EXECUTIVE EDUCATION

Product Strategy

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

Drive your

Product Strategy

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Course Date

STARTS ON

August 19, 2021

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

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.
This is an image describing the 360 degree product strategy mindset

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

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 a 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.

Logo for Apple and its Innovative Business Models

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.

Logo for Microsoft and its defining product opportunities

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.

Logo for Uber and its application of customer insight

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?

Logo for Cisco and the role of customer care in finding opportunities

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

Portrait image of Shir Zalzberg

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 UX designer

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 productstrategy. I am looking forward to put what I have learnt 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

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.

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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.

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