Product managers sit at the intersection of customer needs, business strategy and technology — guiding teams in building products that solve real problems and deliver value. Designed for professionals looking to transition into product management or strengthen their product leadership skills, UC Davis CPE's Product Management Strategy and Innovation Program will help you develop practical skills in product strategy, user research, road mapping and agile product development. No prior product management experience required.
What You'll Learn
- Product Strategy and Discovery
You’ll explore the foundations of product management, including what product managers do, how the role differs from related functions and how Product Managers collaborate across engineering, design, marketing, sales, support and business teams.
You’ll also learn how to map the customer journey, identify pain points and use research methods to better understand user needs and product opportunities.
- Research, Segmentation and Data-Informed Decisions
- You’ll learn how to evaluate customer feedback, choose the right research methods and apply behavioral insights ethically. You’ll also analyze customer and market data to create user personas, identify meaningful segments and make data-supported product trade-offs.
- Roadmaps, Prioritization and Product Design
- You’ll use design thinking, prototypes, proofs of concept and accessible product requirements to test and communicate product ideas. You’ll also learn how to translate customer outcomes and product features into clear value propositions that align product, marketing and sales teams.
- Launch, Growth & Go-to-Market
You’ll assess demand timing, scarcity and push-pull strategies to plan product releases that build interest without undermining customer trust. You’ll also plan beta releases, pilots and market tests with clear goals, success criteria, target audiences and feedback mechanisms.
You’ll compare direct, indirect, digital and traditional distribution models to recommend channels that support product goals and customer experience.
- Product Quality, Risk and Lifecycle Management
You’ll connect product strategy to execution, manage course corrections and evaluate product quality, risk and success metrics. You’ll also develop contingency plans and communication strategies that protect customers, stakeholders, trust and brand integrity during product or market challenges.
Later in the course, you’ll use market signals to guide lifecycle decisions such as investing, repositioning, bundling, sunsetting, brand extension and cannibalization.
- AI for Product Management
- You’ll learn how AI can support product management tasks, including research, analysis, prototyping, workflow support and career preparation. You’ll also finalize your project experience and learn how to present your product management work on your resume, LinkedIn profile or portfolio.
Hear From The Instructor
Who is this Program For?
This program is designed for professionals who want to move into product management roles or expand their understanding of how successful products are developed.
- Design and user experience professionals
- Engineering and software development professionals
- Marketing and product marketing managers
- Data analytics and business intelligence professionals
- Customer success professionals and managers
- Project and program managers
- Sales and business development managers
- Professionals in product roles who want to deepen their skills
Move Toward a Product Manager Role
This program helps you translate your experience into practical product management skills and portfolio-ready work.