Professional Certificate Programme in Product Management

• Value creation - How product is connected to customer

• Value communication

• Value Delivery and Co-creation

• Traditional vs. contemporary value delivery process

• Porter’s Value chain

• Case study on Indraprastha Ice & Cold Storage

• What is and what is not a strategy?

• Porter’s generic strategies

• Competitive strategies

• SWOT analysis

• Core competency and its characteristics

• Strategic planning, implementation and controlling process

• Strategic business units and its relevance for successful product strategy

• UTV & Disney – A strategic Alliance case study

• What is disruptive innovation?

• Disruptive innovation model or theory

• Ansoff’s product market expansion grid

• Market opportunity analysis for innovative products

• Growth strategy and strategic planning gaps

• Disruptive innovation case – idea Forge case study

• Disruptive innovation when customer tend to maintain status-quo

• Disruptive innovation when organization wants to maintain status-quo

• Process in product development

• Identifying customer needs

• Product Planning

• Product features and specifications

• Concept generation

• Concept screening/selection

• Concept scoring

• Concept testing

• Product launching

• Minimum Viable Product (MVP) approach

• Minimum Delightful Product (MDP) approach

• Market Segmentation

• Target market selection

• Defining buyers' personas

• Product positioning and messaging: Requirement and Relevance

• Market orientation when customers want to maintain status-quo

• Competitor orientation

• Product strategy to beat competition

• Switz food case study on competition

• Selecting best route to market

• Steps to develop and execute go-to-market plan

• Managing the product launch

• Best practices for product launch: Case study

• Different sales strategies

• Managing sales force perception

• Sales force compensation

• Successful sales strategy case

• What is product positioning?

• Point of Parity and point of difference

• What is product branding?

• How to create a strong brand positioning?

• Develop a brand positioning statement through Perceptual brand mapping

• Brand equity

• Brand mantra and slogan

• Launch of pleasure scooter case study

• What is integrated communication in product strategy?

• Different Communication platforms

• Advertising for product success

• Use of Puffery, self-esteem and sexual appeal in advertising product

• Communication models

• Role of value network and channels for successful product strategy

• Channel members’ functions and flow of marketing channels

• Vertical and horizontal marketing systems (VMS & HMS)

• Channel conflict

• Case study on Burger King’s mouldy burger ad

• Define pricing of product

• Pricing principles

• Product-pricing strategies 1

• Product pricing strategies 2

• Behavioural pricing for product,

• Consumer’s price quantity latitude

• Reference pricing

• Participative pricing

• Price and non-price competition

• Brand leader’s response to competitive price cut

• What is Product Analytics?

• Basic concepts of Analytics and its Features

• Applied and basic product analytics

• Scientific methods for Analytics

• Role of analytics in making decision in product strategy

• Characteristics of High-Quality Analytics

• Identify and Solving Product management Problem Using Product Analytics

• Analytics Objective, Research Questions and Hypotheses

• Variables and Unit of Analysis

• Stages of product analytics process

• Product analytics design

• Overview of Exploratory, Descriptive and Causal analytics

• Direct exploratory methods - FGD, Depth interview

• Debrief of Focussed Group Discussion video (YouTube)

• Indirect exploratory methods - Projective techniques

• Role of Observation Methods in Product Development and Management

• Case methods analysis

• Measurement and scaling

• Discrete measurement scales

• Continuous measurement scales

• Reliability and validity of scales

• Types of analysis for different types of scales

• Useful Scales for Product Management

• Introduction to Questionnaire design

• Basic rules of questionnaire design

• Critical aspects of questionnaire design

• Piloting and evaluation of questionnaire

• Data preparation

• Missing value and imputation of missing value

• Data coding

• Data entry

• Data arrangement for suitable analysis

• Secondary data analytics

• Survey analytics

• Importance of statistics in Product management

• What is descriptive product analytics?

• Describe Basic Descriptive Statistics

• Analysis and Application of Basic Descriptive statistics

• Correlation analysis

• Demonstration of correlation in the case Chic-Chicken: Marketing Research Decision

• Hypothesis testing and level of significance

• Types of Testing Errors

• Approach to Testing: The P-Value/ significance value Method

• Descriptive vs. Predictive analysis

• Exploratory data analysis for predictive modelling

• Create your own model, identify the predictive indicators & test

• Regression model

• Best Fit Line and its Explanatory Power

• Prediction using regression model

• Assumptions of Regression model

• Estimation using regression model

• Multiple Regression model

• Dummy variable regression

• Reasons for Applying Analytics in product development

• Introduction to Conjoint Analysis

• Creating Conjoint Design

• Conjoint Study Process

• Conjoint analysis Using Excel Software

• Calculating Importance of Product Features

• Validate Conjoint Design Model

• Demonstration of Developing Orthogonal Design

• Conjoint Design using XLSTAT

• Demonstration of Conjoint Data and Analysis in XLSTAT

• Market Share Calculation of the New Product

• Importance of Consumer Behaviour Analysis

• Factors Affecting Consumer Behaviour

• Customer Research using Factor Analysis

• Basic Concepts of Factor Analysis

• Principle Component Factor Analysis

• Factor Analysis Demonstration

• Factor Rotation

• Demonstration of Factor rotation

• Old Data to New Data

• Demonstration of creating new data from old data

• Application of Analytics in Market Segmentation and Effective Targeting

• Segmentation using Cluster Analysis

• Outliers and cluster selection

• Hierarchical Cluster analysis with SPSS

• K-mean Cluster Analysis in SPSS

• Validation of Cluster Analysis Solution

• Profiling of Customer Segments using Demographic and Socio-economic Variables

• Web Analytics and its Application in Product Management

• Importance of Web Analytics Tool

• A/B testing

• A/B Testing - Demo

• Customer Basket Analysis

• Customer Basket Analysis – Demo

• Customer Life Time Value Analysis

• Analytics for recommendation - Collaborative Filtering

• Cosine based Collaborative Filtering

• Excel Demonstration Collaborative Filtering

• Using Analytics for Product Positioning

• Perceptual Mapping

• Perceptual Mapping Demo in Excel

• Qualitative and Quantitative Analytics

• Presenting Analytics Report

• Traditional Product Development Processes

• Waterfall Model of Software Development

• Modern Product Development Processes

• Traditional and Modern Processes: Comparison

• Product Development in B2B and B2C Industries

• How to apply analytics for testing marketing tools?

• History of Lean and Lean Thinking

• Facets of Lean Product Development

• Lean Metrics

• Cycle Time and Flow Time

• Agile Product Development

• Lean versus Agile

• Agile Methodologies

• History of Product Development Processes

• Introduction to Scrum Framework

• Scrum Team

• Scrum Events

• Scrum Artefacts

• Scrum Illustration in Microsoft

• Case Study: Turtle Limited

• What Is Design Thinking?

• Stages of Design Thinking Process

• Applying Design Thinking to Product Management

• Customer Inputs: Discussions and Interviews

• User Observation

• Focus Group Discussions

• Facilitated Workshops

• Translating Observations and Feedback

• Idea Generation, Development and Selection

• Idea Prioritisation

• Prototyping of Ideas

• Case Study: idea Forge - The Mechanical Charger

• Application of Innovation in Design Thinking

• Communication through Storytelling: Messaging and Persuasion

• Other Aspects of Storytelling

• Communication through Visualisation

• Thinking Like a Designer

• Case Study: SoaPen

• What Is and Is Not Prototyping

• Need for Prototyping in Product Management

• Fidelity for Prototypes

• Low-Fidelity Prototyping

• Mid-Fidelity Prototyping

• High-Fidelity Prototyping

• Low, Mid and High-Fidelity Prototyping: Comparison

• Dimensions of Fidelity

• Product Road mapping

• Product Roadmaps in Product Management

• Key Elements in Product Road mapping

• Building a Product Roadmap

• Prioritisation of Features in a Product Roadmap

• RoI Scorecard and MoSCoW

• Importance of Product Roadmap in Agile Product Management

• Product Leadership and Its Importance

• Qualities of an Effective Product Leader

• Setting-up a Product Development Team

• The capstone project, will provide participants with an opportunity to integrate their theoretical and practical understanding of Product Management and explore ways to apply their learnings in a real-world competitive business scenario.

• Data collection and Pre-processing

• Training and Evaluation of Gen AI Models

• Transfer Learning and Pre-trained Models

• Advanced Gen AI Models - GANs

• GAN Architecture and Advanced Training Techniques

• Prompt Engineering

• Fine-Tuning

• Introduction to Gen AI Creativity Tools

• Integrating Generative and Discriminative Models

• Ethical Considerations

• Introduction to AI-powered PM

• Gen AI for Market Research

• Gen AI for Product Roadmaps

• Gen AI for Productivity

• Gen AI for Data Analytics

• Gen AI for Customer Engagement

• Gen AI for User Experience

The programme is open to graduates from any discipline. Although prior experience in product management, marketing, engineering, or related fields is not mandatory, it can be beneficial. The course is designed for professionals who are eager to build or enhance their skills in product management.

This course is ideal for early to mid-career professionals who wish to transition into product management roles or deepen their knowledge in this area. It is also suitable for entrepreneurs, product managers, marketing professionals, and engineers who want to learn comprehensive product management strategies and tools.

The curriculum includes essential topics such as product strategy, market research, product development, product lifecycle management, and go-to-market strategies. The programme also covers digital product management, agile methodologies, and customer-centric approaches, providing participants with practical and actionable knowledge.

The course is delivered through recorded video lectures, allowing participants to learn at their own pace and convenience. This flexible learning format enables participants to revisit the content as needed.

The total programme fee is INR 1,95,000 + GST. This fee includes access to all course materials, recorded video lectures, and assessments.

Yes, there are flexible payment options available, including installment plans, to make it easier for participants to manage the financial investment required for the course.

IIM Kozhikode is known for its excellence in management education. This programme offers a well-rounded curriculum developed by experienced faculty, blending theoretical insights with practical applications. The course's focus on real-world case studies and comprehensive coverage of product management tools makes it an outstanding choice for professionals aiming to excel in the field.