Indian Institute of Management Kozhikode

Globalizing Indian Thought

PROFESSIONAL CERTIFICATE
PROGRAMME IN PRODUCT STRATEGY
STARTS AUGUST 29, 2020 | 5 MONTHS LIVE ONLINE SESSIONS
OVERVIEW
The accelerated pace of digital transformation,
data-driven insights, fierce competition, and high
customer expectations have made product
management the hottest profession today. The
Product Management roles have grown
importance of product managers is growing an astounding 32% over just a two year
remarkably, and their role has become central to the period, from August 2017 to June 2019.
success of any product and organisation. Source: Medium

To develop product-centric thinking for business

growth, this immersive programme provides a
comprehensive blend of both data-driven insights and
strategic product understanding as well as effective
communication and management. This programme
A fully optimised product management
will benefit professionals who want to lead their process at an organisation can increase
organisations in a disruptive and constantly evolving profits by 34%.
digital world. Source: 280 Group

IIM Kozhikode's Professional Certificate Programme

in Product Strategy will be beneficial for working
professionals and entrepreneurs interested
mastering the art of product strategy and creating
a disruptive business model based on an innovative
product. Join this programme to learn how to create a
business model with a customer-centric, value-driven
product at the centre and efficiently navigate each
stage of the product life cycle.
in
Interest in the search term “product
manager jobs” has increased by 270%
since Nov 2014, and interest in “product
manager salary” by 303%.
Source: Product Board

Professional Certificate Programme in Product Strategy | 1

A great product manager has
the brain of an engineer, the
heart of a designer, and the
speech of a diplomat.

Deep Nishar,
Senior Managing Partner,
SoftBank Investment Advisers

Professional Certificate Programme in Product Strategy | 2

LEARNING OUTCOMES
At the end of this programme, you will be able to:

Understand the Identify a market opportunity

implications of digital and conceptualise a customer-
disruption and evolution centric, value-driven product
in the product strategy
paradigm

Learn how to Efficiently manage

develop, test, and each stage of the
refine the product product life cycle
to maximise results

Create a disruptive business model

with the product in the centre

Professional Certificate Programme in Product Strategy | 3

PROGRAMME HIGHLIGHTS
The rising importance of data-driven decision-making, customer and user experience focused
innovation and the emerging technologies fueling digital transformation have all led to an
ever-increased demand for skilled product managers in India and globally. While imparting best
practices and insights on product strategy, this programme weaves a variety of learning elements
from live lectures, case study discussions, mini assignments, open forums, simulations, and a
capstone project to provide an engaging and highly productive learning experience.

Develop an innovative, Learn beyond product Experience an immersive

product-centric mindset for management and create learning journey with
accelerated career growth product-centric disruptive real-world case studies,
business models simulations and a
capstone project

Explore agile product Earn a prestigious certificate Learn from eminent

development with Eruditus in Product Strategy from one IIM Kozhikode faculty,
Global Faculty and industry of India’s best Business renowned industry experts
practitioner Glenton Davis Schools and thought leaders

Professional Certificate Programme in Product Strategy | 4

WHO IS THIS PROGRAMME FOR
This five-month programme will be extremely beneficial for professionals across all industries and
functions (technical and non-technical) since the meticulously curated curriculum provides a robust
foundation for exploring the frameworks for product-centric thinking.

This programme is most relevant for:

Mid to senior level managers working on product development, product management or product
strategy roles

Marketing Managers and Sales Managers who are responsible for the marketing and sales of
products and services in their organisation

Business Managers and Department Heads from various functions such as R&D, Operations,
Finance, who are part of a product's life cycle directly or indirectly

C-Suite Leaders and Consultants who want to develop a strategic mindset that revolves around
product strategy as the path to growth

Entrepreneurs and Business Owners who are committed to growing their business through
effective product strategies

Professionals who have recently taken a role or are keen to establish a career in product
development, product management or product strategy

Professional Certificate Programme in Product Strategy | 5

PROGRAMME DIRECTORS' MESSAGE
In this technology-driven, disruptive innovation era, every company wants to be competitive by changing
its product policies and practices in a way that it goes hand-in-hand with market demands. In this
competition, every person who deals with their company's product or service also needs to update
themselves to contribute to its success. In this context, this sixty-hour professional certification
programme offered by IIM Kozhikode prepares professionals who deal with product/service or work in
designing product strategy to expand their knowledge and build competencies in product strategy
formulation. Moreover, this programme orients participants with a cradle-to-grave approach for
managing and optimising the life of a product or service. Additionally, this programme equips its
participants to think like a product manager in a fiercely competitive world. Throughout this programme,
the participants learn more about formulating and designing product strategy through immersive,
interactive, and thoughtful discussions with Professors of IIM Kozhikode, and their peers.

Prof. Atanu Adhikari, PhD Prof. Sreejesh S, PhD

Programme Director & Professor, Programme Director & Assistant Professor,
Marketing Management Marketing Management

Professional Certificate Programme in Product Strategy | 6

PROGRAMME FACULTY
Prof. Atanu Adhikari, PhD
Programme Director & Professor,
Marketing Management

Professor Atanu Adhikari's current area of research includes consumer

choice behaviour, experience product marketing, pricing, and applications
of Bayesian econometrics in marketing research. He is actively involved in
scholarly academic research work, which has been in many national and
international peer-reviewed academic journals. Prof. Adhikari is affiliated
as a doctoral fellow of Royal Statistical Society, Commonwealth
Academic Fellow to London Business School, and is a Visiting Researcher
to Syracuse University. He has also edited books published by leading
publishers, namely Springer, Sage, John Wiley, Cambridge Scholar Press,
Gower Publication, and Cengage Learning. His research work has been
selected and presented in several prestigious international conferences
organised by Marketing Science, American Marketing Association, 7th
World Congress in Probability and Statistics, Royal Statistical Society and
similar academic forums in the USA, UK, France, Germany, Italy, China,
Australia and Singapore. Currently, Prof. Atanu Adhikari is a Professor in
the area of Marketing Management at IIM Kozhikode.

Prof. Sreejesh S, PhD

Programme Director & Assistant Professor,
Marketing Management

Professor Sreejesh's primary research interests include marketing

analytics, brand management, services marketing, and online
marketing & advertising. His publications have appeared in Journal of
Brand Management, Industrial Marketing Management, European Journal
of Marketing, Computers in Human Behaviour, Journal of Travel and
Tourism Marketing, International Journal of Contemporary Hospitality
Management, Internet Research, Journal of Product and Brand
Management, Journal of Service Theory and Practice, International
Journal of Bank Marketing, etc. He serves on the editorial board of
International Journal of Consumer Studies. He has also authored books
of international repute with Pearson India and Springer International.
Prof. Sreejesh S is currently working as an Assistant Professor of
Marketing Management at IIM Kozhikode.

Professional Certificate Programme in Product Strategy | 7

ERUDITUS GLOBAL FACULTY
Glenton Davis
Industry Practitioner

Glenton Davis is a Senior Business Development and Strategy Manager

at Microsoft. In this role, Glenton leads the company’s global strategic
partnerships, mergers, acquisitions, and venture investments that
accelerate growth for Dynamics 365 Field Service, Dynamics 365
Customer Service, and Omnichannel for Customer Service.

Previously, Glenton was a Senior Product Marketing Manager for

Microsoft 365 & Security where his responsibilities included managing
the organization’s global field and partner channels, leading sales
strategy as part of the security team’s global go-to-market efforts. Prior
to this role, Glenton was a Business Strategist and Product Manager in
Microsoft’s One Commercial Partner organization, where he built and
launched automated content marketing applications to drive cloud
revenue growth and profitability through Microsoft’s global ecosystem
of over 300,000 partners.

Glenton began his career at J.P. Morgan, where he was an Investment

Strategist for the Chief Investment Officer of J.P. Morgan Global Asset
& Wealth Management. Glenton left Wall Street in 2009 after
independently releasing a pop music album that achieved acclaim on
the Canadian pop charts and founding an arts education nonprofit, Soul
Pop U, Inc. Glenton briefly returned to the private sector in 2012 before
attending Northwestern University in 2013. He graduated from the
institution in 2016 with an MBA from Kellogg School of Management,
and a JD, cum laude, from Northwestern Pritzker School of Law. Glenton
also holds a BA in Economics from Yale University.

Professional Certificate Programme in Product Strategy | 8

PROGRAMME MODULES
IIM Kozhikode's Professional Certificate Programme in Product Strategy has a robust curriculum with
a module flow designed to provide an in-depth understanding in the 5-stage-journey of a product life
cycle from development, introduction, growth, maturity, to decline. These modules will help you gain
proficiency in learning the nuances of product strategy, which are result-oriented, customer-centric
and innovative.

MODULE 1: Product Strategy and Technological Disruption

Introduction to Product Strategy
Managing Product/Services
Product Strategy in Professional Services Companies
Strategy Formulation for Product Success

MODULE 2: Marketing Plan & Analysis of Product Opportunities Formulation

Marketing Plan Formulation
Defining Opportunities
Analysis of Product Opportunities
Evaluation of Product Opportunities

MODULE 3: Competitor Definition & Analysis

Competitor Analysis
Understanding the Techniques of Competitor Analysis
Developing Competitor Orientation

MODULE 4: Product/Service Category Attractiveness

Product Portfolio Analysis
Product Life Cycle
Product Opportunity Gap
Product Portfolio Strategy

Professional Certificate Programme in Product Strategy | 9

PROGRAMME MODULES
MODULE 5: Customer Analysis
Techniques Used in Customer Analytics
Product Positioning and Planning
Customer Analytics in B2B and B2C
Best Practices for Product Launches

MODULE 6: Agile Product Development

Principles of Agile Development and Scrum*
Transitioning to Agile*
Managing Remote Teams*
Influence Without Authority*
*(Taught by Eruditus Global Faculty)

MODULE 7: Market Potential and Sales Forecasting

Techniques Involved in Understanding Market Potential
Sales Forecasting Methods

MODULE 8: Managing Product Evolution and Growth

Increasing Share of Wallet, Share of Market, and Size of Market
Growth Through Partnerships
Growth Hacking Strategies

Professional Certificate Programme in Product Strategy | 10

CASE STUDIES
Cathay Pacific: Navigating Digital Disruption by Yulin Fang, Ning Su & Duan Yang (Harvard
Business Publishing, Product #W19051-PDF-ENG)

In 2017, Cathay Pacific Airways Limited (Cathay Pacific) began its largest
digital transformation and insight orientation programme in 20 years in
response to the business challenges the airline had been experiencing since
2016. Information technology (IT) not only played a lead role in this corporate
transformation, but it also became increasingly vital to Cathay Pacific's
future growth. This case explores the IT strategies and investments made by
Cathay Pacific over a decade and examines the critical relationships between
business environments, business strategy, and IT strategic investments.

Research In Motion: The Mobile OS Platform War by Alan MacCormack, Brian Dunn &
Chris F. Kemerer (Harvard Business Publishing, Product #613001-PDF-ENG)

The mobile operating system (OS) market was booming, but Research In
Motion (RIM), whose BlackBerry OS had made the company the early leader

! in smartphones, was struggling. Early in 2011, the company had lost its
leading market share to powerful new rivals in Apple and Google, the
company's most recent big release had failed, and the stock price had
crashed. This case explores the strategic dynamics in platform-based
industries in general, and more specifically, how a firm that led the industry in
2007 could crash so dramatically four years later.

Qualcomm and Intel: Evolving Strategies in the Mobile Chipset Industry in 2014 by John Thomas
& Robert A. Burgelman (Harvard Business Publishing, Product #SM225-PDF-ENG)

In the mobile chipset industry in 2014, Qualcomm, the dominant technology

company was able to lead the market in modem performance by deploying
the latest and fastest communication technology. This case details the
competitive dynamics of Qualcomm's strategy, including its technology
adoption strategy; its "whole product strategy" (products and services); its
mobile carrier strategy; and its modem and CPU (central processing unit)
integration strategy. This case further explores a discussion on Intel becoming
a rising contender through its new low-power Atom microprocessor.

Professional Certificate Programme in Product Strategy | 11

PROGRAMME CERTIFICATE
Participants will be awarded a Certificate of Completion from IIM Kozhikode on successfully
completing all evaluation components with minimum pass marks in the respective evaluation
components and having a minimum attendance of 75%. The evaluation methodology is at the
discretion of the faculty and includes online exams, case analysis, class contribution, assignments
and any other components as decided by the faculty. Participants who are unable to clear the
evaluation criteria but have the requisite attendance will be awarded a Participation Certificate.

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

Professional Certificate Programme in Product Strategy | 12

PROGRAMME DETAILS

DURATION
5 Months
Live Online Sessions

PROGRAMME SCHEDULE
3 hours every Saturday
(09:00 am – 12:00 pm)

ELIGIBILITY
Graduates or Diploma Holders (only 10+2+3) from
a recognised university in any discipline with a
minimum work experience of 2 years for Graduates
and 4 years for Diploma Holders.

ATTENDANCE
Minimum 75%

EVALUATION
The evaluation methodology is at the discretion of
the faculty and includes online exams, case analysis,
class contribution, assignments and any other
components. A minimum of 75% attendance is a
prerequisite for the successful completion of this
programme. The participants will have to secure the
minimum pass marks in the respective evaluation
components.

Professional Certificate Programme in Product Strategy | 13

PROGRAMME FEE
Programme Fee INR 1,00,000 + GST

Instalment Schedule

Booking Amount Instalment I Instalment II

Within seven days

Remarks Aug 28, 2020 Nov 26, 2020
post selection

Fee INR 27,000 + GST INR 40,000 + GST INR 33,000 + GST

Programme
Click here to apply to the programme.
Application Link

Application Fee

Application Fee Dates

Round 1 INR 2,500 + GST Jun 22, 2020

Round 2 INR 3,000 + GST Jul 22, 2020

Round 3 INR 3,500 + GST Aug 21, 2020

Note: Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in
the initial rounds.

Finance options available. Click here to learn more.

Professional Certificate Programme in Product Strategy | 14

ABOUT IIM KOZHIKODE

With its roots dating back to 1997, the Indian Institute of Management
Kozhikode (IIMK), started with a batch size of 42 students but has grown
tremendously over the years to a current batch strength of 485 students,
making it the fastest-growing management school in the country. IIM
Kozhikode has achieved its own unique identity, a mix of two cultures,
academic and business and is fast emerging as an internationally
reckoned fully-integrated management institute of higher learning. One
of the most picturesque campuses in the country, the world-class
infrastructure includes air conditioned class rooms, guest facilitation
zones and wifi connectivity which enables every IIM Kozhikode resident
to be exposed to a wholesome experience. Managed by dedicated
personnel, it is one of the most efficient institutions in the country. IIM
Kozhikode pioneered the Interactive Learning (IL) programme for
working executives in India. This programme started with 300 class
contact hours in 2001-02, the two-year-long Executive Management
Education Programme is today the most rigorous available in the
country having around 738 class contact hours.

Every year IIM Kozhikode offers a rich portfolio of Management

Development Programmes crafted for the agile minds on the lookout for
thought-provoking questions and enriching learning. Recently, IIM
Kozhikode has launched a one year Post Graduate Programme in
Business Leadership (PGP-BL) in the year 2019 and is also planning to
launch a tow years Post Graduate Program in Liberal Studies &
Management (PGP-LSM) as well as the Post Graduate Program in
Finance (PGP-Finance). Over the years, there has been a significant
increase in the number of training programmes and participants. The
speed and momentum of changes in the Indian business environment
are unabated, and IIM Kozhikode endeavours to adapt to these changes
through constant innovation.

Professional Certificate Programme in Product Strategy | 15

ABOUT ERUDITUS
Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and
other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard
Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton
Executive Education and EMERITUS. It offers world-class executive education to grow businesses
continuously. Led by alumni of INSEAD and Harvard and supported by eminent programme experts,
the programmes are designed to give a learning experience integrated with sustainable business
applications. Programmes are crafted in a different range of formats; in-class, online as well as
blended programmes. The portfolio includes short 2 to 4-day in-class workshops, online courses of
2-3 months duration as well as comprehensive learning journeys that run over 6-9 months,
customised to an organisation’s requirement.

Apply for the programme here

APPLY NOW

For registration and any other information,

please get in touch with us at iimk.pdst@eruditus.com

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