Product Management online short course

Course starts 2 November 2020

Course information

Registration Closes:
27 October 2020
Course Starts:
2 November 2020
6 weeks, excluding orientation.
7–10 hours per week, self-paced learning online.
ZAR R9,900
Payment Options
University of Cape Town (UCT)


Effective product management requires expertise in a range of different business areas. Consequently, practitioners in this field must be well equipped to perform a number of different roles in order to ensure that their company delivers competitive products that align with consumer needs.

On the Product Management online short course, you’ll be guided by faculty from Africa’s leading university1 as you gain a holistic understanding of all the steps involved in developing, branding, launching, and managing a viable product. More specifically, you’ll learn how to design a product strategy and comprehensive development road map, get familiar with the product innovation process, and create a go-to-market strategy for a new launch.

As the course content is relevant to many industries, you’ll find that you can apply the practical skills you learn in each module to various different business disciplines.

1QS Top Universities (2019)

Download course prospectus

What will set you apart

On completion of this course, you’ll walk away with:

  • The tools to conduct a detailed analysis of the market to inform product strategy
  • The ability to use strategic planning to manage the development of a product
  • The skills to create a concise marketing plan for the successful launch of a product
  • An understanding of how to use metrics to monitor and evaluate the performance of a product
  • A detailed product road map informed by your product vision and strategy

Is this course for you?

This course is ideal for working professionals who want to enhance their career prospects by building or improving their ability to successfully bring products to market. It is especially suitable for those working in the fields of marketing, sales, user experience, business analytics, project management, information systems, and technology.

Professionals who hope to use their knowledge of product development to boost business success may also benefit from this course, as will those seeking a practical product management toolkit for use in current or future roles.

Course curriculum

Learn how to support the commercial launch of a new product as you work through the weekly modules of this online short course.

  • Orientation Module Welcome to your Online Campus
  • Module 1 Market sensing: Strategic analysis
  • Module 2 Product strategy and road map
  • Module 3 Product innovation
  • Module 4 Product development planning
  • Module 5 Go-to-market strategy
  • 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

Gain a holistic view of product management and earn an official certificate of completion from the University of Cape Town. 

Your certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.


When do I start?

Our next available short course starts 2 November 2020.

Get More Information

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 an Enrolment Advisor 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 Advisor 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 Advisor, you can use the Online Campus to get in touch.