PG Certificate in

Product Management
Hands down the most hands-on
Product Management Program
6-10.5 Months | Base Program + 3 Specialisations
INDEX

About upGrad 3

About Duke University 4

About Duke Corporate Education 5

Key Highlights 6

Other Program Features 7

How does this Program works 8

Our Learners 9

Program Curriculum 11

Build your own product 14

Program Includes 15

Elements of Career Services 16

Case Studies 18

Our Faculty 20

Google Certificates 22

Program Details 25
ABOUT
UPGRAD
With the Indian entrepreneurial
ecosystem exploding, we are at an
exciting juncture in the business and
economic history of India. Today, we
are creating products to solve most
of life’s problems. As more products
are being launched everyday, there
is an increased demand for qualified
well-rounded product managers in
the market.
This PG Certificate in Product
Management by Duke Corporate
Education and upGrad strives to fill
this supply-demand gap in the
product ecosystem by providing
professional training and mentoring
to aspiring as well as existing
product managers.
Our program is specifically
designed for professionals to help
them successfully transition and
grow in their product management
career. If you are reading this, you
may wish to pursue a career in
product management.
With upGrad, we promise an
immersive learning experience that
will equip you with the perfect
business, technical and managerial
skills to help you achieve the same.
Our aim is simple:
We strive to create high-impact,
hands-on experiences that will
prepare you for an aspirational
career and empower you to be
the leader of tomorrow.
Ronnie Screwvala
Co-founder and Executive Chairman
03
ABOUT
DUKE UNIVERSITY
A premier global provider of
custom executive education,
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 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
business, bringing together
experienced business and learning
experts and a global network of
faculty and experience providers to
help clients.
With a proven record of educating
global leaders, Duke’s Executive
Education programmes are
developed to help executives and
organisations from both public and
private sectors achieve operational
excellence and results.
Duke CE is ranked #2 globally in
Executive Education by Financial
Times Custom Executive Education
Rankings 2022.
Duke CE’s academic rigour in
collaboration with upGrad online
learning experience expertise,
will make this program a deeply
engaging journey for all of us.
Our cutting edge curriculum and
upGrad’s learning advantage will
definitely help people to become
next-gen Product Managers.
Sharmla Chetty
CEO, Duke Corporate Education
04
ABOUT DUKE
CORPORATE EDUCATION
Financial Times Global Rankings

2020 School Country

1. Iese Business School Spain/US

2. HEC Paris France

3. Essec Business School France

US / UK / South Africa /
4. Duke Corporate Education
Singapore / India

SDA Bocconi School of

5. Italy
Management

France / Singapore /
6. Insead
UAE

7. IMD Business School Switzerland / Singapore

8. Edhec Business School France

University of North Carolina:

9. US
Kenan-Flagler

10. London Business School UK

05
KEY
HIGHLIGHTS

10-week Product Mindset

Bootcamp with Certificate

Certificate on Product
Management Bootcamp

Weekend Live Sessions

Build Your Own Product

(BYOP)

Product Teardown -
Case Study Competition

Hands-on Interview
Preparation and Mock
Interviews

06
OTHER PROGRAM
FEATURES

200+ 30+
Hours of Learning Live Sessions: 90-minute
session as per slot selected

15+ 10+
Personalised Industry Sessions Case Studies

3 Years 300+
Unlimited Content Access Recruiting Partners

1:1 1:1
Career Coaching and High-Performance Coaching
Mentoring

Duke AI-Powered
CE Certification Portfolio Builder

Personalized Just-in-Time
Resume Building Exercise Interviews

Job Opportunities Doubt Resolution

Portal Sessions

Application
through Product Teardown
and Product Showcase

07
HOW DOES THIS PROGRAM
WORK?

Base Program

Phase 1: Phase 2:
Product Mindset Bootcamp Product Management: Execution
(10 weeks) (16 weeks)
Learn to think like a PM Learn to work as a PM

Learners can opt for any number of specialisations among the 3 available.

Specialisation 1 Specialisation 2 Specialisation 3

Growth in AI ML Solutions in Digital

Product Product Transformation
Management Management

08
HEAR FROM
OUR LEARNER

Prakhar Geete
upGrad has nailed it with its structured course which
helped me to think like a product manager and
understand the product management world inside out.
This program has made me smarter in making tough
decisions and made me confident to discuss anything
related to product management.

Pratik Dave
The course's highlights, to me were the project case
studies, in-depth evaluation & feedback of the
assignments, fortnightly small group coaching from
industry experts, interview preparation, and
360-degree career counseling for my next leap to
break into a Product Management role.

09
HEAR FROM
OUR LEARNER

Aditya Satish
upGrad has played a pivotal role in molding me and
helping me transform to a new Aditya with a skillful
viewpoint and outlook. My industry mentor and career
coach have been game changers in my journey. I am
very lucky to have found them in my journey. Kudos to
everyone - it's like a team building together and
reaching the skies.

Poulami Chatterjee
It was an amazing experience. I felt like I was in college
and studying again, attending live lectures and
personalised industry sessions, and making new study
buddies. I learned a lot from this course. It was overall a
good experience. A good mentor is all you need to
prosper, thank God I got one from upGrad.

10
PROGRAM
CURRICULUM

Phase 1: Phase 2:
Product Mindset Bootcamp Product Management: Execution
(10 weeks) (16 weeks)
(30% Weightage) (70% Weightage)

Product Management Research and Hypothesis

Overview- 1 Week Testing (4 weeks)

Product Design- 1 Week Designing Your Product

(4 weeks)
Market Sizing-2 Week
Developing and Launching
Product Strategy- 2 Week Your Product (4 weeks)

Analytics & Growth- 2 Week Growing Your Product

(4 weeks)
Product Tech- 0.5 Week

General Questions in
PM Interviews- 0.5 Week

Behavioral Questions
in PM Interviews- 1 Week

11
 Phase 1: Product Mindset Bootcamp

1. Product Management
4. Product Strategy
Overview

PM Career Landscape and Understanding the Market

Trajectory
Business Model Canvas
PM Interview Fundamentals
PTW Framework
PM Roles & Responsibilities
Value Proposition Canvas)
PM Hard and Soft Skills
Pricing Models
Interview Questions
Interview Questions

2. Product Design 5. Analytics & Growth

User Understanding - Personas, Metrics Setting

Goals, Journey
AARRR / RARRA Framework
Prioritisation Framework
Growth Strategies
User-centered Design
Interview Questions
Interview Questions

3. Market Sizing 6. Product Tech

Market Sizing Tech 101 for PMs

Guesstimates

Interview Questions
12
 Phase 1: Product Mindset Bootcamp

7. General Questions in 8. Behavioral Questions

PM Interviews in PM Interviews

Latest Trends and Updates Soft skills

New Products' Strategies Stakeholder Management

New Technologies Relevant Culture Fit Questions

for PMs

Phase 2: Product Management: Execution

1. Research and
2. Designing Your Product
Hypothesis Testing

Competition Analysis Design

User Research - Techniques Prototyping (Sketches, Wireframes,

Mockups)
Hypothesis Creation and
Basic Validation Design Sprint

User Artefacts (Persona, Usability Testing

Journey Map)

3. Developing and
4. Growing Your Product
Launching Your Product

MVP Segmentation, Funnel, and

Cohort Analysis
Product Development
Experimentation Techniques
Product Planning (AB Testing, Multivariate Testing)

Go-to-market Strategy Growth Strategies

13
BUILD YOUR
OWN PRODUCT

1. Idea Finalization

Research and Hypothesis Testing

2. • Conduct a competition analysis for your new product idea

• Perform user research for your product to understand their
needs and requirements

Designing Your Product

3. • Design a sketch and a prototype for your product on a tool
• Perform usability testing for it

Developing and Launching Your Product

4. • Set the right metrics for your product's growth.

• Develop your product via a no-code app and launch it on
PlayStore / AppStore

Growing Your Product

5. • Video-based Project Presentation Submission
• Analyze product data, and strategize for product growth

6. Product Showcase

14
19
PROGRAM
INCLUDES

Personalised
Industry Sessions with experts
in Product Management
7+ Hours
of domain specific mentorship
calls
2 Weeks
of Placement Prep:
• 50+ Caselets & Solutions
• Peer to Peer Mock Interviews
• Resume building
• Company specific interview
prep

8+ Tools & Softwares

15
19
ELEMENTS OF
CAREER SERVICES

Jobs on Career Centre

Career Centre offering upGrad jobs across experience levels and
CTC ranges.
Easy apply feature for upGrad hiring partner vacancies
Create resume at profile builder and with one click to apply for
various jobs

Interview Preparation
Pre-recorded content on topics such as:
Profile building, communications, etc
Problem solving approach
Approaching guesstimates
Domain specific interview question bank and much more

Personalised Industry Session

90-minute sessions over the weekend by leading industry experts
Session categories: Career, Technical and Communications
Doubt resolution
Develop proof of concepts and apply theoretical concepts in the
real world
Assess skill levels
Peer Networking
Classroom element
Business communication sessions and much more.

16
Profile Builder (AI Powered)
An easy to use Resume, LinkedIn and Cover letter preparation tool.
Resume Score: AI-Driven Resume Score
Real-time recommendations to improve
Match your resume to the JD and check fitment LinkedIn
Profile Review.
Cover Letter creation

Just In Time Interview Prep (JIT)

For upcoming job interviews JITs are conducted within 48 hours for
eligible programs.
Tailored to job role and target domain
Real time feedback and tips for improvement

High Performance Coaching

Dedicated coaches working with you to identify best suited career
opportunities.
Help you define your value proposition
Lay out a Career Path and help you adhere to your timelines and goals
Help you with interview preparations, finding jobs in the market, salary
negotiations and other preparations as required

Career Mentorship Sessions

Get personalised career advice through 1-1 sessions with industry
experts.
Goal setting for better employment results

17
CASE
STUDIES

Conduct Competitor Analysis Conduct an analysis of key competitors

for a Healthcare Product of a healthcare product

Build a Business Model Create a business plan for cab-sharing

Canvas for a Cab-sharing app’s expansion to the Indian market and
App represent it using the Business Model
Canvas

Design a Wireframe for Design and sketch a wireframe for a

HealthieMe hypothetical health-based app that tracks
and monitors health and fitness

Create User Stories and Create a product backlog and figure out
Epics for an OTT Platform epics and user stories for a feature for an
OTT platform

18
CASE
STUDIES

Goibibo Microstays Establish the target market for hourly

booking of hotels, user needs, growth
opportunities, and build a Minimum
Viable Product (MVP) and identify
relevant success metrics

Analytics Case Study Analyse and improve the transnational

funnel of the online ticketing platform

Growth Hacking Strategies Help increase the number of recharges

for Freecharge for Freecharge by improving the growth
hack funnel. Propose retention, referral
and revenue growth hacking strategies
to achieve business goals

Zivame Omnichannel Analyse the environment, conduct user

Experience research across online and o ine retail
shoppers, suggest features of
improvement for a seamless experience
and metrics to measure your success for
a niche e-commerce apparel brand

19
DUKE CORPORATE
EDUCATION FACULTY

John A. Davis AJ Boelens

Duke CE Faculty Duke CE Faculty
Duke Corporate Education Duke Corporate Education

LEARN FROM TOP

INDUSTRY EXPERTS

Anshumani Mythreyee
Ruddra Ganapathy
Group Product Manager Product Leader
Google Google

Gautham Krishna Gaurav Joshi

VP Products Head of Design
Gameskraft Disney+Hotstar

20
LEARN FROM TOP
INDUSTRY EXPERTS

Deepak Singh Pratik Agarwal

Head of Products Vice President
Flipkart Accel

Siddhartha Roy Mohan Ram

Director, Product Manager Go-To-Market Lead - APAC
JioSaavn DigitalOcean

Ekta Kamdar
Senior Manager,
Product Management
Mindbody

21
PROGRAM
DETAILS

Program starts Visit the website

for the program start date

Base Program Fee (Duration - 6 Months) ₹ 1,94,700

(Including of Taxes)

Base Program + 1 Specialisation ₹ 2,12,400

(Duration - 6 Months) (Including of Taxes)

Base Program + 2 Specialisation ₹ 2,30,100

(Duration - 9 Months) (Including of Taxes)

Base Program + 3 Specialisation ₹ 2,47,800

(Duration - 10.5 Months) (Including of Taxes)

*Note - If the learners opt for any of the specialisations after the base program enrollment, the total fees would
be 20,000 + Taxes per specialisation

Disclaimer: This is a non-credit-bearing program not amounting to a degree

*Program fee and payment options are subject to change. Please refer to the website for updated details
or speak to our admission counsellor 25
 upgrad.com

For further details, contact

admissions@upgrad.com 1800 210 2020

*We are available 24*7

upGrad Education Private Limited. Nishuvi, 75, Dr. Annie Besant Road Worli,
Mumbai - 400018, India.