PROFESSIONAL CERTIFICATE PROGRAMME IN PRODUCT … · publishers, namely Springer, Sage, John Wiley,...

PROFESSIONAL CERTIFICATEPROGRAMME IN PRODUCT STRATEGY

Indian Institute of Management KozhikodeGlobalizing Indian Thought

STARTS AUGUST 29, 2020 | 5 MONTHS LIVE ONLINE SESSIONS

OVERVIEW

The accelerated pace of digital transformation,

data-driven insights, fierce competition, and high

customer expectations have made product

management the hottest profession today. The

importance of product managers is growing

remarkably, and their role has become central to the

success of any product and organisation.

To develop product-centric thinking for business

growth, this immersive programme provides a

comprehensive blend of both data-driven insights and

strategic product understanding as well as effective

communication and management. This programme

will benefit professionals who want to lead their

organisations in a disruptive and constantly evolving

digital world.

IIM Kozhikode's Professional Certificate Programme

in Product Strategy will be beneficial for working

professionals and entrepreneurs interested in

mastering the art of product strategy and creating

a disruptive business model based on an innovative

product. Join this programme to learn how to create a

business model with a customer-centric, value-driven

product at the centre and efficiently navigate each

stage of the product life cycle.

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

Source: Medium

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

Source: 280 Group

A fully optimised product management process at an organisation can increase

profits by 34%.

Professional Certificate Programme in Product Strategy | 1


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

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

Understand the implications of digital disruption and evolution in the product strategy paradigm

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

Create a disruptive business model with the product in the centre

Efficiently manage each stage of the product life cycle

LEARNING OUTCOMES

At the end of this programme, you will be able to:


PROGRAMME HIGHLIGHTS

The rising importance of data-driven decision-making, customer and user experience focused innovation and the emerging technologies fueling digital transformation have all led to an ever-increased demand for skilled product managers in India and globally. 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.

Develop an innovative, product-centric mindset for accelerated career growth

Learn beyond product management and create

product-centric disruptive business models

Experience an immersive learning journey with

real-world case studies, simulations and a capstone project

Explore agile product development with Eruditus Global Faculty and industry practitioner Glenton Davis

Earn a prestigious certificate in Product Strategy from one

of India’s best Business Schools

Learn from eminent IIM Kozhikode faculty,

renowned industry experts and thought leaders


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 provides a robust foundation for exploring the frameworks for product-centric thinking.

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 DIRECTORS' MESSAGE


In this technology-driven, disruptive innovation era, every company wants to be competitive by changing its product policies and practices in a way that it goes hand-in-hand with market demands. In this competition, every person who deals with their company's product or service also needs to update themselves to contribute to its success. In this context, this sixty-hour professional certification programme offered by IIM Kozhikode 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. Additionally, this programme equips its participants to think like a product manager in a fiercely competitive world. Throughout this programme, the participants learn more about formulating and designing product strategy through immersive, interactive, and thoughtful discussions with Professors of IIM Kozhikode, and their peers.

Prof. Atanu Adhikari, PhDProgramme Director & Professor,Marketing Management

Prof. Sreejesh S, PhDProgramme Director & Assistant Professor,Marketing Management

PROGRAMME FACULTY

Prof. Atanu Adhikari, PhDProgramme Director & Professor,Marketing Management

Professor Atanu Adhikari's current area of research includes consumer choice behaviour, experience product marketing, pricing, and applications of Bayesian econometrics in marketing research. He is actively involved in scholarly academic research work, which has been in many national and international peer-reviewed academic journals. Prof. Adhikari is affiliated as a doctoral fellow of Royal Statistical Society, Commonwealth Academic Fellow to London Business School, and is a Visiting Researcher to Syracuse University. He has also edited books published by leading publishers, namely Springer, Sage, John Wiley, Cambridge Scholar Press, Gower Publication, and Cengage Learning. His research work has been selected and presented in several prestigious international conferences organised by Marketing Science, American Marketing Association, 7th World Congress in Probability and Statistics, Royal Statistical Society and similar academic forums in the USA, UK, France, Germany, Italy, China, Australia and Singapore. Currently, Prof. Atanu Adhikari is a Professor in the area of Marketing Management at IIM Kozhikode.

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 Brand Management, 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. Prof. Sreejesh S is currently working as an Assistant Professor of Marketing Management at IIM Kozhikode.


Prof. Sreejesh S, PhDProgramme Director & Assistant Professor,Marketing Management

ERUDITUS GLOBAL FACULTY

Glenton DavisIndustry Practitioner

Glenton Davis is a Senior Business Development and Strategy Manager at Microsoft. In this role, Glenton leads the company’s global strategic partnerships, mergers, acquisitions, and venture investments that accelerate growth for Dynamics 365 Field Service, Dynamics 365 Customer Service, and Omnichannel for Customer Service.

Previously, Glenton was a Senior Product Marketing Manager for Microsoft 365 & Security where his responsibilities included managing the organization’s global field and partner channels, leading sales strategy as part of the security team’s global go-to-market efforts. Prior to this role, Glenton was a Business Strategist and Product Manager in Microsoft’s One Commercial Partner organization, where he built and launched automated content marketing applications to drive cloud revenue growth and profitability through Microsoft’s global ecosystem of over 300,000 partners.

Glenton began his career at J.P. Morgan, where he was an Investment Strategist for the Chief Investment Officer of J.P. Morgan Global Asset & Wealth Management. Glenton left Wall Street in 2009 after independently releasing a pop music album that achieved acclaim on the Canadian pop charts and founding an arts education nonprofit, Soul Pop U, Inc. Glenton briefly returned to the private sector in 2012 before attending Northwestern University in 2013. He graduated from the institution in 2016 with an MBA from Kellogg School of Management, and a JD, cum laude, from Northwestern Pritzker School of Law. Glenton also holds a BA in Economics from Yale University.


PROGRAMME MODULES

IIM Kozhikode's Professional Certificate Programme in Product Strategy has a robust curriculum with a module flow designed to provide an in-depth understanding in the 5-stage-journey of a product life cycle from development, introduction, growth, maturity, to decline. These modules will help you gain proficiency in learning the nuances of product strategy, which are result-oriented, customer-centric and innovative.


MODULE 1: Product Strategy and Technological Disruption

Introduction to Product Strategy

Managing Product/Services

Product Strategy in Professional Services Companies

Strategy Formulation for Product Success

MODULE 2: Marketing Plan & Analysis of Product Opportunities Formulation

Marketing Plan Formulation

Defining Opportunities

Analysis of Product Opportunities

Evaluation of Product Opportunities

MODULE 3: Competitor Definition & Analysis

Competitor Analysis

Understanding the Techniques of Competitor Analysis

Developing Competitor Orientation

MODULE 4: Product/Service Category Attractiveness

Product Portfolio Analysis

Product Life Cycle

Product Opportunity Gap

Product Portfolio Strategy

PROGRAMME MODULES


MODULE 5: Customer Analysis

Techniques Used in Customer Analytics

Product Positioning and Planning

Customer Analytics in B2B and B2C

Best Practices for Product Launches

MODULE 6: Agile Product Development

Principles of Agile Development and Scrum*

Transitioning to Agile*

Managing Remote Teams*

Influence Without Authority*

*(Taught by Eruditus Global Faculty)

MODULE 7: Market Potential and Sales Forecasting

Techniques Involved in Understanding Market Potential

Sales Forecasting Methods

MODULE 8: Managing Product Evolution and Growth

Increasing Share of Wallet, Share of Market, and Size of Market

Growth Through Partnerships

Growth Hacking Strategies

CASE STUDIES


Research In Motion: The Mobile OS Platform War by Alan MacCormack, Brian Dunn & Chris F. Kemerer (Harvard Business Publishing, Product #613001-PDF-ENG)

The mobile operating system (OS) market was booming, but Research In Motion (RIM), whose BlackBerry OS had made the company the early leader in smartphones, was struggling. Early in 2011, the company had lost its leading market share to powerful new rivals in Apple and Google, the company's most recent big release had failed, and the stock price had crashed. This case explores the strategic dynamics in platform-based industries in general, and more specifically, how a firm that led the industry in 2007 could crash so dramatically four years later.

Cathay Pacific: Navigating Digital Disruption by Yulin Fang, Ning Su & Duan Yang (Harvard Business Publishing, Product #W19051-PDF-ENG)

In 2017, Cathay Pacific Airways Limited (Cathay Pacific) began its largest digital transformation and insight orientation programme in 20 years in response to the business challenges the airline had been experiencing since 2016. Information technology (IT) not only played a lead role in this corporate transformation, but it also became increasingly vital to Cathay Pacific's future growth. This case explores the IT strategies and investments made by Cathay Pacific over a decade and examines the critical relationships between business environments, business strategy, and IT strategic investments.

In the mobile chipset industry in 2014, Qualcomm, the dominant technology company was able to lead the market in modem performance by deploying the latest and fastest communication technology. This case details the competitive dynamics of Qualcomm's strategy, including its technology adoption strategy; its "whole product strategy" (products and services); its mobile carrier strategy; and its modem and CPU (central processing unit) integration strategy. This case further explores a discussion on Intel becoming a rising contender through its new low-power Atom microprocessor.

Qualcomm and Intel: Evolving Strategies in the Mobile Chipset Industry in 2014 by John Thomas & Robert A. Burgelman (Harvard Business Publishing, Product #SM225-PDF-ENG)

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PROGRAMME 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.

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


5 MonthsLive Online Sessions

3 hours every Saturday(09:00 am – 12:00 pm)

ELIGIBILITY

ATTENDANCEMinimum 75%

EVALUATION

DURATION

PROGRAMME SCHEDULE

Graduates or Diploma Holders (only 10+2+3) from a recognised university in any discipline with a minimum work experience of 2 years for Graduates and 4 years for Diploma Holders.

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. The participants will have to secure the minimum pass marks in the respective evaluation components.

PROGRAMME DETAILS


PROGRAMME FEE

Instalment Schedule

Instalment IBooking Amount

Remarks

Fee

Aug 28, 2020Within seven dayspost selection

INR 40,000 + GST

Instalment II

Nov 26, 2020

INR 33,000 + GSTINR 27,000 + GST

Application Fee

Application Fee Dates

Round 1

Round 2

Round 3

INR 2,500 + GST Jun 22, 2020

Jul 22, 2020

Aug 21, 2020

INR 3,000 + GST

INR 3,500 + GST

Programme Fee INR 1,00,000 + GST

ProgrammeApplication Link

Click here to apply to the programme.

Note: Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds.

Finance options available. Click here to learn more.


https://bit.ly/2SDQ0OY

https://www.eruditus.com/india/students-loans-and-financing/

ABOUT IIM KOZHIKODE


With its roots dating back to 1997, the Indian Institute of Management Kozhikode (IIMK), started with a batch size of 42 students but has grown tremendously over the years to a current batch strength of 485 students, making it the fastest-growing management school in the country. IIM Kozhikode has achieved its own unique identity, a mix of two cultures, academic and business and is fast emerging as an internationally reckoned fully-integrated management institute of higher learning. One of the most picturesque campuses in the country, the world-class infrastructure includes air conditioned class rooms, guest facilitation zones and wifi connectivity which enables every IIM Kozhikode resident to be exposed to a wholesome experience. Managed by dedicated personnel, it is one of the most efficient institutions 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. Recently, IIM Kozhikode has launched a one year Post Graduate Programme in Business Leadership (PGP-BL) in the year 2019 and is also planning to launch a tow years Post Graduate Program in Liberal Studies & Management (PGP-LSM) as well as the Post Graduate Program in Finance (PGP-Finance). Over the years, there has been a significant increase in the number of training programmes and participants. The speed and momentum of changes in the Indian business environment are unabated, and 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 and EMERITUS. It offers world-class executive education to grow businesses

continuously. Led by alumni of INSEAD and Harvard and supported by eminent programme experts,

the programmes are designed to give a learning experience integrated with sustainable business

applications. Programmes are crafted in a different range of formats; in-class, online as well as

blended programmes. The portfolio includes short 2 to 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.

For registration and any other information,

please get in touch with us at [email protected]

In collaboration with

Apply for the programme here

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PROFESSIONAL CERTIFICATE PROGRAMME IN PRODUCT … · publishers, namely Springer, Sage, John Wiley,...

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