Invite Your Colleague and Save INR 14,160 (Inclusive of GST)
EMI options starting as low as INR 6,962 (Click to know more)
STARTS ON May 16, 2022 Last Date to Apply: May 15, 2022
DURATION 12 Weeks Online (4-6 hours/ week)
(Pay in 3 Instalments)
View Payment Plan to know more Special Corporate Enrolment Pricing
ELIGIBILITY Any Graduate/ Diploma holder
STARTS ON May 16, 2022 Last Date to Apply: May 15, 2022
DURATION 12 Weeks Online (4-6 hours/ week)
(Pay in 3 Instalments)
View Payment Plan to know more

Programme Overview

What if you could steer organisations in the right direction, guide decision-making, and adapt the vision according to changing customer needs?

  • ISB Executive Education’s Product Management programme will help you with a structured approach to managing entire product life cycle
  • Ideate, test, and launch products that customers love and are always ahead of the competition
  • Learn competition analysis, roadmapping, prototyping, A/B testing and much more
  • Get access to Emeritus Career Services, which empowers you to manage your career proactively.

Why ISB Executive Education’s Product Management Programme?

  Non-Accredited Institute
Accredited institution Accredited by three global accreditation bodies - EQUIS, AACSB and AMBA. This is the highest in PG business education No accreditation
Curriculum Designed by India’s No.1 Business School Designed by a non-accredited Institute
Recognition of Certificate Certificate is recognized globally. Instantly adds credibility to your resume Certificate may be recognized in one or two cities in India
Lifetime association Lifetime association with one of the best Business Schools in India. Associated with a small institute
Credibility of faculty Learn from globally renowned ISB faculty, ensures best-in-class knowledge Faculty are not globally renowned
Financial Times Rankings 2022 No.1 Business School in India
No.4 in Asia
No ranking
Live online sessions by industry practitioners
Weekly doubt clearing sessions
Access to 49000+ ISB Executive Network and LinkedIn Group
Exclusive invitations to Online and Offline events by ISB Executive Education
Lifetime access to Emeritus Career Fairs and Emeritus hiring partners
Flexible payment options

Tools Covered

Note: These tools are optionally covered in this programme. While you are encouraged to gain knowledge about them, you will not be evaluated for these in the final exam.

Emeritus Career Services

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

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • ISB 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. ISB is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Past participants of Emeritus work at

Compony Logos

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.

Read about our participants' learning experience on LinkedIn

(These are LinkedIn posts & will require you to log in to LinkedIn to see them).

Why ISB?

  • #1

    Research Ranking in India

  • 49K+

    Executive Network

  • #4

    B-School in Asia

Programme Highlights


Recorded Videos from top ISB faculty


Assignments* and Quizzes


Case Studies


Discussion Boards


Live Online Sessions with Industry Practitioners


Emeritus Career Services Workshops with Job Placement Assistance

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
*Assignments are graded either by industry practitioners who are available to support participants in their learning journey and/or by the Emeritus grading team.

Who is this Programme for?

This cutting-edge programme is for:

  • Individuals who are looking to transition into the field of Product Management and are looking to strengthen their foundations so that they start strong in this career
  • Mid and senior-level managers who want to manage new and mature products, from conception to execution and measure performance to drive profitability
  • Business heads and entrepreneurs who want to spearhead the usage of product strategies in their organisation and drive product-focused decision-making and planning

Key Programme Takeaways

  • Develop a product mindset needed to bring viable products (or services) to market
  • Define the problem a product will solve while mapping the customer’s journey and articulate user personas
  • Analyse strategies and frameworks for developing, marketing, and selling a product
  • Evaluate product road mapping 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
More Less

ISB Executive Network

  • ISB Newsletters with the latest updates
  • Learning and Networking opportunities via ISB Executive Network Group on LinkedIn
  • Exclusive invitations to Online and Offline events like Webinars, Conferences, and Master Classes, amongst others
  • Scope to facilitate as a Guest Speaker at ISB Executive events
  • Preferential pricing with 10% discount on course fee on ISB Executive Education programmes
  • Upgrade to ISB Executive Alumni Group with 100+ learning hours

Programme Modules

Module 1: Product Development and Management: Key Concepts and Principles

  • Linking Innovation, Product and Growth Strategy
  • Mindset for Successful Product and Brand Manager
  • Evolution of Product Management
  • Product Concept and Key Drivers
  • Product Life-cycle
  • Layout a Framework /Roadmap for Rest of the Programme

Module 2: Product Development Process

  • Design Thinking and Product Development Process
  • Customer Needs and Behavior
  • Role of Marketing in the Product Development Process
  • Creating Superior Value for Customers

Module 3: Market Structure Analysis and Opportunity Identification

  • Market Definition and Potential Assessment
  • User Persona and Journey Mapping
  • Segmentation and Targeting

Module 4: Competitive Positioning and its Role in Product Design

  • Competitor Mapping and Analysis
  • Importance of Positioning Strategy, How to Position for Market Advantage, and How to Create Disruptive Positioning Strategies
  • Positioning for Market Advantage
  • Understanding Disruptive Positioning
  • Communication

Module 5: The Product Development Process; A/B and A/A Testing, MVP and Growth Hacking

  • The Product Development Process Revisited: When should you Expedite the Process and How?
  • Understanding the Framework of Opportunity Cost and Development Risk
  • Understanding Product Market Fit and Product Company Fit
  • Experimentation for Product Validation, A/B Testing and A/A Testing
  • Understanding Minimum Viable Product and Growth Hacking

Module 6: Concept Development and Testing

  • Concept Testing
  • Defining Research Objective
  • How Digital Technologies are Changing New Product Development Due to the Long Tail Effect
  • Market Potential Assessment and Sales Forecasting

Module 7: Understanding Consumer Preferences

  • Kano Analysis
  • Factor Analsysis
  • Paired Comparison and Max Diff

Module 8: Product Solution Design

  • Conjoint Analysis
  • Designing a Conjoint Survey
  • Preference Assessment
  • Simulation and Market Share Estimation

Module 9: Willingness to Pay and Price Setting

  • Common Pricing Approaches
  • Measuring WTP
  • Setting the Pricing Level
  • Role of Cost

Module 10 A: Product Positioning and Branding

  • Innovating Beyond the Product
  • Building Brands - Brand Ladder and Brand Health, Consumer and B2B and B2C, Customer Equity vs. Brand Equity
  • Role of Marketing and Brand Strategy, Why Brands matter: Pricing Power

Module 10 B: Managing Distribution and Pricing

  • Managing Profitability, Managing Distribution Relationships
  • Price Position Against Distributor's Private Labels
  • Managing Trade Incentives and Discounts, Role of Brands in eCommerce
  • Pricing Solutions, Dynamic Pricing, Product Platforms

Module 11: Managing Product Performance and Metrics

  • AARRR Framework for Product Performance
  • ROMI - Return on Marketing Investments
  • Fine-tuning Strategy Across Geographical Product-markets
  • Strategic Metrics (Growth and Resilience)

Programme Faculty


Novartis Professor of Marketing Strategy and Innovation, Marketing

The former Dean of the Indian School of Business (ISB), Professor Srivastava comes with over 30 years of experience as an academic and administrator. Before joining the ISB, he was Provost and Deputy President of Academic Affairs at Singapore Management University. His research interests include marketing strategy, marketing metrics, and customer management. He is an award-winning, highly cited scholar with work published in leading marketing journals.

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Associate Professor, Marketing

Associate Dean - Research and RCI Management;

Executive Director - IIDS

Prof. Gangwar is the Executive Director of the Institute of Data Science and Business Analytics programme at ISB. He holds a PhD in Management Science from the University of Texas at Dallas. His research interests include exploring marketing, product, and technology issues using quantitative models. His research articles have been published in leading academic journals, books' chapters, and popular media. He was also recognised as one of the most prominent data science academicians in India.

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Associate Professor, Marketing

Prof. Singh heads The Media Hub, ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management, ISB’s doctoral programme. He has a PhD (Marketing) from the J. L. Kellogg School of Management, Northwestern University, and an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign. His research interests focus on exploring a firm’s ability to achieve sustainable competitive advantage. He has co-authored three textbooks with Prof. Noel Capon for MBA students and business executives.

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Programme Certificate

Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Product Management from ISB Executive Education.

Sample Certificate
Sample Certificate

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

Student Loan Available

Below EMI plans are available for the Programme Fee: INR 1,20,000 + GST

Full Fee with GST Tenure (months) EMI
INR 1,41,600 9 INR 15,733


Maximum Loan Amount Tenure (months) EMI
INR 1,41,600 24 INR 6,962


  • The above EMI's are indicative. The EMI's offered by each of the loan providers might vary from the above figures, depending upon tenure and loan amount to be disbursed.
  • Other EMI tenures available (Months):
    Propelld: 12/18/24/30/36/42/48
    Eduvanz: 12/24/36/48

Early applications encouraged. Limited seats are available.

View Payment Plan
Loan offered at EMI of INR 6,962
Special Corporate Enrolment Pricing
Invite Your Colleague and Save INR 14,160 (Inclusive of GST) Apply Now

Last Date to Apply May 15, 2022

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'.

DOWNLOAD BROCHURE Last Date to Apply: May 15, 2022