Product Management Special Interest Group

Glean leading practices and learnings to enhance product management capabilities, product marketing operations and product marketplace success.

The Product Management Special Interest Group (SIG) is a practice-sharing community for product management professionals and product innovation leaders. It provides a forum to explore best practices for bringing new products to market or developing and enhancing existing products, and is open to all physical goods and services members seeking to improve their current product portfolios.

Spanning several sessions, this SIG will provide a valuable opportunity for participants to:

  • Discuss topics of shared interest related to product management at a deeper level.
  • Compare approaches for addressing shared challenges.
  • Discover new ideas and best practices for product management capabilities, product marketing operations and product marketplace success.

Participation in the Product Management SIG is reserved for professionals from UWEBC member companies with a responsibility in managing key phases of the product life cycle. Roles may vary by meeting topic. If you would like to learn more about the Product Management SIG, please review the SIG’s charter document and/or contact UWEBC Marketing Practice Director Chris Murray at or 608-265-3299.

Read the Product Managment SIG charter document»

Product Management Special Interest Group Web Meeting 

Portfolio Planning and Product Assessment 
April 15, 2020 09:00 AM - 11:00 AM 
Explore decision-making frameworks plus idea-generation practices for making critical product decisions. This meeting will be held via web only. 

The health and safety of our members is the UWEBC’s top priority. UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on campus' guidance, the April 15 Product Management Special Interest Group meeting will be held via web only to allow our members a convenient and safe way to attend.

In the first installment of this new group, we'll begin to answer “What am I going to do with my product and overall portfolio?” For a product…do you go NPD, a refresh, an extension, cost improve, license it, retire it or let it ride as is, and what is your discovery process that drives the inputs to assess options. We’ll also share tips on how to have a healthy set of ideas in your funnel.

Our webcast will cover:

  • Overall Decision Frameworks – We’ll start big picture and share processes for assessing both portfolio and product specific decisions across different businesses.
  • A Discovery Process – We’ll dive into the discovery process, reviewing ways to generate ideas that drive product decisions, including: micro inputs (user insights from data, feedback, VOC), macro inputs (market, competitive, technological impacts), needs analysis, how turn a need into an idea, and how to cultivate collaborative ideation and innovation.

Your presenters will include:

  • Tom Maskel, Global Director Category Marketing; Product Management & Innovation, Fiskars
  • Beth Jagodinsky, Product Management & Strategy Lead, Centare

Participate in Customizing the Agenda: Help shape our presentation content – and maximize its relevance for you – by suggesting topics of interest when you register.

Events Team, , 
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