Invite Your Colleague and Save INR 11,250
EMI options starting as low as INR 13,054 (Click to know more)
WELCOME SESSION February 13, 2023 CLASSES START February 20, 2023 Last Date to Apply: February 12, 2023
DURATION 24 Weeks Online (4-6 hours/ week)
PROGRAMME FEE INR 2,25,000 + GST
(Pay in 5 Instalments)
View Payment Plan to know more Special Corporate Enrolment Pricing
ELIGIBILITY Any Graduate/ Diploma holder
WELCOME SESSION February 13, 2023 CLASSES START February 20, 2023 Last Date to Apply: February 12, 2023
DURATION 24 Weeks Online (4-6 hours/ week)
PROGRAMME FEE INR 2,25,000 + GST
(Pay in 5 Instalments)
View Payment Plan to know more
To ensure that holiday plans on the occasion of Christmas and New Year are not interrupted, no new modules will be released during this time and participants will receive a 2-week extension for submitting assignments. Participants will continue to have access to course material on the platform during this time.

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.

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.
  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 via high-definition recorded videos, 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
Join the ISB Executive Network and access the LinkedIn Group
Exclusive invitations to Online and Offline events by ISB Executive Education
3 Months access to Emeritus hiring partners
Flexible payment options

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

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
Career Services image
  • Career Management Modules on:
    • Building an Impressive Resume & Cover Letter
    • Building an Impressive LinkedIn Profile
    • Navigating Job Search
    • Interview Preparation
  • 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 Executive Education 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 Executive Education 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

  • 50k+

    Executive Network

  • #4

    B-School in Asia

Programme Highlights

30+

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

30+

Quizzes and Graded Assignments

40+

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

1

Live Session/Week with Industry Experts

6+

Demos and Simulations

3

Emeritus Career Services Workshops with Job Placement Assistance

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

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

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

ISB Executive Alumni Group Benefits

Besides ISB Executive Network benefits, upon completion of 100+ hours in this programme, you will become part of ISB Executive Alumni Group and get access to:

  • Personal ISB Email ID
  • Alumni Spotlight Series, Women in Leadership Series
  • Podcasts, ISB RCI Research Reports
  • 20% discount on ISB Executive Education Open programmes
  • Self-Help Articles, Development Tools, Exec Ed Stories, Articles, Blogs

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
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.

Programme Faculty

DR RAJENDRA SRIVASTAVA

Novartis Professor of Marketing Strategy and Innovation, Marketing Executive Director - ISB Institute of Business Innovation, CBM, 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

MANISH GANGWAR

Associate Professor, Marketing

Executive Director- 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

SIDDHARTH S. SINGH

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.

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.

Student Loan Available

Below EMI plans are available for the Programme Fee: INR 2,25,000 + GST

Maximum Loan Amount Tenure (months) EMI
INR 2,65,500 24 INR 13,054

Note:

  • 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 13,054
Special Corporate Enrolment Pricing
Invite Your Colleague and Save INR 11,250 Apply Now

Last Date to Apply February 12, 2023

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: February 12, 2023