BATCH - 19

PRODUCT
MANAGEMENT
STARTS FEBRUARY 13, 2024
12 WEEKS | ONLINE
 Overview
What if you could steer organisations in the right direction, guide decision-making, and adapt the
vision according to changing customer needs?
The Product Management programme by ISB Executive Education will help you with a
structured approach to managing entire product life cycle

• Ideate, test, and launch products that customers love and are always ahead of the competition

• Learn competition analysis, roadmapping, prototyping, A/B testing and much more

• Get access to Emeritus Career Services, which empowers you to manage your career proactively.

Leverage effective product management for competitive advantage

Product Analytics

Product Pricing Product Performance

Who is this Programme for?

This cutting-edge programme is for:

• Individuals who are looking to transition into the field of Product Management and are looking to
strengthen their foundations so that they start strong in this career

• 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
Programme Summary
Product Management

Institute Name Programme Duration Cost Learning Mode Weekly effort

ISB Executive 12 Weeks INR 1,40,000 + GST Online 4-6 hours a week
Education

Faculty Guest Faculty/ Programme Leader Eligibility Certificate

ISB Faculty Industry Experts Subject Matter Any Graduate/ Upon successful completion of the
Senior Industry Experts/ Mid Industry Diploma holder programme, participants will be
Practitioners Practitioners awarded a verified digital certificate
from ISB Executive Education

Learning Experience

Pre-recorded videos with ISB Faculty - High-quality videos - On Demand learning -

Learn at your own pace, around your Great learning experience, even Re-watch any lesson/ concept for
busy schedule while on-the-move deeper understanding

World-class faculty - Cohort-based learning -

Learn from the best faculty and Networking & Community Interaction
industry practitioners by using discussion boards

Frequently Asked Questions

Are there any LIVE sessions with the institute faculty in this programme?
This programme is designed to give flexible learning given time constraints of working professionals and contains high-quality pre-recorded videos with
the globally renowned faculty from ISB. No LIVE sessions will be taken by ISB faculty.
What is the role of the Programme Leader? Are they institute faculty?
Programme Leaders are Industry Practitioners/ Subject Matter Experts who help with doubt-clearing sessions, cover specific topics deeper and share
real-world examples wherever needed. They are not the faculty of the institute.
Who grades/ gives inputs on the assignments and projects?
The assignment grading frameworks are created in collaboration with the institute faculty. However the actual grading is done by the Programme
Leaders.
Is there a qualifying mark/ grade to get the final certification in this programme?
Yes, the qualifying mark is 70%.
What if I miss the assignments for a particular week? Can I attempt them later?
An assignment that is not submitted by the due date is late. Late assignments will be accepted until one week after the programme end date, which
is published on the programme homepage.
Who is the faculty for the LIVE Masterclass/ Online sessions/ Doubt-Clearing sessions?
Masterclasses are conducted by industry experts with domain expertise. They are not the faculty of ISB. Doubt-clearing sessions are carried out by the
Programme Leaders, as they monitor individual student progress.
Do I get Alumni status of the institute on completion of this programme?
This programme comes with ISB Executive Network access, which allows you to network with other ISB Alumni and a host of other benefits.
However, this is not the same as the ISB Alumni status accorded for full time campus programmes.
Will Emeritus/ Institute help with placement services?
This programme is designed with some of the best faculty and to cover relevant topics in a manner that creates positive career outcomes. However,
there are 15 career management modules with IIMJobs Pro Memebership by Emeritus. We do not offer placement services with this programme.
What if I don’t find the programme appropriate for me after starting the sessions? Can I seek a refund?
We encourage our learners to complete the programme to fully understand the concepts and derive valuable learning outcomes. Should you still feel
the need to stop your learning journey, a refund request can be initiated before the programme commencement. However, after the programme
commences, fee becomes non refundable.
What type of certificate will I receive?
Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends,
family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate
will be sent approximately two weeks after the programme, once grading is complete.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date.
Access to the learning platform is restricted to registered participants per the terms of agreement.

This Programme Summary is provided only for your convenience. You are advised to refer to the Programme Brochure for more information.
Programme Highlights

143 34 4
Pre-Recorded Videos for Assignments* and Case Studies
Self-Paced Learning from Quizzes
Renowned ISB faculty

8 11 9 7
Discussion Boards Live Online Sessions Essential Product Masterclasses with
with Programme Leaders** Management Tools Industry Experts

Note: All programme content is delivered via recorded sessions. ISB faculty will not be a part of weekly live sessions or
any other live interaction in this programme. We have a curated panel of eminent programme leaders who will be
conducting the weekly live doubt-clearing sessions.
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
*Assignments are graded either by programme leaders who are available to support participants in their learning
journey and/or by the Emeritus grading team.
**Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.

Why Choose This Programme?

Create disruptive positioning for

a product in the market to
change customer perception

Understand the importance of

customer needs to develop an
effective product

Gain actionable insights from

industry-oriented curriculum
and real-world examples

Learn via pre-recorded videos from

renowned ISB faculty and live online
sessions with Industry Practitioners
Product Manager’s Toolkit
Gain hands-on experience on cutting-edge tools used by product
managers in top companies

Learn the fundamentals of creating a product roadmap using specialised tools which help
Product Managers efficiently create robust roadmaps.

Engage in Recorded Masterclass with Speaker:

Smarth Vasdev
Product Manager @ PeopleGrove.
Ex - Founder, 3Dexter
https://www.linkedin.com/in/smarthvasdev/

Learn the basics of creating a wireframe/low-fidelity mock-up by using essential product tools
like Figma & Miro.

Engage in Recorded Masterclass with Speaker:

Arnob Mukherjee
Founder @ Olvy, ex - Ola, Olx
https://www.linkedin.com/in/iamarnob6543/

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.
Learn how to instrument data, use Mixpanel to view analytics and implement it in your product
which will help you get better with data analysis and build better products.

Engage in Recorded Masterclass with Speaker:

Keming Liu
Senior CS Manager @ Mixpanel
https://www.linkedin.com/in/keming-liu-14b7a512/

You will also learn how to extract data by using SQL (the most commonly used tool for data
analysis) which will equip you with a technical hard skill for PMs.

Engage in Recorded Masterclass with Speaker:

Sonal Pattanaik
Advisory Consultant @ IBM
https://www.linkedin.com/in/sonalpattanaik/

Learn other essential tools for wireframing, project management and analytics.

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.
Hand-On Projects
Deep dive into the problems faced by top Indian startups and sharpen your understanding of
all the facets of product management

Build a portfolio of projects to showcase your experience in product management domain

Learn to Create an Effective Product Roadmap

For H2 2023, Flipkart as a company is focused on 3 major goals via

their product - Reducing order cancellations/returns, improving
discoverability of products and growing to the next billion users.
By working on this project, you will be equipped with the fundamental
skill of creating a short/long term product roadmap which dictates the
product development pipeline. It will also help in following through with
the Product Strategy of the company.

Engage in Live Masterclass with Speaker

Chitrak Gangrade
Product Manager @ Stripe, ex - Booking.com, Flipkart, IIT-M.
https://www.linkedin.com/in/chitrak-gangrade/

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.
 User Research & Translating it to Product Design

Paytm is looking to launch a new loyalty programme product which will

help them convert existing users into power users.

By working on this project, you will learn the first step of building a great
product – Effective User Research. Use those insights to turn them into
a wireframe/low-fidelity mock-up and collaborate with designers better
for the final product design.

Engage in Live Masterclass with Speaker

Satish Suggala
AVP, Product @ Paytm, ex - Servify
https://www.linkedin.com/in/satishsuggala/

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.
 Understanding Key Metrics via Product Analytics

Swiggy recently launched a product to offer home-like meals aimed at

increasing daily food ordering. This is targeted towards professionals
who don’t have time to cook.

By working on this project, you will learn what are the key metrics
involved in building a product and how to track them. Then use that
data to build better products which will guide your instincts and product
sense

Engage in Live Masterclass with Speaker

Asad Abrar
Product Manager @ Coinbase. Ex - Swiggy & GoJek
https://www.linkedin.com/in/asadab/

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.
Other Case Examples

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.
Programme Faculty

Dr Rajendra Srivastava
Novartis Professor of Marketing Strategy and Innovation
Executive Director at Centre for Business Innovation (CBI), EFPM

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, 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.

Manish Gangwar
Associate Professor of Marketing
Executive Director at ISB Institute of Data Science (IIDS)

Professor Manish 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.

Siddharth S. Singh
Associate Professor of Marketing

Professor Siddharth S. 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.
 Programme Modules
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:

Prescribing product- Aligning insights Learning from

based business generated by deploying real-world case studies
strategies associated technical across multiple domains
process designs

Module 1: Product Development and Module 2: Product Development

Management: Key Concepts and Process
Principles
• Design Thinking and Product Development
• Linking Innovation, Product and Growth Strategy Process
• Mindset for Successful Product and Brand • Customer Needs and Behavior
Manager • Role of Marketing in the Product Development
• Evolution of Product Management Process
Product Concept and Key Drivers • Creating Superior Value for Customers
• Product Life-cycle
• Layout a Framework /Roadmap for Rest of the
Programme

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/ adapted
to fit the total programme hours.
Module 3: Market Structure Analysis Module 6: Concept Development and
and Opportunity Identification Testing
Market Definition and Potential Assessment Concept Testing
User Persona and Journey Mapping Defining Research Objective
Segmentation and Targeting How Digital Technologies are Changing New
Product Development Due to the Long Tail Effect
Market Potential Assessment and Sales Forecasting

Module 4: Competitive Positioning

and its Role in Product Design
Competitor Mapping and Analysis Module 7: Understanding
Importance of Positioning Strategy, How to Consumer Preferences
Position for Market Advantage, and How to Kano Analysis
Create Disruptive Positioning Strategies Factor Analsysis
Positioning for Market Advantage Paired Comparison and Max Diff
Understanding Disruptive Positioning
Communication

Module 8: Product Solution Design

Conjoint Analysis
Module 5: The Product Development Designing a Conjoint Survey
Process; A/B and A/A testing, MVP Preference Assessment
and Growth Hacking Simulation and Market Share Estimation

The Product Development Process Revisited:

When should you Expedite the Process and
How?
Understanding the Framework of Opportunity Module 9: Willingness to Pay
Cost and Development Risk and Price Setting
Understanding Product Market Fit and Product
Common Pricing Approaches
Company Fit
Measuring WTP
Experimentation for Product Validation, A/B
Setting the Pricing Level
Testing and A/A Testing
Role of Cost
Understanding Minimum Viable Product and
Growth Hacking

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/ adapted
to fit the total programme hours.
Module 10 A: Product Module 11: Managing Product
Positioning and Branding Performance and Metrics
Innovating Beyond the Product AARRR Framework for Product Performance
Building Brands - Brand Ladder and Brand Health, ROMI - Return on Marketing Investments
Consumer and B2B and B2C, Customer Equity vs. Fine-Tuning Strategy Across Geographical
Brand Equity Product-Markets
Role of Marketing and Brand Strategy, Why Strategic Metrics (Growth and Resilience)
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

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

Upon successfully completing the programme with a minimum 70% score, you will be awarded
a certificate from ISB Executive Education.

The Executive Education at the Indian School of Business awards this certificate to

Vinod Kurian

For succesfully completing the online programme

Product Management

from February 13, 2024 to May 7, 2024

Sujatha Kumaraswamy
Executive Director
Executive Education and Digital Learning
Indian School of Business

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

ISB Executive Network

Upon successful completion of the programme, participants will become a part of the ISB Executive
Network. Benefits include:

ISB Newsletters with the latest updates

Learning and Networking opportunities via ISB Executive Network Group on LinkedIn
Exclusive invitations to Online and Offline events like Webinars, Conferences, and Master Classes,
amongst others
Preferential pricing with 10% discount on programme fee on ISB Executive Education programmes
Upgrade to ISB Executive Alumni Group with 100+ learning hours
Key Programme Takeaways

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

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
Learning Journey

Orientation Week
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.

Weekly Goals
As you begin the programme, meet your
learning goals set for the week. The goals
would include completing the assignments,
which have weekly deadlines.

Self Paced, Flexible Online Learning

Learn online via pre-recorded videos from renowned
ISB faculty in a high-impact three-month journey with
a learning commitment of 4-6 hours/ week. Faculty will
not be a part of weekly live sessions or any other live
interaction in this programme.

Debrief Sessions
The programme features weekly live online sessions with
industry practitioners who are available to help you clarify
your doubts pertaining to the content. Assignments are
graded either by programme leaders and/or by the
Emeritus grading team.

Timely Follow up and Learning Support

The Emeritus Programme Support team will follow up
over emails and phone calls with learners who are
unable to submit their assignments on time.
Programme Details

ELIGIBILITY : Any Graduate/ Diploma holder

DURATION : 12 Weeks 4-6 hours/ week

PROGRAMME START DATE : February 13, 2024

PROGRAMME FEE* : INR 1,40,000 + GST

Note:
GST(currently @ 18%) will be charged extra on these components.
*Instalment payment options available.
*Additional convenience charges will be applicable on instalment payments.
*For detailed information on instalment payments reach out to your programme advisor.

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
About

ISB Executive Education

The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. 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. ISB Executive Education designs programmes for professionals providing
timely learning interventions that help them enhance their capabilities through specific skill sets and
progress in their careers, while positively impacting the organisations they operate in. Through innovative
programmes, outstanding faculty, and thought leadership, ISB Executive Education is committed to
creating future-ready leaders.

Emeritus
ISB Executive Educaton is collaborating with online education provider Emeritus to offer a portfolio of high-
impact online programmes. Working with Emeritus gives ISB Executive Education the advantage of
broadening its access beyond their on-campus offerings in a collaborative and engaging format that stays
true to the quality of ISB Executive Education. Emeritus’ approach to learning is built on a cohort-based
design to maximise peer-to-peer sharing and includes video lectures with world-class faculty and hands-on
project-based learning. More than 300,000 students from over 200 countries have benefitted
professionally from Emeritus’ courses
Apply for the programme here

APPLY NOW

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please get in touch with us at isb.execed@emeritus.org

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