Professional Certificate Programme In Product Management

About Course

The Professional Certificate Programme in Product Management is a specialized training designed to equip professionals with the knowledge and skills to excel in managing products across their lifecycle. It focuses on market research, product strategy, design thinking, customer-centric innovation, pricing, go-to-market strategies, and agile methodologies. Participants gain hands-on experience in product planning, development, and performance measurement while learning to align business objectives with customer needs. This program is ideal for aspiring product managers, entrepreneurs, and business leaders seeking to drive growth and innovation. Graduates earn a recognized credential that enhances career opportunities in diverse industries.

Course Content

Module 1: Introduction to Product Strategy

What is a product and its types?
Product Features
Product mix and product lines
Product Strategy and its characteristics
Product Strategy: Role of product management and organization
Holistic approach to product strategy
Factors influencing product strategy

Module 2: Value Creation, Value Communication and Value Delivery

Module 3: Strategic Approach for Competitive Advantage in Product Strategy

Module 4: Disruptive Innovation for Successful Product Strategy

Module 5: New Product Development Process, and MVP and MDP Approaches

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

Module 6: Market Orientation and Competitor Orientation

Module 7: Go-to-Market Strategy and Sales Strategy

Module 8: Product Positioning and Branding

Module 9: Marketing Communication and Logistics for Successful Product Strategy

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

Module 10: Pricing of Product

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

Module 11: Introduction to Product Analytics

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

Module 12: Product Analytics Process and Design

Module 13: Product Analytics: Metrics and Goals

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

Module 14: Data Cleaning and Data Coding

Module 15: Data and Statistics for Descriptive Product 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

Module 16: Predictive Analytics for Product Management

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

Module 17: Analysis for New Product Development and Modification

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

Module 18: Analysis of Consumer Behaviour

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

Module 19: Digital Analytics: Tools and Techniques

Module 20: Applying Analytics in Marketing

Module 21: Product Development Process

Module 22: Understanding Agile and Lean Development

Module 23: An Illustration of How Microsoft Practices Agile

Module 24: Design Thinking Process in Product Development

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

About Course

What Will You Learn?

Course Content

Module 1: Introduction to Product Strategy

What is a product and its types?

Product Features

Product mix and product lines

Product Strategy and its characteristics

Product Strategy: Role of product management and organization

Holistic approach to product strategy

Factors influencing product strategy

Module 2: Value Creation, Value Communication and Value Delivery

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

Module 3: Strategic Approach for Competitive Advantage in Product Strategy

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

Module 4: Disruptive Innovation for Successful Product Strategy

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

Module 5: New Product Development Process, and MVP and MDP Approaches

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

Module 6: Market Orientation and Competitor Orientation

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

Module 7: Go-to-Market Strategy and Sales Strategy

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

Module 8: Product Positioning and Branding

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

Module 9: Marketing Communication and Logistics for Successful Product Strategy

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