CAS Product Management: Customer and value-oriented

Strategy – Practice - Leadership

The product manager is like a Swiss Army Knife, someone prepared for all contingencies. In this Certificate of Advanced Studies, we will de-mystify this complicated profession through well-established knowledge, relevant practical exercises and reflection. We will be visiting companies that demonstrate excellent customer orientation through inspiring, values-oriented leadership. In the end, you’ll have a diverse toolbox for your everyday challenges and a transformed idea of how product management serves people and the planet.

Equipped with a comprehensive toolbox for daily work

The highlight of the CAS was the visit of two companies that actively implement value-oriented product management. The exchange with the driving CEOs was extremely valuable to understand the background as well as the motivation to implement such a "sustainable" strategy. I can recommend the CAS to all product managers who want to expand their skills to better fulfill their role as "Mini-CEO".

Sven Biellmann - Produktmanager Ecosystem, Finnova

Topics on product management:

Introduction to marketing
product ideation
Product development
Everyday product management
marketing controlling and portfolio management

Topics on customers:

Understanding customers (customer insights)
Value proposition canvas
Jobs-to-be-done
Customer journey

Topics on leadership and values:

The individual and values
Teams and values
Firm values
Values focused on product and service development

A highlight is the study trip to Lindau on Lake Constance. During three days you will visit companies in Germany and Austria that apply value-oriented product management (e.g. Vaude).

Nikolina Fuduric - Programmleitung

Have knowledge and skills in PM and be able to use these meaningfully in your everyday challenges.
Orient yourself by using a holistic strategic and operative toolbox of methods, frameworks and knowledge.
Know the traps of translating customer insights into product/service decisions
Understand how to engender a cooperative and kind informal authority through our discussions on values-oriented management/business.
Be able to initiate, plan and present a business case to management and implement it successfully.