IIM Kozhikode - IIM Kozhikode - Professional Certificate Programme in Product Management
- Offered byEmeritus
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Overview
Duration | 39 weeks |
Start from | Start Now |
Total fee | ₹1.95 Lakh |
Mode of learning | Online |
Official Website | Go to Website  |
Credential | Certificate |
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Highlights
- Earn a certification from IIM Kozhikode
- EMI plans are available for the program
- Job placement assistance
- Access 15 recorded sessions covering resume, job search, interview preparation and LinkedIn optimization
- Engage in a Capstone Project and explore over 15 Case Studies
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Course details
- Entry Level Managers and Entrepreneurs who would like to gain comprehensive knowledge on new product development, product strategies and leverage product analytics
- Senior-level managers who would like to refine prototypes and MVPs, learn Product pricing, and modifying their products to better suit customers
- Mid-level managers who would like to build innovative, compelling products to deliver customer and business value
- 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
- The IIM Kozhikode Professional Certificate Programme in Product Management is the perfect way to learn the skills you need to be a successful product manager
- Whether you're a recent graduate or a seasoned professional, this programme will give you the knowledge and experience you need to build innovative, user-friendly products that meet customer needs
- The programme is delivered online, so you can study from anywhere in the world
- The curriculum is rigorous and backed by practical learnings
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Curriculum
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
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: Project
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
Module 16: 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 17: 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 18: 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 19: 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 20: Digital Analytics: Tools and Techniques
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
Module 21: Applying Analytics in Marketing
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
Module 22: Project
Module 23: Product Development Process
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
Module 24: Understanding Agile and Lean Development
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
Module 25: An Illustration of How Microsoft Practices Agile
History of Product Development Processes
Introduction to Scrum Framework
Scrum Team
Scrum Events
Scrum Artefacts
Scrum Illustration in Microsoft
Case Study: Turtle Limited
Module 26: 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
Module 27: Innovative Communication in Design Thinking
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
Module 28: Product Prototyping
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
Module 29: Product Road mapping and Prioritisation
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
Module 30: Leading Product Development
Product Leadership and Its Importance
Qualities of an Effective Product Leader
Setting-up a Product Development Team
Module 31: Project
Module 32: Capstone Project
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Faculty details
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Entry Requirements
- Eligibility: Graduate or Diploma Holder
- Not mentioned
IIM Kozhikode - Professional Certificate Programme in Product Management at Emeritus Admission Process
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