Indian Institute of Management KozhikodeGlobalizing Indian Thought

PROFESSIONAL CERTIFICATE PROGRAMME IN

PRODUCT STRATEGY5 Months, Live Online Sessions

Overview

Who are Product Managers? Well, McKinsey & Co describe Product Managers as mini-CEOs* and rightfully so, given today's dynamic business environment. With the accelerated pace of digital transformation, data-driven insights, emphasis on design, and high customer expectations, product-centric management has emerged as the hottest profession today.

To develop product-centric thinking for business growth, the Professional Certificate Programme in Product Strategy from IIM Kozhikode provides a comprehensive blend of both data-driven insights and strategic product understanding, coupled with effective communication and management.

Joining this programme will enable mastering the art of product strategy and creating a disruptive business model based on an innovative product through interactive live online sessions. Become an industry-ready product manager and leader with proficiency in developing a business model with a customer-centric, value-driven product at the centre and efficiently navigate each stage of the product life cycle.

What do Indra Nooyi (Ex-CEO, PepsiCo), Susan Wojcicki (CEO, YouTube), Satya Nadella (CEO, Microsoft), and Sundar Pichai (CEO, Google) have in common?

They were all Product Managers at different seniority levels in their respective careers.

*Source: Product Managers for the Digital World, McKinsey & Co, 2017

Starts OnMarch 13, 2021

INR 1,12,500 + GST

ProgrammeFee

Duration5 Months

FormatLive Online Sessions

Who is this Programme for?

This five-month programme will be extremely beneficial for professionals across all industries and functions (technical and non-technical) since the meticulously curated curriculum will enable participants to lead their organisation in a disruptive and constantly evolving digital world.

This programme is most relevant for:

Mid to senior-level managers working on product development, product management or product strategy roles

Marketing Managers and Sales Managers who are responsible for the marketing and sales of products and services in their organisation

Business Managers and Department Heads from various functions such as R&D, Operations, Finance, who are part of a product's life cycle directly or indirectly

C-Suite Leaders and Consultants who want to develop a strategic mindset that revolves around product strategy as the path to growth

Entrepreneurs and Business Owners who are committed to growing their business through effective product strategies

Professionals who have recently taken a role or are keen to establish a career in product development, product management or product strategy

Programme Highlights

01

While imparting best practices and insights on product strategy, this programme weaves a variety of learning elements from live lectures, case study discussions, mini assignments, open forums, simulations, and a capstone project to provide an engaging and highly productive learning experience.

Interest in the search term “product manager jobs” has increased by 270% since Nov 2014, and interest in “product manager salary” by 303%.

SOURCE: Product Board, 2020

Receive a Certificate of Completion from one of

India's best B-Schools (NIRF, 2020)

Learn beyond product management and create product-centric disruptive

business models

Develop an innovative, product-centric mindset

for accelerated career growth

Explore agile product development with

Eruditus Global Faculty and industry practitioner

Learn from eminent IIM Kozhikode faculty,

renowned industry experts and thought

leaders

Experience an immersive learning journey with

real-world case studies, simulations and a capstone project

05

Programme Directors

Professor Atanu Adhikari is a Commonwealth Academic Fellow to London Business School UK, Visiting Researcher to Syracuse University USA, PhD (ICFAI University with one year visiting program at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur). He is actively involved in scholarly academic research work, which has been published in many national and international peer-reviewed academic journals and presented in conferences. He has co-authored several books published by leading international publishers and has also authored several case studies that are published and distributed by Ivey Publishing, Canada and Harvard Business Publishing, USA.

Programme Director & Professor,Marketing Management

Prof. Atanu Adhikari, PhD

Professor Sreejesh's primary research interests include marketing analytics, brand management, services marketing, and online marketing & advertising. His publications have appeared in Journal of Brand Management, Industrial Marketing Management, European Journal of Marketing,Computers in Human Behaviour, Journal of Travel and Tourism Marketing, International Journal of Contemporary Hospitality Management, Internet Research, Journal of Product and BrandManagement, Journal of Service Theory and Practice, International Journal of Bank Marketing, etc. He serves on the editorial board of International Journal of Consumer Studies. He has also authored books of international repute with Pearson India and Springer International.

Programme Director & Assistant Professor, Marketing Management

Prof. Sreejesh S, PhD

ProgrammeDirectors’MessageIn this technology-driven, disruptive innovation era, competitive leadership lies in the synergy between product innovation and ever-evolving customer expectations. IIM Kozhikode's Professional Certificate Programme in Product Strategy prepares professionals who deal with product/service or work in designing product strategy to expand their knowledge and build competencies in product strategy formulation. Moreover, this programme orients participants with a cradle-to-grave approach for managing and optimising the life of a product or service. We look forward to welcoming you to the programme.

Value creation, communication, and deliveryDefining opportunities - Focus Group DiscussionProduct Opportunity GapNew product strategy: positioning and pricing

MODULE 1: Product Conception and Strategy

New product development, product modificationConjoint Analysis for new product developmentUse of analytical techniques in new product development strategyEstimating value of product features

MODULE 2: New Product Development

Developing go-to-go strategy for technology productsMarketing plan formulationCalculating possible market share, preference shareMarket orientation, competitor orientation

MODULE 3: Marketing of New Products

Elements of strategy formulationManaging Product portfolioThe product life cycle and strategy formulationProduct innovation and growth through partnershipCustomer analysis for product strategy

MODULE 4: Product Lifecycle Management and Strategy

Principles of agile development and scrumTransition to agileManaging remote teamsInfluence without authority

MODULE 5: Agile Techniques and People Management

MODULE 6: Harvard Business School Publishing Simulation

Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

Programme ModulesCapstoneProjectThe capstone project is an integral part of the successful programme completion and will run throughout the programme duration. Participants will learn to identify a real business issue related to product strategy of an organisation/industry, collect primary/secondary data, and apply concepts discussed in the modules to source a probable solution. This project will enable a deep understanding of the subject matter and foster the practical application of the programme learning in real-world business scenarios.

Disclaimer: This programme deals with insights and best practices on product management strategies. While the learning is relevant to both technical and non-technical participants, this programme should not be considered as a pure play ‘Digital Product Management’ programme.'

Real-world Case Studies

01

Indraprastha Cold Storage Ltd: Value Added Strategy in an Emerging Market by S. P. Raj & Atanu Adhikari (Harvard Business Publishing, Product# W12470-PDF-ENG)

Indraprastha Cold Storage Ltd. (IPCSL) has made substantial investments in upgrading its cold storage to differentiate itself from the competition. By providing superior product quality, it can charge a premium for its value-added cold storage service. However, competitors lowered their rates to capture even more customers. IPCSL must decide on a course of action, taking into consideration the constraints of growing, transporting, storing and selling fruits in India.

Edible Agro Products Limited: Creating Higher Value for Farmers by Atanu Adhikari & Arna Das (Harvard Business Publishing, Product# W14654-PDF-ENG

2010 was the third consecutive year in which EAPL received less than 20% of the expected quantity of Til-2, a variety of white sesame they introduced to West Bengal in 2008. Should EAPL quit sesame production and focus only on the oil trading business? Should EAPL change its communications strategy to promote the value of white sesame to farmers? How should they address the growing concerns of the farmers?

Launch of the Pleasure Scooter by Atanu Adhikari & S P Raj (The Case Center, Product Reference no. 514-127-1)

In March 2006, Hero Honda was about to launch its first scooter in the market tentatively keeping India’s women as primary user. Since 1984, the company had been involved in motorcycle manufacturing and had become the largest motorcycle manufacturer in the world. Consequently, Hero also developed manly appeal of its brand. Anil Dua, the Vice President of Marketing department had to decide on the positioning, branding, advertising, and promotional strategies for a woman friendly product with a man only image of its 30 years old brand.

A market isnever saturatedwith a goodproduct, but itis very quicklysaturated witha bad one.

- Henry Ford, Founder, Ford Motor Company

Learning Outcomes

Identify a market opportunity and conceptualise a customer-centric value-driven product

Efficiently manage each stage of theproduct life cycle

Create a disruptive business model with the product in the centre

Understand the implications of digitaldisruption and evolution in the product strategy paradigm

Learn how to develop, test, and refine the product to maximise results

09

Product Management roles have grown anastounding 32% over just a two year period,from August 2017 to June 2019.

SOURCE: Medium, 2019

Work Experience

Demographics

Participant Titles

<=10 Years 11 to 15 Years

16 to 20 Years 21 to 25 Years

35% 33%

21% 11%

82% 18%

Directors

AVP Operations& Technology

Head Analyst

General Manager

Regional Sales Manager

Senior Manager - Projects

Business Planning Manager

Analytics Solution Architect

Past Participant Prof iles

Certificate

Participants will be awarded a Certificate of Completion from IIM Kozhikode on successfully completing all evaluation components with minimum pass marks in the respective evaluation components and having a minimum attendance of 75%. The evaluation methodology is at the discretion of the faculty and includes online exams, case analysis, class contribution, assignments and any other components as decided by the faculty. Participants who are unable to clear the evaluation criteria but have the requisite attendance will be awarded a Participation Certificate.

Eligibili�

Evaluation

Graduates or DiplomaHolders (only 10+2+3) inany discipline froma recognised university

Minimum work experience of 2 years

The evaluation methodology is at the discretion of the faculty and includes online exams, case analysis, class contribution, assignments and any other components. A minimum of 75% attendance is a prerequisite for the successful completion of this programme. Participants will have to secure the minimum pass marks in the respective evaluation components.

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

Programme Details

Application Requirements

Live Online Sessions

3 hours per weekSaturday 8:30 AM - 11:30 AM

Programme ApplicationLink

Click here to apply tothe programme.

ProgrammeSchedule

Programme Fee

Experience Documents

INR 1,12,500 + GST

Instalment Schedule

BookingAmount

Remarks Amount

Instalment I

Within 7 dayspost selection

INR 34,500 + GST

Mar 15, 2021 INR 40,000 + GST

Instalment II May 25, 2021 INR 38,000 + GST

Round-wise Application Dates

Finance options available.Click here to learn more.

For more information, pleaseemail atiimk.pdst@eruditus.com

Application Fee Dates

Note: Admissions are on a first-come, first-serve basis. There might notbe subsequent rounds if seats are filled in the initial rounds.

Round 1

Round 2

Round 3

INR 2,500 + GST Jan 05, 2021

Jan 29, 2021

Mar 04, 2021

INR 3,000 + GST

INR 3,500 + GST

For Previous Organisation(s): Relieving lettersFor Current Organisation: Current Salary Slip or BonafideCertificate from the HR department on companyletterhead

Graduation and Post-Graduation Education

Marksheet – Individual or consolidated (all semesters)Passing Certificate – If AnyDiploma/ Degree/ Doctorate Certificate

ID Proof

Any Government issued photo ID like PAN Card/ AADHAAR Card, Driving License/ Passport, etc.

About IIM Kozhikode

With its roots dating back to 1997, the Indian Institute of Management Kozhikode (IIM Kozhikode), is one of the fastest-growing management schools in the country. IIM Kozhikode pioneered the Interactive Learning (IL) programme for working executives in India. This programme started with 300 class contact hours in 2001-02, the two-year-long Executive Management Education Programme is today the most rigorous available in the country having around 738 class contact hours. Every year IIM Kozhikode offers a rich portfolio of Management Development Programmes crafted for the agile minds on the lookout for thought-provoking questions and enriching learning. Against the rapid influx of changes in the Indian business landscape, IIM Kozhikode endeavours to adapt to these changes through constant innovation.

About Eruditus

Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learningjourneys that run over 6-9 months, customised to an organisation’s requirement.

For registration and any other information,please get in touch with us at iimk.pdst@eruditus.com

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