Product

Management Executive
Development

PROFESSIONAL
Overview

The success of a company hinges on the effectiveness of its product management process. Whether
you’re looking to bring new products to market or improve upon existing ones, the product life cycle
requires management and leadership in order for value to be delivered to customers. In fact, nearly 70%
of product managers surveyed agreed that product management is a leadership role.

In the Product Management programme, offered by Singapore Management University, you can learn
how to build and manage end-to-end product life cycle successfully.

84% 57% 43%

of product managers and of product managers say that of product managers say that
leaders surveyed said they product management is they are seen as leaders and
are primarily accountable established but still developing key differentiators inside their
for product strategy. inside their organisation. organisation.

Source: Alpha, 2020 Source: Product Management Source: Product Management

Festival, 2020 Festival, 2020
Who Is This Programme For
The programme is designed for both tech and non-tech professionals. Representative roles and
industries that can benefit include:

Industries:
IT Product & Services, Banking and Financial Services, Pharmaceuticals, Consulting and beyond

Functions:
Technological Management, General Management, Operations, and Consulting

This programme is ideal for

professionals who are looking to
develop new products/services,
to increase revenues and
profitability, conceptualise
disruptive business models with
a product-centric approach,
manage product portfolios and
corporate strategy, and identify
more market opportunities for
business growth.
Modules
MODULE 1: Product Management
Define the characteristics of product management
by differentiating the application of product
management strategies across industries in order
to determine the skills required to be a successful
product manager.
MODULE 2: Product Development in the
Digital Age
Examine the causes of disruption for products and
businesses, the various stages of digital production
development and the platform models and
strategies for creating network value.
MODULE 3: Product Portfolio Strategy
Identify the key elements of a product portfolio,
product portfolio strategies for firms and products
with effective resource allocations.
MODULE 4: Designing Customer-Centric
Products & Design Thinking
Analyse business-customer persona using design
thinking approach, design and evaluate diverse
strategies to conceptualise and generate relevant
solutions to design problems. Examine the
importance of prototyping and testing during the
design thinking process.
MODULE 5: Product Opportunity Gap &
Minimum Viable Product
Identify the product opportunity gaps for business
growth. Outline a firms innovation strategy using
product innovation charter & describe a minimum
viable product while you distinguish it from a
business proposal.
CAPSTONE PROJECT
The Capstone Project will challenge you to apply the skills and techniques gained through the programme to a
real-world product development scenario.
MODULE 6: Product Management Method: Lean &
Agile Product Development
Describe and compare the traditional and novel product
development processes. Examine the implementation of
lean and agile business methodology in an organisation.
Outline a product development plan with a combination
of design thinking, lean development and agile
methodology.
MODULE 7: Pricing Strategies & Business Models
Outline a plan to create an effective business model and
pricing strategy for a product or service. Discuss the
significance of value-based pricing for a product.
Examine the new business models.
MODULE 8: Positioning & Planning
Analyse elements of a product and develop its
positioning strategy. Examine the positioning strategy of a
product focusing on value proposition and the target
segment of customers. Recognise the product attributes
that influence consumer purchasing decisions.
MODULE 9: Launching & Managing Product Life
Describe the concept of PLC with and related guidelines.
Explain the growth maturity and decline considerations
of PLC. Identify the stage of PLC and steps an
organisation need to take in each stage to be successful.
MODULE 10: Growth Hacking
Develop the mindset of growth hacking by identifying and
adopting growth strategies, processes, skills and best
practices utilized by organizations across various
industries.
What This Programme Will
Do For You
Develop
the product mindset needed
to bring viable products or
services to market

Use
design thinking to generate
innovative ideas and
solutions to design problems

Define
the problem a product will Analyse
solve while mapping the strategies and
customer’s journey; frameworks for
articulate user personas developing, marketing
and selling a product
Evaluate
product road mapping and
prototyping decisions using
various product management
techniques and practices

Outline
a plan to create a competitive,
scalable product using key
product development strategies
and frameworks
Programme Highlights
140 50+ 26
Video Industry Assignments
Lectures Examples

10 3 2
Discussion Industry Live Sessions
Boards Practice Tools with Faculty

2 1 Professional Presentation
Case Capstone of Capstone Project
Studies Project

Industry Examples
Through real-world examples from multiple industries, you'll see how the theories are put into practice.

Apple Rolex
Learn about the launch of Analyse the value proposition
disruptive products like iPad of Rolex and how it’s business
and Apple Watch. model fits.

Netflix Mercedes
Understand the story of Netflix and Examine how Mercedes used
how product development took design thinking to adapt to
place based on customer needs. specific customer needs.

Amazon Tesla
Learn about the evolution of Understand the sustaining
Amazon’s business model. innovation model with existing
products at Tesla.

Other companies that are included as examples or as use cases in the programme include Kodak,
Nokia, Britannica, Blockbuster, Intel, Gillette, GoPro, Sony, Philips, Nike, Samsung, etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders.
Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.
Assignments
Grab: Discovering New Frontiers for Growth in the Southeast Asian
Sharing Economy
Through a case study centred on one of Asia's most successful start-ups, you will
identify key stakeholders within the Grab ecosystem, analyse Grab’s competitive
position and recommend how to strengthen this position and create new
business opportunities.

Experimentation & Options Valuation

Choose between two products to invest your R&D resources:
• Product A involves the design of a new battery that will use Lithium-ion technology.
• Product B involves the design of a new generation of batteries based on
state-of-the-art Nickel-Hydride technology.

Product Life Cycle

Examine the sales of iPhone from its 2007 introduction to the second quarter of
2021, including the different models and price points over the years.

Industry Practice Tools

Asana Trello
Asana is a web and mobile work Trello is the flexible work
management platform designed management tool that
to help teams organize, track, empowers all teams to plan,
and manage their work. track, and accomplish their
work, their way.

Whimsical Jira
Whimsical is the visual workspace Jira software is part of the
for thinking and collaboration, family of products designed to
combining flowcharts, wireframes, help teams in managing work
sticky notes, mind maps and docs. across domains.
Case Studies
Growth Hacking with Adobe Spark
Recent years have seen a rapid democratisation of premium design with
user-friendly and intuitive tools. With a wide set of options available to the consumers
and fierce competition between the providers, how can Adobe Spark strike the
perfect balance between free and paid features? Moreover, how can they convert free
users to paying ones?

Road mapping and Prioritization

How can food ordering and delivery platforms cope with the shift in consumer
preference for home cooked food and hygienic dining experiences in the post-covid
era? Moreover, how can they connect the rising number of home chefs with
consumers looking for healthy meals?

Other case studies include: Adobe, Whirlpool, Amazon Kindle Fire Phone, Motorola, etc.

Capstone Project
Further develop your product management experience and portfolio
This in-depth Capstone Project will challenge you to apply the skills and techniques gained in Week 4 to
Week 8 to a real-world product development scenario.
Faculty
KAPIL R TULI, PhD
Lee Kong Chian Professor of
Marketing, Director, Retail
Centre of Excellence
Singapore Management
University
SRINIVAS K. REDDY, PhD
Professor of Marketing;
Director, Centre for Marketing
Excellence; Academic Director,
LVMH-SMU Asia Luxury Brand
Research Initiative
MARKUS KARNER, PhD SHANTANU
Academic Director, Executive BHATTACHARYA, PhD
Development Lee Kong Chian Professor of
Operations Management;
Deputy Dean (Programmes);
Academic Director, PhD in
Business (General Management)
PATRICK TAN, PhD
Senior Lecturer of Strategic
Management; Academic
Director, ITI; Course Coordinator,
ITI track
Certificate
Upon successful completion of the Programme, participants will be awarded a verified digital certificate
by Singapore Management University.

All certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.
Learning Journey
Orientation Week
The first week is orientation week. During this week you will be introduced
to the other participants in the class from across the world and you will
learn how to use the learning management system, discussion boards,
and other learning tools provided.

Weekly Goals
On other weeks, you have learning goals set for the
week. The goals would include completing the
assignments, which have weekly deadlines.

Support and Guidance from Programme Leader

The Programme Leader is a subject matter expert who guides learners
through their learning journey. They conduct Office Hours to clarify
learner queries related to the learning content and grade Capstone
assignments.

Follow-Up
Emeritus Programme Support Team follows
up over email and phone calls with learners
who are unable to submit their assignments
on time.
Singapore Management University
Right in the Heart of Asia’s Hub, Singapore

Home to 12,000 students, SMU offers a wide range of

In the dynamic, cosmopolitan hub that is
Singapore, you will find a vibrant city-state
that pulses with the diversity of both East
and West, and renowned for her business
excellence and connectivity. At the heart
of downtown Singapore is a premier
university internationally recognised for its
world-class research and distinguished
teaching – the Singapore Management
University (SMU).
bachelors, masters and PhD degree programmes by
six schools – Accountancy, Business, Computing,
Economics, Law and Social Sciences, and in
interdisciplinary combinations of these areas.
SMU also offers a comprehensive suite of executive
development and continuing education programmes.
SMU has an emphasis on generating rigorous,
high-impact and multi-disciplinary research that
addresses Asian issues of global relevance.
Through its city campus, SMU focuses on making
meaningful impact on Singapore and beyond through
fostering strategic partnerships with business,
government and the wider community.

12th 15th 22nd

SMU is ranked 12th amongst SMU is ranked 15th best young SMU is ranked 22nd in the
specialist universities in the university (age 10 - 25 years) in Masters in Business Analytics
world. the world. Rankings in the world.

Source: QS, World University Source: QS, World University Source: QS, World University
Ranking, 2021 Ranking, 2021 Ranking, Business Masters, 2021
Programme Details
Programme Fee: Programme Starts:
USD 1,800 + GST 31 October 2022
*Singapore residents who wish to enrol for
this programme will be charged GST.

Duration:
3 Months | 4-6 hours a week
Recorded video lectures + 2 live sessions
with faculty
About SMU Executive Development

SMU Executive Development supports executives

throughout their careers; from individual contributors
gaining self-understanding, empowerment and
foundational skills, through to seasoned CEOs and
c-suite leading multinational organisations with purpose
and mission. We support global executives managing
the complexities in Asia and Asian executives navigating
in local and international firms and contexts. Our
pedagogy of "Knowledge - Application - Empowerment"
transforms personal development, whilst the pool of 350
faculty, from across the six schools of SMU, provides
both depth and breadth of insight to match the needs
and context of each participant and corporate client.
https://exd.smu.edu.sg/

About Emeritus
Singapore Management University is collaborating with online education provider Emeritus to offer a
portfolio of high-impact online programmes. By working with Emeritus, we are able to broaden access
beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of
SMU.

Emeritus’ approach to learning is based on a cohort-based design to maximise peer-to-peer sharing and
includes live teaching with world-class faculty and hands-on project-based learning. In the last year,
more than 250,000 students from over 160 countries have benefitted professionally from Emeritus’
courses.
 Executive
Development

Apply for the programme here

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