Overview of ISB's Product Management Course

Imagine guiding organisations, making decisions, and adapting to customer needs.

• ISB Executive Education's Product Management program offers a structured approach to handle the entire product life cycle.
• Create, test, and launch beloved products, staying ahead of the competition.
• Learn vital skills like competition analysis, road mapping, and A/B testing with renowned faculty.
• Unlock your potential with hands-on projects, masterclasses, and essential tools.

Key Information

• Program Length: 12 Weeks
• Time Investment: 4-6 hours/week
• Fees: INR 1,40,000 + GST

Key Components of the Course

Module 1: Product Development and Management: Key Concepts and Principles

• Linking Innovation, Product, and Growth Strategy
• Mindset for Successful Product and Brand Manager
• Evolution of Product Management
• Product Concept and Key Drivers
• Product Life-cycle
• Layout a Framework /Roadmap for the Rest of the Programme

Module 2: Product Development Process

• Design Thinking and Product Development Process
• Customer Needs and Behavior
• Role of Marketing in the Product Development Process
• Creating Superior Value for Customers

Module 3: Market Structure Analysis and Opportunity Identification

• Market Definition and Potential Assessment
• User Persona and Journey Mapping
• Segmentation and Targeting

Module 4: Competitive Positioning and its Role in Product Design

• Competitor Mapping and Analysis
• Importance of Positioning Strategy, How to Position for Market Advantage, and How to Create Disruptive Positioning Strategies
• Positioning for Market Advantage
• Understanding Disruptive Positioning
• Communication

Module 5: The Product Development Process; A/B and A/A Testing, MVP and Growth Hacking

• The Product Development Process Revisited: When Should You Expedite the Process and How?
• Understanding the Framework of Opportunity Cost and Development Risk
• Understanding Product Market Fit and Product Company Fit
• Experimentation for Product Validation, A/B Testing, and A/A Testing
• Understanding Minimum Viable Product and Growth Hacking

Module 6: Concept Development and Testing

• Concept Testing
• Defining Research Objective
• How Digital Technologies are Changing New Product Development Due to the Long Tail Effect
• Market Potential Assessment and Sales Forecasting

Module 7: Understanding Consumer Preferences

• Kano Analysis
• Factor Analysis
• Paired Comparison and Max Diff

Module 8: Product Solution Design

• Conjoint Analysis
• Designing a Conjoint Survey
• Preference Assessment
• Simulation and Market Share Estimation

Module 9: Willingness to Pay and Price Setting

• Common Pricing Approaches
• Measuring WTP
• Setting the Pricing Level
• Role of Cost

Module 10 A: Product Positioning and Branding

• Innovating Beyond the Product
• Building Brands - Brand Ladder and Brand Health, Consumer and B2B and B2C, Customer Equity vs. Brand Equity
• Role of Marketing and Brand Strategy, Why Brands matter: Pricing Power

Module 10 B: Managing Distribution and Pricing

• Managing Profitability, Managing Distribution Relationships
• Price Position Against Distributor's Private Labels
• Managing Trade Incentives and Discounts, Role of Brands in eCommerce
• Pricing Solutions, Dynamic Pricing, Product Platforms

Module 11: Managing Product Performance and Metrics

• AARRR Framework for Product Performance
• ROMI - Return on Marketing Investments
• Fine-tuning Strategy Across Geographical Product-markets
• Strategic Metrics (Growth and Resilience)

Program Structure and Learning Methodology

Course Duration and Format

• Duration: 12 Weeks
• Learning Mode: Online
• Weekly Learning Commitment: 4-6 hours per week
• Interactive Elements: Case studies, quizzes, assignments
• Language: English

Faculty Engagement

• Faculty Interaction: Pre-recorded videos featuring renowned ISB faculty
• Live Sessions: Weekly live sessions with Industry Practitioners

Faculty Composition

• Faculty Members: A blend of ISB faculty and Industry Practitioners
• Guest Faculty/Industry Experts: Conduct live sessions, masterclasses, and doubt-clearing sessions

Program Leaders

• Role: Industry Practitioners/Subject Matter Experts
• Responsibilities: Doubt-clearing sessions, in-depth topic coverage, real-world examples

Assignment Grading

• Framework: Collaborative creation with institute faculty
• Execution: Actual grading by Program Leaders

Qualifying Mark for Certification

• Threshold: 70%

Learning Path

Orientation Week (Week 1)

• Introduction: Participants from around the world connect
• Platform Familiarization: Navigate the learning management system and tools
• Expectations Setting: Understand course structure and goals

Weekly Goal Setting

• Individual Learning Targets: Align with weekly assignments and assessments
• Progress Tracking: Regularly monitor personal goals

Live Masterclasses and Sessions

• Frequency: Weekly sessions
• Speakers: Industry experts and practitioners
• Interaction: Doubt-clearing, Q&A, and in-depth discussions

Self-Paced Learning

• Pre-recorded Videos: Access high-quality content from ISB faculty and industry practitioners
• Flexibility: Learn at your own pace, suited to your schedule

Discussion Boards

• Cohort-Based Interaction: Engage with peers via discussion boards
• Networking: Build connections, share insights, and learn collaboratively

On-Demand Learning

• Replay Lectures: Revisit any lesson or concept for deeper understanding
• Flexibility: Tailor your learning journey to suit your needs

Hand-On Projects

• Real-world Application: Apply concepts through industry-relevant projects
• Portfolio Building: Showcase hands-on experience in product management

Live Masterclass Highlights

• Deep Dives: Explore challenges faced by top Indian startups
• Interactive Q&A: Engage with product management experts
• Insights from Practitioners: Gain valuable perspectives from seasoned professionals

Live Masterclass Highlights

• Deep Dives: Explore challenges faced by top Indian startups
• Interactive Q&A: Engage with product management experts
• Insights from Practitioners: Gain valuable perspectives from seasoned professionals

Live Masterclass powered by The Product Folks

The Product Folks is India’s biggest volunteer-driven community of PMs and enthusiasts who are passionate about making an impact and help everyone grow together.

Join us for a series of enlightening Masterclasses led by Global Product Leaders, designed to elevate your Product Career:

• Creating an Effective Product Roadmap 
• User Research & Translating it to Product Design
• Understanding Key Metrics via Product Analytics
• Setting the Right Vision & Strategy for Products
• Iterating & Optimizing Existing Products for Success

Final Certification and Alumni Network Access

• Certification: Digital certificate awarded upon successful completion
• Access to ISB Executive Network: Networking opportunities with ISB alumni and exclusive events

Emeritus Career Services

• Career Management Modules: 15 modules with IIMJobs Pro Membership
• Placement Services: Emphasis on positive career outcomes

Target Audience and Eligibility

Who is this Program For?

This program caters to aspiring Product Managers transitioning into the field, mid and senior-level managers overseeing product lifecycles, and business leaders driving product-focused decision-making.

Eligibility Criteria:

Open to graduates and diploma holders, this program is designed for professionals across various experience levels with a passion for mastering essential product management skills.

Course Outcomes and Career Impact

Course Outcomes:

• Develop a product mindset essential for launching successful products or services to market.
• Define and solve complex problems by mapping the customer journey and creating detailed user personas.
• Analyze, implement, and optimize strategies and frameworks for product development, marketing, and sales.
• Evaluate product road mapping and prototyping decisions using advanced product management techniques.
• Outline a comprehensive plan for creating a competitive and scalable product using key development strategies

Career Impact:

Upon completion, participants will undergo a transformative experience, resulting in:

• Enhanced Job Prospects: Unlock new career opportunities with in-demand skills.
• Leadership Opportunities: Position yourself for leadership roles with strategic product management expertise.
• Entrepreneurial Ventures: Gain the knowledge and confidence to launch and lead your entrepreneurial endeavours.
• Profitability Measurement: Acquire skills to drive profitability through effective product management.
• Cross-functional collaboration: Foster collaboration across teams for seamless product execution.
• Innovative Marketing Skills: Master cutting-edge marketing techniques to stay ahead in the industry.
• Strategic Decision-Making: Develop strategic thinking for making impactful decisions in product management.
• Adaptive Problem Solving: Enhance problem-solving skills to tackle challenges in dynamic environments.
• Industry-Relevant Knowledge: Gain insights into the latest industry trends and best practices.
• Global Network: Join a diverse network of professionals, expanding your global connections.
• Career Transition Support: Receive guidance for successful transitions into new roles or industries.
• Recognition and Credibility: Earn recognition and credibility in the industry with an ISB Executive Education certificate.

Course Fees and Financial Assistance

Embarking on the ISB Executive Education Product Management journey is an investment in your professional growth. The program fee is INR 1,40,000 + GST.

Detailed Fee Structure:

• Program Fee: INR 1,40,000 + GST
• GST (currently @ 18%) will be charged extra on these components.

Instalment Options:

Flexible instalment payment options are available to accommodate your financial planning.

• Maximum Loan Amount: INR 1,65,200
• Tenure (months): 24
• EMI: INR 8,191

Refer Your Colleagues and Save INR 11,000 on Each Referral!

Frequently Asked Questions (FAQ’s) about the ISB Product Management Program

Are there any LIVE sessions with the institute faculty in this programme?    

This program prioritizes flexible learning for working professionals and utilizes high-quality pre-recorded videos featuring globally renowned faculty from ISB. There are no LIVE sessions with the institute faculty.

Who grades/gives inputs on the assignments and projects? 

While assignment grading frameworks are developed in collaboration with the institute faculty, the actual grading is performed by Programme Leaders, who are experienced industry professionals.

What if I miss the assignments for a particular week? Can I attempt them later?

Late assignments are accepted until one week after the program end date, as published on the program homepage. However, it is encouraged to submit assignments by the due date.

Do I get the Alumni status of the institute on completion of this programme?

While the program provides access to the ISB Executive Network, allowing networking with other ISB Alumni, it does not grant the same status as full-time campus programs.

Will the Emeritus/Institute help with placement services?

While the program is designed for positive career outcomes, placement services are not offered. However, there are 15 career management modules with IIMJobs Pro Membership by Emeritus.

What if I don’t find the program appropriate for me after starting the sessions? Can I seek a refund?

Learners are encouraged to complete the program for a comprehensive understanding. Refund requests can be initiated before the program's commencement, but after commencement, the fee becomes non-refundable.

What type of certificate will I receive? 

Upon successful completion, participants will receive a smart digital certificate that can be shared on various platforms such as LinkedIn, resume, and more. The digital certificate is sent approximately two weeks after program completion.

How long will I have access to the learning materials?

Access to the online learning platform and all program materials, including videos, is provided for 12 months following the program start date, subject to the terms of the agreement.