What is the role of a product manager and how to become one ?
A product manager is a professional responsible for guiding the development, launch, and improvement of a product throughout its lifecycle. Acting as the link between business, technology, and customers, the product manager defines the product vision, sets priorities, and aligns cross-functional teams to ensure successful outcomes. Their role includes conducting market research, analyzing user needs, creating product roadmaps, and overseeing execution to deliver value both to the company and end users. Unlike project managers, who focus on timelines and processes, product managers focus on what should be built and why. In short, they ensure that a product meets market demand, supports business goals, and evolves to stay competitive.
What does a product manager do?
In the product manager role, product managers are expected to oversee all stages of a product's lifecycle, from conception to sale. Their day-to-day responsibilities involve conducting market studies and monitoring competitors to better understand consumer expectations and anticipate potential customer needs. A product manager is responsible for ensuring that the product aligns with the company’s business goals and customer expectations, thereby delivering a successful product that meets market demands.
Within this role, product managers focus on managing the product development process, collaborating with cross-functional teams to define and execute the product strategy. This includes defining the product vision, setting goals, and creating a roadmap that outlines the product's development stages and timeline.
Product managers apply the "four Ps" rule: product, price, promotion, and place. These professionals collaborate with production and sales teams to create, develop, and improve a product while ensuring its optimal market positioning. Working closely with the marketing department, product managers participate in implementing marketing and communication strategies to boost product sales through promotional actions and advertising campaigns.
A successful product manager possesses a deep understanding of the market and consumer behavior. They are responsible for managing the product backlog, prioritizing features based on customer feedback and strategic business goals. In summary, effective product managers play a crucial role in product development, driving the product manager role toward achieving organizational success.
Daily tasks of a product manager
A product manager's tasks can vary depending on the sector. Here are some of their missions:
- Market analysis of a product or product line before market launch,
- Defining the target audience,
- Studying manufacturing and distribution conditions (budget, quantity, deadlines, price),
- Acting as an interface between internal and external stakeholders (suppliers, production teams, advertisers, sales forces) involved in the creation and marketing of a product,
- Monitoring sales progress,
- Making recommendations based on sales and objectives.
The product manager role is dynamic and requires strong project management skills to guide the product through its lifecycle. They are involved in all phases of the design and development process, from initial concept to product release, ensuring that the product meets customer needs and business objectives.
In retail, the product manager does not supervise product creation but negotiates with suppliers for the purchase of products sold in their store. They maintain close communication with suppliers to ensure product availability and competitive pricing.
The product manager is also responsible for gathering and analyzing data to understand market trends, identifying new opportunities for product development and innovation. They work with the engineering team and product designers to develop product features that align with user needs and preferences.
Skills and qualities of a product manager
A product manager must anticipate consumer needs based on their knowledge of customer habits. They should also stay updated on competitor activities and market trends. Other required skills include:
- Analytical skills: conducting market studies and competitive analysis;
- Commercial and managerial skills;
- Communication skills: managing advertising campaigns;
- Proficiency in English: communication with foreign suppliers or producers.
In addition to these skills, a product manager should have strong interpersonal skills and the ability to work collaboratively with cross-functional teams. They must be able to communicate the product vision and strategy effectively to stakeholders at all levels of the organization.
A product manager is also responsible for setting acceptance criteria and ensuring that the product meets quality standards. They use design thinking methodologies to develop innovative solutions and improve the user experience.
Effective management skills are essential for leading the product team and coordinating activities across different departments. The product manager is responsible for maintaining the product roadmap and ensuring that development timelines are met.
What tools do product managers use?
Product managers use a wide range of tools to streamline software product management, improve team collaboration, and guide product development. These tools cover every stage of the process, from ideation to launch. Common categories include:
- Project management tools (Jira, Trello, Asana) to organize tasks, sprints, and agile development workflows.
- Competitive analysis tools (Crunchbase, SimilarWeb) to track market trends and benchmark competitors.
- Product development and roadmapping software (Aha!, Productboard) to plan features and align with strategy.
- Monitoring and analytics platforms (Google Analytics, Mixpanel, Amplitude) to measure usage and customer behavior.
- Documentation and collaboration tools (Confluence, Notion, Miro) to centralize information and streamline communication.
Education at emlyon business school to become a Product Manager
For students with a high school diploma
The Global BBA from emlyon business school is ideal for high-achieving high school graduates aspiring to innovative training that leads to a product manager position.
This program focuses on six key areas:
- Action
- Project realization
- Experimentation
- International immersion
- Creativity
- Innovation
These areas are designed to equip students with the necessary skills and experience to succeed in the competitive field of product management. Students learn to develop a strategic direction and make data-driven decisions to achieve business goals.
For students with a bachelor’s degree
The Master in Management - Grande Ecole (MiM) offered by emlyon business school awards a Master's degree over 2 to 3 years. Designed to foster entrepreneurial spirit, this program provides numerous internship opportunities, practical experiences, "DNA" courses, and a professionalizing associative life.
Students in the MiM program gain hands-on experience in project management, product development, and marketing. They learn to work in diverse teams, applying agile development methodologies to deliver innovative solutions.
With emlyon's MSc programs, specialization in specific industries such as luxury, sports, or hospitality is possible.
- The MSc in Sports, Entertainment & Lifestyle offers a multidisciplinary approach to leading change and standing out in the dynamic global sports industry. This immersive 18-month program emphasizes innovation, marketing, and strategic change, integrating technology and entertainment.
- For a brand manager position in luxury, the MSc in Luxury Management & Marketing is an excellent choice. Collaborating with an international cohort, you will gain a global perspective and deep expertise in the luxury sector.
- In the hospitality sector, the MSc in International Hospitality Management provides keys to business creation, hotel management, brand design, and innovation management. In collaboration with emlyon business school and Institut Lyfe, you will benefit from the expertise of two global leaders in the sector.
- More generally, the MSc in International Marketing & Business Development is a program over 18 months to develop a dual expertise in marketing and business development. This program will enable you to work anywhere in the world thanks to a global mastery of marketing management and sales, which is essential for understanding customers and their needs, thus allowing the development of effective, customer-oriented strategies.
- The Advanced Master in Digital Transformation, Marketing & Strategy - Work-study program, unique in France, allows you to acquire the skills in strategy, marketing, and data necessary for the successful digital transformation of a company. At the end of the program, you will become a manager of strategy and digital transformation.
- The Advanced Master in Entrepreneurship & Innovation Management - Work-Study Track allows you to capitalize on two key areas of expertise: Entrepreneurship and Innovation. This program will enable you to understand the challenges, act with agility, and create business opportunities. It is designed for individuals with an entrepreneurial project or those who aspire to become innovators capable of managing a development project to launch or take over a company, or to lead or advise companies in an innovation process.
Salary and career progression of a product manager
The salary of a product manager varies by region, experience, and industry. In the United States, the average pay is between $95,000 and $120,000 per year, while senior product managers often earn over $140,000. In Europe, compensation averages €55,000 to €80,000 in France or Germany, and £65,000 to £95,000 in the UK. In Asia, salaries range from ₹12–20 lakhs annually in India to SGD 90,000–130,000 in Singapore. Globally, this job is one of the most attractive in tech and business due to its strategic alignment with business objectives and product development.
Factors influencing product manager salary include:
- Experience level: entry-level vs. senior product manager.
- Industry: software, fintech, healthcare, or consumer goods.
- Company size: startups vs. global tech giants.
- Skills: expertise in agile development, analytics, competitive analysis, and product life cycle management.
- Location: local job market conditions strongly affect pay.
After several years of experience, this professional can become a marketing manager or marketing director. This role can also lead to becoming a brand manager or export area manager.
Product managers are responsible for managing complex projects and delivering products that meet customer expectations. With experience, they can advance to senior management roles, taking on more strategic responsibilities and leading larger teams.
The role of a technical product manager involves working closely with engineering teams to develop software products and solutions. They must have a strong understanding of technology and the ability to translate technical requirements into product features that deliver value to users.
A product manager's career can also lead to opportunities in customer support and product marketing, where they can leverage their expertise to improve user experience and drive customer engagement.
emlyon business school
Founded in 1872 by the Lyon International Chamber of Commerce, emlyon business school is one of Europe's first private higher education institutions specializing in business and management. emlyon business school has over 9,050 students from 125 different countries in initial training. Nearly 6,900 participants are involved in continuing education programs. These participants are spread across four campuses: Lyon, Paris, Shanghai, and Mumbai. The programs are supported by a vast network of 200 national and international academic partners, spread across 130 different countries.
The school offers a wide range of programs designed to equip students with the skills and knowledge needed to succeed in today's competitive business environment. Students have the opportunity to engage in cross-functional projects, gaining practical experience and developing the soft skills required for leadership roles.
At emlyon, students learn to apply design sprint methodologies, focusing on creativity and innovation to develop solutions that meet the needs of today's fast-paced digital world. They are encouraged to explore new ideas, think strategically, and develop the hard skills necessary for success in the field of product management.