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BUS 62 W — Fundamentals of Product Management

Quarter: Winter
Course Format: Online (System Requirements)
Duration: 10 weeks
Date(s): Jan 13—Mar 20
Drop Deadline: Jan 16
Units: 2
Tuition: $775
Instructor(s): Kunal Punjabi
Limit: 65
Status: Closed
Please Note: The full tuition refund deadline for this course is January 16th at 5:00 pm (PT); 50% tuition refund deadline is January 21st at 5:00 pm (PT)
Jan 13—Mar 20
10 weeks
Drop By
Jan 16
2 Units
Kunal Punjabi
Please Note: The full tuition refund deadline for this course is January 16th at 5:00 pm (PT); 50% tuition refund deadline is January 21st at 5:00 pm (PT)
Want a career that hones your hard and soft skills while helping create positive change in people’s lives? If so, product management—a highly influential and sought-after role in business today—might be right for you. This hands-on course will cover the core skills needed during the entire product management lifecycle. We will learn how to generate ideas; validate opportunities with market research and customer interviews; and craft an effective vision, strategy, and roadmap. Students will also learn to create effective product and UX (user experience) designs and iteratively get to product/market fit with an MVP (minimum viable product), while utilizing frameworks like AARRR (consumer metrics) and Jobs to Be Done. We will explore how to define and track the right metrics; optimize for conversion, growth, engagement, and retention; and accelerate learning using techniques of continuous discovery and delivery. This course will also cover the collaborative aspects—working in Agile and Scrum teams, writing effective specifications and user stories, communicating and collaborating effectively with stakeholders, and growing in your PM career. Students will actively participate throughout the course and gain hands-on experience with quizzes, assigned readings, and a project in product design to drive the learning home. You will finish the course knowing how to avoid common pitfalls and be empowered to truly succeed in the field of product management.


  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 65 participants.

  • Frequent interaction with the instructor.
    You aren't expected to work through the material alone. Instructors will answer questions and interact with students on the discussion board and through weekly video meetings.

  • Study with a vibrant peer group.
    Stanford Continuing Studies courses attract thoughtful and engaged students who take courses for the love of learning. Students in each course will exchange ideas with one another through easy-to-use message boards as well as optional weekly real-time video conferences.

  • Direct feedback from the instructor.
    Instructors will review and offer feedback on assignment submissions. Students are not required to turn in assignments, but for those who do, their work is graded by the instructor.

  • Courses offer the flexibility to participate on your own schedule.
    Course work is completed on a weekly basis when you have the time. You can log in and participate in the class whenever it's convenient for you. If you can’t attend the weekly video meetings, the sessions are always recorded for you and your instructor is just an email away.

  • This course is offered through Stanford Continuing Studies.
    To learn more about the program, visit our About Us page. For more information on the online format, please visit the FAQ page.

No specific product management experience or knowledge is required.

Kunal Punjabi, Founder, KeenBrain

Kunal Punjabi has led the conception, execution, go-tomarket, and growth of several products, including Treat, Bills.com, and Freedom Debt Relief. Previously, he was senior director of product management and head of user experience at Freedom Financial Network. He received an MS from Georgia Tech.

Textbooks for this course:

(Recommended) Laura Klein, UX for Lean Startups (ISBN 978-1449334918)
(Recommended) Gayle Laakmann McDowell, Cracking the PM Interview: How to Land a Product Manager Job in Technology (ISBN 978-0984782819)
(Recommended) Nir Eyal, Hooked: How to Build Habit-Forming Products (ISBN 978-1591847786)