产品经理ProductManagement能力与知识.ppt

* * * * * * * * * * * * * * CHECK AGAIN * * * * * * * * * * * ?2007 Mohan Sawhney Page * Everything You Wanted to Know about Product Management(but were afraid to ask!) Mohanbir Sawhney McCormick Tribune Professor of Technology Kellogg School of Management Presentation to TMP High-Tech Club April 16, 2007 Why you should be here today Product management is the most common role that Kellogg marketing majors will find themselves in, on their first job. Despite this: There is a lot of ambiguity about the roles and responsibilities of product managers in the industry. Kellogg currently has no course on product management, so students really don’t know what to expect. To plug these gaps, I have been working on a research project aimed at identifying best practices in product management. We have conducted depth interviews with 25 product managers in a wide range of companies. We have also surveyed 200 product managers to identify the drivers of high-performance product management. The purpose of my talk is to share what I have learned in this project, so that you can be better prepared for product management careers. Agenda What is product management? Definition of product management Differences in product management across business contexts What do product managers do? Roles and responsibilities of product managers Product management activities across the product life cycle Deliverables for product managers Important interfaces for product managers What makes a good product manager? Knowledge domains for product managers Key skills and personality traits What do high-performance product management organizations look like? Determinants of high performance product management organizations Most admired companies in product management Defining product management As a product manager, I have a responsibility to my customers (current and future) to release a product that meets and exceeds their needs – even if they are not fully aware of their needs. I a