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PRODUCT
MANAGEMENT
STARTS FEBRUARY 14, 2022
12 WEEKS | ONLINE
Overview
Product Managers have become an essential part of every business. They steer organisations in
the right direction, guide decision-making, and adapt the vision according to changing needs.
Like the CEO, a scrappy, resourceful product manager is a business pillar who develops, refines,
and launches products to strategically drive business growth.
What if you could learn how to define and operationalise a structured approach to product
management? Designed for busy professionals like you, ISB Executive Education's Product
Management programme will help you ideate, test, and launch products that focus on both:
customer needs and strategic business benefits. This programme teaches you the end-to-end
cycle of product management and how it evolves in a disruptive and innovative environment.
Using game theory, product road mapping and prototyping, you will learn what it takes to build
market-ready products that engage, inspire and bring in revenue.
Who is this Programme for?
Organisations are revisiting how they develop new products and services by infusing innovation,
reforming organisational structure, and recalibrating strategies.
This cutting-edge programme is for:
Mid and senior-level managers who want to manage new and mature products, from conception to
execution and measure performance to drive profitability.
Business heads and entrepreneurs who want to spearhead the usage of product strategies in their
organisation and drive product-focused decision making and planning.
Product Analytics
Product Pricing Product Performance
Leverage effective product management for competitive advantage
Why ISB Executive Education's
Product Management?
Gain actionable insights from
industry-oriented curriculum and
real-world examples
Understand the importance of
customer needs to have an
effective product
Create disruptive positioning of a
product in the market to change
customer perception
Learn via recorded videos from renowned
ISB faculty, and live online sessions with
Eruditus Programme Leaders
Programme Highlights
Recorded Videos from
renowned ISB faculty
143
Assignments and
Quizzes
34
Discussion Boards
8
Live Online Sessions with
Eruditus Programme Leaders
11
Case Studies
4
Eruditus Career Services Workshops
with Job Placement Assistance
3
Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
Programme Faculty
Prof. Gangwar is the Executive Director of the Institute of Data
Science and Business Analytics programme at ISB. He holds a
PhD in Management Science from the University of Texas at
Dallas. His research interests include exploring marketing,
product, and technology issues using quantitative models. His
research articles have been published in leading academic
journals, books' chapters, and popular media. He was also
recognised as one of the most prominent data science
academicians in India.
Prof. Manish Gangwar
Associate Professor, Marketing
Associate Dean – Research and RCI Management;
Executive Director- IIDS
The former Dean of the Indian School of Business (ISB),
Professor Srivastava comes with over 30 years of experience as
an academic and administrator. Before joining the ISB, he was
Provost and Deputy President of Academic Affairs at Singapore
Management University. His research interests include marketing
strategy, marketing metrics, and customer management. He is an
award-winning, highly cited scholar with work published in
leading marketing journals.
Dr Rajendra Srivastava
Novartis Professor of Marketing Strategy and Innovation, Marketing
Prof. Singh heads The Media Hub, ISB’s initiative for excellence
in media research. He was also the first director of the Fellow
Programme in Management, ISB’s doctoral programme. He has
a PhD (Marketing) from the J. L. Kellogg School of Management,
Northwestern University, and an MBA (Marketing and Finance)
from the University of Illinois at Urbana-Champaign. His research
interests focus on exploring a firm’s ability to achieve sustainable
competitive advantage. He has co-authored three textbooks with
Prof. Noel Capon for MBA students and business executives.
Prof. Siddharth S. Singh
Associate Professor, Marketing
This three-month certificate programme will offer you a comprehensive understanding of product
design, development, positioning, branding, and distribution using hands-on industry examples
and case studies. This programme will provide you with the contemporary and technical knowledge
vital for product management through:
Programme Modules
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 Rest of the
Programme
Module 1: Product Development and
Management: Key Concepts and
Principles
Design Thinking and Product Development
Process
Customer Needs and Behavior
Role of Marketing in the Product Development
Process
Creating Superior Value for Customers
Module 2: Product Development
Process
Prescribing
product-based business
strategies
Aligning insights
generated by deploying
associated technical
process designs
Learning from
real-world case studies
across multiple domains
Market Definition and Potential Assessment
User Persona and Journey Mapping
Segmentation and Targeting
Module 3: Market Structure Analysis
and Opportunity Identification
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 4: Competitive Positioning and
its Role in Product Design
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 5: The Product Development
Process; A/B and A/A testing, MVP
and Growth Hacking
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 6: Concept Development and
Testing
Kano Analysis
Factor Analsysis
Paired Comparison and Max Diff
Module 7: Understanding Consumer
Preferences
Conjoint Analysis
Designing a Conjoint Survey
Preference Assessment
Simulation and Market Share Estimation
Module 8: Product Solution Design
Common Pricing Approaches
Measuring WTP
Setting the Pricing Level
Role of Cost
Module 9: Willingness to Pay and
Price Setting
AARRR Framework for Product Performance
ROMI - Return on Marketing Investments
Fine-Tuning Strategy Across Geographical
Product-Markets
Strategic Metrics (Growth and Resilience)
Module 11: Managing Product
Performance and Metrics
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 A: Product
Positioning and Branding
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 10 B: Managing
Distribution and Pricing
Key Programme Takeaways
Evaluate product road
mapping and prototyping
decisions using various
product management
techniques and practices
Outline a plan to
create a competitive
scalable product
using key product
development
strategies and
frameworks
Develop a product
mindset needed to
bring viable products
(or services) to
market
Define the problem a
product will solve while
mapping the customer’s
journey and articulate
user personas
Analyse strategies and
frameworks for developing,
marketing, and selling a product
Eruditus Career Services
Building an Impressive
Resume (Group Session)
Building an Impressive LinkedIn
Profile (Group Session) Job Placement Assistance
Interview Preparation
(Group Session)
Note:
- This service is available only for Indian residents enrolled into select Eruditus programmes.
- ISB Executive Education or Eruditus do NOT promise or guarantee a job or progression in your current job. Career Services is only
offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered
by Eruditus. ISB Executive Education is NOT involved in any way and makes no commitments regarding the Career Services
mentioned here.
Placement Assistance from partner companies are published, applied to, and tracked to success via an
online platform (offered in partnership with Superset).
Eruditus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro,
Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others.
Upon successfully completing the programme with a minimum 70% score, you will be awarded
a certificate in Product Management from ISB Executive Education.
Certificate
Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of
ISB Executive Education.
The Centre for Executive Education at the Indian School of Business
DZDUGVWKLVFHUWL¿FDWHDFNQRZOHGJLQJWKHSDUWLFLSDWLRQRI
RQFRPSOHWLQJWKH2QOLQH([HFXWLYHHUWL¿FDWH3URJUDPPH
Callista
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from February 2022 to May 2022
ISB Newsletters with the latest updates
Learning and Networking opportunities via CEE Network Group on LinkedIn
Exclusive invitations to Online and Offline events like Webinars, Conferences, Master Classes, etc
Scope to facilitate as a Guest Speaker at ISB Executive events
Preferential pricing with 10% discount on course fee on CEE Open programmes
Upgrade to ISB Executive Alumni Group with 100+ learning hours
Upon successful completion of the programme, participants will be a part of the ISB Executive
Network. Benefits include:
ISB Executive Network
The first week is orientation week. During this week you will be introduced to the
other participants in the class from across the world and you will learn how to use the
learning management system and other learning tools provided.
Orientation Week
In the subsequent weeks, you have learning
goals set for the week. The goals would include
completing the assignments, which have weekly
deadlines.
Weekly Goals
The Eruditus Programme Leaders will be available for
live online sessions every week or every alternate week to
help you clarify your doubts pertaining to the programme
content.
Debrief Sessions
The Eruditus Programme Support team will enable
learners facing a challenge to submit their assignments
on time via regular telephonic or email communication.
Timely Follow up and Learning Support
Learn online via recorded videos from renowned
ISB faculty in a high-impact three-month journey
with a learning commitment of 4-6 hours/ week.
Flexible and Convenient Online Learning
Learning Journey
Instalment Schedule
Programme Fee INR 1,08,000 + GST
Remarks Fee
Within 7 days from the date of selection INR 26,000 + GST
March 21, 2022 INR 41,000 + GST
Note: GST (currently @ 18%) will be charged extra on these components.
Instalment 1
Instalment 2
April 18, 2022 INR 41,000 + GST
Instalment 3
A great product manager has the brain of an engineer, the heart of a designer, and the speech of a
diplomat.
Deep Nishar
Senior Managing Partner,
SoftBank Investment Advisers
-
Programme Details
Programme Details
DURATION
12 WEEKS
4-6 hours/ week
PROGRAMME
START DATE
February 14, 2022
ELIGIBILITY
Any Graduate/
Diploma holder
About
The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. The
ISB is committed to creating business leaders through its innovative programmes, outstanding faculty and
thought leadership. It has gained the unique distinction of receiving accreditation from the Association of
MBAs (AMBA), making it the 100th School in the world to achieve the ‘triple crown’ of accreditations from
AMBA, EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools
of Business (AACSB). Accreditation from AMBA represents the highest standard of achievement in
post-graduate business education. The Centre For Executive Education (CEE) at the ISB conducts
programmes for working professionals that are designed to provide timely learning interventions that help
them upskill and progress in their careers, while impacting the organisations that they operate in.
Programmes are available across multiple business and functional areas, for different seniority levels, at
various locations.
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 learning journeys that run over 6-9 months,
customised to an organisation’s requirement.
The Indian School of Business (ISB)
For registration and any other information,
please get in touch with us at isb@eruditus.com
Apply for the programme here
APPLY NOW
In collaboration with
WhatsApp an Advisor on +91 7208889990*
*This number does not accept any calls. Please message your queries.

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  • 1. PRODUCT MANAGEMENT STARTS FEBRUARY 14, 2022 12 WEEKS | ONLINE
  • 2. Overview Product Managers have become an essential part of every business. They steer organisations in the right direction, guide decision-making, and adapt the vision according to changing needs. Like the CEO, a scrappy, resourceful product manager is a business pillar who develops, refines, and launches products to strategically drive business growth. What if you could learn how to define and operationalise a structured approach to product management? Designed for busy professionals like you, ISB Executive Education's Product Management programme will help you ideate, test, and launch products that focus on both: customer needs and strategic business benefits. This programme teaches you the end-to-end cycle of product management and how it evolves in a disruptive and innovative environment. Using game theory, product road mapping and prototyping, you will learn what it takes to build market-ready products that engage, inspire and bring in revenue. Who is this Programme for? Organisations are revisiting how they develop new products and services by infusing innovation, reforming organisational structure, and recalibrating strategies. This cutting-edge programme is for: Mid and senior-level managers who want to manage new and mature products, from conception to execution and measure performance to drive profitability. Business heads and entrepreneurs who want to spearhead the usage of product strategies in their organisation and drive product-focused decision making and planning. Product Analytics Product Pricing Product Performance Leverage effective product management for competitive advantage
  • 3. Why ISB Executive Education's Product Management? Gain actionable insights from industry-oriented curriculum and real-world examples Understand the importance of customer needs to have an effective product Create disruptive positioning of a product in the market to change customer perception Learn via recorded videos from renowned ISB faculty, and live online sessions with Eruditus Programme Leaders Programme Highlights Recorded Videos from renowned ISB faculty 143 Assignments and Quizzes 34 Discussion Boards 8 Live Online Sessions with Eruditus Programme Leaders 11 Case Studies 4 Eruditus Career Services Workshops with Job Placement Assistance 3 Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
  • 4. Programme Faculty Prof. Gangwar is the Executive Director of the Institute of Data Science and Business Analytics programme at ISB. He holds a PhD in Management Science from the University of Texas at Dallas. His research interests include exploring marketing, product, and technology issues using quantitative models. His research articles have been published in leading academic journals, books' chapters, and popular media. He was also recognised as one of the most prominent data science academicians in India. Prof. Manish Gangwar Associate Professor, Marketing Associate Dean – Research and RCI Management; Executive Director- IIDS The former Dean of the Indian School of Business (ISB), Professor Srivastava comes with over 30 years of experience as an academic and administrator. Before joining the ISB, he was Provost and Deputy President of Academic Affairs at Singapore Management University. His research interests include marketing strategy, marketing metrics, and customer management. He is an award-winning, highly cited scholar with work published in leading marketing journals. Dr Rajendra Srivastava Novartis Professor of Marketing Strategy and Innovation, Marketing Prof. Singh heads The Media Hub, ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management, ISB’s doctoral programme. He has a PhD (Marketing) from the J. L. Kellogg School of Management, Northwestern University, and an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign. His research interests focus on exploring a firm’s ability to achieve sustainable competitive advantage. He has co-authored three textbooks with Prof. Noel Capon for MBA students and business executives. Prof. Siddharth S. Singh Associate Professor, Marketing
  • 5. This three-month certificate programme will offer you a comprehensive understanding of product design, development, positioning, branding, and distribution using hands-on industry examples and case studies. This programme will provide you with the contemporary and technical knowledge vital for product management through: Programme Modules 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 Rest of the Programme Module 1: Product Development and Management: Key Concepts and Principles Design Thinking and Product Development Process Customer Needs and Behavior Role of Marketing in the Product Development Process Creating Superior Value for Customers Module 2: Product Development Process Prescribing product-based business strategies Aligning insights generated by deploying associated technical process designs Learning from real-world case studies across multiple domains
  • 6. Market Definition and Potential Assessment User Persona and Journey Mapping Segmentation and Targeting Module 3: Market Structure Analysis and Opportunity Identification 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 4: Competitive Positioning and its Role in Product Design 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 5: The Product Development Process; A/B and A/A testing, MVP and Growth Hacking 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 6: Concept Development and Testing Kano Analysis Factor Analsysis Paired Comparison and Max Diff Module 7: Understanding Consumer Preferences Conjoint Analysis Designing a Conjoint Survey Preference Assessment Simulation and Market Share Estimation Module 8: Product Solution Design Common Pricing Approaches Measuring WTP Setting the Pricing Level Role of Cost Module 9: Willingness to Pay and Price Setting AARRR Framework for Product Performance ROMI - Return on Marketing Investments Fine-Tuning Strategy Across Geographical Product-Markets Strategic Metrics (Growth and Resilience) Module 11: Managing Product Performance and Metrics 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 A: Product Positioning and Branding 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 10 B: Managing Distribution and Pricing
  • 7. Key Programme Takeaways Evaluate product road mapping and prototyping decisions using various product management techniques and practices Outline a plan to create a competitive scalable product using key product development strategies and frameworks Develop a product mindset needed to bring viable products (or services) to market Define the problem a product will solve while mapping the customer’s journey and articulate user personas Analyse strategies and frameworks for developing, marketing, and selling a product Eruditus Career Services Building an Impressive Resume (Group Session) Building an Impressive LinkedIn Profile (Group Session) Job Placement Assistance Interview Preparation (Group Session) Note: - This service is available only for Indian residents enrolled into select Eruditus programmes. - ISB Executive Education or Eruditus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Eruditus. ISB Executive Education is NOT involved in any way and makes no commitments regarding the Career Services mentioned here. Placement Assistance from partner companies are published, applied to, and tracked to success via an online platform (offered in partnership with Superset). Eruditus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others.
  • 8. Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Product Management from ISB Executive Education. Certificate Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of ISB Executive Education. The Centre for Executive Education at the Indian School of Business DZDUGVWKLVFHUWL¿FDWHDFNQRZOHGJLQJWKHSDUWLFLSDWLRQRI RQFRPSOHWLQJWKH2QOLQH([HFXWLYHHUWL¿FDWH3URJUDPPH Callista 3URGXFW0DQDJHPHQW from February 2022 to May 2022 ISB Newsletters with the latest updates Learning and Networking opportunities via CEE Network Group on LinkedIn Exclusive invitations to Online and Offline events like Webinars, Conferences, Master Classes, etc Scope to facilitate as a Guest Speaker at ISB Executive events Preferential pricing with 10% discount on course fee on CEE Open programmes Upgrade to ISB Executive Alumni Group with 100+ learning hours Upon successful completion of the programme, participants will be a part of the ISB Executive Network. Benefits include: ISB Executive Network
  • 9. The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn how to use the learning management system and other learning tools provided. Orientation Week In the subsequent weeks, you have learning goals set for the week. The goals would include completing the assignments, which have weekly deadlines. Weekly Goals The Eruditus Programme Leaders will be available for live online sessions every week or every alternate week to help you clarify your doubts pertaining to the programme content. Debrief Sessions The Eruditus Programme Support team will enable learners facing a challenge to submit their assignments on time via regular telephonic or email communication. Timely Follow up and Learning Support Learn online via recorded videos from renowned ISB faculty in a high-impact three-month journey with a learning commitment of 4-6 hours/ week. Flexible and Convenient Online Learning Learning Journey
  • 10. Instalment Schedule Programme Fee INR 1,08,000 + GST Remarks Fee Within 7 days from the date of selection INR 26,000 + GST March 21, 2022 INR 41,000 + GST Note: GST (currently @ 18%) will be charged extra on these components. Instalment 1 Instalment 2 April 18, 2022 INR 41,000 + GST Instalment 3 A great product manager has the brain of an engineer, the heart of a designer, and the speech of a diplomat. Deep Nishar Senior Managing Partner, SoftBank Investment Advisers - Programme Details Programme Details DURATION 12 WEEKS 4-6 hours/ week PROGRAMME START DATE February 14, 2022 ELIGIBILITY Any Graduate/ Diploma holder
  • 11. About The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. The ISB is committed to creating business leaders through its innovative programmes, outstanding faculty and thought leadership. It has gained the unique distinction of receiving accreditation from the Association of MBAs (AMBA), making it the 100th School in the world to achieve the ‘triple crown’ of accreditations from AMBA, EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools of Business (AACSB). Accreditation from AMBA represents the highest standard of achievement in post-graduate business education. The Centre For Executive Education (CEE) at the ISB conducts programmes for working professionals that are designed to provide timely learning interventions that help them upskill and progress in their careers, while impacting the organisations that they operate in. Programmes are available across multiple business and functional areas, for different seniority levels, at various locations. 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 learning journeys that run over 6-9 months, customised to an organisation’s requirement. The Indian School of Business (ISB)
  • 12. For registration and any other information, please get in touch with us at isb@eruditus.com Apply for the programme here APPLY NOW In collaboration with WhatsApp an Advisor on +91 7208889990* *This number does not accept any calls. Please message your queries.