Digital Product Management and AI

The Digital Product Management and AI program at CATÓLICA-LISBON | Executive Education was designed to empower managers and professionals to lead the creation and management of digital products in an era driven by Artificial Intelligence. With a total duration of 21 hours, the program is delivered online and combines strategic knowledge, applied practices, and innovative user-centered methodologies enhanced by AI.

The Importance of Digital Product Management:
According to Forbes, from 2000 to 2020, around 52% of the companies on the Fortune 500 list became obsolete, as many of them lacked the ability to keep pace with digital evolution. It is therefore essential to have qualified professionals capable of developing, launching, and managing digital products, integrating this knowledge into their daily work and helping their organizations keep up with the rapid pace of digital transformation while gaining an advantage over competitors.

Who is this program for:

This program is ideal for professionals who:

• Are product managers, innovation leaders, entrepreneurs, and professionals in technology, marketing, design, or strategy.

• Want to gain an integrated perspective on digital product management.

• Seek to understand the role of Artificial Intelligence in product development and growth.

What makes this program transformational:

• Develop digital product management skills, from ideation to execution and growth.

• Apply Artificial Intelligence techniques to optimize discovery, prototyping, and decision-making processes.

• Understand and apply prioritization frameworks, success metrics, and monetization strategies.

• Strengthen leadership and effective collaboration in cross-functional teams.

• Enable professionals to use AI as a strategic and operational leverage tool.

Program Structure

Discover the learning modules and unlock your full potential.

The role of the Product Manager and working with cross-functional teams

Setting the Pace

Understanding users and defining opportunities

Key digital skills organizations should invest in to leverage the technological revolution;
How to leverage new technologies to transform organizations, with the goal of increasing sales, reducing costs, or creating new businesses;
Key digital competencies to consider in an organization's digital transformation;
The role of customer experience, digital operations management, and the business model in an organization's digital transformation.

Validation and prototyping with AI and Vibe Coding

Vision and strategy for a digital product;
What potential customers look for in digital products;
Designing a process aimed at translating customer needs into problem-solving products, using various frameworks such as: Jobs-to-be-Done, Personas, User Interviews, and the Value Proposition Canvas.

Prioritizing, creating, and executing a product strategy

Create and validate a prototype with potential customers of the product;
Design Thinking methodology and Design Sprint process:
Problem / opportunity;
Exploration of ideas and narrowing down to the most promising one;
Creation of a storyboard and prototype;
Conducting interviews with potential customers to validate whether the product solves the identified problem;
Incorporating the findings into a product requirements document.

Managing and succeeding in a product team

Develop websites and applications quickly without the need for coding.

Growing in product leadership and using AI to leverage

Group presentations

Agile Development Methodologies (Scrum and Kanban) ensuring continuous deliveries according to the defined roadmap.