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STARTS ON 24 June 2022 Online
DURATION 39 Weeks 4-5 hours/ week
ELIGIBILITY Minimum Graduate or Diploma Holder (10+2+3)
STARTS ON 24 June 2022 Online
DURATION 39 Weeks 4-5 hours/ week

Programme Overview

Lying at the intersection of business, technology and user experience, the right product can drive commerciality, usability, and the most valuable outcome for clients. Naturally it needs professionals who thrive on curiosity, collaboration and ownership. From prioritising new product features, building products fit-to-market, shaping go-to-market strategies and launches to addressing customer needs, IIM Kozhikode’s Product Management will help professionals play an intrinsic role in your organisation's product success.

With an overview of concepts like Product Strategy, Market Structure Analysis, Concept Development, Solution Design, Understanding Customer Preference, Pricing, and Brand Positioning and Management, you will emerge as a powerhouse leading bottom-up change within your organisation.

Tools Covered

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
- Usage and coverage of tools will be the faculty’s discretion

Emeritus India Career Services

Career Services image
Career Services image
  • Three 90-minute workshops from career management industry experts
  • Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform (offered in partnership with Superset)
  • Emeritus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • IIM Kozhikode or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. IIM Kozhikode is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Who is this Programme for?

If setting the vision for a product and balancing the many cross-functional teams to drive that vision to execution excites you, then this programme is for you. This programme will benefit:

  • Mid-level managers who would to like to build innovative, compelling products to deliver customer and business value
  • Senior-level managers who would like to refine prototypes and MVPs, learn Product pricing, and modifying their products to better suit customers
  • Business heads and entrepreneurs who would like to launch new products, spearhead product strategy and leverage product management as a pathway to growth in their organisations.

Programme Highlights

200+ Video Lectures

22+ Assignments

21+ Quizzes

Capstone Project

15+ Case Studies

20+ Office hours with Industry Experts

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

Learning Outcomes

  • Develop the product mindset needed to bring viable products or services to the market
  • Map customer journeys and user personas to define and solve problems through products
  • Analyse strategies and frameworks for developing, marketing, and selling a product
  • Evaluate product roadmapping and prototyping decisions using various product management techniques and practices
  • Outline a plan to create a competitive scalable product using key product development strategies and frameworks
  • Identify market segments and effectively target groups through marketing and communication strategies

Programme Modules

  • What is a product and its types?
  • Product mix and product lines
  • Product lines
  • Define Product Strategy
  • Characteristics of Product Strategy
  • Role of Product Strategy in product management
  • Product Strategy and organisation's role
  • Holistic approach to Product Strategy
  • Factors influencing Product Strategy
  • Value creation - How a product is connected to customer
  • Value communication
  • Value delivery
  • Co-creation
  • Traditional vs. contemporary value delivery processes
  • Porter’s value chain
  • Case Study - Indraprastha Ice & Cold Storage
  • What is and is not a strategy?
  • Porter’s generic strategy
  • Competitive strategy
  • SWOT analysis
  • Core competency and its characteristics
  • Strategic planning, implementation and controlling process
  • Strategic business units and its relevance for successful Product Strategy
  • A strategic Alliance case study - UTV & Disney
  • What is disruptive innovation?
  • Disruptive innovation model or theory
  • Ansoff’s product market expansion grid
  • Market opportunity analysis for innovative products
  • Disruptive innovation when customer tend to maintain status quo
  • Disruptive innovation when organisation wants to maintain status quo
  • Growth strategy and strategic planning gaps
  • Case Study - ideaForge - A Mechanical Charger
  • Process in product development
  • Product planning
  • Methods to identify customer needs
  • Product features and specifications
  • Concept generation
  • Concept selection
  • Concept testing
  • Product launching
  • Minimum Viable Product (MVP) approach
  • Minimum Delightful Product (MDP) approach
  • Market segmentation
  • Target market selection
  • Define buyers' personas
  • Creating buyer's persona
  • Market orientation
  • Competitor orientation
  • Case Study - Product Strategy to beat competition
  • Select the best route to market
  • Vertical and horizontal channel systems (VMS and HMS)
  • Role of value network and channels for successful Product Strategy
  • Channel members’ functions and flow of marketing channels
  • Management of channel conflict
  • Different sales strategy
  • Manage sales force perception Sales force compensation
  • What is product positioning?
  • Point of Parity (POP) and Point of Difference (POD)
  • What is product branding?
  • How to create a strong brand positioning?
  • Develop a brand positioning statement through perceptual brand mapping
  • Customer-based brand equity
  • Brand mantra and slogan
  • Case study on Launch of Pleasure Scooter
  • 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
  • Case study on Marketing
  • Define pricing of product
  • Pricing principles
  • Product pricing strategy
  • 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
  • Apply the concepts and techniques learned in the ten modules
  • Identify the Issue related to product strategy in the given product example
  • What solutions they propose?
  • 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
  • Product Analytics vs Marketing Analytics
  • Identify and Solving Product management Problem Using Product Analytics
  • Stages of product analytics process
  • Product analytics design
  • Overview of Exploratory, Descriptive and Causal analytics
  • Direct exploratory methods - FGD, Depth interview
  • Debrief of Focused 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
  • 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
  • Importance of statistics in Product management
  • What is descriptive product analytics?
  • Basic Descriptive statistics 1
  • Basic Descriptive statistics 2
  • Correlation analysis
  • Hypothesis testing and level of significance
  • Descriptive vs. Predictive analysis
  • Exploratory data analysis for predictive modelling
  • Create your own model, identify the predictive indicators & test
  • Regression model
  • Prediction using regression model
  • Estimation using regression model
  • Dummy variable regression
  • What are the reasons for new product development?
  • What is conjoint analysis and why is it a useful technique in product management
  • Concept of attribute, Level and stimuli
  • Conjoint study process Conjoint analysis using Excel software
  • Calculating Importance of product features
  • Market share calculation suing XLSTAT software
  • Importance of consumer behaviour analysis
  • Factors affecting consumer behaviour
  • Customer research
  • Use of analytics for Market segmentation and effective targeting
  • Segmentation using Cluster analysis
  • Cluster analysis procedures
  • Cluster analysis with SPSS
  • Profiling of customer segments
  • Web analytics and its application in product management?
  • Why web analytics is an important tool?
  • What is A/B testing?
  • Digital analytics in product management
  • Customer basket analysis
  • Customer lifetime value analysis
  • How to apply analytics for testing marketing tools?
  • Using analytics for product positioning
  • Perceptual mapping
  • Qualitative and Quantitative analytics
  • Presenting analytics report
  • What are the different formats of presenting analytics reports?
  • Traditional vs. Modern Product Development Process
  • Drawbacks of traditional product development process
  • Advantages and disadvantages of high fidelity prototyping
  • Similarities and differences of product development process in B2C and B2B industries
  • How to apply analytics for testing marketing tools?
  • How does lean product development works and when to use it
  • Lean product development vs. agile product development
  • Significance of agile product development in product management
  • SCRUM and KANBAN
  • Understanding Agile and Lean Development
  • Scrum theory and scrum values
  • Scrum Team
  • Scrum events and scrum artifacts
  • Illustration of Scrum framework through an example (software industry)
  • Case study - Turtle Limited: Developing an efficient supply chain
  • What is design thinking?
  • Stages of design thinking process in product development
  • How is Design Thinking Applied in Product Management?
  • Dig deeper - Getting customer inputs through discussion and interview
  • Translating observations and feedbacks into insights for product development
  • Idea generation, idea development and idea selection
  • Prototyping of ideas
  • Innovation application in design thinking
  • Innovative communication in designthinking process - visualisation and storytelling
  • Case sudy - ideaForge - The mechanical charger
  • Rapid and Hi Fidelity Prototyping
  • Need of prototyping in product management
  • What is high fidelity and low fidelity prototyping?
  • Low fidelity prototyping - Paper prototyping
  • Advantages and disadvantages of high fidelity prototyping
  • Advantages and disadvantages of high fidelity prototyping
  • Hi-fidelity prototyping - Digital prototyping
  • UX and UI in digital prototyping
  • Product Roadmapping and Prioritisation
  • Key elements in product roadmapping
  • How to build a product roadmap?
  • Prioritising features in product roadmaps
  • Importance of product roadmap in agile product management
  • Different types of product roadmaps
  • What is product leadership, and why it is important for an organization
  • What are product leadership's responsibilities?
  • What makes an effective product leader?
  • How to set up a great product development team?

Note:
Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

Programme Director

Prof. Atanu Adhikari, PhD

Professor,

Indian Institute of Management Kozhikode

Professor Atanu Adhikari is a Commonwealth Academic Fellow to London Business School UK, Visiting Researcher to Syracuse University USA, PhD (ICFAI University with one year visiting program at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur)...Read More

Programme Certificate

Upon successful completion of the programme, participants will be awarded a verified digital certificate by IIM Kozhikode.

Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

Last Date of Application is 23 June 2022

Early applications encouraged. Limited seats are available.

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In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.

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