XLRI Jamshedpur - XLRI - Executive Development Programme in Advanced Product Management

Offered byEmeritus

XLRI - Executive Development Programme in Advanced Product Management
at
Emeritus
Overview

Gain the knowledge to manage the life cycle of a product from ideation to performance

Duration	10 months
Total fee	₹1.63 Lakh
Mode of learning	Online
Credential	Certificate

XLRI - Executive Development Programme in Advanced Product Management
at
Emeritus
Highlights

Earn an Executive Certificate from XLRI
Strategic and tactical curriculum to create customer-centric products
Learn from the eminent faculty of XLRI, and top industry professionals
Gain expertise on tools like Aha!, balsamiq, Figma, Jira, Trello and Tableau
Pedagogy comprising online sessions, assignments, 4+ case studies & a Capstone Project

XLRI - Executive Development Programme in Advanced Product Management
at
Emeritus
Course details

Skills you will learn

Scrum Email marketing Sales Marketing SEO Hypothesis Testing Branding Data mining Retail Digital marketing Content marketing Advertising RICE Social media marketing Data visualization

Who should do this course?

For candidates from technical and non-technical backgrounds
For professionals interested in moving into product-centric roles
For Marketing & Sales Managers looking to understand products and lifecycles in order to better market, promote and brand them
For Product, Category & Programme Managers interested in furthering their knowledge in product strategies, disruption and innovative techniques
For Business Heads & Entrepreneurs keen to conceptualise disruptive business models, nurture products, and network with industry thought-leaders
For Consultants looking to develop a strategic and customer-centric mindset, adapt new technologies, business models, and product strategies

What are the course deliverables?

Understand the role of a Product Manager in a product's development and management
Acquire skills across product management functions including design and development
Use practical frameworks to ideate and evaluate while learning road-mapping and prototyping
Create and release minimum viable products for prototype testing
Learn to measure product success metrics using relevant product marketing metrics and tools
Develop an understanding of how disruptive business models create successful products

More about this course

Through this program, learners will gain an understanding of product strategy, ideation, creation, management, and growth across life cycles as well as marketing, branding, and sales from a product perspective
It will enhance participants' creative problem-solving skills, and equip them with immense strategic and tactical knowledge allowing them to play a key role in creating disruptive business models
This program will be a great learning experience for professionals across a wide variety of industries, especially those who work in eCommerce, media, retail, healthcare, education, and the IT industry
The program has been designed to maintain a balance between aspects related to organizational strategies, governance, performance, and the practical aspects of functional domains for senior managers
This comprehensive program on product management will give participants an understanding of how to build an idea into a product, and develop & deploy it through various stages of the Product Development lifecycle
Class Schedule: Once in a week (Sunday, 3:30 PM to 6:30 PM)

XLRI - Executive Development Programme in Advanced Product Management
at
Emeritus
Curriculum

MODULE 1: Introduction to Product Management

What is a Product?

What is Product Management?

Product Lifecycle

Types of Product Management

MODULE 2: Market Research & Analysis

Qualitative Research

Quantitative Research

Surveys and Interviews

Value Proposition Design

Strategic Planning - Competitor

Analysis and Market Model

MODULE 3: Product Ideation & Validation

Idea Generation

Feasibility Analysis

Product Market Fit

Personas

User Stories

User Journey Maps

MODULE 4: Minimum Viable

Products (MVPs)

What is MVP?

Types of MVP

Hypothesis Testing

A/B Testing

MODULE 5: Prototyping

Prototype Development

Prototype Testing

Wireframing

Usability Testing

MODULE 6: Design Process

Design Thinking (Principles, Mindset & Tools)

Introduction to User Experience

Feedback and Critiques

MODULE 7: Product Development

Agile Product Development

Lean Product Development

SCRUM Framework

MODULE 8: Branding & its Impact

on Product

Brand Essence and its Importance

Brand Values and their Need

Translating your Brand into a Positioning Statement

Brand Architecture - Why is it Necessary?

Different Models of Brand Architecture

How to Develop Brand Architecture?

Brand Equity and its Relevance

Branded House and House of Brands

Developing and Managing a Brand Portfolio

MODULE 9: Translating the Brand into Compelling Customer Experiences

Customer Experience Journey and Purchase Funnel

Touchpoint Concept

Identifying and Prioritising Key Touchpoints

Defining the Touchpoints Roles

Implementing the Brand at Key Touchpoints

MODULE 10: Pricing and Monetisation

Pricing Model

Product Costing

Pricing Strategy

MODULE 11: Go-To-Market Strategy

Segmentation

Target

Positioning

Sales Forecasting

MODULE 12: Digital Marketing

Why Digital Marketing is important - changing Media habits

Digital Marketing Framework - Salience, Authority, Engagement, Advocacy

Enhancing Organic Visibility (SEO)

Paid Search Marketing (Google Ads)

Content Marketing

Social Media Marketing (Facebook, Instagram, Twitter, LinkedIn)

Email Marketing (Mailchimp)

MODULE 13: Sales Strategy

Lead Generation

Customer Acquisition

Customer Retention

MODULE 14: Metrics

AARRR Framework

HEART Framework

Product Marketing Metrics and Tools

Agile Metrics and Tools

Product Success Metrics

MODULE 15: Product Road Mapping & Prioritisation

Product Roadmapping

Feature Prioritisation

Prioritisation using RICE

MODULE 16: Product Lines & Product Mix

Product Mix Breadth

Product Line Depth

Platforms

Mass Customisation

MODULE 17: Analytics for Product Management

Analytics for Customer Research

Data Visualisation and Storytelling

Regression and Clustering

Text Mining Foundations

Social Media Analytics

Google Analytics

XLRI - Executive Development Programme in Advanced Product Management
at
Emeritus
Faculty details

Dr Rajeev Roy - General Management

Dr Rajeev Roy is an entrepreneurship educator, startup mentor, entrepreneur and investor. Currently he is Professor of entrepreneurship at XLRI Xavier School of Management, and the CEO of XCEED, the campus incubator. He completed his PGDM from IIM, Ahmedabad.