The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Efficiently manage the end-to-end product life cycle and deliver business success with the Kellogg edge.
TBD
9 Months, Online
10-12 hours per week
Our participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Post Graduate Certificate in Product Management starting on TBD .
We’ve sent you an email with enrollment next steps. If you’re ready to enroll now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.Apply before July 22, 2022 and avail early registration benefit of 5% off.
Use code OC22065 during payment.
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Have questions? Our Advisor will assist you promptly.
We exist in a product economy. Whether a multinational corporation or a micro start-up, products are the foundation of growth. Developing and managing a product throughout the lifecycle has become increasingly complex and amplified by ever-expanding customer expectations and evolving technology.
Gain cutting-edge insights from Professor Mohanbir Sawhney – a globally-recognized scholar, educator, and author in driving product innovation and customer-centricity to deliver business success. Become a next-gen product manager or 'mini-CEO' (according to McKinsey & Co, 2020) with a 360-degree understanding of visualizing, innovating, and developing cutting-edge digital products and experiences through design strategies with Kellogg Executive Education's Post Graduate Certificate in Product Management. Build and manage a product roadmap through user research, prototyping, and product analysis to deliver the most commercial impact with UX Design, Agile Methodology, and Data Science and Analytics.
Products being delivered fail to meet customer needs.
Increase in the efficiency of industrial companies on average is expected by investing in the development of digital products.
Pillar 1: UX Design
Pillar 2: Agile Methodology
Pillar 3: Data Science and Analytics
This program is ideal for:
Learn what a product manager (PM) does and how the role varies across industries, company size, and format (B2B and B2C). Learn what you need to succeed in this role and what makes an outstanding product manager. Additionally, understand why products matter; the product vision, mission, and strategy; problems versus products; and managing products as a business.
Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.), and move from insights to action.
Learn how to define and find product opportunities, Jobs-to-Be-Done (JTBD) framework, and assessing opportunities using the Real-Win-Worth It (R-W-W) framework.
Learn how to create a discovery hypothesis, measure product-market fit, apply the MVP framework (user stories, epics, and themes), and address the Agile requirements document.
Learn the definition and importance of business models, business model taxonomy—Freemium, Software as a Service (SaaS), and marketplace models, and equip yourself to choose the right business model for your product.
Understand the economics of a SaaS business (CLV, CAC, MRR, MRR Expansion, Churn); learn about analyses such as Net Present Value (NPV), Internal Rate of Return (IRR), and Product Profitability; and explore approaches to product pricing.
Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint.
Explore the principles of Agile development, Agile methodologies (Scrum, Kanban, etc.), Scrum/Agile team structures, and Scaled Agile Framework (SAFe 5.0), and learn about transitioning to Agile.
Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools.
Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts, wireframing, 3D printing, and prototyping best practices.
Get an overview of the product launch and Go-to-Market Strategy (GTM), elements of GTM strategy, product positioning and messaging, and product launch planning.
Receive an overview of internal and external communication, discover the fundamentals of storytelling, and learn to give effective product presentations and demos. Additionally, identify the hidden benefits of impactful written communications, and learn how to run efficient meetings and deal with difficult situations.
Address the definition and creation of the "whole offer"—the Make, Buy, or Ally decisions. Manage strategic partnerships and strategies for ecosystem development and growth.
Discover how a company might grow product sales through customer development, market development, and demand expansion. Learn how to manage product line extensions, product line pruning, and product sunsetting.
Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices.
Gain an overview of model evaluation metrics and ways of identifying biases to avoid analytical errors. Explore ways to leverage popular platforms and tools, such as Google Analytics.
Learn the definitions and fundamentals of analytics and artificial intelligence/machine learning (AI/ML) along with AI/ML platforms, tools, and types of analytics—descriptive, predictive, and prescriptive.
Learn how to manage different relationships as a product manager. Specifically, this module will address relationships between the product manager and the engineering team, sales organizations, customers, and executive leadership.
Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products.
In this final module, you will complete and submit the capstone project.
Learn what a product manager (PM) does and how the role varies across industries, company size, and format (B2B and B2C). Learn what you need to succeed in this role and what makes an outstanding product manager. Additionally, understand why products matter; the product vision, mission, and strategy; problems versus products; and managing products as a business.
Get an overview of the product launch and Go-to-Market Strategy (GTM), elements of GTM strategy, product positioning and messaging, and product launch planning.
Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.), and move from insights to action.
Receive an overview of internal and external communication, discover the fundamentals of storytelling, and learn to give effective product presentations and demos. Additionally, identify the hidden benefits of impactful written communications, and learn how to run efficient meetings and deal with difficult situations.
Learn how to define and find product opportunities, Jobs-to-Be-Done (JTBD) framework, and assessing opportunities using the Real-Win-Worth It (R-W-W) framework.
Address the definition and creation of the "whole offer"—the Make, Buy, or Ally decisions. Manage strategic partnerships and strategies for ecosystem development and growth.
Learn how to create a discovery hypothesis, measure product-market fit, apply the MVP framework (user stories, epics, and themes), and address the Agile requirements document.
Discover how a company might grow product sales through customer development, market development, and demand expansion. Learn how to manage product line extensions, product line pruning, and product sunsetting.
Learn the definition and importance of business models, business model taxonomy—Freemium, Software as a Service (SaaS), and marketplace models, and equip yourself to choose the right business model for your product.
Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices.
Understand the economics of a SaaS business (CLV, CAC, MRR, MRR Expansion, Churn); learn about analyses such as Net Present Value (NPV), Internal Rate of Return (IRR), and Product Profitability; and explore approaches to product pricing.
Gain an overview of model evaluation metrics and ways of identifying biases to avoid analytical errors. Explore ways to leverage popular platforms and tools, such as Google Analytics.
Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint.
Learn the definitions and fundamentals of analytics and artificial intelligence/machine learning (AI/ML) along with AI/ML platforms, tools, and types of analytics—descriptive, predictive, and prescriptive.
Explore the principles of Agile development, Agile methodologies (Scrum, Kanban, etc.), Scrum/Agile team structures, and Scaled Agile Framework (SAFe 5.0), and learn about transitioning to Agile.
Learn how to manage different relationships as a product manager. Specifically, this module will address relationships between the product manager and the engineering team, sales organizations, customers, and executive leadership.
Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools.
Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products.
Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts, wireframing, 3D printing, and prototyping best practices.
In this final module, you will complete and submit the capstone project.
Dive into the world’s most widespread and accessible analytics tool by obtaining the Google Analytics for Beginners Certification. The Google Analytics platform gives product owners an abundance of data to examine what is working and what can be improved. Learn how to navigate the platform efficiently to extract the insights you need.
This program will also enable you with the skills to be proficient in the use of UI/UX, Product Roadmapping and experimentation tools like:
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
The program will feature the following case studies and examples:
Explore how Whirlpool listened to customer frustrations and gathered insights on the clutter in their garages. This discovery process led to the creation of GarageWorks—solution packages to help customers reclaim their garages through better organization.
Examine the role that professional photography plays at Airbnb while going through the eleven steps of the company’s growth-hacking strategy.
Examine the process of taking a health care-related service and turning it into a product as Pareto Intelligence has done with their technology solutions to improve value-based outcomes.
Study an example of top-down market sizing and how WeWork achieved this.
A post-mortem study about the doomed product that the company’s CEO was adamant about creating while refusing to listen to what customers actually wanted.
Motorola is ready to launch its Droid 2 smartphone. Just before launch, the company's biggest customer, Verizon, conveys that consumers don't like the camera button and asks for a redesign. What steps do you take in this situation?
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of product and company names does not imply any affiliation with or endorsement by the holders.
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall Street Journal bestseller list...
More infoMohanbir Sawhney
Associate Dean for Digital Innovation | McCormick Foundation Chair of Technology | Clinical Professor of Marketing | Director of the Center for Research in Technology and Innovation
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall Street Journal bestseller list.
Professor Sawhney’s research has been published in leading journals such as California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to publications such as Fortune, Forbes, and Financial Times.
Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.
Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.
Steven Benario
Tamara Sanderson
Tami Reiss
— Deepti Prabhakar, Manager, Quality Assurance Engineering, Pearson
— Akansha Mehta, Software Engineer, McAfee
Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of completion to participants.
Download BrochureNote:
- After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program.
- All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
- This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.