STARTS ON December 30, 2021
DURATION 12 Weeks Online (4-6 hours/ week)
STARTS ON December 30, 2021
DURATION 12 Weeks Online (4-6 hours/ week)
PROGRAMME FEE USD 1,800 View Payment Plan

Programme Overview

Product Managers have become an essential part of every business. They steer organisations in the right direction, guide decision-making, and adapt the vision according to changing needs. Like the CEO, a scrappy, resourceful product manager is a business pillar who develops, refines, and launches products to strategically drive business growth.

What if you could learn how to define and operationalise a structured approach to product management? Designed for busy professionals like you, ISB’s Product Management programme will help you ideate, test, and launch products that focus on both: customer needs and strategic business benefits. This programme teaches you the end-to-end cycle of product management and how it evolves in a disruptive and innovative environment. Using game theory, product road mapping and prototyping, you will learn what it takes to build market-ready products that engage, inspire and bring in revenue.

Eligibility: Any Graduate/ Diploma holder.

Why ISB?

  • #1

    Research Ranking in India

  • 11k+


  • #5

    B-School in Asia

Programme Highlights


Recorded Videos from top ISB faculty


Assignments and Quizzes


Case Studies


Discussion Boards


Live Online Sessions with Programme Leaders

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

Who is this Programme for?

This cutting-edge programme is for:

  • 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 CEE 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 CEE Open programmes
  • Upgrade to ISB Executive Alumni Group with 100+ learning hours

Programme Modules

  • 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
  • Design Thinking and Product Development Process
  • Customer Needs and Behavior
  • Role of Marketing in the Product Development Process
  • Creating Superior Value for Customers
  • Market Definition and Potential Assessment
  • User Persona and Journey Mapping
  • Segmentation and Targeting
  • 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
  • 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
  • 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
  • Kano Analysis
  • Factor Analsysis
  • Paired Comparison and Max Diff
  • Conjoint Analysis
  • Designing a Conjoint Survey
  • Preference Assessment
  • Simulation and Market Share Estimation
  • Common Pricing Approachs
  • Measuring WTP
  • Setting the Pricing Level
  • Role of Cost
  • 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
  • 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
  • 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.

Sample Certificate
Sample Certificate

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

Early applications encouraged. Limited seats are available.

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Special Corporate Enrolment Pricing
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