BATCH - 24

PRODUCT
MANAGEMENT
STARTS SEPTEMBER 30, 2024
16 WEEKS | ONLINE

Integrated with
Generative AI
 Programme Summary
Product Management

Institute Name Programme Duration Cost Learning Mode Weekly Effort

ISB Executive 16 Weeks INR 1,50,000 + 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 provide 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 assignments are graded either by the Programme Leader or the internal grading team.
Is there a qualifying mark/ grade to get the final certification in this programme?
Yes, a minimum score of 70% in all required assignments to successfully complete the programme and receive a digital certificate of completion.
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. Feedback will not be provided for late submissions.
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.

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, the 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.
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 the entire product life cycle.

Ideate, test and launch products

that customers love so that you are
always ahead of the competition.

Learn competition analysis,

roadmapping, prototyping, A/B
testing and much more.

Gain access to industry-relevant

product management toolkit and
masterclass on top Indian startups.

Leverage effective product management for

competitive advantage.

Product Pricing

Product Analytics

Product Performance
Industry Overview
Product management has seen the highest
growth in hiring among professionals with
bachelor’s degrees and MBA degrees.

The year-on-year hiring growth in product

management stood at 48.6% with professionals
in Bachelor’s Degress in 2022 compared to the
year before. It also recorded the highest hiring
growth among professionals with an MBA
degree at 30.4%. (2023, LinkedIn Guide to
Kickstarting Your Careers)

Product Manager Average Annual Salary

INR 21.3L
Source: Ambition Box, 2024

To thrive in such a competitive landscape,

ISB Executive Education has launched the
Product Management programme which
provides comprehensive training with top
industry trending technologies, cutting-edge
modules, live masterclass on Generative AI,
practical insights and trending product
management tools.

Top-paying companies that employ Product Managers

Programme Highlights

140+ Live Masterclass on

Generative AI in
Pre-recorded Videos for Product Management
Self-paced Learning from
Renowned ISB Faculty

2 15
Cutting-edge Modules Live Online Sessions
on AI and Generative AI with Programme
in Product Management Leaders**

9 4
Essential Product Case Studies
Management Tools

8 1
Masterclasses with Capstone Project
Industry Experts

20+ Be a Part of the

Prestigious ISB
Assignments* and Executive Network
Quizzes

Notes:
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 an

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 Learn the basics of creating a wireframe/low-
roadmap using specialised tools that help fidelity mock-up by using essential product
product managers create robust roadmaps tools like Figma & Miro.
efficiently.

Engage in Recorded Videos by Industry Expert Engage in Recorded Videos by Industry Expert

Learn how to instrument data, use Mixpanel to You will also learn how to extract data by using
view analytics and implement it in your product, SQL (the most commonly used tool for data
which will help you get better with data analysis analysis), which will equip you with a technical
and build better products. hard skill for PMs.

Engage in Recorded Videos by Industry Expert Engage in Recorded Videos by Industry Expert

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.
These recorded videos offer an insightful overview of the topics, which help you explore further. Please note these does
not come with any additional support.
 Learn other essential tools for wireframing, project management and analytics.

Engage in Recorded Videos by Industry Expert

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.
Our masterclasses offer an insightful overview of the topics, which help you explore further. While our masterclasses
provide a valuable overview, they're just the beginning.
Integrated with Generative AI

Generative AI and Its Impact on Product Management

Explore how Generative AI is revolutionising product

management by improving decision-making, accelerating
product development, and enhancing user experiences.
Explore various Generative AI models and architecture
like GANs, Generative AI for market research & product
roadmaps, productivity, data analytics, customer
engagement, user experience, applications, use cases
and ethical considerations.

Learn with Live Masterclass

Hands-on Projects and

Masterclasses
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 the 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-term/long-term product
roadmap that dictates the product development pipeline. It
will also help in following through with the product strategy of
the company.

Engage in Live Masterclass with our Industry Expert

User Research & Translating It to Product Design

Paytm is looking to launch a new loyalty programme product

that 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 Recorded Videos by Industry Expert

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 that will guide
your instincts and product sense.

Engage in Live Masterclass with our Industry Expert

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.
The above masterclasses are introductory sessions designed to provide insightful knowledge on the specified topics.
They are not intended to cover in-depth discussions on these subjects.
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
Past Participants Profile
Work Experience

Job Title

Job Function
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, 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.

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

Professor 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 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 Professor 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 Aligning insights Learning from

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

Module 1

Product Development and Management:

Key Concepts and Principles
Linking an Innovation, Product and Growth Strategy Mindset
for a 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 2

Product Development Process

Design Thinking and Product Development Process
Customer Needs and Behaviour
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

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

Strategic Product Development Framework

Understand the Importance of Defining and Documenting Clear
Product Requirements
Introduction to Product Requirements Documentation
Defining Product Requirements
Documenting Requirements
Introduction to Product Roadmapping
Creating and Communicating Roadmaps

Module 8

Understanding Consumer Preferences

Kano Analysis
Factor Analsysis
Paired Comparison and Max Difference

Module 9

Product Solution Design

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

Module 10

Willingness to Pay and Price Setting

Common Pricing Approaches
Measuring WTP
Setting the Pricing Level
Role of Cost
Module 11

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 12

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 13

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)

Module 14

Introduction to Artificial Intelligence (AI) in

Product Management
Understand The Fundamental Concepts of Artificial Intelligence (AI)
and Its Relevance to Product Management
Overview of AI in Product Management
AI Applications in Idea Generation
AI for Product Design and Optimisation
 AI in Customer Experience and Personalisation
Benefits and Challenges of AI Adoption in Product Management

Module 15

Applications of Generative AI in
Product Management
Understand the Principles and Capabilities of Generative AI in The
Context of Product Management
Generative AI for Idea Generation and Concept Development
Optimising Design with Generative AI
Personalisation and Customisation using Generative AI
Case Studies and Industry Examples

Module 16

Capstone Project
Capstone Project

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

Product Management
from September 30, 2024 to January 20, 2025

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 Executive Education Newsletters with the latest updates

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 Executive Alumni status by completing 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, four-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 : 16 Weeks | 4-6 Hours a Week

PROGRAMME START DATE : September 30, 2024

PROGRAMME FEE* : INR 1,50,000 + 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 empowers participants with the

skills, mindsets, and networks required to manage and
lead in this evolving landscape, enabling them to
achieve their distinct personal and professional goals.
Recognised as #1 in India for the third consecutive year
and #26 globally in the Financial Times (FT) Executive
Education Custom Rankings 2024 and #3 in India, #65
globally in the FT Executive Education Open Ranking
2023, ISB Executive Education is committed to prepare
working professionals to excel in the new global
business environment. This is achieved through
fostering engaging exchanges between renowned
industry leaders and academia and drawing globally
renowned faculty from the world's top business schools.
Through meticulously designed programmes,
participants gain from both advanced management
research and the vast experiences of their peers,
ensuring they are well-equipped to navigate the
complexities of the modern business landscape.

Explore Other Top Product Management Programme by

ISB Executive Education.

Professional Certificate Programme in

Product Management | 6 Months

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 ISB Product Management programme here

APPLY NOW

WhatsApp an Advisor on +91 86570 38243*

*This number does not accept any calls. Please message your queries.

For registration and any other information,

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

Explore the 6 months Product Management programme by

ISB Executive Education.

Know more about ISB Professional Certificate in Product Management

In collaboration with

Erulearning Solutions Private Limited (a company incorporated in India) is a

subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in
Singapore), and operates under the brand name of ‘Eruditus’ and ‘Emeritus’.