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Product Management
Certification Program
6 Months | Base Program + 3 Specialisations
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 Product Management Certification Program 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.

Ronnie Screwvala
Co-founder & Chairman
upGrad
 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

The Financial Times has ranked Duke Corporate

Education in the top 3 for 19 consecutive years in
executive education rankings list.

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

Michael Chavez next-gen Product Managers.

CEO
Duke Corporate Education
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

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

5 SDA Bocconi School of Management Italy

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

Duke Corporate Education

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.

KEY
MILESTONES

80+ 1,500+ 8,500+

COUNTRIES GLOBAL PROGRAMS
DELIVERED EDUCATORS COMPLETED

250,000+ GLOBAL #1
LEADERS INSIGHT & PROVIDER OF
ENGAGED IMPACT EXECUTIVE EDUCATION
headquartered in North America
 PROGRAM
HIGHLIGHTS

200+ hours learning

modules from
leading Duke CE
faculty & industry
experts
15+ Industry
Case Studies and
Assignments

3 Specialisations +
15+ Live Sessions

Mock Interviews
with Product
Experts

Personalised
Resume-Building
Exercise

1:1 Mentorship
from Product
Experts

Rigorous &
Customised Feedback
on Assignments
Doubt resolution within
24 hours via Discussion
Forums & Student
Support team & upGrad
Buddy
Exclusive Membership
to Program Alumni
group run by upGrad

Exclusive Access to

basecamps
WHO IS THIS
PROGRAM FOR?
Our previous batches of 1500+ learners had
the following profile mix:
Industry Wise % Breakup: Role Wise % Breakup:

Others
7.52% Product Managers
BFSI 14.8
16.63%
IT Professionals
Consulting Firms 22.2 14.8%

Technology 29.6
Project Managers
Sales & 16%
Manufacturing 14.8
Marketing

Others 18.5

0 5 10 15 20 25 30 Analysts
Consultants 20.34% 14.83%

HOW DOES THIS

PROGRAM WORK?
BASE PROGRAM

Learners can Opt any number of the 3 Specialisations

SPECIALISATION 1 SPECIALISATION 2 SPECIALISATION 3

Growth Product Data Science for Digital
Management Product Management Transformation
HEAR FROM
OUR LEARNERS
Shipra Goyal
Senior Technical Support Engineer,
SAP America Inc.

The PM course by Duke and upGrad has a really good course structure-
Lectures from Duke CE professors and subject knowledge shared by indus-
try experts gives us a clear picture of real world product management. We
have career landscape calls with PMs of diverse domains. The course has
given me a clear picture of how a product lifecycle would be.

Shubham Chinchalkar
Aspiring Product Manager,
Build4less.co.uk

The most I have enjoyed about this course is its flexibility and conve-
-
lent content and assignments that build on your knowledge because of
which it was easier for me to acquire the technical skills required for Prod-
uct management. It also made me interested in learning more about
Python and SQL.

Roehit Kamana
Program Director - Demo Day,
Covid India Task Force

When I had to shut down my start-up within 10 months of its inception, I

knew I lacked in understanding and testing the product. Through
upGrad's Product Management course, not only have I plugged that hole
by honing my skills in Product Management, I worked as a Product Man-
ager at Zivame and applied a lot of the course learning at work.

Shrenik Salgun
Information Technology System Analyst,
Gulf Cryo

Since the world was taken over in shock by the pandemic situation, I was

current field of work which is as a IT System Administrator, that's when I

found upGrad's Product Management Program. I truly feel enriched with
Product Management skills and look to transition to this role in the time
to come.
PROGRAM
CURRICULUM

PRODUCT
(Duration: 0.5 weeks)
To become a successful Product Manager, you will need to analyse your product’s market
size and its customer preference. This module will help you analyse the industry trends,

Topics covered:
Environmental analysis
Competitor analysis
Business model canvas
Market sizing (TAM, SAM, Target Market)
Product adoption curve

(Duration: 1 week)
To build products that users would love, you first need to find out what they want. This
module will help you understand how you can get to know your users through common
methods of research. You will also learn how to analyse the data you collect and gather
insights from it while you develop a product.

Topics covered:
Qualitative vs quantitative methods
Surveys
Interviews
Client requirement gathering

Project:
Carry out a survey about a local favorite food, describing components which are liked and
which can be improved.
(Duration: 0.5 week)
For developing new products from scratch, you will need to implement the learnings from
market and user research to create a product artefact. This is especially important in a 1-n
product development in a B2C industry. Similarly, you will go through several demonstra-

Topics covered:
Persona
User Journey Map

Project:
Create a medium post on personas for a 0-1 product and write down a suitable user journey
after studying competitors, users etc.

(Duration: 1 week)
Many great products fail due to bad design. A product manager needs to solve the pain
points of the users by building product components keeping design as the focus. In this

Topics covered:
Critique design of web and app based products
Conceptual design
IA
Visual principles
Web and app based product trends

Project:
Critique the design of a given product.

PROTOTYPING
(Duration: 1 week)
Before investing time and resources in your product, it is better to build prototypes, so that
you can test them on actual users to get feedback.
 Topics covered:
Sketch
Wireframe
Interactive prototype
Building demos for B2B products

Project:
Create an interactive prototype of a chosen product.

MVP + USABILITY TESTING

(Duration: 1 week)
Now that you have a prototype, you need to be aware of how to capture user feedback in an
organised manner and improve the design. Through these modules, you will learn various
user and data-based design validation methods.

Topics covered:
Introduction to Usability Testing
MVP and its importance
Build Measure Learn framework
Testing and validating the MVP
Creating landing pages

Project:
Carry out usability testing on the prototypes created and suggest a MVP.

PRODUCT ANALYTICS
(Duration: 2 weeks)
Managing a product requires the product manager to gauge the performance of the product
by analysing metrics. In this module you will learn about some key metrics that need to be
tracked, methods to track them and how to interpret the data.

Topics covered:
Identifying metrics through AARRR or HEART framework
Segmentation and cohort analysis
Brief about A/B testing
Google Analytics
 Project:
Identify metrics to track for a SaaS product. And then calculate CAC and LTV from the
given information.

GROWTH, ENGAGEMENT & MONETISATION

(Duration: 1 week)
When the product is live, your main focus will be to increase the engagement of the users
across the product and develop hacks to grow the number of users. In this module, you will
learn about the various facets of user engagement and methods to achieve user growth.

Topics covered:
Acquisition, Activation, Retention, Engagement, Referral strategies
Pricing models and monetization
Creating growth loops within the product

Project:
Write a Medium post on how you would increase adoption of products like Hotstar or
PubG in tier 2/3 cities of Indian market.

PRODUCT MARKETING AND GTM STRATEGY

(Duration: 1 week)
To ensure product success, it is important to market it to the right users through relevant
channels. In this module, you will learn how to launch a product successfully and drive
customer engagement to increase usage.

Topics covered:
Introduction to GTM & its Components
Product - Market Fit
Product Pricing
Product Marketing & Sales Strategies
Product Launch Plan

Topics covered:
Prepare a brief Go-To-Market strategy for a given product.

Tools:
Excel and SQL
EXCEL AND SQL
(Duration: 1 week)
This module will equip you with skills which will help you break down a business problem
into smaller tasks, retrieve the right data and analyse datasets to derive valuable insights.

Topics covered:
Excel functions
Basics of SQL
MySQL functions

PRODUCT PLANNING AND DEVELOPMENT

(Duration: 2 week)
Taking a product to development requires the PM to play a critical role in deciding the
priority of the features that should go into development, defining the requirements with
clarity, and working with tech and design teams during the sprint.

Topics covered:
Agile methodology
Scrum product development
Sprint planning

Creating a product roadmap

Creating a sprint backlog, a product backlog and user stories
Building a product requirement document (PRD)

TECH 101 FOR PMS

(Duration: 1 week)
In this module, you will get exposure to other topics that you might be expected to know
based on the type of products or features that you will manage.

Topics covered:
What engineers expect from PMs and vice-versa
Basic Architecture of Applications
Understanding Tech Stacks
Cloud Overview & Performance
Basic Software Dev & Release Cycle
SPECIALISATION
CURRICULUM
GROWTH PRODUCT MANAGEMENT
(Duration: 6 Weeks)

Introduction to Growth PM role

What does a typical day of a Growth PM look like. Composition of Growth team and
coordinating with various teams in reaching desired growth outcomes.

Retention & Engagement Growth Strategies

Increasing user engagement and strategies to implement retention

Acquisition & Activation Growth Strategies

Key factors to drive acquisition and activation of users, growth marketing strategies

Monetization Strategies
Factors impacting monetization & creating new monetization avenues

Growth Loops
Importance of getting users addicted to your product by creating habit forming loops

Growth Mindset & User Experimentation

Designing, prioritising, running experiments and learnings from them

DATA SCIENCE FOR PRODUCT MANAGEMENT

(Duration: 6 Weeks)

Introduction to Data Science PM role

PM working with Data Science & Analytics teams, Expectations from PM,
Data Scientist, Software engineer. How much Data Science is a PM expected to know

Fundamentals of Data, Analytics, Statistics

Applications & Limitations of Data science, Distribution of Data, Making Sense of Data

Hypothesis and Validation

Best Practices for Generating a Hypothesis as a PM and then Validation using Data

Data Science Techniques

Working with Data as a PM, Data Munging & cleansing.
Various Data Science techniques and their applications.
 Data Visualization & Data Pipelines
Visualizing data and the importance of presentation of data for PMs.
Data pipelines and how data flows, overview of Big Data tools

Product improvements using Data Science

Driving product improvements using AI ML, Recommendation Engines,
User Personalization, Predictive Analytics

DIGITAL TRANSFORMATION
(Duration: 6 Weeks)

Introduction to Consulting & Digital Transformation Consultants

Role of a Product Consultant in delivering Digital Transformation projects;
across IT and Management Consulting, Key Skills required to succeed

Main Pillars of Digital Transformation

Intro to Digital Transformation and the main elements of a DT project - Engage with
Customers, Empower Employees, Optimize Operations, Transform Products

Emerging Technologies to Drive Digital Transformation

Introduction to key emerging tech and their industry applications - AI, RPA, IoT, etc

Design Thinking for PMs

Importance of Design Thinking to foster a culture of Innovation in building better products

Frameworks for Digital Transformation

Key frameworks to implement Digital Transformation along with industry examples and case
studies

Product Manager function in Consulting,

Overlap between Product Consultant and Product manager roles, key similarities,
PM role in client facing projects, Leadership Strategies for PMs
PROGRAM
INCLUDES

LIVE SESSIONS WITH 7+ HOURS OF

INDUSTRY XPERTS & DOMAIN SPECIFIC
SMALL GROUP MENTORSHIP CALLS
COACHING SESSIONS

2 WEEKS OF PLACEMENT PREP:

- 50+ Caselets & Solutions
- Peer to Peer Mock Interviews
- Resume building
- Company specific interview prep

8+ TOOLS & SOFTWARES

MEET THE DUKE
CORPORATE EDUCATION FACULTY

JOHN A. DAVIS
Duke CE Faculty
Duke Corporate Education

My work is based on extensive research and business experiences in multiple domains on how
to help businesses become a force for good.

AJ BOELENS
Duke CE Faculty
Duke Corporate Education

I am a leading practitioner and academic for customer-centric strategy and innovation in Asia.

LEARN FROM TOP

INDUSTRY EXPERTS

MYTHREYEE GANAPATHY ANSHUMANI RUDDRA

Product Leader Group Product Manager
Google Google

GAUTHAM KRISHNAN BALA CHANDRAN

VP Products Director PM
Gameskraft Microsoft

KARAN SEHGAL SHESH VASUDEVAMURTHY

Director PM Product Leader
Pharmeasy Walmart
DEEPAK SINGH MOHAN RAM
Head of Products Go-To-Market Lead - APAC
Flipkart DigitalOcean

PRATIK AGARWAL SIDDHARTHA ROY

Vice President Director of Products
Accel JioSaavn

GAURAV JOSHI MAHUYA GHOSH

Head of Design Principal Product Manager
Disney+Hotstar Dell EMC
PROGRAM
DETAILS
PROGRAM STARTS
Please visit the website for the program start date

PROGRAM FEE
BASE PROGRAM
Duration - 5.5 Months | INR 1,50,000 + Taxes

BASE PROGRAM + 1 SPECIALISATION

Duration - 7 Months | INR 1,65,000 + Taxes

BASE PROGRAM + 2 SPECIALISATIONS

Duration - 8.5 Months | INR 1,80,000 + Taxes

BASE PROGRAM + 3 SPECIALISATIONS

Duration - 10 Months | INR 1,95,000 + Taxes

FOR ADMISSION
Visit: https://upgrad.com/product-management

FOR FURTHER DETAILS, CONTACT US AT:

product@upgrad.com or 18002102020

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