Product Management

Certification Program
About Duke Corporate Education
A premier global provider of custom executive education and a university that has consistently ranked among the top
three providers of leadership solutions in the world, Duke CE has forged a reputation as a centre of rigorous thinking

Key Milestones
and high impact transformative education.

Duke Corporate Education spun out of Duke University’s Fuqua School of Business in 2000 to focus specifically on
leadership development in context. Duke CE redefines corporate education with a model that blends university with
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providers to help clients. 50+ 1,500+
With a proven record of educating global leaders, Duke’s Executive Education programmes are developed to help Countries Delivered Global Educators
executives and organisations from both public and private sectors achieve operational excellence and results.

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Duke CE is the only institution to be ranked globally in the top 5 in Customised Executive Education by the Financial
Times for 20 straight years and #1 for 12 years. 8,500+ 250,000+
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2020 School Country
1 IESE Business School Spain / US
2
#1
HEC Paris France
3 Essec Business School France
Global
4 Duke Corporate Education US / UK / South Africa / Singapore / India Provider of Executive
Insight & Impact
5 SDA Bocconi School of Management Italy Education
Headquartered in North America)

6 Insead France / Singapore / UAE

7 IMD Business School Switzerland / Singapore
8 Edhec Business School France
9 University of North Carolina: Kenan-Flagler US
10 London Business School UK
 $75K
The average annual salary of a product manager is $75K and
that of a Director, Product Management could go up to $166K.

Why Pursue
Product $113,886
per year
The average salary for a person who specializes in
Product Management is $113,886 per year.

Management?

34.2%
A fully optimized product manager could increase
company profits by 34.2%.

Positioned as one of the most in-demand sectors of the decade, Product Management is instrumental in
achieving business goals across the product life-cycle. Product professionals have a deep understanding of
users, analyse data, set product vision and strategy, and build a product. Product Management guides the
company on how to invest its limited resources to deliver competitive products that are in line with market needs.
With a steep rise in the number of product management roles among the companies, it is a well paying and
multifaceted sector. The Wall Street Journal recently reported that 7% of recent Harvard Business School
graduates took jobs in product management.
Program Highlights

BEST IN CLASS UNIQUE LEARNING

EXPERIENCE ROI
CREDENTIALS

Learn from Duke Corporate Education
Get 200+ hrs of learning from global Learn while you Earn through
faculty and industry experts 100% Online Format
Access 15+ industry relevant case
studies and assignments
Get exposure to real world practical
product problems
upGrad Learning Experience
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HIGH ROI CAREER OUTCOMES
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CAREER PREPARATION INDUSTRY DRIVEN COST-EFFECTIVE

Receive resume feedback, personal branding Learn through a curriculum created Upgrade your career at 1/X the cost
on LinkedIn to prepare for your career by the industry for the industry. of the same on-campus program.

Get a better understanding of how to search
for jobs, prepare for interviews,
negotiate your salary, etc.
FLEXIBLE
Receive mentorship from industry leaders of
the domain to help you reach your
desired career goal.
NETWORKING
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industry experts from around the globe.
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Get an opportunity to network with
accomplished professionals, faculty and
industry experts from 75+ countries.

Be a part of a 50K+ alumni base working in top

companies like Amazon, ESPN, Visa, Microsoft
E&Y, Accenture.
Concepts From Top Experts

JOHN A. DAVIS DR. ANDREW MACDONALD

Regional Managing Director, Asia Duke CE Faculty
Duke Corporate Education Duke Corporate Education

MYTHREYEE GANAPATHY NEENA BUDHIRAJA

Product Leader Product Leader
Google Google
Curriculum Summary
MARKET RESEARCH FOR A 0-1 PRODUCT (Duration - 0.5 week) USER DESIGN FOR A 1-N PRODUCT (Duration - 1 week)
FOR A B2C PRODUCT Critique design of web and app based products
Environmental analysis Conceptual design
Competitor analysis IA
Business model canvas Visual principles
Market sizing (TAM, SAM, Target Market) Web and app based product trends
Product adoption curve Project - Critique the design of a given product.

USER RESEARCH FOR A 0-1 PRODUCT (Duration - 1 week)

PROTOTYPING (Duration - 1 week)
Qualitative vs quantitative methods Sketch
Surveys Wireframe
Interviews Interactive prototype
Client requirement gathering Building demos for B2B products
Project - Carry out a survey about a local favorite food, describing components Project - Create an interactive prototype of a chosen product.
which are liked and which can be improved.

MVP + USABILITY TESTING (Duration - 1 week)

CREATE PRODUCT ARTEFACTS FOR (Duration - 0.5 week)
Introduction to Usability Testing
0-1 PRODUCT
MVP and its importance
Persona
Build Measure Learn framework
User Journey Map
Testing and validating the MVP
Creating landing pages
Project - Carry out usability testing on the prototypes created and suggest a MVP.
PRODUCT ANALYTICS (Duration - 1 week) EXCEL AND SQL (Duration - 1 week)
Identifying metrics through AARRR or HEART framework Excel functions
Segmentation and cohort analysis Basics of SQL
Brief about AB testing MySQL functions
Google Analytics
Project - Identify metrics to track for a SaaS product. And then calculate CAC
and LTV from the given information. PRODUCT PLANNING AND DEVELOPMENT (Duration - 2 weeks)
Agile methodology
Scrum product development
GROWTH, ENGAGEMENT & MONETIZATION (Duration - 1 week)
Sprint planning
Acquisition, Activation, Retention, Engagement, Referral strategies Writing effective product requirements
Pricing models and monetization Creating a product roadmap
Creating growth loops within the product Creating a sprint backlog, a product backlog and user stories
Project - Write a Medium post on how you would increase adoption of products Building a product requirement document (PRD)
like Hotstar or PubG in tier 2/3 cities of Indian market.

TECH FOR NON-TECH (Duration - 1 week)

PRODUCT MARKETING AND (Duration - 1 week)
GTM STRATEGY Database and APIs
Tech Stack
Product vision
Version control systems
Business case
Writing code
Success Metrics
Mobile first development
Product marketing
Product launch Project - Git for version control.
Project - Prepare a brief Go-To-Market strategy for a given product.
Specialisation Curriculum
GROWTH PRODUCT MANAGEMENT
Introduction to Growth PM role
Retention & Engagement Growth Strategies
Acquisition & Activation Growth Strategies
Monetization Strategies
Growth Loops
Growth Mindset & User Experimentation
(Duration - 6 weeks) DIGITAL TRANSFORMATION (Duration - 6 weeks)
Introduction to Consulting & Digital Transformation
Consultants
Main Pillars of Digital Transformation
Emerging Technologies to Drive Digital Transformation
Design Thinking for PMs
Frameworks for Digital Transformation
Product Manager function in Consulting

DATA SCIENCE FOR PRODUCT (Duration - 6 weeks)

MANAGEMENT
Introduction to Data Science PM role
Fundamentals of Data, Analytics, Statistics
Hypothesis and Validation
Data Science Techniques
Data Visualization & Data Pipelines
Product improvements using Data Science
 PROGRAM DURATION PROGRAM FEE
AND FORMAT Refer to the Website
6 months | Online

PROGRAM START DATES WEEKLY COMMITMENT

Please refer to the website 10-12 hours a week

Program Details

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