Professional Certificate Programme in Product Management 

offered by IIM Kozhikode

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 Organisation
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 S

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 – ideaForge case study
Disruptive Innovation when Customer tend to maintain Status-Quo
Disruptive Innovation when Organisation 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
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 12: 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 13: Product Analytics Process and Design

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

MODULE 14: 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 15: Data Cleaning and Data Coding

Data Preparation
Missing Value and Imputation of Missing Value
Data Coding
Data Entry
Data Arrangement for Suitable Analysis
Secondary Data Analytics
Survey Analytics

Generative AI

MODULE 1: Introduction to Generative A

What is Artificial Intelligence?
Machine Learning and Deep Learning
What is Generative AI?
Types of Generative AI Models
Neural Networks for Generative AI

MODULE 2: Generative AI Models

Data collection and Pre-processing
Training and Evaluation of GenAI Models
Transfer Learning and Pre-trained Models
Advanced GenAI Models - GANs
GAN Architecture and Advanced Training Techniques

MODULE 3: Working with Generative AI

Prompt Engineering
Fine-Tuning
Introduction to Gen AI Creativity Tools
Integrating Generative and Discriminative Models
Ethical Considerations

MODULE 4: Product Management and Generative AI

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