Indian Institute of Management Kozhikode

Globalizing Indian Thought

PRODUCT MANAGEMENT
39 WEEKS | ONLINE VIA PRE-RECORDED LECTURES

BATCH 9
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
 Overview

Lying at the intersection of business, technology and

user experience, the right product can drive
commerciality, usability, and the most valuable Apply By
outcome for clients. Naturally it needs professionals
July 28, 2023
who thrive on curiosity, collaboration and ownership.
From prioritising new product features, building
products fit-to-market, shaping go-to-market Starts On
strategies and launches to addressing customer
September 29, 2023
needs, IIM Kozhikode’s Professional Certificate
Programme in Product Management will help
professionals play an intrinsic role in your Duration
organisation’s product success.
39 Weeks (5 hours/ week)
With an overview of concepts like Product Strategy,
Market Structure Analysis, Concept Development,
Solution Design, Understanding Customer Preference, Format
Pricing, and Brand Positioning and Management, you
Online via Recorded
will emerge as a powerhouse leading bottom-up
Video Lectures
change within your organisation.

Programme Fee
Who is this Programme for? INR 1,84,500 + GST

If setting the vision for a product and balancing the many cross-functional teams to drive
that vision to execution excites you, then this programme is for you. This programme
will benefit:
Mid-level managers who would to like to build innovative, compelling products to deliver
customer and business value
Senior-level managers who would like to refine prototypes and MVPs, learn Product
pricing, and modifying their products to better suit customers

Business heads and entrepreneurs who would like to launch new products, spearhead
product strategy and leverage product management as a pathway to growth in
their organisations.

Tools Covered:

Other 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.
Programme Highlights

200+ Video
Lectures

22+ Assignments

21+ Quizzes

1 Capstone Project

15+ Case Studies

20+ 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.
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. Have been
working as a team leader and P&L owner with global MNCs
across various product and services companies into banking,
Retail, and technology. An area expert into payment gateway
integrations on mobile app, website & omni-channel
platforms, showing visible business scalability utilizing
in-depth expertise from customer service and customer
journey improvement perspective with the use of various
analytics and data insights on digital and conventional
channels with an extensive use of right tools, strategies, and
project management/implementation using AGILE
methodologies. Have done digital transformation of services
through innovative tech and marketing strategies by defining
the right product, pricing & channels mix.

Rahul MD

Rahul is a Product Leader with over 25 years of experience

across industries. He is an independent Product advisor and
Consultant. In the past, he has worked at organizations such
as Sabre, MindTree, Unilever, AT Kearney and Saint Gobain. His
specialties include Product Strategy, Go To Market & Agile
Product Development.
He is an alumnus of National Institute of Technology (NIT),
Calicut and International Institute of Information Technology
(IIIT) Bangalore.

Rahul is also a keen cyclist who has successfully completed

several multi day tours such as the Tour of Nilgiris, the Tour of
Andamans in 2019 and Tour of Goa in 2020.
Industry Experts

Shyam Kumar DL

Shyam Kumar is a visionary technology leader who blends

deep business knowledge with leading edge technology
capabilities. In his 27 years of experience spanning multiple
industry verticals and servicing global customers, Shyam has
successfully created, scaled and managed many IT products
and platforms with significant positive impact on the
organization’s performance parameters. Some of them
include Store-in-a-Box, Supply Chain Analytics, Store
Performance Management platforms that are been used by
Fortune50 customers for their retail stores and distribution
centers across the globe. In 2022, he was selected for Asia’s 100
power leaders in technology. In 2020, he was conferred the
top 10 CTOs award by the CEO Insights for his contributions to
technology development and innovation.
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
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 organization
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 organization 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 11: Project

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 & test
Regression model
Best Fit Line and its Explanatory Power
Prediction using regression model
Assumptions of Regression model
Estimation using regression model
Multiple Regression model
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
Note: Recordings from live sessions will be available to the participants till two weeks after the live session
is conducted, based on the discretion of the Programme Directors/Faculty.
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 22: PROJECT

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
Scrum and Kanban: Comparison
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 31: PROJECT

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.
Career Services
Navigating Job LinkedIn Profile
Search Optimisation

Resume & Interview Preparation Job Placement

Cover Letter Assistance

15 Recorded sessions and resources in the following categories:

Resume and Cover Letter
Navigating Job Search
Interview Preparation
LinkedIn Profile Optimisation

Interview Guidebook

Job Placement Assistance

Job openings are sourced by the CS Team and virtual hiring drives are conducted for the
applicants.
Dedicated online portal for all candidates where they can apply for jobs & track past
applications.
Regular job postings.

Note:
- Job placement assistance is focused for students with 0 to 5 yrs of experience.
- This service is available only for Indian residents enrolled in select Emeritus programmes.

- IIM Kozhikode or Emeritus do NOT promise or guarantee a job or progression in your current job. Career
Services is only offered as a service that empowers you to manage your career proactively. Emeritus
offers the Career Services mentioned here. IIM Kozhikode is NOT involved in any way and makes no
commitments regarding the Career Services mentioned here.
Case Studies

Indraprastha Cold Storage Ltd A Strategic Alliance- UTV & Disney

Launch of Pleasure Scooter Turtle Limited: Developing an

efficient supply chain

ideaForge - A Mechanical Charger

Note: The programme curriculum may include more such case studies for integrated learning.

Product management is really the fusion between technology

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

17% 30% 20% 20% 13%

0-5 Years 6-10 Years 11-15 Years 16-20 Years 20+ Years

Job Function

25% 10%
Information Systems/ 10%
Technology Engineering Marketing

13% 10% 32%

Technology Sales Others
Management

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

Industries

33% 6%

19% 42%

Information Internet /
Technology / Services E-commerce

Others
Banking and
Finance

Others Include Pharma, Ed Tech, FMCG, Retail, etc. .

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 conf irmed 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.
Certificate
Upon successful completion of the programme, participants will be awarded a verified
digital certificate by IIM Kozhikode.

eMDP
EN
Professional Certificate Programme
IM
EC

This is to ertify that

Name
participated and successfully completed the programme
SP

Product Management
(Sep 2023- Apr 2024)

Programme Facilitator Chairperson - MDP Director

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion
of IIM Kozhikode.
Programme Details
Apply By July 28, 2023
Programme Start September 29, 2023

PROGRAMME FEE* : INR 1,84,500 + 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 [email protected]
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 widest range
of academic programs in the field of management education. These include Fellow
Programme in Management, Executive PG Programmes, Management Development
Programmes and Faculty Development Programs. IIMK set up a Satellite campus at
Infopark, 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 courses like 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 startup incubation
programme and the Indian Business Museum.

IIMK is ranked 3rd as per NIRF India Rankings 2023: Management and consistently features
among the Top 5 B-Schools in the country in various rankings. The institute also features
regularly among top global institutes for its flagship MBA (PGP) and EMBA programme
(EPGP) in QS World University Rankings. The Institute has leapfrogged 100 spots to be
placed in the Top 251-300 Institutes in Business & Management Studies globally, as per the
QS World University Rankings by Subject 2023. It is also Ranked No.2 in CFIs (non-Technical)
category in the Atal Innovation Rankings (ARIIA 2021) rankings released recently by Ministry
of Education, Govt. of India, and has the distinction of being the only IIM in the coveted
innovation rankings. IIM Kozhikode is globally accredited by EQUIS (EFMD) and AMBA (UK).

IIM Kozhikode also made its debut in the prestigious Financial Times Rankings (FT
Rankings 2023) at 72nd position among the top-75 Open-enrolment executive program
providers globally, catapulting the 27-years young IIM to an exclusive list of foremost
providers of executive education in the world. IIM Kozhikode has successfully delivered
close to 1300 MDP programmes for the past two decades, training more than 41000
participants from 150+ organisations - which also includes several Fortune 500 companies
- in the process.

#2 #3 #3
Atal Innovation NIRF India Ranking India's Best B-School The Week
Rankings (ARIIA) 2021 2023, Management - Hansa Research Survey 2022
About Emeritus
IIM Kozhikode is collaborating with online education provider Emeritus to offer a portfolio
of high-impact online programmes. Working with Emeritus gives IIM Kozhikode the
advantage of broadening its access beyond their on-campus offerings in a collaborative
and engaging format that stays true to the quality of IIM Kozhikode. 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 250,000 students from over 160 countries have benefitted professionally from
Emeritus’ courses.
Apply for the programme here

APPLY NOW

For registration and any other information please get in touch with at
[email protected]

https://wa.me/+917208889990
WhatsApp an advisor onht17208889990
+91 74120 81081*

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

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’.