be in the top 10% mentors across Asia Pacific.
On the side, Joshua does illustrations and has the privilege to be commissioned by Microsoft to do up their office mural and got featured in CLEO magazine for his mural works.
