Ideate

Design
Build
In collaboration with
Executive Program in

Product Management
Leadership Profile

“Hero Vired and INSEAD have collaboratively developed a program on Product

Management to equip learners with the skills for designing, developing, and delivering
new-age products.

The program will introduce learners to the world of product management - the role, the
stakeholders, and the skillsets required.”

Akshay Munjal
Founder & CEO, Hero Vired

"India is an important market for us, and we see immense potential in the country’s
business executives and leaders. Our mission at INSEAD is to teach, encourage, and
inspire leaders who will make their organizations more productive and efficient”

Sameer Hasija
Dean of Executive Education, and Professor of Technology &
Operations Management at INSEAD
About the Program

You will start your journey in this program by analysing the needs of the customer and discover the
market for your product. You will then explore the tools and technologies that will be used in your
course journey.

Your product development journey begins with - Designing the Product. Here, you will explore key
frameworks and tools used for product designing and creating a product requirement document.
This will help you create and deliver a rich user experience. Then, you will learn about the next step
- Product Development. Here, you will learn to create your product roadmap and plan for your
minimum viable product. Then, you will work on the next step - Crafting Your Product Strategy.
Here, you will deep dive into the different essential aspects for your product launch - pricing,
marketing, sales and distribution. Once you have successfully launched your product, the next
critical step is to plan for your product growth.

As a product manager, you would be required to develop new products as well as manage your
current products. This means that by the end of this program, you will have a 360o understanding
of the product management domain - from product development to leading your team to delivering
business goals.

Note: Recommended work experience of 4+ years

Tools Covered

Curriculum Highlights
Customer Insights
Almost 50 years ago, Peter Drucker (1973), the
most influential management thinker of the
last century, noted, “What the customer thinks
he or she is buying, what he or she considers
value is decisive – it determines what a
business is, what it produces and whether it
will prosper.” Indeed, there is no business
without customers. Focusing on customers
and serving them at a profit is the goal of
business.
Design Thinking
Two different problem-solving approach-
es offer valid ways to address various
business challenges - One approach
emphasizes process efficiency. In
contrast, the other approach (a design
thinking approach) highlights custom-
er-centricity and innovative thinking.
Take the perspective of an innovation
leader to discuss ways to transform,
using design thinking, an operationally
excellent organization into one that is
also innovative.
CORE INSEAD
MODULES
CORE INDUSTRY Go To Market Strategy
MODULES
Learn to craft the GTM strategy for
maximizing market share, driving user
engagement and outperforming competitors.
Defining this strategy would involve for a
Product Vision & Strategy product manager knowledge of target market,
marketing channels and distribution
A product manager must align the product channels.
Stakeholder Management &
vision with the business vision and goals by
Collaborations ensuring that the business strategy
Focus on working together as a team to cascades into the product strategy. They
effectively influence others to achieve their need to define the Objectives, Goals,
Strategies, and Measures for the product to
goals through an interactive business simula-
drive product strategy and execution.
tion. Working in groups can often lead to better
decisions than those by people working alone;
Metrics and Analytics
of course, it is also true that while individuals
can make big mistakes, truly colossal mistakes A Product Manager needs to track &
are only made by teams. analyze several product performance
metrics along different stages of the
product lifecycle to enable strategic
decision-making about product
positioning, user engagement, and
behavior. They need to be data-driven
to generate insights and improve
product performance.
Product Development
A product starts with an idea, which
is just the beginning; the difficult part
is the implementation or building.
Product Pricing, Revenue
The idea is first transformed into an
Model and Monetization MVP and then through multiple
For a product to be successful, iterations into the final product.
it needs to deliver value to the Development is stretched over a long
customer and generate revenue period, with thousands of factors
for the value delivered. For a transforming the initial idea.
product/business to be
sustainable, it is critical to
define the pricing mechanism
for optimum revenue
generation, also known as
monetization.
Launching Brands/Products Globally
Product Design
One of the major differentiators for any
Analyze the case study of a non-alcoholic beverage
product is its design, which directly impacts
industry where barriers to entry are low as production
is relatively easy. In a mass market dominated by big Product, User and Market Discovery the way users interact with it - the user
experience. Even a great concept would fail
players, branding is key. Martin Donald Murray builds The success or failure of any product/business
without a good design. Undoubtedly product
the product - waterdropR on a lean budget but knows depends on the customers and hence understanding
design forms a core component of product
that branding will determine the success of his the needs and wants of the customer is the first step
development cycle.
innovation. Explore the concept of Brand identity and for a product manager. Identifying the customer
positioning for start-ups, how to Build strong brand requirement helps you determine your target market
identity with limited resources, and Leverage market and analyze the market opportunity, which will help you
trends and customer intelligence as a start-up. gauge the success of your product.
Program Duration Hero Vired Live Teaching INSEAD Live Teaching Workshops and Masterclass
6 Months
(Includes a 2-month capstone)
16 Hours 16 Hours 50+ Hours
Self-Paced LIve Teaching Total Effort Total Weekly Commitment
(Learning Hours + Self-Work)
32 Hours 4-6 Weekly
Hours 150 Hours 8-10 Hours
Case Studies

INSEAD Authored

The Ministry of Manpower in Singapore is designing a new employment pass processing centre.
Working with a lean-thinking approach and using previous centers as a template, the project
team proceeds to plan an updated version with faster processing times and improved interiors.
Unexpectedly, plans grind to a halt as the civil servant in their line of reporting raises some
crucial queries that call into question the very basis of the new centre’s lean and optimal design.
Time is of the essence and the project head is now faced with two very tough options: proceed
with minor incremental changes that may not meet expectations, or go for a complete redraft
which requires time and capabilities that the team may not possess. Which will be his choice?
The case stops here to allow a class discussion to evaluate the two options on how to proceed.
This provides an ideal setting to discuss how to manage a new-to-the-firm design-thinking
project.

Analyse the case of Dell Online, which traces the development and
implementation of the online model at Dell. The case demonstrates the importance of

1. Customer focus in business success.

2. Identifying the valued customer segment.
3. The product-service bundle in creating a compelling value proposition
4. Aligning the value network in successfully delivering against the promised value proposition.

This case analysis will provide you a clear understanding of and frameworks for how to segment
markets, choose the segment(s) to target, and craft a
value proposition to meet the needs of the chosen target segment.

INSEAD Authored
In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy.
Although thousands of new drinks flood the market each year, the non-alcoholic segment
provides fertile ground for innovative start-ups. In a mass-market dominated by big players,
branding is key. Martin Donald Murray created waterdrop a small cube made up of natural
aromas, superfood extracts and vitamins that is added to water, to provide a healthy drinking
option. He builds the business on a lean budget, but knows that branding will determine the
success of his innovation. Since the cubes can easily be sold online, Martin tests the brand on
the Austrian market through trial and error. The fact that packaging is 100% recyclable and
eliminates plastic bottles (cutting CO2 emissions dramatically) adds an environmentally-friendly
dimension. The case follows Martin from the ‘lightbulb moment’ (on a flight with limited drinks
options) to the point where his small team is readying to launch what he believes will be a
game-changer in the non-alcoholic beverage industry: a microdrink that makes drinking water
more appealing.
Program Benefits Participant Profile
The program offers robust research-based and practically tested frameworks which will Your cohort includes learners from the following sectors
equip learners to make important business decisions.

We will offer all learners access to unlimited opportunities through our career platform - VRise.
There will also be special career advancement sessions for learners to understand how they can represent BFSI Automotive E- Commerce Media and Broadcasting
themselves on public social platforms, personal branding, and career coaching.

Information Technology Consulting FMCG

INSEAD Authored Peer-to-peer

Industry Case Studies Learning
Masterclasses

Your cohort includes learners in companies such as

Capstone - Global
Product Jam Industry 1-1
Mentorship Session

Live Sessions With

INSEAD Faculty

Post-Program Access
to Exclusive Content
from INSEAD
Immersive Business
Simulations including
Xchange simulation

Career
Advancement Senior
Product Leaders
Your cohort includes learners in roles such as
Sessions*

Vice President Co-Founder Senior Consultant Product Manager

Product teardowns
Area Business Head Marketing Head Global Project Manager

*All career service-related components of the program are managed by Hero Vired.
INSEAD Faculty

Professor of Technology and Operations Management Chair, Technology and

Operations Management
Manuel E. Sosa is the Director of the Heinrich and Esther Baumann–Steiner Fund for
Creativity and Business at INSEAD. His professional experience includes systems
engineering in the petrochemical industry and development and deployment of
computer-aided engineering software applications.
Branding, Customer Focus, Communication Strategy, Consumer Behaviour
and International Marketing Strategy
Amitava Chattopadhyay is a Professor of Marketing, the GlaxoSmithKline
Chaired Professor of Corporate Innovation and Marketing Area Chair at INSEAD.

Amitava Chattopadhyay
Manuel Sosa

Leading Successful Change, Corporate Entrepreneurship, Organizational Change and

Entrepreneurial Leadership. Digital transformation, marketing, branding, customer centricity, and data analytics.

At INSEAD, Vibha teaches modules on Corporate Entrepreneurship,

Joerg Niessing is a Senior Affiliate Professor of Marketing at INSEAD and is
Organizational Change, and Leadership in various Executive Education
passionate about bridging the academic and the business world. He is a
programs. She has also taught MBA core Organizational Behavior course and
globally recognized expert on digital strategy and is known for his work on
an MBA elective on Leadership and Change.
customer-centric digital transformation.

Vibha Gaba Joerg Niessing

Key Industry Experts

Trading, Investment, Risk Management, Portfolio Management and Equities Consulting, Product Management and Marketing

He has over 16 years of experience in the Financial Services industry. He is also A marketing/sales and product management professional with over 19+ years of
an investor and entrepreneur focused on sustainable food alternatives. experience that covers enterprise B2B SaaS product management & marketing, sales
& solutioning, corporate marketing.

Shivakumar Bavamala Pijush Gupta

About INSEAD Certification
This program is led by Manuel E. Sosa, who is a Professor of Technology and Operations On the successful completion of this program, you will be eligible for certification*
Management and the Director of the Heinrich and Esther Baumann–Steiner Fund for Creativity
and Business at INSEAD.

With their MBA program being recently ranked #2 in the world by the Financial Times Global MBA
Rankings 2023, INSEAD is one of the world's leading and largest graduate business schools and
offers participants a truly global educational experience. With locations in Europe (France), Asia
(Singapore), the Middle East (Abu Dhabi) and North America (San Francisco) and alliances with
top institutions, INSEAD's business education and research spans the globe. Our 165 renowned
faculty members from 42 countries inspire more than 1,500 students in our degree and PhD
programmes. In addition, more than 11,000 executives participate in INSEAD's executive
education programmes each year.

This certificate is presented to

Name Surname
in recognition of successful completion of the

Executive Program in Product Management

Sameer Hasija Manuel E. Sosa Akshay Munjal Shivakumar Bavamala

AKSHAY
Dean, ExecutiveMUNJAL
Education, Program Director, Founder and CEO, DIPYAMAN SANYAL
Program Director,
Founder
INSEADand CEO INSEAD Hero Vired Program
Hero ViredDirector

*Certificates are indicative and are subject to change

Our Partners The Hero group in education

The Hero Group has made significant contributions in the field of

K12, medical education and higher education.

IN PRIMARY AND HIGHER SECONDARY EDUCATION

BFSI Sector Skill Council of India
An Initiative of NSDC

Raman Munjal BCM Chain Green Meadows

Vidya Mandir of Schools School

IN HIGHER EDUCATION

ISB Founding BML Munjal Dayanand Medical

Members University College & Hospital

The Hero story

The Hero Group is one of the leading business conglomerates in the world.
The company saw its humble beginning in 1956 when the four Munjal brothers

entrepreneurs, they started out by manufacturing bicycle components and then

rapidly expanding the business. From there, they continued their growth story
by diversifying and deepening their expertise across domains.

Today, the is a conglomerate of Indian

companies with primary interests and operations in automotive
 #getvired

Want more information on the program?

Reach us at 1800 309 3939 Visit us at www.herovired.com