Invite Your Colleague and Save INR 15,000
EMI options starting as low as INR 14,042 (Click to know more)
STARTS ON March 28, 2024 Last Date to Apply: March 6, 2024
DURATION 24 Weeks Online (4-6 hours/ week)
ELIGIBILITY Any Graduate/ Diploma holder
STARTS ON March 28, 2024 Last Date to Apply: March 6, 2024
DURATION 24 Weeks Online (4-6 hours/ week)
PROGRAMME FEE INR 2,40,000 + GST View Payment Plan to know more
Registration for this programme is done through Emeritus. You can contact us at for any queries.

Programme Overview

  • Product-led companies are achieving outsized business results. Customer-centric product management was once a tactic, now it's a mindset among Fortune-500 companies and business leaders across the world.
  • The Professional Certificate in Product Management programme by ISB Executive Education tries to bring elements of both technique and strategy and helps you understand how Product Management evolves in this disruptive and innovative environment.
  • The programme will equip you with concrete skills on how to build products fit-to-market, use pricing as a strategy, address customer needs and more.
  • For a holistic education, get a complete framework for key concepts and principles of product management, which will develop your business acumen to strategise an effective product development and management process.
  • Unlock your potential with globally renowned faculty, 5 hands-on projects, 10 masterclasses with leading product managers, and 10 essential tools in PM toolkit.

Why Choose this Programme?

  • The Professional Certificate in Product Management by ISB Executive Education is a well-structured curriculum designed by the No.1 business school in India that will prepare you for success in your product management career.
  • The programme faculty - Prof. Manish Gangwar, Prof. Rajendra Srivastava, and Prof. Siddharth Singh, are stalwarts in the field of marketing, digital, and product management. Together, they bring a gamut of several years of academic research and practitioner experience across multiple publications, and corporates.
  • Upon completion of the programme, you will become part of the ISB Executive Alumni group, a community of senior executives and entrepreneurs, and help you expand your professional network.
  • #1

    Research Ranking in India

  • 50k+

    Executive Network

  • #4

    B-School in Asia

  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 and get best-in-class knowledge through high-definition pre-recorded videos Faculty are not globally renowned
Financial Times Rankings 2023 No.1 Business School in India*
No.4 in Asia
No ranking
Live online sessions by programme leaders
Weekly doubt clearing sessions
Join the ISB Executive Network and access the LinkedIn Group
Exclusive invitations to Online and Offline events by ISB Executive Education
Flexible payment options

*Source: FT Global MBA Ranking 2023

Programme Highlights


Pre-Recorded Videos For Self-paced Learning from Top ISB Faculty


Quizzes and Graded Assignments


Case-Studies, Discussion Boards, and Self-Study Activities


Live Session/Week with Programme Leaders**


Demos and Simulations


Masterclasses with Leading Product Managers


Product Management Tools

ISB faculty will not be a part of weekly live sessions or any other live interaction in this programme. We have a curated panel of eminent programme leaders who will be conducting the weekly live doubt-clearing sessions.
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start
*Assignments are graded either by programme leaders who are available to support participants in their learning journey and/or by the Emeritus grading team.
**Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.

What Will You Learn in this Programme?

  • How to develop a product mindset needed to bring viable products (or services) to market
  • How to define the problem a product will solve while mapping the customer’s journey and articulate user personas
  • How to evaluate product road mapping and prototyping decisions using various product management techniques & practices
  • How to develop prototypes and MVPs and collect user feedback, think about product pricing, and Go-to-Market Strategies of digital and SaaS products
  • How to modify the product line to make products better for the customer
  • How to measure product performance to continuously improve products for business profitability
  • How to do competitor analysis to continuously launch products that actually matter to your customers and grow the customer base
  • How to develop products using the agile product development process
  • Fundamentals of analytics and artificial intelligence/machine learning (AI/ML) along with AI/ML platforms, tools, and types of analytics

Product Manager’s Toolkit

Gain hands-on experience on cutting-edge tools used by product managers in top companies


Learn the fundamentals of creating a product roadmap using specialised tools which help Product Managers efficiently create robust roadmaps.

Recorded Masterclass with Speaker:
Smarth Vasdev
Product Manager @ PeopleGrove. Ex - Founder, 3Dexter


Learn the basics of creating a wireframe/low-fidelity mock-up by using essential product tools like Figma & Miro.

Recorded Masterclass with Speaker:
Arnob Mukherjee
Founder @ Olvy, ex - Ola, Olx


Learn how to instrument data, use Mixpanel to view analytics and implement it in your product which will help you get better with data analysis and build better products. 

You will also learn how to extract data by using SQL (the most commonly used tool for data analysis) which will equip you with a technical hard skill for PMs.

Recorded Masterclass with Speaker:

SQL: Sonal Pattanaik
Advisory Consultant @ IBM

Mixpanel: Keming Liu
Senior CS Manager @ Mixpanel


Learn other essential tools for wireframing, project management and analytics


Students learn how to use VWO, world's leading A/B test tool used to conduct experiments, A/B tests and lots more. This will help them find an ideal solution among multiple hypotheses while building products.

Recorded Masterclass with Speaker:

Ajit Singh
Sr. Marketing Manager @ VWO

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.
Industry speakers are subject to change based on their availability.

Hands-On Projects and Live MasterClasses

  • Deep dive into the problems faced by top Indian startups and sharpen your understanding of all the facets of product management
  • Build a portfolio of projects to showcase your experience in product management domain
Learn to create an effective product roadmap For H2 2023, Flipkart as a company is focused on 3 major goals via their product - Reducing order cancellations/returns, improving discoverability of products and growing to the next billion users.
By working on this project, you will be equipped with the fundamental skill of creating a short/long term product roadmap which dictates the product development pipeline. It will also help in following through with the Product Strategy of the company.

Engage in Live Masterclass with Speaker:
Chitrak Gangrade
Product Manager @ Stripe, ex -,
Flipkart. IIT-M

User Research & Translating it to Product Design Paytm is looking to launch a new loyalty program product which will help them convert existing users into power users.
By working on this project, you will learn the first step of building a great product – Effective User Research. Use those insights to turn them into a wireframe/low-fidelity mock-up and collaborate with designers better for the final product design.

Engage in Live Masterclass with Speaker:
Satish Suggala
AVP, Product @ Paytm, ex - Servify

Understanding Key Metrics via Product Analytics Swiggy recently launched a product to offer home-like meals aimed at increasing daily food ordering. This is targeted towards professionals who don’t have time to cook.
By working on this project, you will learn what are the key metrics involved in building a product and how to track them. Then use that data to build better products which will guide your instincts and product sense. 

Engage in Live Masterclass with Speaker:
Asad Abrar
Product Manager @ Coinbase. Ex - Swiggy & GoJek

Setting the Right Vision & Strategy for Products Problem Statement: Meta started its focus to work on AR/VR products with a bet that it’s the platform of the future. As a Product Manager for its upcoming device (Meta Quest 3) that will focus on these technologies and target the mass market, design a vision & strategy document for this product. This document will be used by all stakeholders to understand how the product will shape up & impact customers.
Career Benefit: Students learn how to draft vision and strategy for new products and launches. This allows Product Managers to prioritise better, align stakeholders and be agile with strategy to build successful products.

Masterclass Speaker: Siddharth Shukla
Product Management Lead @ Meta. Ex - Amazon, Cleartrip, Treebo

Iterating & Optimising Existing Products for Success Problem Statement: Microsoft Teams was launched in 2017 as a competitor to workspace communications tool Slack. It then expanded its capabilities to include video conferencing when the pandemic hit in 2021. It’s part of the Microsoft 365 suite and is constantly positioned to meet the needs of working professionals. Create a sprint plan for the next quarter which will focus on the next big feature that Microsoft Teams should work on.
Career Benefit: Students learn a key aspect of product development - to iterate and optimise existing products. It’ll ensure they’re constantly making their products better to suit customer needs.

Masterclass Speaker: GC Mouli
Prinicipal Product Manager @ Microsoft. Ex - Ixigo, Goibibo

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.
Industry speakers are subject to change based on their availability.

Other Case Examples

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.

Emeritus Career Services

  • 15 Recorded Sessions and Resources in the Following Categories (Please note: These sessions are not live):
    • Resume and Cover Letter
    • Navigating Job Search
    • Interview Preparation
    • LinkedIn Profile Optimisation
  • Interview Guidebook
  • Job Placement Assistance
    • Job openings are sourced by the CS Team and virtual hiring drives are conducted for the applicants.
    • Dedicated online portal for all candidates where they can apply for jobs & track past applications.
    • Regular job postings.

Please note:

  • 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.
  • Job placement assistance is focused for students with 0 to 5 yrs of experience.
  • This service is available only for Indian residents enrolled in select Emeritus programmes.
Career Services image
Career Services image

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

Who is this Programme for?

This programme is best suited for individuals who are seeking a better understanding of how successful products are created, launched, tracked, and optimised through core areas of product management.

  • Early to Mid-Level Professionals:

    Analyst, Product Analyst, Manager, Senior Manager, Program Manager, Senior Program Manager, Product Manager, Project Manager, Marketing Operations Manager, Customer Success Manager, Strategy Manager
  • Business Heads/Entrepreneurs:

    Director, Senior Director, Director of Product, Product Sales Director, Managing Director, Head of Product, General Manager, CXO – SME, Product Lead

Key industries where this programme is relevant: IT, E-commerce, Banking and Finance, FMCG, Media, Retail, Healthcare

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).

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 11: 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 12: 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)

Module 13: Prioritization

  • Story Mapping
  • Opportunity Scoring
  • Cost Of Delay
  • Product Backlog and Product Roadmap
  • The Moscow Method
  • Product Tree
  • Buy A Feature
  • Backlog Prioritizer

Module 14: Project Management, Product Concept Generation, Selection and Architecture

  • Concept Generation and Selection
  • Product Design and Architecture

Module 15: Prototyping and Testing

  • Principles Of Prototyping and User Experience
  • Wireframing And Prototyping Models
  • Testing And Troubleshooting

Module 16: Business Models for Digital Products

  • Definition And Importance of Business Models and How to Choose the Right Business Model
  • Freemium, Software as A Service (SaaS), And Marketplace Models

Module 17: Managing Digital Products

  • Manage, Launch, and Monetize Digital & SAAS Products
  • SaaS Marketing Analytics
  • Social Media Tools and Techniques

Module 18-19: Agile Product Development

  • Principles Of Agile Development
  • Agile Methodologies (Scrum, Kanban, Etc.)
  • Scrum/Agile Team Structures
  • Scaled Agile Framework
  • 3Cs in User Stories (Card, Conversation, and Confirmation)

Module 20: Product Marketing

  • Digital/Growth Marketing
  • Content Marketing
  • Marketing Operations and Automation
  • Fundamentals Of Storytelling
  • How To Give Effective Product Presentations and Demos?

Module 21: Financial Analysis for Product Managers

  • Economics Of a SaaS Business (CLV, CAC, MRR, MRR Expansion, Churn)
  • Net Present Value (NPV), Internal Rate of Return (IRR), and Product Profitability

Module 22-23: DSMLAI And Analytics for Product Managers

  • Model Evaluation Metrics
  • Ways Of Identifying Biases to Avoid Analytical Errors
  • Google Analytics
  • Types Of Analytics—Descriptive, Predictive and Prescriptive
  • AI/ML Platforms and Tools

Module 24: Growth Techniques

  • Customer Development
  • Market Development
  • Demand Expansion
  • Product Line Extensions, Product Line Pruning and Product Sunsetting

Programme Faculty


Novartis Professor of Marketing Strategy and Innovation, Executive Director at Centre for Business Innovation (CBI), EFPM

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.

Read More


Associate Professor of Marketing

Executive Director at ISB Institute of Data Science (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.

Read More


Associate Professor of 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.

Read More

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.

ISB Executive Network

ISB Executive Network benefits include:

  • ISB Executive Education Newsletters with the latest updates
  • Networking opportunities via ISB Executive Network Group on LinkedIn
  • Exclusive invitations to Online and Offline events like Webinars, Conferences, and Master Classes, amongst others
  • Preferential pricing with 10% discount on programme fee on ISB Executive Education programmes
  • Upgrade to Executive Alumni status by completing 100+ learning hours

ISB Executive Alumni Group Benefits

ISB Executive Alumni will receive the following benefits upon successful completion of 100+ learning hours:

  • Access to the Executive Alumni portal – a unique space for alumni to re-ignite connections, spark collaborations and engage in continuous learning. The alumni portal has several features like an alumni directory, city chapters, special interest groups, alumni mentorship and more. Access to the alumni portal is provided post the programme completion.
  • Networking opportunities via ISB Executive Education Network Group on LinkedIn.
  • Preferential pricing with 20% discount on programme fee on ISB Executive Education programmes.
  • ISB Executive Education newsletters, articles, podcasts and videos.
  • Access to ISB Executive Education support team over email.
  • Exclusive invitations to Online and Offline events like Webinars, Conferences, and Master Classes, amongst others.
  • Opportunity to be a Guest Speaker at ISB Executive events (invited on the discretion of ISB Executive Education).
  • ISB Executive Alumni Credentials: ISB Email ID.

Note: All activities and research resources for ISB Executive Education alumni are handled by ISB Executive Education. Whenever there are any events or webinars held, they will be informing the alumni community of the same. Events take place yearly basis availability of resources & is subject to change.

Emeritus Insights

Free 1 Year Premium Access to Emeritus Insights

As a learner of this programme, you will get free 1 year premium access to Emeritus Insights- a microlearning platform to help you shape your success. You can build 50+ in-demand skills from 5000+ bite-sized video lessons from best-selling books, subject matter experts and Harvard Business Review. You will also get access to live, engaging sessions with industry experts on Insights LIVE.

Student Loan Available

Below EMI plans are available for the Programme Fee: INR 2,40,000 + GST

Maximum Loan Amount Tenure (months) EMI
INR 2,83,200 24 INR 14,042


  • 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: 12/18/24/30/36/48/60
    Eduvanz: 12/24/36/48/60

Early applications encouraged. Limited seats are available.

View Payment Plan
Loan offered at EMI of INR 14,042
Special Corporate Enrolment Pricing
Invite Your Colleague and Save INR 15,000 Apply Now

Last Date to Apply March 6, 2024

The Learning Experience

What is it like to learn with the learning collaborator, Emeritus?

More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.

A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

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: March 6, 2024