Post Graduate Certificate in Product Management

1. Identify sources of customer insights that drive product innovation

2. Categorize the tools used to generate customer insights

3. Translate customer insights into actionable strategies

1. Define the three legs of a product opportunity

2. Develop an opportunity hypothesis

3. Explain the concept of jobs-to-be-done (JTBD) by analyzing customer jobs for a product

4. Evaluate product opportunities & create a comprehensive product development plan

1. Create a product discovery hypothesis

2. Develop an MVP idea or concept to test assumptions, gather feedback, and determine product-market fit.

3. Write user stories to document product requirements from the user's perspective

1. Evaluate the strategic role of a business model in driving product success

2. Analyze how different business model types and revenue strategies impact product development, pricing and financial outcomes

3. Complete a freemium business model template as part of the product development plan

4. Develop a financial model for unit economics

1. Define TAM, SAM, and SOM for a business scenario

2. Calculate the profitability of a new product using key financial metrics

3. Identify key factors that influence product cannibalization and its impact on a product line

4. Design a marketing budget allocation strategy for a SaaS product launch

1. Differentiate the roles of UI and UX designers

2. Apply the five S's to a specific design scenario

3. Assess a product's desirability, viability and feasibility

4. Select appropriate UI/UX design tools for specific phases of the design process

1. Identify the principles of Agile, its key methodologies and tools commonly used in Agile practices

2. Identify Scrum roles, ceremonies and artifacts

3. Analyze the challenges and best practices associated with transitioning to Agile methodologies.

1. Develop a strategic product plan, including a structured roadmap, to sustain product-market fit

2. Identify strategies for evaluating a product portfolio

3. Identify factors that inform the decision to add or delete a product line based on strategic goal

1. Identify a design challenge based on user needs and market gaps

2. Develop a research guide for conducting user interviews

3. Generate sacrificial concepts for a design challenge

4. Identify the steps for transforming sacrificial concepts into a final prototype

1. Define a buyer persona by analyzing stakeholders involved in a product purchasing decision

2. Analyze product benefits and differentiation through clear positioning and messaging

3. Choose routes to market using push/pull, vertical/horizontal, and B2B/B2C strategies

4. Identify key components of a GTM plan.

1. Apply appropriate communication formats to common product management scenarios

2. Analyze effective product stories by applying storytelling frameworks to understand how they work

3. Create a compelling product pitch

4. Create a structured product demo script

1. Define the whole offer and its relevance to mainstream customer needs

2. Design a whole offer that evolves across the product adoption life cycle

3. Diagnose capability gaps that affect the delivery of the whole offer

4. Classify types of partnerships within a product ecosystem

1. Evaluate pathways for growth

2. Differentiate between vertical and horizontal partnership strategie

1. Describe the mindset and principles of growth hacking

2. Analyze examples of successful growth hacking strategies

3. Apply growth hacking concepts by designing a simple growth experiment

4. Identify challenges and risks associated with growth hacking tactics

1. Identify how data analysis techniques are used to support product management decisions

2. Identify types and examples of bias in data and decision-making processes

3. Explain how to reduce bias in data and decision-making processes

1. Differentiate between supervised and unsupervised learning models

2. Apply the steps involved in building and executing an ML model

3. Interpret exploratory data analysis outputs to assess data quality and support team communication

4. Develop a product-centric data strategy for sustainable ML models and cross-functional collaboration.

5. Identify how data analysis techniques are used to support product management decisions

1. Develop strategies for addressing stakeholder expectations in product decisions

2. Apply strategies and tactics to influence decisions where product managers lack authority

3. Evaluate strategies for leading high-performing product teams

1. Identify scaling and profitability challenges in service organizations

2. Understand a product manager’s role in service vs. product organizations

3. Learn how product thinking addresses service org challenges

4. Analyze product-service continuum and PM challenges

Create a comprehensive product development plan integrating inbound and outbound deliverables and applying product management frameworks across the entire product life cycle

Learn how AI is used in product management, including its role in wireframing tools that assist in design and product portfolio management to help inform strategic decisions.

How much time is required each week?

Each product management course includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. How will my time be spent? We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:

• Engaging with recorded video lectures from Kellogg executive education faculty

• Attending webinars and office hours, as per the specific program schedule

• Reading or engaging with examples of core topics

• Completing knowledge checks/quizzes and required activities

• Engaging in moderated discussion groups with your peers

• Completing your final project, if required

The product management is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.

What is it like to learn online with the learning collaborator, Emeritus?

More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.

A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

How do I interact with other product management program participants?

Peer learning adds substantially to the overall learning experience and is an important part of the product management program. You can connect and communicate with other participants through our learning platform.

What are the requirements to earn the certificate?

Each product management program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the product management program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the product management program brochure. Please email us if you need further clarification on any specific program requirements.

What type of certificate will I receive?

Upon successful completion of this product management course, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.

The digital certificate will be sent approximately two weeks after the program, once grading is complete.

Can I get the hard copy of the certificate after completing this Post Graduate Certificate in Product Management?

No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.

Do I receive alumni status after completing this product management course?

No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.

How long will I have access to the learning materials for this product management course?

You will have access to the online learning platform and all the videos and product management course materials for 12 months following the program end date. Access to the learning platform is restricted to registered participants per the terms of agreement.

What equipment or technical requirements are there for this product management program?

Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.

Do I need to be online to access the product management course content?

Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device. Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

Can I still register if the registration deadline has passed?

Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.

What is the product management course fee, and what forms of payment do you accept?

The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

• Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).

What if I don’t have a credit card? Is there another method of payment accepted?

Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.

I was not able to use the discount code provided. Can you help?

Yes! Please email us with the details of the program you are interested in, and we will assist you.

How can I obtain an invoice for payment?

Please email us your invoicing requirements and the specific program you’re interested in enrolling in.

Is there an option to make flexible payments for this Post Graduate Certificate in Product Management program?

Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.

Who will be collecting the payment for the Post Graduate Certificate in Product Management program?

Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.

Refund Policy

• Policy Communication:

  Emeritus’ Withdrawal, Refund and Deferral policies are communicated to all learners (both existing and prospective) via the Emeritus website and Learning Management System. It is the learner’s responsibility to review, be aware of and adhere to these policies.

• Withdrawal for Non-delivery of Course:

  Emeritus will notify learners in writing if (a) the course will not commence on the scheduled course commencement date; (b) the course will not be completed by the scheduled course completion date; or (c) the learner does not meet the course entry or matriculation requirement as set by Emeritus or the university. Within three (3) working days of such notice, Emeritus will inform learners in writing of any available alternative study arrangements.

If a learner declines the offered alternative study arrangements, if any, or desires to otherwise withdraw from the course for the reasons stated in paragraph 2 above, the learner shall request a withdrawal from Emeritus within fifteen (15) calendar days. Upon receipt of the withdrawal request and validation of eligibility, Emeritus shall refund the learner 100% of course and miscellaneous fees previously paid by the learner, except that course application fees are non-refundable and non-transferable. Emeritus shall use commercially reasonable efforts to make such refund within seven (7) working days from receipt of the withdrawal request from learner.

• Withdrawal for Other Reasons:

  If the learner wishes to withdraw from the course or program for any reason other than those stated in paragraph 2 above, the following provisions shall control all withdrawal requests:

Absent a previous approved request for deferral for the course, learners may request a full refund of all course and miscellaneous fees paid, within fourteen (14) days after course commencement. Application fees for courses are non-refundable and non-transferable. Learners who have previously been granted a course deferral are not eligible for a refund for the course. Partial (or pro-rated) refunds are not offered. Emeritus shall use commercially reasonable efforts to make a valid refund within seven (7) working days from receipt of the withdrawal request from learner.

Emeritus reserves the right, in its sole discretion, to dismiss a learner from a course or program at any time and to provide a refund to the learner pursuant to the stated refund policy in paragraph 2 above. Learners who are dismissed from a course or program due to a violation of Emeritus’ Code of Conduct are not entitled to any refund.

• How to Submit a Valid Withdrawal Request:

  All withdrawal requests must be sent in writing within the timelines specified in paragraphs 2 or 3 above to:

  admissions@emeritus.org

All refunds will be paid directly to the original payer only, unless written and signed instruction is provided by the original payer to pay the refund to an account belonging to a person other than the original payer.

• Bank Charges/Transaction Fees:

  In the event of an approved refund, Emeritus will refund the course fee collected and will not be liable to refund any foreign transaction fees, processing charges, or any other bank fees.

Yes. The program features live sessions on Gen AI for Product Managers and expert-led sessions where learners explore tools such as ChatGPT, Co-Pilot, and Gemini, with a focus on how AI is reshaping testing, prototyping, and decision-making. It also includes mini-lessons on AI tools for wireframing and product portfolio management.