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CONTENTS

Illustrations
Preface
Introduction

MODULE 1
Foundations of Product Management
Introduction to Module 1

CHAPTER 1
What Is Product Management?
Question 1: What Is a Product?
Product Lines
Product Portfolios
Solutions, Bundles, and Systems
Product Elements and Modules
Platforms
Question 2: What Is Management?
What Does a Product Manager Really Do?
The Product Management Life Cycle Model
Question 3: What Is Product Management?
Product Management: A Holistic Activity
Summary: Why Product Management Matters

CHAPTER 2
The Product Master Plan
The Purpose of a Master Plan
Plans Change
The Format of the Product Master Plan
The Value of a Product Master Plan
An Insurance Policy for Consistent Communication
The Basic Construction of the Product Master Plan
Product Business Documents
Organizational Information
Product Business Information
Customer and Market Data
Financial Information
Resources and Tools
A Personal Library
A Product Management Library
Summary

CHAPTER 3
Leadership: Creating Influence
You Are Always on Stage
Stay Calm, Even When Your Hair’s on Fire
Transformation
Important Leadership Values
Leadership Behaviors and Mindset
Your Leadership Experiences
Evaluation and Personal Development
Summary

CHAPTER 4
Leveraging Teams to Get Things Done
Product Teams vs. Project Teams
Agile Project Teams
Team Membership
Teaming Is Not Always Easy
Building Blocks of a Cross-Functional Product Team
Team Membership
Multicultural Product Team Issues
Distributed Development Teams
Product Team Responsibilities
Cross-Functional Product Team Membership
Clarifying Roles and Responsibilities
The Functional Support Plan
Team Membership Across the Life Cycle
Cross-Functional Teams in the Global Arena
Cross-Functional Team Leadership
Summary

CHAPTER 5
Problem-Solving, Decision-Making,
and Prioritizing
The Importance of Decision-Making
Decision-Making and Problem Solving
Saving Grace: a Case Study About Decision-Making
Decision-Making Techniques
Combining Options
The Morphologic Box
The Decision Matrix
The Decision Tree
Analysis Paralysis and Rational Ignorance
Gut-Feel Decision-Making
Business Intelligence
Summary

CHAPTER 6
Finance for the Product Manager: Keeping
Score
The Language of Business
The Basic Financial Statements
The Income Statement
The Balance Sheet
Cash Flow
Demystifying Discounted Cash Flow
Financial Planning for Product Managers
Creating Business Cases for Product Investments
 Assembling Forecasts
Testing Planning Assumptions Using Sensitivity Analysis
Deriving Product Cost Models
Establishing Pricing Models
Preparing Product Budgets
Managing the Business
Making Sure the Product Is Achieving Its Financial Goals
Financial Ratios
Last Words on Ratios
Maturity Assessment: Placing the Product on the Life Cycle Curve
Using Scorecards and Other Evaluative Tools
Summary

MODULE 2
Building Insights and Driving Strategies
by Making the Market Your Primary Focus
Introduction to Module 2
Market Data Matters
Customer and Market Insights Are Vital
A Market Insights Development Process

CHAPTER 7
The Playing Field and the Players: Analyzing
the Industry and Competition
Becoming the Expert
What Is an Industry?
Putting Industry Evolution into Perspective
Carrying Out Industry Research
Securing Additional Data
Competitive Environment
Competitive Positioning
Gaining an Edge: Performance Counts
Competitive Intelligence in Your Company
Competitive Intelligence in Your World
Ethics in Competitive Intelligence
With Whom Do You Compete?
Competitor SWOT
How Do They Do What They Do?
Sizing Up the Competitive Landscape
The Final Analysis
Summary

CHAPTER 8
Finding Markets to Conquer by Understanding
Customer Needs and Market Segments
The Common Denominator in Segmentation: Customer Needs
How Markets Are Segmented
Market Segments Are Dynamic
Describing the Target Market
They Don’t Know What They Don’t Know
Planning and Carrying Out Customer Visits
Capturing the Voice of the Customer
Conducting Customer Interviews
Using Personas and Customer Narratives to Capture Needs
Capturing the Customer’s Journey
Associating Customer Needs with Product Features
Summary

CHAPTER 9
Preparing to Set Your Mileposts: Forecasting
for the Product Manager
Forecasting and Market Potential
Forecasts Are Built on Beliefs About the Future
Validating Assumptions and Applying Customer Preferences
Forecasting Is a Cross-Functional Exercise
Sales Forecasting
Validating the Forecast
Demand Planning
Summary

CHAPTER 10
Product Strategy Formulation
Strategy Is a Dynamic Continuum
Strategizing Is Like Solving a Puzzle
Cascading Strategies
Dynamic Strategy for the Product Manager
Strategy in Your World
The Product Strategy Formulation Process
Using the Product Strategy Formulation Process
 Baselining the Business of the Product
Organizing the Data
External Data: Industry and Competition
Customer Activity
Organizational Capabilities and Financial Health
Capturing Product Performance Data
Life Cycle State
The Marketing Mix
Company Resources That Contribute to the Product’s Business
Synthesizing Data and Identifying Opportunities
Your Product’s Future
Establishing Goals
Identifying Strategic Options
Linking Your Strategy to a Roadmap
Did We Get There?
Summary

MODULE 3
The Start of the Product’s Journey
Introduction to Module 3
Limits and Benefits of Processes
Importance of the Right Cadence
Faster Is Not Always Better, but It Can’t Hurt
Organization of the Chapters in This Module

CHAPTER 11
Making a Molehill Out of a Mountain: Linear
Product Planning and Prioritization
Linear Product Planning
What’s the Big Idea?
Categorization of Product Ideas
Sorting Out Opportunities
“So What?”: The Value Proposition for the Opportunity
Clarifying Your Identity with a Positioning Statement
Selection and Prioritization
Managing Rejected Opportunities
Securing Approval to Move to the Next Phase: The Concept Review
Is There Really a Business Here? Assessing Feasibility
Clarifying Roles, Responsibilities, and Deliverables
Marketing
Product Development/Engineering/IT
Finance
Customer Service
Sales/Account Management
Operations
Supply Chain
Legal/Regulatory/Compliance
The Business Case
Characteristics of Strong Business Cases
Activities and Sequencing
Business Case Structure
Section 1: Framing
Section 2: Customer Context and Problems
Section 3: Industry and Competitive Environment
Section 4: Overall Market Context
Section 5: Product or Solution
Section 6: Forecast and Pricing
Section 7: Scenario Planning
Section 8: Financial Analysis
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 Veterinary - Study Materials
Spring 2024 - Program

Prepared by: Assistant Prof. Garcia

Date: July 28, 2025

Abstract 1: Literature review and discussion

Learning Objective 1: Assessment criteria and rubrics
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 2: Theoretical framework and methodology
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 2: Diagram/Chart/Graph]
Learning Objective 3: Best practices and recommendations
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 3: Diagram/Chart/Graph]
Learning Objective 4: Theoretical framework and methodology
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 5: Historical development and evolution
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 5: Diagram/Chart/Graph]
Practice Problem 5: Ethical considerations and implications
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 6: Current trends and future directions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 7: Literature review and discussion
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Current trends and future directions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Problem-solving strategies and techniques
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Background 2: Research findings and conclusions
Remember: Assessment criteria and rubrics
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Experimental procedures and results
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Fundamental concepts and principles
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Ethical considerations and implications
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 14: Diagram/Chart/Graph]
Example 14: Research findings and conclusions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Comparative analysis and synthesis
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Case studies and real-world applications
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 17: Diagram/Chart/Graph]
Note: Critical analysis and evaluation
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Key Concept: Current trends and future directions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 19: Theoretical framework and methodology
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Test 3: Problem-solving strategies and techniques
Remember: Research findings and conclusions
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Assessment criteria and rubrics
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Interdisciplinary approaches
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 23: Diagram/Chart/Graph]
Remember: Problem-solving strategies and techniques
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 24: Experimental procedures and results
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Current trends and future directions
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 26: Diagram/Chart/Graph]
Example 26: Ethical considerations and implications
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 27: Theoretical framework and methodology
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 28: Diagram/Chart/Graph]
Example 28: Comparative analysis and synthesis
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 29: Diagram/Chart/Graph]
Definition: Interdisciplinary approaches
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Lesson 4: Statistical analysis and interpretation
Definition: Comparative analysis and synthesis
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Remember: Critical analysis and evaluation
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Study tips and learning strategies
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Key terms and definitions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Problem-solving strategies and techniques
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 35: Historical development and evolution
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 36: Literature review and discussion
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 37: Historical development and evolution
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Key terms and definitions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Experimental procedures and results
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Summary 5: Learning outcomes and objectives
Example 40: Best practices and recommendations
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 41: Diagram/Chart/Graph]
Example 41: Theoretical framework and methodology
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 42: Diagram/Chart/Graph]
Remember: Historical development and evolution
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Assessment criteria and rubrics
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 44: Diagram/Chart/Graph]
Example 44: Assessment criteria and rubrics
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Practical applications and examples
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 46: Ethical considerations and implications
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Research findings and conclusions
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 48: Study tips and learning strategies
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 49: Practical applications and examples
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 50: Diagram/Chart/Graph]
Abstract 6: Fundamental concepts and principles
Remember: Current trends and future directions
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Practical applications and examples
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 52: Diagram/Chart/Graph]
Example 52: Current trends and future directions
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Study tips and learning strategies
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Case studies and real-world applications
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Critical analysis and evaluation
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Example 56: Historical development and evolution
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 57: Fundamental concepts and principles
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
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