Product Management online short course

Course starts 2 March 2020

Course information

Registration Closes:
25 February 2020
Course Starts:
2 March 2020
6 weeks, excluding orientation
7 - 10 hours per week, entirely online
ZAR R9,900
Payment Options
University of Cape Town (UCT)
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According to the McKinsey Product Management Index, a survey taken by Product Managers from leading software companies, the days of an average Product Manager will be so fragmented, they will not spend more than 18% of their time on any one activity.1

From defining product strategy or product requirements to engaging with partners and reviewing metrics, a Product Manager is expected to prioritise ruthlessly, but fewer than half of the Product Managers surveyed,
feel prepared to play each individual role expected of them.2

In the Product Management online short course from the University of Cape Town (UCT), you’ll discover how to develop a comprehensive product roadmap, create a go-to-market strategy for your new product, and discuss each imperative step of the product development innovation process.

The skills you learn on this Product Management online short course may be applied to various business disciplines, making this course inclusive of many industries.

1McKinsey&Company (Nov, 2018).
2McKinsey&Company (Nov, 2018).

Download course prospectus

What will set you apart

Earn a certificate from UCT in this product management online short course and be empowered to:

  • Complete a strategic analysis of the market as part of developing a product strategy
  • Evaluate product-mix strategies to determine commercially viable product development in your organisation
  • Create a concise marketing plan to successfully launch a product
  • Propose metrics to monitor and evaluate the performance of a product
  • Learn how to develop a product roadmap informed by a product strategy

Course curriculum

Take ownership of your future role growth as you follow your learning path through the weekly modules of this online course:

  • Orientation Module: Welcome to your Online Campus
  • Course Module 1: Market Sensing: Strategic Analysis
  • Course Module 2: Product Strategy and Roadmap
  • Course Module 3: Product Innovation
  • Course Module 4: Product Development Planning
  • Course Module 5: Go-to-market Strategy
  • Course Module 6: Product Performance Management

A powerful collaboration

This University of Cape Town online short course is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you gain a holistic view of product management and all aspects of the product lifecycle.

Your teaching team

The design of this online course is guided by the University of Cape Town faculty and industry experts who will share their experience and in-depth subject knowledge with you throughout the course.

Course Convenor

Siphiwe Dlamini

Siphiwe Dlamini

UCT Lecturer

Dlamini is a lecturer at the UCT School of Management Studies where he teaches Strategic Marketing, Retail Management, and Services Marketing at a postgraduate level. He is also a PhD candidate at the University of the Witwatersrand. His thesis focuses on improving the branding of South Africa’s Technical and Vocational Education and Training (TVET) colleges.

Head Tutor

Lionel Khoza

Lionel Khoza

Senior Manager

Lionel is a PhD candidate, who holds a Master of Business Leadership from the Unisa Graduate School of Business Leadership and is completing a Master of Management in Strategic Marketing with Wits Business School. Lionel further holds a BCom and Honours degree in Marketing Management from Unisa, and an Advanced Diploma in Project Management and Postgraduate Diploma in Programme Management from Cranefield College.

Lionel is a highly experienced strategic product manager with more than 10 years of experience. He is currently working for a global ICT company as product portfolio manager, a senior management position where he is required to lead a team of product specialists in developing and managing customer-centric innovative product.

He is also a partner and chief marketing officer of a small research firm, which focuses on both qualitative and quantitative research projects with contracts in both the public and private sector. Lionel is also working for Unisa as a teaching assistant for a third-year strategic management course.

Earn a certificate of completion from UCT

Get recognised for your knowledge when you earn a certificate of completion from the University of Cape Town – and use it to set yourself apart as a product developer and manager.

Your certificate will be issued in your legal name and couriered to you, at no additional cost, upon successful completion of the course, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the University.


When do I start?

Our next available short course starts 2 March 2020.

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Enter your information below to view the course prospectus from GetSmarter.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with a Course Consultant here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Manager who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Manager, you can use the Online Campus to get in touch.