If you’re considering product management as a career path, now is a great time to enter the field. Today’s customers are seeking benefits, not features, and organizations across industries are rethinking how their products and services (which can also be thought of as products) shape the customer experience. As a result, demand is growing for product managers who can align customer needs with business goals and guide products from concept to success. 

According to Tony Oliver, who teaches in UC Davis Continuing and Professional Education’s Product Management Professional Program, “Organizations cannot thrive without well thought-out products. They are the heart of the relationship between an organization and its customers.” 

We asked Oliver what he’s seeing in the field and what to consider before making the leap to product management. 

Why demand for product managers is growing 

Some industries, such as packaged goods or cosmetics, have always been product-driven. However, product management is increasingly being adopted by industries where it traditionally didn’t exist, as they recognize the value of thinking in terms of products and customer experience. 

Health care, according to Oliver, is a great example of an industry that is redefining customer experience using product management techniques. So what is the product? Many people would consider a doctor’s visit to be the product. 

“That’s not incorrect, but it’s incomplete,” said Oliver. “Everything from the check-in process to follow-up and billing are all components of the overall experience where benefits are created—and where product management plays a role.” 

Even industries, like automotive, that have been product-driven for years, are seeing value in treating the whole customer experience—maintenance service and accessories—as products. According to Oliver, these have traditionally been seen as subcomponents of a larger product—the car—when they should be treated as separate products. 

“These need to be seen as products, something to be managed thoroughly and properly,” he said. “They nurture the relationship with customers long after the car is bought. It's going to lay the groundwork for a repeat purchase of the vehicle, which is the big-ticket item.” 

So what exactly does product management involve? 

What product management involves 

There is a common misconception that product management is just marketing. But product management is more than campaigns and promotions. It goes beyond the four Ps of marketing. 

“It’s not just price, placement, product or promotion but also the supply chain, transportation, communications, financial implications and more,” said Oliver. “It’s being mindful and active in all decisions that impact the customer’s experience with and use of the product, to ensure it fits and addresses their needs, is properly supported and evolves based on the market landscape.” 

Product management sits at the intersection of business goals, customer needs and technical execution. It spans the full lifecycle of a product—from early research and concept development to launch and ongoing refinement in the marketplace. 

That includes conducting user research and testing to understand customer needs, translating those needs into clear requirements or user stories, and working closely with engineering or operations teams to prioritize which features or improvements should be developed first. Product managers also play a key role in assessing product readiness before launch and continuing to monitor performance, refine and evolve the product once it is in the market. 

Thanks to the rise of AI, new products are coming to market faster, creating an increasingly competitive landscape. Product managers help organizations navigate that complexity by generating ideas and making strategic decisions about what to build, when to build it and how it delivers value. 

“Product managers are constantly pruning and nurturing the roadmap,” said Oliver. “They’re planning, rather than just seeing the plan as a goal. Listening to and understanding the customers, rather than taking them for granted.” 

According to Oliver, a typical day for a product manager might include: 

• Researching what the competition is doing 
• Reviewing dashboards and KPIs to evaluate product health, from sales figures to customer satisfaction indicators 
• Scanning social media for customer sentiment 
• Reviewing insights from focus groups or brainstorming sessions to understand customer needs and product usage 
• Communicating with peers across the organization for a 360-degree view of the product
• Considering refinements to the product roadmap and evaluating necessary changes
• Prioritizing development effort with engineering or operations teams
• Communicating a roadmap vision for leadership 

Product management requires professionals who are both creative and analytical, who understand the marketplace and how to connect with customers, who have an awareness of how everything connects and can bridge gaps across departments, and who are adaptable and forward-thinking. 

What employers look for in product managers 

Employers are looking for product managers who take ownership of their products—who are constantly focused on all aspects of a product and the customer experience. 

“Having a sense of ownership is what separates good product managers from those who are exceptional,” said Oliver. “It’s that perspective of always thinking of the product and evaluating decisions within the company through the lens of how they affect your product.” 

Product managers are responsible for the overall health and success of their product. That includes strategy and execution—making sure the product is moving in the right direction and that the day-to-day elements are functioning properly. 

“Being the product manager means advocating for the product in terms of how decisions made are going to affect customer perception and enjoyment of the product,” said Oliver. “It doesn't mean that you're going to win every single battle. But it does mean that you're present at the table.” 

Owning your product also means being aware of how everything connects and the ripple effects of decision-making. For example, an overly tight lid on an ice cream container that has no extra benefits could lead to customer frustration. 

“If you don’t see those connections, you can make decisions that are good for one area but harmful to the overall product. It’s like a puzzle or a Rubik’s Cube—you have to see how all the pieces move together,” he said. 

If there’s one mistake Oliver sees new product managers making, it’s rushing to make their mark. He cautions against hasty decision-making and being comfortable with taking a step back before rushing to make a change. 

Key skills for product management 

• Strategic and analytical thinking 
• Customer insight 
• Creativity 
• Data-informed decision making 
• Cross-functional leadership 
• Strong communication and organizational skills 
• Ability to prioritize 
• Innovative and forward-thinking 
• Ability to use AI tools to augment work 

How to know if product management is right for you 

If you like connecting the big picture with details, are curious about how products succeed or fail, enjoy thinking outside the box and are comfortable making decisions under uncertainty, then product management is a good fit. 

Signs product management may not be the right fit 

• You prefer clear, structured tasks versus ambiguity—product managers need to be comfortable with uncertainty and the evolving nature of product roadmaps, customer needs and competition 
• You want full control over decisions—product managers do not work in a silo, they collaborate across departments and even industries. 
• You dislike stakeholder communication—communication both in and outside the organization is a key skill to ensuring the health of your product 
• You want purely technical or purely creative work—product management is a balance of creative and analytical depending on where you are in the product lifecycle 

Common backgrounds that transition into product management 

• Engineers and software developers: Product builders seeking a more strategic role in shaping product direction
• Customer success consultants and marketers: Practitioners looking to leverage customer insight and market understanding to guide product decisions 
• UX designers: Professionals looking to apply user-centered thinking to inform product development
• Project and program managers: Specialists seeking greater product ownership and responsibility for execution and outcomes
• Analysts: Professionals looking to apply data-informed decision-making to guide product evolution and align with customer needs 

How UC Davis Continuing and Professional Education can help 

As demand grows, so does the need for professionals who can demonstrate real-world product skills, something many employers now expect to see through portfolios and hands-on experience. 

UC Davis CPE’s online Product Management Program is a professional program designed to support skill development and career advancement. Geared toward mid-career professionals looking to transition into product management, the program combines curated expert content, UC Davis–designed instruction, and real-world, project-based learning. The fully online program features a blend of Coursera content for foundational learning, a flipped classroom model for discussions led by UC Davis instructors and applied project work supported through Riipen, which connects learning to real-world or realistic industry challenges. 

“Our program is comprehensive and incorporates valuable insights from various industries with practical application,” said Oliver. “It's hard to grasp all the different elements with just the theoretical components. That’s why our program includes projects and simulations that help students grasp the realities of the market.” 

As organizations continue to evolve in an increasingly competitive, product-driven landscape, the need for skilled product managers will only grow. For professionals who are curious, adaptable and driven to connect customer needs with business strategy, product management offers a rewarding career path. With the right training and hands-on experience, you can build the skills needed to lead products from concept to success and make a meaningful impact across industries.