Did you know product management began in the 1930s during the Great Depression? The concept of a “brand man,” an individual focused entirely on managing a specific product rather than a broader business role managing a product, laid the foundation for the modern role we see today.
Today, product management is one of the fastest-growing and most in-demand careers. In simple terms, a product manager oversees a product’s journey from conception to launch, bringing a clear vision to life and defining what success looks like at every stage. This role blends creativity, strategy, and collaboration, involving the design, development, and marketing of products or product lines.
Curious about what it takes to thrive in this exciting field? In this article, we’ll explore the responsibilities, essential skills, career paths, and beyond while highlighting how an advanced degree like EDHEC’s Online Master of Science in Strategic Marketing can help you stay ahead.
What Does a Product Manager Do?
One of the primary responsibilities of a product manager is to ensure that the product aligns with market needs and meets consumer expectations. The role revolves around shaping a clear product vision, setting strategic objectives, and outlining a detailed roadmap to guide the product’s development.
Key Responsibilities
Product managers play a critical role in overseeing various aspects of product development and management, including:
- Defining a clear product vision and effectively communicating it to stakeholders
- Researching customer needs and market trends to inform product decisions
- Collaborating with teams across functions
- Managing the entire product lifecycle while incorporating feedback for ongoing improvements
- Developing detailed specifications and business requirements
- Coordinating closely with engineering teams to align on product features
These responsibilities are essential for delivering successful product launches and adapting products based on user feedback. Additionally, product managers often analyse competitors to identify strengths, weaknesses, and opportunities for differentiation, helping to refine both product development and marketing strategies to highlight the product’s unique value.
Beyond the initial launch, they monitor product performance using analytics to understand user behaviour and satisfaction. This data-driven approach guides decisions for future updates, ensuring the product stays relevant and continues to meet user needs.
What Are the Four Ps and Why They Matter?
The Four Ps—product, price, promotion, and place—are central to a product manager’s role. A product manager applies these principles by collaborating with production and sales teams to develop and refine products, considering market positioning. They also work closely with the marketing team to drive sales and implement effective marketing strategies.
What Skills Are Needed to Be a Product Manager?
A successful product manager combines deep market insight with strategic business acumen to enhance product features and effectively manage the product backlog. Here are the key skills needed to thrive in this role:
- Analytical Skills:
Conducting competitive analysis and market research to identify opportunities and inform decisions.
- Commercial and Managerial Skills:
Leading product teams, maintaining the product roadmap, and ensuring smooth execution of projects.
- Strong Communication and Collaboration:
Clearly articulating the product vision and strategy to stakeholders and collaborating with cross-functional teams.
- Technical Understanding:
Grasping the technical aspects of the product to facilitate effective communication with development teams.
- User Experience (UX) Insight:
Understanding user needs and ensuring the product delivers a positive user experience.
- Leadership and Team Collaboration:
Inspiring and guiding teams towards a unified product vision.
- Adaptability, Agility, and Resilience:
Adjusting strategies in response to market changes and overcoming challenges seamlessly with cross-functional teams.
- Technical Understanding:
Grasping the technical aspects of the product to facilitate effective communication with development teams.
These skills form the foundation for managing products effectively and driving success in a competitive market.
Understanding the Difference Between a Product Manager and a Product Owner
Product Manager (PM): PMs focus on defining the product’s vision, strategy, and market fit. They engage with external stakeholders, conduct market research, and collaborate across departments to align the product with business goals.
Product Owner (PO): POs translate the PM’s vision into actionable tasks. They manage the product backlog, prioritise development tasks, and act as the main liaison between internal teams and the development team.
What Are the Key Differences:
- PMs have a strategic focus on the product lifecycle, while POs handle tactical execution within the development process.
- PMs interact more with external stakeholders, whereas POs primarily engage with internal teams.
- PMs decide “what” the product should achieve; POs focus on “how” to build it.
In summary, product managers drive the product’s overall direction, while product owners ensure effective execution. Both roles are essential for delivering successful products.
What Is Agile Product Management?
Many product managers and product owners work within the agile framework, a popular methodology in product development. Agile product management focuses on flexibility, iterative improvements, and customer feedback. Unlike traditional approaches, agile allows teams to adapt to changing requirements and continuously refine the product.
In agile software development, product management guides the product through several iterations. The project scope can change, but the resources stay the same, meaning less time is spent planning upfront. Instead, teams adjust as they go, using customer feedback and reviews to shape each stage of development. Agile product managers play a crucial role in keeping the team aligned with the product vision while integrating customer insights effectively.
Because of this iterative approach, agile product managers often work more closely with technology teams, ensuring smooth communication and progress at every step.
How to Become a Product Manager
What Qualifications Do I Need to Be a Product Manager?
Becoming a product manager requires a combination of the right qualifications, skills, and experience. While there is no single path into this dynamic role, aspiring professionals often benefit from a mix of formal education, hands-on experience, and mastery of industry tools. Whether you’re transitioning from another field or starting fresh, understanding the key qualifications can set you on the path to success. Below are the essential steps to build a career in product management:
1. Learn the Fundamentals of Product Management
Start by understanding the basics, such as product development, customer needs, and the product lifecycle. Platforms like LinkedIn offer courses, such as Becoming a Product Manager: A Complete Guide. After mastering the fundamentals, consider pursuing advanced certifications to deepen your knowledge.
2. Develop a Competitive Resume
Tailor your resume to specific job requirements, including relevant skills and keywords. Highlight essential soft skills like analytical abilities and showcase measurable achievements, such as successful product launches, to stand out.
3. Master Key Product Management Tools and Software
Familiarise yourself with industry-standard tools:
- Jira: A project management tool for task management and sprint planning, offering real-time updates for team collaboration.
- Miro: A digital collaboration tool used to create customer personas, user stories, and refine customer insights.
- Asana: Helps product managers build product roadmaps and allocate resources efficiently.
- Figma & UserTesting: Figma supports product design with prototyping, while UserTesting allows for user and A/B testing of designs.
4. Build a Portfolio
Create a portfolio showcasing your competencies, including technical skills, decision-making abilities, and measurable outcomes. Use key metrics to demonstrate your impact and range of experience.
5. Network with Industry Professionals
Join product management communities to exchange insights, collaborate, and build connections. Networking is a valuable way to discover opportunities and learn from others in the field.
6. Start with Entry-Level Jobs
Gain practical experience by applying for entry-level roles, such as Assistant Product Manager or Junior Product Manager. These positions will help you build on your knowledge and develop hands-on skills.
How to Be a Successful Product Manager?
This role is multi-faceted requiring different specialities to ensure success. It demands a blend of strategic vision, leadership, and technical expertise to navigate the complexities of product development and deliver meaningful results.
Product Specialist
Product managers are experts in their industry, market, and product, understanding customer needs, competitors, and trends. They must:
- Know the product roadmap and strategy
- Prioritise features in the backlog
- Interpret customer feedback effectively
Business Specialist
Product managers act like the product’s CEO, balancing business skills with industry knowledge to deliver profitable outcomes. They must:
- Manage internal and external stakeholders
- Track key success metrics
- Conduct market research and analyse business trends
Leader
Product managers guide teams with strong leadership, fostering collaboration and alignment across functions. They must:
- Coordinate cross-functional teams
- Make strategic decisions
- Ensure a unified product vision across teams
Operations Specialist
Product managers oversee operational aspects, balancing details and delegating tasks to ensure smooth development. They must:
- Understand the product backlog
- Collaborate with engineering to align on product development
Diverse Roles and Career Pathways in Product Management
Product management roles vary widely, from managing a single product to overseeing a family of products. A successful product manager often possesses deep expertise in one area—be it business, marketing, or technology—paired with fluency or passion for others. This combination of skills makes product managers highly sought-after, commanding some of the highest salaries in the tech industry.
Given the challenge of finding individuals who excel in both business strategy and technical fluency, product management roles are often filled by small, cross-functional teams. At companies like Atlassian, a triad structure is common, where leaders from development, design, and business collaborate on product strategy. Supporting this structure are various specialised roles:
- Chief Product Officer (CPO):
Oversees the entire product function and ensures strong leadership across product teams.
- Product Owner:
Focuses on the development process, managing backlogs and liaising with engineering teams.
- Product Marketing Manager (PMM):
Aligns marketing campaigns with product strategy and gathers customer insights.
- User Experience (UX) Researcher:
Provides valuable usability research to refine the user experience, complementing the PM’s responsibilities.
Since there is no single path into product management, aspiring professionals often focus on building key competencies such as data analysis, project management, and strategic thinking. Many universities, boot camps, and professional programs now offer tailored courses to bridge the gap between business and technology.
Product management offers a dynamic career trajectory, with opportunities to progress from individual contributor roles to leadership positions, such as CPO, and make a lasting impact within the tech industry.
Product Manager Salary in France
Embarking on a career as a product manager in Paris offers a dynamic work environment and a competitive compensation. According to Glassdoor data from 2025, the average base salary for a product manager ranges between €49,000 and €65,000 annually, with an average of €55,000 per year. Additionally, product managers may receive supplementary compensation, averaging around €5,000 annually, with a typical range between €2,000 and €9,000. However, this figure can vary based on experience, industry, and company size.
How an Advanced Degree at EDHEC Helps You Stay Ahead
The EDHEC Online Master of Science in Strategic Marketing is an excellent foundation for aspiring product managers, particularly for roles focused on marketing, customer insights, and data-driven strategies. It equips participants with essential skills such as understanding consumer behaviour, leveraging analytics for decision-making, and fostering cross-functional collaboration. These competencies are critical for creating customer-centric products and leading teams effectively.
Additionally, the program emphasises strategic vision, digital transformation, and hands-on experience through real-world projects and case studies.
