Apple: Learn how Apple uses the 'Razor-Razorblade' business model to capitalize on the revenue from applications and services associated with its core product, the iPhone.
Product Strategy as the
Foundation of Business Growth
Every company that sees technology as a competitive differentiator needs a product strategy. And every person who touches a product inside of an organization directly contributes to its success or failure. A comprehensive product strategy incorporates involvement from all stakeholders in the ecosystem:
360° Product Strategy Mindset
For those involved in developing or delivering product strategy—from cradle to grave—you’ll develop a mindset that anchors product strategy as the pathway to growth.
Whether you are seeking growth by launching new products and services, or need to manage the lifecycle of existing ones, the Product Strategy program offers approaches that are used by many of the top technology-driven companies in the world today.
Who is This Program For?
- Business managers and leaders who are materially involved at any point in a product’s lifecycle, from cradle-to-grave
- Those who may be directly responsible for product or portfolio strategy, or who play a more indirect role such as in sales, marketing, operations, finance, or R&D
- Professionals at companies who are focused on using technology as a competitive differentiator, even if your vertical market isn’t ‘tech’
- Professionals wanting to take on a more formal product management role
Participants come from a wide range of industries that include:
Pure-play technology companies including software, hardware, electronics, networking, and e-commerce
Industrial products companies including consumer durables, medical equipment and devices, automotive,
construction, and agricultural
Tech-intensive services firms such as banking/fintech, law firms, IT services, and consultancies
Your Learning Journey
In addition to recorded video lectures, you'll learn from live webinars with Professor Sawhney; real-life case studies and examples from industry giants such as Microsoft, AT&T, Salesforce.com, and Facebook; and customized assignments and quizzes to reinforce the learning. Throughout the journey, you'll receive one-on-one guidance and clarification from a dedicated facilitator.
Applied Learning Opportunity: Let's put these theories to work in practice. Throughout this program, you will work on several application exercises designed to give you hands-on experience working with these concepts. These exercises are largely based on Professor Sawhney’s real-world consulting experience and are unique to this online program.
1. Build a Wireframe
- App for transporting urban kids in autonomous school buses
- Based on a real case study with Bosch
- Use the user friendly tool Balsamiq
2. Analyze a SaaS Pricing Model
- Understand the unit economics of a SaaS company
- Build the revenue and profit analysis for subscription businesses
3. Product Roadmapping
- Build a strategy roadmap for a medical supplies product
- Translate the strategy roadmap into a Trello product roadmap
4. Execution
- Always-on Marketing
- Agile Marketing - Scaling Agile Marketing in Large Organizations
Industry Examples
Through real-world case studies and examples from multiple industries, you'll see how the theories are put into practice.
Microsoft: Go beneath the surface to understand how the Surface Pro was developed, setting a new standard in the 2-in-1 laptop market.
Uber: Explore the 7 Sources for Customer Insights including analogies—looking at what works in other industries. Could Uber's 'on-demand' marketplace model be applied to other industries such as dermatology?
Cisco: Tapping into the voice of customers led to an entirely new business segment for Cisco with voice-over-IP solutions that their customers were asking for.
Other companies that are included as examples or as use cases in the program include Adobe, Airbnb, Bosch, IBM, John Deere, Reliance Jio, Samsung etc.
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.
Program Faculty
MOHANBIR SAWHNEY
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & 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... More info
Certificate
Certificate
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
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.
Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.
MOHANBIR SAWHNEY
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & 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. He has also written a book of poetry called Love, Longing and Loneliness in 2014.
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,6 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; a Master’s degree in Management from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.