EXECUTIVE EDUCATION

POST GRADUATE CERTIFICATE IN

PRODUCT MANAGEMENT
Program Overview
We exist in a product economy. Whether a multinational corporation or a
micro start-up, products are the foundation of growth. Developing and
managing a product throughout the lifecycle has become increasingly
85%
complex and amplified by ever-expanding customer expectations and Products being delivered fail to
meet customer needs.
evolving technology.
Source: Forbes, 2021

Gain cutting-edge insights from Professor Mohanbir Sawhney – a

globally-recognized scholar, educator, and author in driving product

19%
innovation and customer-centricity to deliver business success. Become a
next-gen product manager or 'mini-CEO' (according to McKinsey & Co,
2020) with a 360-degree understanding of visualizing, innovating, and Increase in the efficiency of
developing cutting-edge digital products and experiences through design industrial companies on average
strategies with Kellogg Executive Education's Post Graduate Certificate in is expected by investing in the
Product Management. Build and manage a product roadmap through user development of digital products.
research, prototyping, and product analysis to deliver the most Source: PwC's Digital Product Development
commercial impact with UX Design, Agile Methodology, and Data Science 2025
and Analytics.

Advance Your Career in Product Management

Demand for product managers who can align all the stakeholders involved in launching or enhancing a
product—while also providing a strategic vision—is high. This program is designed to prepare experienced
professionals to build and manage a product roadmap through user research, prototyping, and product analysis.
Learn the skills that will deliver the most commercial impact for employers:

Pillar 2:
Agile Methodology

Pillar 3:
Pillar 1:
Data Science and
UX Design
Analytics

Duration
Program Starts Program Fee
36 Weeks, Online
June 30, 2022 INR 2,62,500 + GST
10-12 Hours/ week

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 1

High-Level Program Why This Program?
Takeaways:
42% of product managers report
Master the end-to-end process of discovering, designing, directly to the board (The Product
developing, delivering, and managing products Management Survey, 2021) and
Satya Nadella of Microsoft, Sundar
Learn the strategic thinking and tactical implementation
Pichai of Google, Marissa Mayer of
skills needed to become a professional product manager
Yahoo!, and Susan Wojcicki of
Gain certifications in product management tools and YouTube were product managers
methodologies including project management, A/B testing before they became CEOs.
(Optimizely), and analytics (Google Analytics)
An immersive 36-week online
Hone your communication, negotiation, and influence program that will develop your
skills to effectively manage people and relationships aptitude to build and manage a
product roadmap through user
Apply frameworks and tools to develop a start-to-finish
research, prototyping, and product
product marketing plan
analysis.

Who Is This Program For? Real-world applications including a

capstone project

This program is ideal for:

Wide range of case studies and
Mid to senior-level professionals with over eight years of company examples
work experience, interested in driving product management
and contributing to business growth Kellogg’s MBA program has
consistently been ranked #1 in
Professionals making a lateral career move from an Marketing by U.S. News & World
adjacent field such as sales, marketing, engineering, and Report. Learn from one of the same
UI/UX will also find this program beneficial as it will help marketing thought leaders who
build their proficiency in understanding the implications of teach in the MBA program.
technology on the product portfolio and managing
cross-functional roles in product management

Here are some of the most popular job titles in this field:

Product Manager/Product Owner Digital Product Lead

Associate Product Manager E-commerce Product Manager

Product Leader Product Marketing Manager

Product Specialist

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The Product Manager Journey
Product managers are in essence the de facto CEOs of their products. Through the development of both hard
and soft skills, you will build and manage a product roadmap through user research, prototyping, and product
analysis.

PHASE 1: Discover Customer Insights for

BUILD YOUR PROTOTYPE Product Innovation

Define Product Requirements

Design Your Business Model

Analyze the Numbers

Roadmap Your Strategy

PHASE 2:
Communicate like a Pro
GO TO MARKET
Manage Your Partner Ecosystem

Develop the Growth-Hacker

Mindset

Assess the Data, Choose

the Right Tool

Manage Stakeholder Relationships

CAPSTONE PROJECT Design a Product Management Plan

for Developing a Product and Taking
It to Market

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 3

Program Modules
Section I: Achieving a Prototype
Module 1
Introduction to Product Management
Learn what a product manager (PM) does and how
the role varies across industries, company size, and
format (B2B and B2C). Learn what you need to
succeed in this role and what makes an outstanding
product manager. Additionally, understand why
products matter; the product vision, mission, and
strategy; problems versus products; and managing
products as a business.
Define the characteristics of a product strategy
Differentiate the application of product strategies
across industries
Determine the vision, values, mission, obstacles,
and methods (V2MOM) for a company, business,
or product.
Identify the skills required to be a successful
product manager
Module 3
Analyzing Product Opportunities
Learn how to define and find product opportunities,
Jobs-to-Be-Done (JTBD) framework, and assessing
opportunities using the Real-Win-Worth It (R-W-W)
framework.
Analyze product opportunities using the
Jobs-to-Be-Done (JTBD) framework
Define key points of finding product opportunities
using the JTBD framework
Utilize the R-W-W framework to assess product
opportunities.
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Module 2
Customer Insights for Product
Innovation
Learn about the nature, sources, and tools of
customer insights (e.g., ethnography, customer
experience mapping, customer advisory boards,
product telemetry, human factors research, etc.),
and move from insights to action.
Articulate the nature and source of customer
insights
Utilize customer insight tools to transform insights
into action
Conduct customer research for a specific product
Module 4
Product Discovery and Requirements
Definition
Learn how to create a discovery hypothesis, measure
product-market fit, apply the MVP framework (user
stories, epics, and themes), and address the Agile
requirements document.
Apply the discovery hypothesis framework, and
build a wireframe
Create high-level user stories
Define the buyer persona
 Module 5
Business Model Design
Learn the definition and importance of business
models, business model taxonomy—Freemium,
Software as a Service (SaaS), and marketplace
models, and equip yourself to choose the right
business model for your product.
Analyze an existing pricing strategy
Evaluate SaaS and marketplace models
Determine the best business model for your
product or service
Module 7
UI/UX Design for Product Managers
Learn the fundamentals of UX, conceptual,
interaction, and virtual design, and the design
sprint.
Understand the basics of UX design
Create a wireframe for the user experience
Learn to utilize wireframing tools (Balsamiq)
Module 9
Product Planning and Roadmapping
Link business strategy to product development
using roadmaps and product portfolio management,
and learn how to use roadmapping tools.
Utilize product planning tools to develop a product
roadmap
Describe the required components of a product
roadmap
Articulate how to link business strategy to product
development
Module 6
Financial Analysis for Product
Managers
Understand the economics of a SaaS business (CLV,
CAC, MRR, MRR Expansion, Churn); learn about
analyses such as Net Present Value (NPV), Internal
Rate of Return (IRR), and Product Profitability; and
explore approaches to product pricing.
Assess the economics of a SaaS business
Conduct NPV and IRR analyses for a product
Determine approaches to product pricing
Module 8
Agile Product Development
Explore the principles of Agile development, Agile
methodologies (Scrum, Kanban, etc.), Scrum/Agile
team structures, and Scaled Agile Framework
(SAFe 5.0), and learn about transitioning to Agile.
Describe key components of the Agile method of
product development
Define the principles of Agile development and
Agile methodologies
Understand the principles of Scrum
Utilize the Scaled Agile Framework
Module 10
Product Prototyping
Discover the importance of prototyping, and learn
about rapid prototyping, prototyping classifications
(Alpha, Beta, Pilot), prototyping artifacts, wireframing,
3D printing, and prototyping best practices.
Understand the concept of prototyping and its
importance
Differentiate between different prototypes (Alpha,
Beta, Pilot)
Learn best practices in prototyping
POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 5
Section II: Taking Products to Market
Module 11
Taking Products to Market
Get an overview of the product launch and
Go-to-Market Strategy (GTM), elements of GTM
strategy, product positioning and messaging, and
product launch planning.
Choose the best route to market by analyzing
your audiences
Define the primary value proposition for a product
Discuss best practices for product launches
Define the elements of a GTM strategy
Module 13
Managing the Partner Ecosystem
Address the definition and creation of the "whole
offer"—the Make, Buy, or Ally decisions. Manage
strategic partnerships and strategies for ecosystem
development and growth.
Define the elements of the whole offer and
perform a gap analysis
Analyze the whole offer of a company to make it
better
Describe how to design and manage partnerships
effectively
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Module 12
Business Communication for
Product Managers
Receive an overview of internal and external
communication, discover the fundamentals of
storytelling, and learn to give effective product
presentations and demos. Additionally, identify the
hidden benefits of impactful written communications,
and learn how to run efficient meetings and deal with
difficult situations.
Differentiate between internal and external
communication skills
Learn the fundamentals of storytelling
Learn how to communicate effectively, run
productive meetings, and deal with difficult
situations as a product manager
Module 14
Managing Product Evolution and
Growth
Discover how a company might grow product sales
through customer development, market development,
and demand expansion. Learn how to manage
product line extensions, product line pruning,
and product sunsetting.
Use the key lessons from this program to create a
strategic roadmap for a business
Discuss the effectiveness of growth-hacking
techniques
Select the correct strategy to drive revenue
growth
 Module 15
Growth Hacking
Learn how to develop the growth-hacker mindset,
and explore growth-hacking skills, strategies,
processes, and best practices.
Tap into the growth-hacker mindset
Develop and refine growth-hacking skills and
strategies
Describe best practices in growth hacking
Module 17
AI and ML for Product Managers
Learn the definitions and fundamentals of analytics
and artificial intelligence/machine learning (AI/ML)
along with AI/ML platforms, tools, and types of
analytics—descriptive, predictive, and prescriptive.
Understand the methodologies and concepts of
AI and ML
Design a data strategy and testing plan to
improve business outcomes
Become familiar with AI/ML platforms and tools
Module 19
Product Management for Services
Companies
Learn about the scalability of products versus
services. Discover the development process for
services and how it differs from that of products.
Determine the scalability of products versus
services
Learn the development process for services and
how it differs from the development process for
products
Module 16
Data Science and Analytics for
Product Managers
Gain an overview of model evaluation metrics and
ways of identifying biases to avoid analytical errors.
Explore ways to leverage popular platforms and
tools, such as Google Analytics.
Learn about various model evaluation metrics
Gain an overview of analytics tools and platforms
Module 18
Managing Stakeholder Relationships
Learn how to manage different relationships as a
product manager. Specifically, this module will
address relationships between the product manager
and the engineering team, sales organizations,
customers, and executive leadership.
Learn the required skills to lead a product team
Articulate how to lead effectively without authority
Learn how to manage conflict and remote teams
Module 20
Capstone Project
In this final module, you will complete and submit
the capstone project.
Create a product management plan for
developing a product and taking it to market.
POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 7
Certifications Included in the Program*

Optimizely: Generate Data-Driven Ideas

Obtain the Idea Contributor Certification through Optimizely, a performance
optimization platform used by product managers and marketers. Learn how to use
metrics to help drive future experimentation ideas, define problem statements, and
craft effective data-driven hypotheses.

Google Analytics: Understand Your Customers

Dive into the world’s most widespread and accessible analytics tool by obtaining the
Google Analytics for Beginners Certification. The Google Analytics platform gives
product owners an abundance of data to examine what is working and what can be
improved. Learn how to navigate the platform efficiently to extract the insights you need.

This program will also enable you with the skills to be proficient in the use of UI/UX and Product
Roadmapping tools like:

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.

8 // POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT

Industry Examples
The program will feature the following case studies and examples:

Whirlpool Gladiator GarageWorks Airbnb

Explore how Whirlpool listened to customer Examine the role that professional photography
frustrations and gathered insights on the clutter in plays at Airbnb while going through the eleven
their garages. This discovery process led to the steps of the company’s growth-hacking strategy.
creation of GarageWorks—solution packages to
help customers reclaim their garages through
better organization.

Pareto Intelligence WeWork

Examine the process of taking a health Study an example of top-down
care-related service and turning it into a product market sizing and how WeWork
as Pareto Intelligence has done with their achieved this.
technology solutions to improve value-based
outcomes.

Amazon Kindle Fire Phone Motorola

A post-mortem study about the doomed product
that the company’s CEO was adamant about
creating while refusing to listen to what customers
actually wanted.
Motorola is ready to launch its Droid 2
smartphone. Just before launch, the company's
biggest customer, Verizon, conveys that
consumers don't like the camera button and asks
for a redesign. What steps do you take in this
situation?

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of
product and company names does not imply any affiliation with or endorsement by the holders.

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 9

Other Examples Include:

Tesla Amazon Bing

Ford Motor QualSights Microsoft

Company

Grubhub Samsung John Deere

Adobe Jio
Systems

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of product
and company names does not imply any affiliation with or endorsement by the holders.

10 // POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT

 PROGRAM FACULTY
Mohanbir Sawhney
Associate Dean for Digital Innovation;
McCormick Foundation Chair of Technology;
Clinical Professor of Marketing;
Director of the Center for Research in Technology & Innovation

Professor Sawhney is a globally recognized scholar, teacher, consultant, and speaker specializing in business
innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as
dozens of influential articles in leading academic journals and managerial publications. His most recent book, The
Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on
The Wall Street Journal best-seller list.

Professor Sawhney’s research has been published in leading journals such as California Management Review,
Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan
Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to
publications such as Fortune, Forbes, and Financial Times.

Professor Sawhney’s clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont,
Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block,
Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor Corporation,
Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron.

Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an
MBA from the Indian Institute of Management, Calcutta, and a Bachelor’s degree in Electrical Engineering from
the Indian Institute of Technology, Delhi.

“The program leverages Kellogg’s thought leadership and harnesses the best practices, frameworks, and
hard and soft skills to be a successful product manager, whether participants are already working in this
field or switching from an adjacent field. This immersive program will equip you with end-to-end strategic
and tactical skills needed to become a professional product manager, develop a broad overview of the
product management landscape, and gain certifications in product management tools and methodologies. ”
- Mohanbir Sawhney

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 11

Instructors

Steven Benario - Product Manager

Steven is a Product Manager at Palo Alto Networks, an industry-leading cybersecurity provider. In his 12+ years in
Product, he has worked with a broad swath of companies including Microsoft, AOL, Pivotal Labs, Tenable,
Electronic Arts, and several early-stage startups. Through his career, he has developed a specialty in leading
Machine Learning and Artificial Intelligence products. Since 2014, Steven has shared his knowledge and expertise
through coaching and teaching product managers in a variety of settings.

For the past several years, he has specifically focused on accelerating enterprises’ best practices and their ability to
drive value for users with the latest technologies. His #1 approach for getting user feedback: “Can we just ask
them?” Steven lives in New York and travels voraciously. If you can’t find him there, you’ll likely run into him on the
ski slopes or biking, hiking, and eating his way around the world.

Tamara Sanderson - UX/UI Design Lead

Tamara has lived as an expat for nearly nine years and visited 70 countries, all while working at Google,
Automattic, and Oliver Wyman. She has approached her career with the same explorer mentality, with nearly 15
years of experience in roles ranging from management consulting to private equity, partnerships and now design.

She is currently located in Boston, where she is a Design Lead for IDEO. She also teaches part-time at Jolt.io and
is co-writing a book on remote work.

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Tami Reiss - Product Strategy Leader
Tami Reiss is a product strategy leader with 15+ years of experience helping startups, established enterprise
companies, and community profit organizations define their product strategy and set up product organizations for
scale. She has worked with countless companies and organizations to set strong strategies for growth and
specializes in B2B SaaS. Right now, Tami is focusing on coaching up and coming product leaders, teaching
courses in management and strategy, and writing a children's book called "What do Product Managers Do?".

Tami lives with her husband Nadav and daughter Ruth in Florida, but has spent half her life in LA and NYC. She
loves to travel and considers herself a citizen of the world.

What our Past Participants Say

I am so glad I signed up for this program. Professor Sawhney's lectures were

very crisp, and the way he introduced real-life examples helped to understand
the concepts better.
- Deepti Prabhakar, Manager, Quality Assurance Engineering, Pearson

Building a product development plan for the Capstone scenario and case studies
of different companies were the best parts of this program for me.

- Akansha Mehta Software Engineer, McAfee

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 13

Certificate
Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of
completion to participants.

CERTIFICATE AWARDED TO

P L E
M
First Last

X A
FOR COMPLETION OF

E
POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT
Date

FRANCESCA CORNELLI THOMAS O’TOOLE

Dean, Kellogg School of Management Associate Dean of Executive Education
Donald P. Jacobs Professor of Finance Clinical Professor of Marketing

EXECUTIVE EDUCATION

Note:
- After successful completion of the program, your verified digital certificate will be emailed to you in the name you used
when registering for the program.
- All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive
Education.
- This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.

Program Details
Program Fee INR 2,36,250 + GST (Early Bird Fee, applicable till Jun 7, 2022)
(Inclusive of GST, currently @ 18%) INR 2,62,500 + GST (Standard Fee, applicable from Jun 8, 2022)
Instalment Schedule

Remarks Early Bird Fee* Standard Fee**

Within 7 days from

Booking amount INR 22,500 + GST INR 22,500 + GST
the date of selection

Instalment 1 Aug 12, 2022 INR 70,000 + GST INR 70,000 + GST

Instalment 2 Sep 12, 2022 INR 70,000 + GST INR 70,000 + GST

Instalment 3 Oct 12, 2022 INR 70,000 + GST INR 70,000 + GST

Instalment 4 Nov 12, 2022 INR 3,750 + GST INR 30,000 + GST

*Early Bird Fee is applicable till Jun 7, 2022.

** Standard Fee is applicable from Jun 8, 2022.
Note: GST (currently @ 18%) will be charged extra on these components.

14 // POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT

Emeritus Career Services*

1:1 Mentorship Sessions by an 1:1 Mock Interviews by

Emeritus Career Coach Industry Experts

Access to Emeritus' Career

Resume Building Group Workshops
Services Job Portal

LinkedIn Profile Building Group

Participation in Career Fairs
Workshops

Interview Preparation Group

Job Placement Assistance**
Workshops

*Available to Indian residents only.

**Job placement assistance is not guaranteed. Kellogg or Emeritus do NOT promise or guarantee a job or progression in
your current job. Career services mentioned here are offered by Emeritus that empowers you to manage your career
proactively. Kellogg is NOT involved in any way and makes no commitments regarding the career services mentioned here.

Emeritus Hiring Partners

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.

15 // POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT

The Learning Experience

Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to easily
navigate the program content to achieve learning objectives.

Keeping It Real
Our pedagogical approach is designed to bring
concepts to life, including:
• Byte-sized learning techniques
• Real-world application
• Peer-learning discussions

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Keeping It Convenient
Access to program content is flexible and available through
multiple devices, allowing working professionals to easily
manage schedules and learn remotely—anytime, anywhere.
Participants enrolled in the program obtain access to
learning materials in a modular approach, with new content
released weekly. Program modules include a variety of
teaching instruments, such as:

• Video lectures
• Discussions
• Class materials (articles and case studies)

Our industry-leading learning platform allows participants to create a profile, connect and collaborate with peers,
and interact with subject matter experts. Assignments are often linked to participants' real-world situations,
allowing for practical application of concepts.

Keeping It Interesting
Our globally connected learning platform enables participants to seamlessly interact with their peers to
complete group assignments and stay on track toward program completion—having culturally enriching
encounters along the way.

Program Requirements
To access our programs, participants will need the following:

• Valid email address
• Computing device connected to the Internet
(PC/laptop, tablet, or smartphone)
• The latest version of their preferred browser to
access our learning platform
• Microsoft Office and PDF viewer to access content
such as documents, spreadsheets, presentations,
PDF files, and transcripts

Other Requirements*
This program requires you to successfully complete several certifications with external providers in order to
obtain your Professional Certificate from Kellogg Executive Education. These certifications will allow you to be
more marketable to potential employers. Our program advisors are also available to respond to any questions
about these requirements.

POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT // 17

 About Kellogg Executive Education
Kellogg Executive Education empowers business leaders to foster growth in themselves,
their teams, and their organizations. Our renowned faculty, consisting of the world’s best
researchers, educators, and practitioners, provide practical insight that participants can
apply as soon as they return to work. Providing a collaborative, immersive environment
for our executive development programs, we serve a variety of businesses and
executives from a myriad of industries and geographies.

About Emeritus
Kellogg Executive Education is collaborating with online
education provider Emeritus to offer a portfolio of high-impact
online programmes. Working with Emeritus gives Kellogg
Executive Education the advantage of broadening its access
beyond their on-campus offerings in a collaborative and
engaging format that stays true to the quality of Kellogg
Executive Education.

Emeritus’ approach to learning is built on a cohort-based design

to maximise peer-to-peer sharing and includes video lectures
with world-class faculty and hands-on project-based learning.
More than 250,000 students from over 160 countries have
benefitted professionally from Emeritus’ courses.

DURATION
36 Weeks, Online
10-12 Hours/ week

PROGRAM FEES
INR 2,62,500 + GST

18 // POST GRADUATE CERTIFICATE IN PRODUCT MANAGEMENT

Easily schedule a call with a program advisor to
learn more.

SCHEDULE A CALL

You can apply for the program here

APPLY

CONNECT WITH A PROGRAM ADVISOR

WhatsApp an Advisor on +91 7208889990*

*This number does not accept any calls. Please message your queries.

Email: Kellogg.execed@emeritus.org
Phone: +1 315-538-6867

In collaboration with

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’.