Digital Product Strategy

Overview

Building a successful digital product is more than having an idea and building it with the latest technology. The journey to crafting an effective strategy involves researching the market, understanding the competition, and conversing with your potential customers to formulate market positioning. Together with a sustainable business model and long-term marketing plan, these elements of product strategy will help you launch a product that customers love to use.

Digital Product Strategy (DPS) is a practice-oriented course designed for product professionals and digital strategists to develop their expertise in successful strategy curation and execution.

Over the span of 4 weeks, this programme will guide participants in formulating a product vision supported by market research, developing a Go-To-Market strategy that aligns with the organisation’s portfolio and continuously evolving an MVP while building customer loyalty.

Participants will acquire skills through pre-readings, lectures, in depth case discussions and team project to develop digital product strategies to launch and sustain their digital products. Participants are welcome to bring their product ideas as the case for the team to work on in class. The teams will present their strategy to an industry panel for assessment, feedback and continuous learning.

This programme is part of the Digital Products & Platforms and Software Systems series offered by NUS-ISS. It is part of the Graduate Certificate in Designing and Managing Products and Platforms, which is stackable to a Master of Technology in Software Engineering.  

Key Takeaways

• Understand the challenges of the digital product eco-system that the product strategist operates in
• Acquire key skills to develop a strategy for the entire digital product lifecycle - from strategy to development, launch, growth and exit
• Demonstrate understanding and skills acquisition by working in teams to develop and present their digital product strategy to a panel of industry product leaders for assessment

Who Should Attend

• Please refer to the job roles section.
• The programme is designed for managers and professionals in the digital product ecosystem working on corporate planning, strategy, business or product portfolio.
• Participants are expected to interact to share views and experiences while working with their respective teams.

Prerequisites

• Participants should have some work experience in project or product areas with a strong interest in how digital products and services enhance business transformation and competitiveness.
• Participants who are new to product management are strongly encouraged to attend the Managing Digital Products to enhance their learning experience for DPS.
• This is an intensive, fully hands-on programme, and participants are expected to do prior readings, class preparation and project work outside of in-class sessions over a 4-week period. Each participant is expected to spend 4-6 hours per week to work on case discussions and class assessment outside of class sessions.