IIM Kozhikode - IIM Kozhikode Certificate programme in Product Strategy for Business Success

Offered byEmeritus

IIM Kozhikode Certificate programme in Product Strategy for Business Success
at
Emeritus
Overview

Boost your chances to become a successful Product Manager with 30000+ opportunities and an average salary of 27 LPA in India (Linked-In Insights and Project Management Trends and Benchmarks Report 2020)

Duration	3 months
Total fee	₹71,750
Mode of learning	Online
Credential	Certificate

IIM Kozhikode Certificate programme in Product Strategy for Business Success
at
Emeritus
Highlights

Earn a certificate from IIM Kozhikode, ranked 15th in Asia Pacific in 2020
Attend a Final Project and office hours with an Industry Expert
Enjoy Personalised Career Services with Eruditus India Career Services
Learn through 10 Assignments and Discussions, 10 Case Studies, Peer Learning and Feedback
Placement support through a 90-minute workshops from career management industry experts

IIM Kozhikode Certificate programme in Product Strategy for Business Success
at
Emeritus
Course details

Skills you will learn

Strategic Planning Sales Operations Advertising Marketing Marketing Communication Communication skills Branding

Who should do this course?

Professionals involved at any point or in any function in a product's life cycle
Professionals responsible for product or portfolio strategy
Professionals responsible for driving product development and/or focused on using technology as a competitive differentiator

What are the course deliverables?

Define product strategy and its characteristics
Identify tools to predict a strategy's success
Evaluate operations and planning to build successful strategies
Learn to analyse competitor data to your advantage
Identify market segments and effectively target groups
Build marketing and communications into strategies

More about this course

The program is designed to give an end-to-end understanding of a product's life cycle
Program will develop comprehensive product strategy skills, give in-depth knowledge of product positioning and branding, and marketing communication and logistics
Program helps participants to learn strategic business tools and techniques of product management while engaging in deep and meaningful interaction with an industry experts

IIM Kozhikode Certificate programme in Product Strategy for Business Success
at
Emeritus
Curriculum

MODULE 1: Introduction to Product Strategy

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

MODULE 2: Value Creation, Communication and Delivery

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

MODULE 3: Strategic Approach for Competitive Advantage in Product Strategy

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

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

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

MODULE 5: New Product Development, MVP and MDP

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

MODULE 6: Market Segmentation and Market Orientation

Market segmentation

Target market selection

Define buyers' personas

Creating buyer's persona

Market orientation

Competitor orientation

Case Study - Product Strategy to beat competition

MODULE 7: Go-to-Market Strategy and Sales & Distribution Strategy

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

MODULE 8: Product Positioning and Branding

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

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

Case study on Marketing

MODULE 10: Pricing of Product

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

MODULE 11: Project

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?

IIM Kozhikode Certificate programme in Product Strategy for Business Success
at
Emeritus
Faculty details

Atanu Adhikari

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 programme at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur).