Post Graduate Certificate in Product Management

Efficiently manage the end-to-end product life cycle and deliver business success with the Kellogg edge.

Get Your Brochure

Course Dates

STARTS ON

TBD

Course Duration

DURATION

9 Months, Online
10-12 hours per week

Course Fee

PROGRAM FEE

Applications close on July 26, 2022

Apply before July 22, 2022 and avail early registration benefit of 5% off.
Use code OC22065 during payment.

This program is open for enrollments for participants from Philippines, Malaysia, Thailand, Vietnam, Indonesia

WhatsApp an Advisor on +65 8014 3066
Have questions? Our Advisor will assist you promptly.

Program Overview

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.

85%

Products being delivered fail to meet customer needs.

Source: Forbes, 2021

19%

Increase in the efficiency of industrial companies on average is expected by investing in the development of digital products.

Source: PwC's Digital Product Development 2025

Advance Your Career in Product Management

Pillar 1: UX Design

Pillar 1: UX Design

Pillar 2: Agile Methodology

Pillar 3: Data Science and Analytics

High-level Program Takeaways

  • Master the end-to-end process of discovering, designing, developing, delivering, and managing products
  • Learn the strategic thinking and tactical implementation skills needed to become a professional product manager
  • Gain certifications in product management tools and methodologies including project management, A/B testing (Optimizely), and analytics (Google Analytics)
  • Hone your communication, negotiation, and influence skills to effectively manage people and relationships
  • Apply frameworks and tools to develop a start-to-finish product marketing plan

Who Is This Program For?

This program is ideal for:

  • Mid to senior-level professionals with over eight years of work experience, interested in driving product management and contributing to business growth
  • Professionals making a lateral career move from an adjacent field such as sales, marketing, engineering, and UI/UX will also find this program beneficial as it will help build their proficiency in understanding the implications of technology on the product portfolio and managing cross-functional roles in product management

Why This Program?

  • 42% of product managers report directly to the board (The Product Management Survey, 2021) and Satya Nadella of Microsoft, Sundar Pichai of Google, Marissa Mayer of Yahoo!, and Susan Wojcicki of YouTube were product managers before they became CEOs.
  • An immersive 9 Months online program that will develop your aptitude to build and manage a product roadmap through user research, prototyping, and product analysis.
  • Real-world applications including a capstone project
  • Wide range of case studies and company examples
  • Kellogg’s MBA program has consistently been ranked #1 business school in Marketing by the U.S. News & World Report, and you will learn from some of the same marketing thought leaders and industry experts

Program Modules

Module 1:

Introduction to Product Management

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.

  • Define the characteristics of a product strategy
  • Differentiate the application of product strategies across industries
  • Determine the vision, values, mission, obstacles, and methods (V2MOM) for a company, business, or product.
  • Identify the skills required to be a successful product manager

Module 2:

Customer Insights for Product Innovation

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.

  • Articulate the nature and source of customer insights
  • Utilize customer insight tools to transform insights into action
  • Conduct customer research for a specific product

Module 3:

Analyzing Product Opportunities

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.

  • Analyze product opportunities using the Jobs-to-Be-Done (JTBD) framework
  • Define key points of finding product opportunities using the JTBD framework
  • Utilize the R-W-W framework to assess product opportunities.

Module 4:

Product Discovery and Requirements Definition

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.

  • Apply the discovery hypothesis framework, and build a wireframe
  • Create high-level user stories
  • Define the buyer persona

Module 5:

Business Model Design

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.

  • Analyze an existing pricing strategy
  • Evaluate SaaS and marketplace models
  • Determine the best business model for your product or service

Module 6:

Financial Analysis for Product Managers

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.

  • Assess the economics of a SaaS business
  • Conduct NPV and IRR analyses for a product
  • Determine approaches to product pricing

Module 7:

UI/UX Design for Product Managers

Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint.

  • Understand the basics of UX design
  • Create a wireframe for the user experience
  • Learn to utilize wireframing tools (Balsamiq)

Module 8:

Agile Product Development

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.

  • Describe key components of the Agile method of product development
  • Define the principles of Agile development and Agile methodologies
  • Understand the principles of Scrum
  • Utilize the Scaled Agile Framework

Module 9:

Product Planning and Roadmapping

Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools.

  • Utilize product planning tools to develop a product roadmap
  • Describe the required components of a product roadmap
  • Articulate how to link business strategy to product development

Module 10:

Product Prototyping

Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts, wireframing, 3D printing, and prototyping best practices.

  • Understand the concept of prototyping and its importance
  • Differentiate between different prototypes (Alpha, Beta, Pilot)
  • Learn best practices in prototyping

Module 11:

Taking Products to Market

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.

  • Choose the best route to market by analyzing your audiences
  • Define the primary value proposition for a product
  • Discuss best practices for product launches
  • Define the elements of a GTM strategy

Module 12:

Business Communication for Product Managers

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.

  • Differentiate between internal and external communication skills
  • Learn the fundamentals of storytelling
  • Learn how to communicate effectively, run productive meetings, and deal with difficult situations as a product manager

Module 13:

Managing the Partner Ecosystem

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.

  • Define the elements of the whole offer and perform a gap analysis
  • Analyze the whole offer of a company to make it better
  • Describe how to design and manage partnerships effectively

Module 14:

Managing Product Evolution 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.

  • Use the key lessons from this program to create a strategic roadmap for a business
  • Discuss the effectiveness of growth-hacking techniques
  • Select the correct strategy to drive revenue growth

Module 15:

Growth Hacking

Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices.

  • Tap into the growth-hacker mindset
  • Develop and refine growth-hacking skills and strategies
  • Describe best practices in growth hacking

Module 16:

Data Science and Analytics for Product Managers

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 about various model evaluation metrics
  • Gain an overview of analytics tools and platforms

Module 17:

AI and ML for Product Managers

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.

  • Understand the methodologies and concepts of AI and ML
  • Design a data strategy and testing plan to improve business outcomes
  • Become familiar with AI/ML platforms and tools

Module 18:

Managing Stakeholder Relationships

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 the required skills to lead a product team
  • Articulate how to lead effectively without authority
  • Learn how to manage conflict and remote teams

Module 19:

Product Management for Services Companies

Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products.

  • Determine the scalability of products versus services
  • Learn the development process for services and how it differs from the development process for products

Module 20:

Capstone Project

In this final module, you will complete and submit the capstone project.

  • Create a product management plan for developing a product and taking it to market.

Module 1:

Introduction to Product Management

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.

  • Define the characteristics of a product strategy
  • Differentiate the application of product strategies across industries
  • Determine the vision, values, mission, obstacles, and methods (V2MOM) for a company, business, or product.
  • Identify the skills required to be a successful product manager

Module 11:

Taking Products to Market

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.

  • Choose the best route to market by analyzing your audiences
  • Define the primary value proposition for a product
  • Discuss best practices for product launches
  • Define the elements of a GTM strategy

Module 2:

Customer Insights for Product Innovation

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.

  • Articulate the nature and source of customer insights
  • Utilize customer insight tools to transform insights into action
  • Conduct customer research for a specific product

Module 12:

Business Communication for Product Managers

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.

  • Differentiate between internal and external communication skills
  • Learn the fundamentals of storytelling
  • Learn how to communicate effectively, run productive meetings, and deal with difficult situations as a product manager

Module 3:

Analyzing Product Opportunities

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.

  • Analyze product opportunities using the Jobs-to-Be-Done (JTBD) framework
  • Define key points of finding product opportunities using the JTBD framework
  • Utilize the R-W-W framework to assess product opportunities.

Module 13:

Managing the Partner Ecosystem

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.

  • Define the elements of the whole offer and perform a gap analysis
  • Analyze the whole offer of a company to make it better
  • Describe how to design and manage partnerships effectively

Module 4:

Product Discovery and Requirements Definition

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.

  • Apply the discovery hypothesis framework, and build a wireframe
  • Create high-level user stories
  • Define the buyer persona

Module 14:

Managing Product Evolution 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.

  • Use the key lessons from this program to create a strategic roadmap for a business
  • Discuss the effectiveness of growth-hacking techniques
  • Select the correct strategy to drive revenue growth

Module 5:

Business Model Design

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.

  • Analyze an existing pricing strategy
  • Evaluate SaaS and marketplace models
  • Determine the best business model for your product or service

Module 15:

Growth Hacking

Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices.

  • Tap into the growth-hacker mindset
  • Develop and refine growth-hacking skills and strategies
  • Describe best practices in growth hacking

Module 6:

Financial Analysis for Product Managers

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.

  • Assess the economics of a SaaS business
  • Conduct NPV and IRR analyses for a product
  • Determine approaches to product pricing

Module 16:

Data Science and Analytics for Product Managers

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 about various model evaluation metrics
  • Gain an overview of analytics tools and platforms

Module 7:

UI/UX Design for Product Managers

Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint.

  • Understand the basics of UX design
  • Create a wireframe for the user experience
  • Learn to utilize wireframing tools (Balsamiq)

Module 17:

AI and ML for Product Managers

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.

  • Understand the methodologies and concepts of AI and ML
  • Design a data strategy and testing plan to improve business outcomes
  • Become familiar with AI/ML platforms and tools

Module 8:

Agile Product Development

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.

  • Describe key components of the Agile method of product development
  • Define the principles of Agile development and Agile methodologies
  • Understand the principles of Scrum
  • Utilize the Scaled Agile Framework

Module 18:

Managing Stakeholder Relationships

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 the required skills to lead a product team
  • Articulate how to lead effectively without authority
  • Learn how to manage conflict and remote teams

Module 9:

Product Planning and Roadmapping

Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools.

  • Utilize product planning tools to develop a product roadmap
  • Describe the required components of a product roadmap
  • Articulate how to link business strategy to product development

Module 19:

Product Management for Services Companies

Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products.

  • Determine the scalability of products versus services
  • Learn the development process for services and how it differs from the development process for products

Module 10:

Product Prototyping

Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts, wireframing, 3D printing, and prototyping best practices.

  • Understand the concept of prototyping and its importance
  • Differentiate between different prototypes (Alpha, Beta, Pilot)
  • Learn best practices in prototyping

Module 20:

Capstone Project

In this final module, you will complete and submit the capstone project.

  • Create a product management plan for developing a product and taking it to market.
Download Brochure

Certifications Included in the Program*

Google Analytics: Understand Your Customers

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.

Case Studies

The program will feature the following case studies and examples:

Whirlpool Gladiator GarageWorks

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.

Airbnb

Examine the role that professional photography plays at Airbnb while going through the eleven steps of the company’s growth-hacking strategy.

Pareto Intelligence

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.

WeWork

Study an example of top-down market sizing and how WeWork achieved this.

Amazon Kindle Fire Phone

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

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.

Program Faculty

Mohanbir 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...

More info

Instructors

Faculty Member Steven Benario

Steven Benario

Product Manager

Steven is a Product Manager at Palo Alto Networks, an industry-leading cybersecurity provider. In his 12+ years in Product, he has worked with a broad swath of companies including Microsoft, AOL, Pivotal Labs, Tenable, Electronic Arts, and several early-stage startups. Through his career, he has developed a specialty in leading Machine Learning and Artificial Intelligence products. Since 2014, Steven has shared his knowledge and expertise through coaching and teaching product managers in a variety of settings.

For the past several years, he has specifically focused on accelerating enterprises’ best practices and their ability to drive value for users with the latest technologies. His #1 approach for getting user feedback: “Can we just ask them?” Steven lives in New York and travels voraciously. If you can’t find him there, you’ll likely run into him on the ski slopes or biking, hiking, and eating his way around the world.

Faculty Member Tamara Sanderson

Tamara Sanderson

UX/UI Design Lead

Tamara has lived as an expat for nearly nine years and visited 70 countries, all while working at Google, Automattic, and Oliver Wyman. She has approached her career with the same explorer mentality, with nearly 15 years of experience in roles ranging from management consulting to private equity, partnerships and now design.

She is currently located in Boston, where she is a Design Lead for IDEO. She also teaches part-time at Jolt.io and is co-writing a book on remote work.

Faculty Member Tami Reiss

Tami Reiss

Product Strategy Leader

Tami Reiss is a product strategy leader with 15+ years of experience helping startups, established enterprise companies, and community profit organizations define their product strategy and set up product organizations for scale. She has worked with countless companies and organizations to set strong strategies for growth and specializes in B2B SaaS. Right now, Tami is focusing on coaching up and coming product leaders, teaching courses in management and strategy, and writing a children's book called "What do Product Managers Do?".

Tami lives with her husband Nadav and daughter Ruth in Florida, but has spent half her life in LA and NYC. She loves to travel and considers herself a citizen of the world.

What our past participants say

I am so glad I signed up for this program. Professor Sawhney's lectures were very crisp, and the way he introduced real-life examples helped to understand the concepts better.

— Deepti Prabhakar, Manager, Quality Assurance Engineering, Pearson

Building a product development plan for the Capstone scenario and case studies of different companies were the best parts of this program for me.

— Akansha Mehta, Software Engineer, McAfee

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of completion to participants.

Download Brochure

Note:
- 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.

Apply Now

Early registrations are encouraged. Seats fill up quickly!