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.
EXECUTIVE EDUCATION
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
EXECUTIVE EDUCATION
Discovering, Developing, Managing, and Marketing Products as a Business
May 14, 2021
2 months, online
4-6 hours per week
US$2,600 or get US$260 off with a referral
Participants come from a wide range of industries that include:
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.
Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations.
Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.
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.
Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model.
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.
Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.
Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively.
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.
Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations.
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.
Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.
Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.
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.
Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively.
Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model.
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.
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
Product Roadmapping
Analyze a SaaS Pricing Model
Through real-world case studies and examples from multiple industries, you'll see how the theories are put into practice.
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.
Go beneath the surface to understand how the Surface Pro was developed, setting a new standard in the 2-in-1 laptop market.
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?
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.
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.
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.
Preview Program For FreeAfter 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.
Flexible payment options available.