We hosted a webinar highlighting Digital Product Management and discussing the benefits of an apprenticeship in this field.

Here’s everything we discussed…

Event panellists

Kaplan’s Head of Data and Technology apprenticeships, Beth Todd, hosted the session. Beth is passionate about promoting women in technology and has been working with finance, IT, and digital apprenticeships for over eight years. At Kaplan, she works closely with clients to ensure they benefit from strong strategic advice on their apprenticeship programme.

Joining Beth were guest speakers, Chiraag Swaly and Alice Deery. Chiraag is Kaplan’s Head of Apprenticeship Design and has worked within this industry for over 16 years. He specialises in building world-class programmes to support employers in bridging the gap in their IT and technology roles.

Alice Deery is a Client Manager who has worked within the apprenticeship industry for over 11 years, the majority of which have been within client management. Alice’s key focus is to work with clients to identify training needs and recommend programmes to develop existing and future talent.

Key topics discussed

The role of a digital product manager

What is a digital product manager?

The conversation begins with an overview of what a digital product manager is. Chiraag explains that, in simple terms, it is someone who oversees the lifecycle of a digital product.

A digital product manager is responsible for building and overseeing the product from ideation to launch and beyond. They work closely with cross-functional teams to ensure the product meets user needs, aligns with business goals, and remains competitive in the market.

They do not have to lead a whole function, but they ensure that the project maintains productivity throughout the entire process. The role involves market research, user-centric design, data-driven decision-making, and agile development.

What is a digital product?

To understand what a digital product manager is, we must first define what qualifies as a digital product.

Chiraag discusses how a digital product can help a business function in any industry. For example, you can consider HR systems, an expense platform, an application a digital product. Therefore, when introducing a product into the business, the digital product manager would own and oversee its progress.

A good example of a digital product that several industries will be familiar with is Klarna.

Where a digital product manager would sit within an organisation

The panellists explain how each organisation may have a different structure, and a digital product manager might not always go by this title.

Examples of other job titles that professionals may go by could include ‘product owner’ or ‘product lead.’ However, they may not necessarily always have the word ‘product’ in their title.

Some common alternative job titles include…

• Associate product manager
• Junior product manager
• Product owner
• Product lead
• Product strategist
• Technical product manager
• Innovation manager
• Product development manager
• Digital product owner
• Platform product manager
• Data and innovation manager
• Growth product manager

Benefits of a Digital Product Manager apprenticeship for learners

Who is the digital product manager apprenticeship for?

Alice explains how a digital product manager apprenticeship can be for anyone from new talent recruited into the business for a product to existing colleagues in a workplace looking to broaden their skills or transition from one department to another.

What does the apprentice gain?

For the apprentice, the benefits of apprenticeship training are endless. Some examples that the panellists mention include the structure of the programme, which allows learners to build the skills needed in a safe environment with support and coaching, as well as the additional certifications or accreditations that are well-regarded in the industry and can help to further showcase the knowledge learnt in the apprenticeship.

In the Digital Product Manager (Level 4) apprenticeship, we have introduced several additional and optional certificates and accreditations such as the British Computer Society (BCS) Practitioner Certificate, the Generative Artificial Intelligence for the Business Professional (GenAIBIZ) credential with CertNexus, and the Microsoft Office Specialist Certification.

Why choose an apprenticeship over a short course

Many short courses are available and promoted to professionals who want to upskill. However, Chiraag explains the main perks of an apprenticeship programme, including how they are perfect for those looking to build their skills and become a well-rounded professional. An apprenticeship teaches skills that video content or most short courses cannot provide, offering much more than what initially meets the eye.

Why companies should invest

Chiraag explains how employers who invest in their workforce through apprenticeships can lead to loyal and highly trained professionals who are in a position to embrace digital transformation without the business needing to hire new talent every time they are aiming to stay ahead of trends.

While apprenticeships are beneficial for the individual, employers will likely also benefit from a reduction in staff turnover, the immediate application of the apprentice’s newfound knowledge and skills, as well as a future-proof business. The practical experience through an apprenticeship programme helps organisations build talent in terms of who can do the job very well, rather than just relying on theoretical knowledge.

Additional topics

How many days will an apprentice spend learning out of the business?

While this can vary, class days will usually be around three days, on average, every eight weeks. The virtual classes are also flexible for different working patterns, yet they are still interactive and provide the learner with experience and knowledge without having to travel.

The difference between a project manager and a digital product manager

A common question which is addressed during the webinar is the difference between a project manager and a digital product manager.

Chiraag dives into this topic in more detail, while essentially explaining how the key difference is that a digital product manager owns a product, and is responsible, from start to finish, for all aspects of said product.

Certification fees

The panellists are asked about the costs of the aforementioned additional and optional certifications for apprentices on the Digital Product Manager (Level 4) apprenticeship.

They explain that the GenAIBIZ and Microsoft Specialist courses include the exam, so there are no further costs. However, the BCS Practitioner Certificate may require a cost for the exam as this is with BCS directly. However, as we are in partnership with BCS, we do receive a discount on the price of the exam.

Recruit an apprentice with Kaplan

Concluding the discussion, the panellists explain how employers can get in touch with their assigned client or business development manager, or contact the team for support in setting up an apprentice.

Alice also provides more information about our internal recruitment team who can assist in advertising any vacancies and screening applications to ensure the process is as seamless as can be for the business.

Find out more

Find out everything you need to know about the Digital Product Management (Level 4) apprenticeship by watching the full webinar or get in touch with the team who can answer any queries you may have.

If you are a professional looking to start an apprenticeship, browse our current vacancies or read more about how to talk to your current employer about starting your training.