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Product Strategy

Discovering, Developing, Managing, and Marketing Products as a Business

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Course Date

STARTS ON

June 29, 2023

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

PROGRAM FEE

US$2,850 US$2,423 and get US$285 off with a referral

Course Information Flexible payment available
Course Fee

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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. 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.

Key Takeaways

  • Analyze new product opportunities to arrive at ‘go’ or ‘no-go’ conclusions efficiently
  • Assess the pros and cons of various business models including SaaS and pivot to another business model when your current one isn’t delivering growth
  • Develop a go-to-market strategy using the 7-Elements Framework
  • Create buyer personas, positioning, and messaging based on proprietary tools from the Kellogg School of Management
  • Learn from real-world custom case studies and examples based on the faculty’s own consulting experience with top tech firms such as Microsoft, AT&T, Salesforce.com, and Facebook
  • Create agile requirements grounded in the ‘jobs-to-be-done’ framework, user stories, and epics
  • Manage partner ecosystems and learn how to create win-win partnerships

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
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Program Modules

Over the course of eight weeks, you’ll discover how product strategy is the foundation of business growth. You’ll touch upon every stage of the product strategy lifecycle—learning strategies for growth from cradle to grave—and to think like a CEO of your product or service.

Module 1:

Understanding Product Strategy

Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations.

Module 2:

Analyzing Product Opportunities

Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.

Module 3:

Discovery and Requirements Definition

Apply the discovery hypothesis framework, create user stories, and build a wireframe to outline an opportunity to deliver an urban mobility solution for school kids.

Module 4:

Designing the Business Model

Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model.

Module 5:

Agile Product Development

Learn the principles of agile development and use these principles to influence a team over whom you have no direct authority, such as an engineering team.

Module 6:

Taking Products to Market

Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.

Module 7:

Managing the Partner Ecosystem

Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively.

Module 8:

Managing Product Evolution and Growth

Build on the strengths of your existing strategies and tactics to drive new growth. Learn about product evolution and the impact of decisions on your product line. Conduct a road-mapping exercise for an innovative new product in the medical supplies industry.

Module 1:

Understanding Product Strategy

Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations.

Module 5:

Agile Product Development

Learn the principles of agile development and use these principles to influence a team over whom you have no direct authority, such as an engineering team.

Module 2:

Analyzing Product Opportunities

Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.

Module 6:

Taking Products to Market

Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.

Module 3:

Discovery and Requirements Definition

Apply the discovery hypothesis framework, create user stories, and build a wireframe to outline an opportunity to deliver an urban mobility solution for school kids.

Module 7:

Managing the Partner Ecosystem

Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively.

Module 4:

Designing the Business Model

Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model.

Module 8:

Managing Product Evolution and Growth

Build on the strengths of your existing strategies and tactics to drive new growth. Learn about product evolution and the impact of decisions on your product line. Conduct a road-mapping exercise for an innovative new product in the medical supplies industry.

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.

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

Product Roadmapping

  • Build a strategy roadmap for a medical supplies product
  • Translate the strategy roadmap into a Trello product roadmap

Analyze a SaaS Pricing Model

  • Understand the unit economics of a SaaS company
  • Build the revenue and profit analysis for subscription

Industry Examples

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

Apple: Innovative business models

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.

Microsoft: Defining product opportunities

Go beneath the surface to understand how the Surface Pro was developed, setting a new standard in the 2-in-1 laptop market.

Uber: Application of customer insight

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: The role of customer care in finding opportunities

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.

Participant Testimonials

Tulasi Vijaya Kumar Thulluru wearing a blue shirt

Completed my Product Strategy course from Kellogg. The last few months have been action-packed and inquisitive with insightful learning sessions, assignments, boundaryless and timezone agnostic interactions with Professor Sawhney, Program Leaders, and peers at Kellogg!

— Tulasi Vijaya Thulluru, Senior Product Manager

Sovdeep Das smiling wearing a green t-shirt

Thank you Kellogg Management School for the amazing program and delivery. Enjoyed the classes by Prof. Mohanbir Shawney and all the assignments and webinars. Feel a bit accomplished and happy to share the completion certificate.

— Sovdeep Das, Director, Product

Francesc Gonzalez smiling

Very satisfied to have received high-quality training from Northwestern University - Kellogg School of Management and Prof. Mohanbir Sawhney. My gratitude also to all the Program Leaders Team. Enriching experience with highly practical and valuable content focused on the product as a whole and its entire life cycle.

— Francesc Gonzalez, Analyst Manager

Portrait image of Navneet Sachdeva

Based on recommendations, I enrolled and finished Product Strategy Certificate from Kellogg. It was quite an undertaking. Learned not only new terminology such as wire framing and MVP development, but also learned to use new tools (Balsamiq, Trello, etc.). I couldn't have asked for a better final assignment than to develop a strategic and product roadmap for Medication Adherence enhancing medical device ALWINE. I had the chance to use the pharmacist and the strategist in me for the assignment. These skills and tools will definitely be put to use for enhancing and developing Clinical Services Products in my current role. Highly recommend Mohanbir Sawhney. He is extremely talented in explaining complex concepts in an effective way using real-life examples.

— Navneet Sachdeva , Director

A few months ago, I realized it's time to expand my education around strategic decision making. Luckily, I received a wonderful recommendation on this excellent product strategy course by Northwestern University - Kellogg School of Management. This has been such an enriching and educational experience, and I gained a whole spectrum of new skills that would certainly follow me throughout my career. Now, it's my turn to pass the recommendation. If you're interested in professional education around product strategy - this is a great resource.

— Shir Zalzberg, Senior Manager, UI/UX

Portrait image of Lim Yi against a white background

On top of the pre-recorded lectures, there were "live" webinars with Prof Sawhney, office hours with very experienced Course Leaders, Tami Reiss, Ray Choi, Juan Tenaillon, Shobhit Chugh , participation in discussion board and recommended readings. I highly recommend this course to anyone who is keen to gain a comprehensive, all-round knowledge of product strategy. I am looking forward to putting what I have learned to use for Foundations.

— Lim Yi, Partner

Program Faculty

Faculty Member Mohanbir Sawhney

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... More info
Faculty Member Mohanbir Sawhney

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. 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, 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.

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 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.

Download Brochure

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.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program 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 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 program 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 program participants?

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

  • What are the requirements to earn the certificate?

    Each 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 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 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 the program, 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?

    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 program?

    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?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start 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 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 program 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 program 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).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    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 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.


    How can I obtain a W9 form?

    Please connect with us via email for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Academic Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)

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