Marketing Management: What Is It and Why Does It Matter?
January 22, 2025
Article
Sharpen your product development skills. Create a new product or service from an original idea
Instructor: Michael J. Readey, Ph.D.
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(19 reviews)
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Beginner level
No prerequisites required, but it is recommended learners complete courses in order
(19 reviews)
Recommended experience
Beginner level
No prerequisites required, but it is recommended learners complete courses in order
Gain a foundational understanding of innovation, product design, and development principles.
Explore the importance of product strategy and learn practical tools for idea generation and project execution.
Explore corporate product management, team dynamics, and culture's role in innovation while enjoying the process.
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In this specialization, learners explore the processes used by successful companies to develop products customers want to buy. They begin by examining product strategy and how companies decide which types of products businesses need to develop. They define the market and business opportunity and how companies create new product concepts to meet this need. Learners also explore the role of product management, including how successful companies execute product planning, maintain a portfolio of product development projects, and integrate advances in technology into the product planning process. Finally, learners examine the tools and design strategies to ensure products have a minimal environmental footprint and other concepts behind the Circular Economy.
This specialization can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.
Applied Learning Project
Learners will complete a series of multiple choice quizzes, peer reviews, and programming assignments designed to apply skills in product development. Additionally, learners will create both digital and physical prototypes that represent a product idea.
Learn why product and technology strategy is critical to successful product development.
Analyze different product development processes and how they are used.
Apply the techniques of portfolio management to optimize multiple product development efforts.
Learn the different ways companies build high-performance teams, and the roles of each team member in the successful launch of new products.
Learn and apply design thinking tools to the product innovation process.
Develop a product specification that meets critical customer requirements (CCRs).
Learn the tools to generate a variety of product concepts that satisfies the CCRs.
Learn and apply the methods to down-select the many product concepts to the critical few using prototyping and team-based evaluation techniques.
How to design a compelling marketing brochure.
How to create a spreadsheet of a financial business case.
How to construct a prototype of your product concept.
CU Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
This Specialization is part of the following degree program(s) offered by University of Colorado Boulder. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
This Specialization is part of the following degree program(s) offered by University of Colorado Boulder. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
University of Colorado Boulder
Degree · 2 years
University of Colorado Boulder
Degree · 24 months
University of Colorado Boulder
Degree · 24 months
University of Colorado Boulder
Degree · 2 years
¹Successful application and enrollment are required. Eligibility requirements apply. Each institution determines the number of credits recognized by completing this content that may count towards degree requirements, considering any existing credits you may have. Click on a specific course for more information.
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This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.
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