PROFESSIONAL CERTIFICATE

PROGRAMME IN PRODUCT
MANAGEMENT
STARTS SEPTEMBER 25, 2024 | 39 WEEKS |
ONLINE VIA PRE-RECORDED LECTURES

BATCH 13
Programme Summary
Professional Certificate Programme in Product Management

Institute Name Programme Duration Cost

IIM Kozhikode 39 Weeks INR 1,95,000 + GST

Learning Mode Weekly effort Faculty

Online - Pre-recorded videos, 1 5 hours per week IIM Kozhikode
weekly doubt-clearing session with
industry practitioners

Payment Options Special Pricing Guest Faculty/

Basic Instalment Plans Special pricing up to 10% discount Industry Experts
is available for corporate plans Subject Matter Experts/ Mid-Senior
Industry Practitioners

Programme/ Course Leaders Eligibility Certificate

Subject Matter Experts/ Minimum Graduate or Diploma Upon successful completion of the
Mid-Senior Industry Practitioners Holder (10+2+3) programme, participants will be
awarded a verified digital certificate
from IIM Kozhikode

Learning Experience

Pre-recorded videos - High quality Videos - On Demand learning -

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

World-class faculty - Cohort-based learning -

Learn from the Best faculty and Networking & Community Interaction
industry practioners by using discussion boards

Frequently Asked Questions

Are there any LIVE sessions with the institute faculty in this course?
This course 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 IIMK. No LIVE sessions will be taken by IIMK 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, cover specific topics deeper
and share real-world examples wherever needed. They are not 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 Leader.
Is there a qualifying mark/ grade to get the final certification in this course?
Yes, the qualifying mark is 70%.
What if I miss the assignments for a particular week? Can I attempt them later?
It is upon the faculty's discretion if any re-attempt would be allowed of the quiz or assignment and the evaluation methodology.
Who is the faculty for the LIVE Masterclass/ Online sessions/ Doubt Clearing sessions?
Doubt-clearing sessions are carried out by the Programme Leaders, as they monitor individual student progress.
Are Tools covered in this course taught by institute faculty? Are licenses for these tools included in the course fee
We cover the concepts of the tools using pre-recorded demos and Industry expert sessions. These tools are not taught by faculty
and are optional to learn in the course. Participants are expected to have their own licenses to these tools for practice, and are not
offered with the course.
Will Emeritus/ Institute help with placement services?
This course is designed with some of the best faculty and to cover relevant topics in a manner that creates positive career outcomes.
Over 87% Emeritus learners have witnessed career growth post completing their course. As an additional service, we provide
job placement assistance, resume writing guidance, navigating job search and interview prep along with this course. All this
guidance is provided over recorded videos, this is not live.
What if I don’t find the course 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.

Note: This Course Summary is provided only for your convenience. You are advised to refer to the Course Brochure for more information.
 IIM Kozhikode Advantage
From the Director’s Desk…

Businesses today have seen a complete transition than they used to run a decade ago. Recent
industry reports suggest that close to 68% of business leaders in India have reported that
having high agility reduced their costs by 25%. It is thus imperative for business leaders of today
and the future to expand their knowledge across domains and proactively make decisions to
be effective leaders. IIM Kozhikode programmes designed by world-class faculty with their
cutting-edge thought leadership and industry-leading insights empower participants to
manage and lead complex business challenges with confidence and data-driven, informed
decision-making ability. Our growing global footprints acknowledged and accredited by
leading institutions of the world are a testimony to growth we have achieved in our 27-year
journey of academic excellence.

At this juncture, it is also pertinent to share that both future and past are integral to the path
taken by an institution on this journey of excellence. Having a wide, far-seeing vision is not an
indulgence but an activity that is necessary to give meaning to our present, to give this
Institution a sense of purpose, direction and imagination. That is why we have chosen to think
in terms of what IIM Kozhikode will be able to contribute to India and the world some three
decades from now with ‘Vision 2047: Globalizing Indian Thought’. The Institute has set for itself
a pre-eminent role with the above motto. The sheer scale, scope and potential impact that
India will have on 21st century business makes us believe that this is a legitimate aspiration.

The demand for Product Managers has increased manifold in the past few years. This has
ultimately resulted in professionals such as mid-level or senior level managers and business
heads & entrepreneurs wanting to transition to this role. IIM Kozhikode's Product Management
programme is designed keeping in mind, the demand by organizations for exceptional
product managers. This 39-week course combines the key aspects of Product Management,
such as Product Strategy, Product Analytics and Product Development, to help aspiring
product managers evolve into successful product owners, thereby helping their organisation
achieve the business goals.

It is time to invest in your future and initiate your journey of becoming a successful product
manager, by enrolling in IIM Kozhikode's Product Management Programme and carve out the
way for your professional growth.

Wishing you all the very best!

Prof. Debashis Chatterjee,

Director IIM Kozhikode
Product Management Overview

Product Management has become one of the most important

components of corporate strategy in the modern world due to the rise of
the start-up culture and the quickening shift to become more user-
friendly and centric. Product managers have done the same. Product
management is a multifaceted role that involves strategic thinking,
market analysis, cross-functional collaboration, and a strong focus on
customer satisfaction. It is instrumental in bringing successful products to
market and ensuring their continued relevance and success throughout
their lifecycle.

The intersection of technology, business, and user

experience is product management.

Product managers
need to have a good
understanding of the
technologies used and
the labour required in
creating the product.

Product Managers
Product managers must
must be aware of the
successfully express
business environment
consumer needs in order
in which they work in -
to improve goods as they
such as business
are the company' own
models, strategic goals
customers' voices.
and product-market fit.
Programme Overview
The Professional Certificate Programme in Product
Management offered by IIM Kozhikode is designed to
equip professionals with the knowledge and skills required
to excel in the field of product management. This program Starts On
is ideal for individuals seeking to enhance their career
prospects in product development, innovation, and September 25, 2024
management within various industries, including
technology, consumer goods, healthcare, and more. Duration
The programme is designed to provide product managers 39 Weeks (5 hours/week)
with the skills and knowledge they need to effectively
develop, launch, and manage products and services. It Format
covers a wide range of topics, including product strategy,
market analysis, concept development, solution design, Online via Recorded
customer research, pricing, and go-to-market strategy. Video Lectures

The programme is taught by a team of experienced faculty Programme Fee

from IIM Kozhikode. The faculty have extensive experience
in product management, and they bring a wealth of INR 1, 95, 000 + GST
knowledge and insights to the programme.

The programme also includes a number of industry-relevant case studies and projects. These
help participants to apply the concepts they learn in the programme to real-world situations.
Upon successful completion of the programme, participants will receive a certificate from IIM
Kozhikode.

A great product manager has Product Management is not

the brain of an engineer, the about the product but about
heart of a designer, and the the people.
speech of a diplomat.

Deep Nishar Martin Eriksson

Vice President of Product, Product Leader, Investor, Author,
LinkedIn Expert (Product Management
Practices)
Programme Highlights

200+ Video Lectures

21+ Quizzes
22+ Assignments

Capstone Project

8+ Tools
15+ Case Studies

30+ Office hours with

Industry Experts

Note: This is a self-paced online programme. Thus, 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 industry practitioners who will be conducting the weekly live doubt-clearing
sessions.
Who is this Programme for?

Product management is a rapidly growing career in India. The demand for product managers is
increasing due to the growing number of technology companies in India and the increasing
focus on innovation. The demand for product managers is high, and the salaries are
competitive. With the right skills and qualifications, you can have a successful career in this
field.

Entry Level Managers and

Entrepreneurs who would like to gain
Mid-level managers who would like to
comprehensive knowledge on new
build innovative, compelling products
product development, product
to deliver customer and business value.
strategies and leverage product
analytics.

Senior-level managers who would

like to refine prototypes and MVPs,
learn Product pricing, and modifying
their products to better suit
customers.

Don't miss your chance to be part of this transformative learning experience. Whether you're
a recent graduate, a seasoned professional, or transitioning to a new career, our Product
Management Certificate Course will empower you to lead, innovate, and succeed in today's
competitive business landscape.

According to the Product School

Future of Product Management
report, 43% of companies are hiring
more PMs and 26% of PMs are
planning to leave their jobs within
the next 12 months.
Reasons to choose a career in Product Management

A rewarding career in product management gives you the chance to drive innovation, influence
the future, and have a real impact on goods and services. It provides flexible opportunities for
the development of strategic thinking, teamwork, leadership, and problem-solving skills.

With 20,000+ jobs on LinkedIn in mid-2022, the

product management domain is in high demand
in India. According to Jobted, the average salary
for a product manager is around 246% higher
than the national average salary in India.

Product Management Career Path

AVG CTC 5-7 LPA Assistant Product Manager YoE 0-2 Years

AVG CTC 5-27 LPA Product Manager YoE 2-5 Years

AVG CTC 10-40 LPA Senior Product Manager YoE 4-6 Years

AVG CTC 30-77 LPA Director Product Manager YoE 7+ Years

AVG CTC 30-100

VP Product Manager YoE 10+ Years
LPA

AVG CTC 50-100

Chief Product Officer YoE 15+ Years
LPA

Source: https://economictimes.indiatimes.com/jobs/mid-career/why-you-should-be-interested-in-product-management-and-where-
you-can-learn-it/articleshow/99788545.cms
Why Choose Product Management
Professional Certificate Programme?
The Professional Certificate Programme in Product Management offered by IIM Kozhikode is
an excellent opportunity for professionals looking to develop their skills and expertise in
product management. This program provides a well-rounded education in product-related
strategies, market dynamics, and leadership, helping participants advance their careers in
this competitive field.

Comprehensive Real-World
Curriculum Expertise

Hands-On Networking
Learning Opportunities

Career Certification
Advancement from IIMK
Programme Director

Prof. Atanu Adhikari, PhD

Professor,
Indian Institute of Management Kozhikode

Professor Atanu Adhikari is a Commonwealth Academic

Fellow to London Business School UK, Visiting Researcher
to Syracuse University USA, PhD (ICFAI University with one
year visiting program at Syracuse University, USA), an MBA
(Gold Medallist, IISWBM, University of Calcutta) and a BE
(National Institute of Technology, Durgapur). He is actively
involved in scholarly academic research work, which has
been published in many national and international peer-
reviewed academic journals and presented in conferences.
He has co-authored several books published by leading
international publishers and has also authored several case
studies that are published and distributed by Ivey
Publishing, Canada and Harvard Business Publishing, USA.
Over the last 15 years, he has designed and conducted
several executive education and management
development programmes for over 15000 middle and
senior management executives working in Fortune 500
companies, large Indian companies and public sector
organisations.

"As organisations look for Product-led

Growth to stand out in the crowded
market place, Product Managers will
need to incorporate factors like Design
Thinking, Product Analytics and
Marketing communication for creating
and expanding demand."

Prof. Atanu Adhikari

Indian Institute of Management Kozhikode
 Industry Experts

Saba Scalem

A Techno-Functional Expert with over 16 years of

experience in the areas of E-commerce, Product
Management, Digital Transformation, User Experience &
Marketing.

P&L owner with An area expert into Digital Transformation In-depth expertise from
global MNCs across payment gateway Expertise through customer service and
various product integrations on innovative tech and customer journey
and services mobile app, marketing strategies improvement perspective
companies into website & omni- by defining the right with the use of various
banking, Retail, and channel platforms. product, pricing & analytics and data
technology. channels mix. insights on digital and
conventional channels.

Rahul Mohandas

A Product Leader with over 25 years of experience across

industries. He is an independent Product advisor and
Consultant.

His specialties include Alumnus of NIT He has worked at

Product Strategy, Go To Calicut and IIIT organizations such as
Market & Agile Product Bangalore. Sabre, MindTree,
Development. Unilever, AT Kearney
and Saint Gobain.
 Industry Experts

Shyam Kumar DL

A visionary technology leader who blends deep business

knowledge with leading edge technology capabilities with
27 years of experience.

Created, scaled and In 2022, he was selected for Successfully created Store-
managed many IT products Asia’s 100 power leaders in in-a-Box, Supply Chain
and platforms with technology. In 2020, he was Analytics, Store
significant positive impact conferred the top 10 CTOs Performance Management
on the organization’s award by the CEO Insights platforms that are been
performance parameters. for his contributions to used by Fortune50
technology development customers for their retail
and innovation. stores.

Product management is really the fusion between technology

— what engineers do — and the business side
- Marissa Meyer, former CEO, Yahoo!
Programme Modules

MODULE 1: Introduction to Product Strategy

What is a Product and its Types?

Product Features
Product Mix and Product Lines
Product Strategy and its Characteristics
Product Strategy: Role of Product Management and Organisation
Holistic Approach to Product Strategy
Factors Influencing Product Strategy

MODULE 2: Value Creation, Value Communication and Value Delivery

Value creation - How Product is Connected to Customer

Value Communication
Value Delivery and Co-creation
Traditional vs. Contemporary Value Delivery Process
Porter’s Value Chain
Case study on Indraprastha Ice & Cold Storage

MODULE 3: Strategic Approach for Competitive Advantage in Product Strategy

What is and what is not a Strategy?

Porter’s Generic Strategies
Competitive Strategies
SWOT Analysis
Core Competency and its Characteristics
Strategic Planning, Implementation and Controlling Process
Strategic Business Units and its Relevance for Successful Product Strategy
UTV & Disney – A strategic Alliance Case Study

MODULE 4: Disruptive Innovation for Successful Product Strategy

What is Disruptive Innovation?

Disruptive Innovation Model or Theory
Ansoff’s Product Market Expansion Grid
Market Opportunity Analysis for Innovative Products
Growth Strategy and Strategic Planning Gaps
Disruptive Innovation Case – ideaForge case study
Disruptive Innovation when Customer tend to maintain Status-Quo
Disruptive Innovation when Organisation wants to maintain Status-Quo
MODULE 5: New Product Development Process, and MVP and MDP Approaches

Process in Product Development

Identifying Customer Needs
Product Planning
Product Features and Specifications
Concept Generation
Concept Screening/selection
Concept Scoring
Concept Testing
Product Launching
Minimum Viable Product (MVP) Approach
Minimum Delightful Product (MDP) Approach

MODULE 6: Market Orientation and Competitor Orientation

Market Segmentation
Target Market Selection
Defining Buyers' Personas
Product Positioning and Messaging: Requirement and Relevance
Market Orientation when customers want to maintain status-quo
Competitor Orientation
Product strategy to Beat Competition
Switz food case study on Competition

MODULE 7: Go-to-Market Strategy and Sales Strategy

Selecting Best Route to Market

Steps to Develop and Execute Go-To-Market Plan
Managing the Product Launch
Best Practices for Product Launch: Case Study
Different Sales Strategies
Managing Sales Force Perception
Sales Force Compensation
Successful Sales Strategy Case

MODULE 8: Product Positioning and Branding

What is Product Positioning?

Point of Parity and Point of Difference
What is Product Branding?
How to Create a Strong Brand Positioning?
Develop a Brand Positioning Statement through Perceptual Brand Mapping
Brand Equity
Brand Mantra and Slogan
Launch of Pleasure Scooter Case Study
MODULE 9: Marketing Communication and Logistics for Successful Product Strategy

What is Integrated Communication in Product Strategy?

Different Communication Platforms
Advertising for Product Success
Use of Puffery, Self-Esteem and Sexual Appeal in Advertising Product
Communication Models
Role of Value Network and Channels for Successful Product Strategy
Channel Members’ Functions and Flow of Marketing Channels
Vertical and Horizontal Marketing Systems (VMS & HMS)
Channel Conflict
Case Study on Burger King’s Mouldy Burger Ad

MODULE 10: Pricing of Product

Define Pricing of Product

Pricing Principles
Product-Pricing Strategies 1
Product Pricing Strategies 2
Behavioural Pricing for Product,
Consumer’s Price Quantity Latitude
Reference Pricing
Participative Pricing
Price and Non-Price Competition
Brand Leader’s Response to Competitive Price Cut

MODULE 12: Introduction to Product Analytics

What is Product Analytics?

Basic concepts of Analytics and its Features
Applied and Basic Product Analytics
Scientific Methods for Analytics
Role of Analytics in Making Decision in Product Strategy
Characteristics of High-Quality Analytics
Identify and Solving Product management Problem Using Product Analytics
Analytics Objective, Research Questions and Hypotheses
Variables and Unit of Analysis
MODULE 13: Product Analytics Process and Design

Stages of Product Analytics Process

Product Analytics Design
Overview of Exploratory, Descriptive and Causal analytics
Direct Exploratory Methods - FGD, Depth Interview
Debrief of Focussed Group Discussion video (YouTube)
Indirect Exploratory Methods - Projective Techniques
Role of Observation Methods in Product Development and Management
Case Methods Analysis

MODULE 14: Product Analytics: Metrics and Goals

Measurement and Scaling

Discrete Measurement Scales
Continuous Measurement Scales
Reliability and Validity of Scales
Types of Analysis for Different Types of Scales
Useful Scales for Product Management
Introduction to Questionnaire Design
Basic Rules of Questionnaire Design
Critical Aspects of Questionnaire Design
Piloting and Evaluation of Questionnaire

MODULE 15: Data Cleaning and Data Coding

Data Preparation
Missing Value and Imputation of Missing Value
Data Coding
Data Entry
Data Arrangement for Suitable Analysis
Secondary Data Analytics
Survey Analytics

MODULE 16: Data and Statistics for Descriptive Product Analytics

Importance of Statistics in Product Management

What is Descriptive Product Analytics?
Describe Basic Descriptive Statistics
Analysis and Application of Basic Descriptive statistics
Correlation Analysis
Demonstration of Correlation in the case Chic-Chicken: Marketing Research Decision
Hypothesis Testing and Level of Significance
Types of Testing Errors
Approach to Testing: The P-Value/ Significance Value Method
MODULE 17: Predictive Analytics for Product Management

Descriptive vs. Predictive analysis

Exploratory Data Analysis for Predictive Modelling
Create your own Model, Identify the Predictive Indicators and Test
Regression Model
Best Fit Line and its Explanatory Power
Prediction using Regression Model
Assumptions of Regression Model
Estimation using regression Model
Multiple RegressionMmodel
Dummy variable Regression

MODULE 18: Analysis for New Product Development and Modification

Reasons for Applying Analytics in Product Development

Introduction to Conjoint Analysis
Creating Conjoint Design
Conjoint Study Process
Conjoint analysis Using Excel Software
Calculating Importance of Product Features
Validate Conjoint Design Model
Demonstration of Developing Orthogonal Design
Conjoint Design using XLSTAT
Demonstration of Conjoint Data and Analysis in XLSTAT
Market Share Calculation of the New Product

MODULE 19: Analysis of Consumer Behaviour

Importance of Consumer Behaviour Analysis

Factors Affecting Consumer Behaviour
Customer Research using Factor Analysis
Basic Concepts of Factor Analysis
Principle Component Factor Analysis
Factor Analysis Demonstration
Factor Rotation
Demonstration of Factor rotation
Old Data to New Data
Demonstration of creating New Data from Old Data
Application of Analytics in Market Segmentation and Effective Targeting
Segmentation using Cluster Analysis
Outliers and Cluster Selection
Hierarchical Cluster Analysis with SPSS
K-mean Cluster Analysis in SPSS
Validation of Cluster Analysis Solution
Profiling of Customer Segments using Demographic and Socio-economic Variables
MODULE 20: Digital Analytics: Tools and Techniques

Web Analytics and its Application in Product Management

Importance of Web Analytics Tool
A/B testing
A/B Testing - Demo
Customer Basket Analysis
Customer Basket Analysis – Demo
Customer Life Time Value Analysis

MODULE 21: Applying Analytics in Marketing

Analytics for Recommendation - Collaborative Filtering

Cosine based Collaborative Filtering
Excel Demonstration Collaborative Filtering
Using Analytics for Product Positioning
Perceptual Mapping
Perceptual Mapping Demo in Excel
Qualitative and Quantitative Analytics
Presenting Analytics Report

MODULE 23: Product Development Process

Traditional Product Development Processes

Waterfall Model of Software Development
Modern Product Development Processes
Traditional and Modern Processes: Comparison
Product Development in B2B and B2C Industries

MODULE 24: Understanding Agile and Lean Development

History of Lean and Lean Thinking

Facets of Lean Product Development
Lean Metrics
Cycle Time and Flow Time
Agile Product Development
Lean versus Agile
Agile Methodologies

MODULE 25: An Illustration of How Microsoft Practices Agile

History of Product Development Processes

Introduction to Scrum Framework
Scrum Team
Scrum Events
Scrum Artefacts
Scrum Illustration in Microsoft
Case Study: Turtle Limited
MODULE 26: Design Thinking Process in Product Development

What Is Design Thinking?

Stages of Design Thinking Process
Applying Design Thinking to Product Management
Customer Inputs: Discussions and Interviews
User Observation
Focus Group Discussions
Facilitated Workshops
Translating Observations and Feedback
Idea Generation, Development and Selection
Idea Prioritisation
Prototyping of Ideas
Case Study: ideaForge - The Mechanical Charger

MODULE 27: Innovative Communication in Design Thinking

Application of Innovation in Design Thinking

Communication through Storytelling: Messaging and Persuasion
Other Aspects of Storytelling
Communication through Visualisation
Thinking Like a Designer
Case Study: SoaPen

MODULE 28: Product Prototyping

What Is and Is Not Prototyping

Need for Prototyping in Product Management
Fidelity for Prototypes
Low-Fidelity Prototyping
Mid-Fidelity Prototyping
High-Fidelity Prototyping
Low, Mid and High-Fidelity Prototyping: Comparison
Dimensions of Fidelity

MODULE 29: Product Road mapping and Prioritisation

Product Road mapping

Product Roadmaps in Product Management
Key Elements in Product Road mapping
Building a Product Roadmap
Prioritisation of Features in a Product Roadmap
RoI Scorecard and MoSCoW
Importance of Product Roadmap in Agile Product Management
 MODULE 30: Leading Product Development

Product Leadership and Its Importance

Qualities of an Effective Product Leader
Setting-up a Product Development Team

MODULE 32: CAPSTONE PROJECT

The capstone project will provide participants with an opportunity to integrate their
theoretical and practical understanding of Product Management and explore ways to
apply their learnings in a real-world competitive business scenario.

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

For designing and publishing Plan and manage all your team's
real responsive websites. work from start to end.

Generate digital sketches of Build custom reports and measure

your idea or concept. user engagement and retention.

Track goal completions, discover

Analyze, customize, and share
patterns and trends in user
results within Microsoft Excel. engagement.

Other Essential Tools

Note:
- All product and company names mentioned in this material are trademarks or registered trademarks of their respective holders. Their use
does not imply any affiliation with or endorsement by them.
-The tools showcased in this material will be taught through pre-recorded demo videos.
-Please note that the fee does not cover any payments required for certifications offered by the tools or tool subscriptions.
-These sessions are optional and will not be factored into your final evaluation.
 Case Studies

Product Strategy Case Studies

Edible Agro ideaForge Indraprastha

Products Lmtd Cold Storage

Bringing innovation The role that channel The Value added case
and technology to participants play in the presents the strategic and
less educated acceptance and distribution managerial challenge faced
target audience. of novel and socially as the company expands and
innovative products develops.

Orchid Ecotel Linc Pen Spencer Retail

The case serves as an The case discusses new The case explore the
example of the difficulties product development for introduction of the private
encountered in transferring targeting the premium target label and change in store
'The Orchid's' core strength audience. format for business
to its other verticals. expansion.

Switz Foods UTV and Disney WOW Momo

The case study Case study discussion on A case study on becoming a

explores the strategic alliance for global leading multinational
opportunity for brand expansion and increasing the company with a fast food
extension or market market share. along with international
stretch or both. expansion.

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.
 Case Studies

Agile Product Management Case Studies

Blinkit Honda Motors Kaya Seth

CB 350
The case study The case study on The case study explores
explores how the stretching Product the introduction of skin
brand pulled off 10 Line to Upmarket. care products for school
mins delivery in India. children.

Turtle Tata Motor Ola Scooter

Case study on The case study explores The case study on

strategic plan for the introduction of first mass market
store selection, electric vehicles for the electric automobile
inventory and SCM. current market in India.
landscape.

Product Analytics Case Studies

Shero Inc Chick-Chicken

The case study explores The case study

the opportunity for explores the need for
Carpet Shampooing market research for
Machine in India. customer experience.

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.
 Generative AI

MODULE 1: Introduction to Generative AI

What is Artificial Intelligence?

Machine Learning and Deep Learning
What is Generative AI?
Types of Generative AI Models
Neural Networks for Generative AI

MODULE 2: Generative AI Models

Data collection and Pre-processing

Training and Evaluation of GenAI Models
Transfer Learning and Pre-trained Models
Advanced GenAI Models - GANs
GAN Architecture and Advanced Training Techniques

MODULE 3: Working with Generative AI

Prompt Engineering
Fine-Tuning
Introduction to Gen AI Creativity Tools
Integrating Generative and Discriminative Models
Ethical Considerations

MODULE 4: Product Management and Generative AI

Introduction to AI-powered PM
Gen AI for Market Research
Gen AI for Product Roadmaps
Gen AI for Productivity
Gen AI for Data Analytics
Gen AI for Customer Engagement
Gen AI for User Experience

The programme includes industry backed hands-on learning on the Generative AI tools.

Note: The content mentioned above is optional.

Past Participants Profile

The Importance of Product Management across sectors is evident in the diverse

participant profiles, who have signed up for this programme.

Work Experience

44% 53% 3%

0-10 Years 11-20 Years 20+ Years

Job Function

37%
Information Systems/ 5% 2%
Technology Engineering Marketing

15% 4% 37%
Sales Operations Others*

*Others Include Operations, Customer Service, Human Resource, etc.

Industries

31% 2%

11% 56%

Information Internet /
Technology / Services E-commerce

Banking and Others

Finance

Other Industries Include Pharma, Ed Tech, FMCG, Retail, etc. .

 The Overall Course Rating
4.6/5 *Responded by candidates in the last 11 batches

Programme Satisfaction Percentage*

Faculty Videos Group Activities Assignments and Quizzes

90% 95% 78%

*Over the last 11 batches

Participants Feedback

The playbook exercise was very helpful

in retaining the information learned.

Utilizing frameworks and methods and

having the professors build them into
real scenarios and examples.

Professors are amazing to learn from. I

retained the information easily and use
it in business operations.
Programme Certificate
Upon successful completion of the programme, participants will be
awarded a verified digital certificate by IIM Kozhikode.
IIMK will award a certificate of successful completion to participants who
complete the programme successfully with 70% of score in evaluation.
A participant with less than 70% of score in overall evaluation will not be
awarded any certificate.

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

eMDP
Professional Certificate Programme

This is to certify that

Name
participated and successfully completedthe programme
Product Management
(Start Date - End Date)

Programme Facilitator Chairperson - MDP Director

Learning Outcomes

Develop the product

mindset needed to bring
viable products or services
to the market

Map customer journeys and

user personas to define and
solve problems through
products

Analyse strategies and

frameworks for developing,
marketing, and selling a
product

Evaluate product roadmapping

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

Identify market segments and

effectively target groups
through marketing and
communication strategies
 Learning Journey

Orientation Week
The first week is orientation week. During this week you
will be introduced to the other participants taking part in
the programme. You will learn how to use the learning
management system and other learning tools provided.

Weekly Goals
On other weeks, you have learning goals
set for the week. The goals would include
completing the assignments, which have
weekly deadlines.

Flexible & Convenient Online Learning

Learn online via recorded videos from top IIM
Kozhikode faculty and with 3 hours of live webinars in
a high-impact 39-week journey with a learning
commitment of 4-5 hours/week.

Debrief Sessions
The Emeritus Programme Leaders are industry experts
who are available for an hourly live online session every
week or every alternate week. They spend one half of the
session providing a learning summary. The second half is
a Q&A session to clarify programme or industry-related
doubts.

Timely Follow up & 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.

Note:-
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
-*Assignments are graded either by industry practitioners who are available to support participants in their learning journey and/or by the
Emeritus grading team.
Programme Details

Programme Start SEPTEMBER 25, 2024

PROGRAMME FEE* : INR 1,95,000 + 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.

Eligibility Programme Format

Minimum Graduate or Diploma Online via Recorded Video Lectures
Holder (10+2+3)

Admission Criteria Application Requirements

Open Enrolments Your Graduation/Degree:
You can submit a scanned copy of ANY
ONE of: Degree certificate, provisional
Degree certificate, marks transcript or
score transcript.

Programme Application Link

Click here to apply to the programme.
Finance options available. Click here to learn more.
For more information, please email at iimk.execed@emeritus.org

Note: Admissions are on a first-come, first-serve basis.

About IIM Kozhikode
Started in 1997 with its Post Graduate Programme (PGP), the Indian Institute of
Management Kozhikode (IIMK) is on a high growth trajectory today, offering a wide range
of academic programmes in the field of management education. These include the
Fellow Programme in Management, Executive PG Programmes, Management
Development Programmes and Faculty Development Programs. IIMK set up a Satellite
campus at Info park, Kochi, in 2013 dedicated to Executive Education. IIMK has also the
unique distinction of launching a PhD (Practice Track) programme for working
professionals besides bringing in new dynamic programmes such as the one-year Post
Graduate programme in Business Leadership (2019) MBA in Finance and MBA in Liberal
Studies & Management (2020). The institute is also home to IIMK LIVE a first-of-its-kind
start-up incubation programme and the Indian Business Museum.
IIMK is ranked 3rd as per NIRF India Rankings 2023: Management. The institute also
features regularly among top global institutes for its flagship MBA (PGP) and EMBA
programme (EPGP) in the QS World University Rankings. The institute has leapfrogged
100 spots to be placed in the Top 151-200 Institutes in Business & Management Studies
globally, as per the QS World University Rankings by Subject 2024. IIM Kozhikode is also
globally accredited by EQUIS (EFMD) and AMBA (UK) and is on the verge of a triple-
accreditation crown.

IIM Kozhikode also made its debut in the prestigious Financial Times Rankings in 2023
and was recently ranked #70 among the top-80 open-enrolment executive program
providers globally for the year 2024. The feat has further consolidated the 28- year’s IIM’s
footing in an exclusive list of the foremost providers of executive education in the world.
The institute had also entered in global top-100 at Rank #77 for FT Masters in
Management (MIM) 2023 Rankings, for its full time MBA programme. IIM Kozhikode has
successfully delivered close to 1300 MDP programmes over the past two decades,
training more than 41,000 participants from 150+ organisations, which also includes
several Fortune 500 companies in the process.

# 4 70 Global Rank | #4 India,

Financial Times Open
Enrolment Rankings 2024 3
#
NIRF India
Ranking 2023,
Management # 2
Public B-Schools, The
Week - Hansa
Research Survey 2023

About Emeritus
Emeritus is committed to teaching the skills of the future by making high-quality
education accessible and affordable to individuals, organizations, and governments
worldwide. It does this by collaborating with more than 80 top-tier universities across
the United States, Europe, Latin America, Southeast Asia, India, and China. Emeritus'
short courses, degree programs, professional certificates, and senior executive
programs help individuals learn new skills and transform their lives, companies, and
organizations. Its unique model of state-of-the-art technology; curriculum innovation;
and hands-on instruction from senior faculty, mentors, and coaches has educated
more than 350,000 individuals across 80+ countries.
Apply for the programme here

APPLY NOW

For registration and any other information please get in touch with at
iimk.execed@emeritus.org

WhatsApp an advisor on + 918657038243*

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

In collabo ration 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’.