Certificate Programme in Product Management Batch 01

Many organizations face challenges in building products that align with customer needs and business goals. With AI becoming part of product development and decision-making, there is a growing need to understand its role in product functions. This programme in Product Management provides a structured approach to managing the product lifecycle, covering product strategy, customer understanding, development processes, and go-to-market planning. The focus is on applying these concepts in practical business settings.

Programme Contents

Module 01: Introduction to Product Management

Understanding the Product Life Cycle

Key Product Roles and Responsibilities

Success Drivers in Product Management

Basics of Consumer Research

Data-Driven Storytelling in Decision-Making

Module 02: Market Analysis

Market Segmentation and Introduction to Positioning

Target Market Selection

Preliminary Business Model Canvas

Business Model Plan Analysis

Module 03: Product Ideation and Validation

Concepts of Innovation

Innovation Capabilities and Strategies

Idea Generation and Validation Techniques

Concept Generation and Testing

Business Model Canvas and Plan Analysis

Module 04: Go-to-Market (GTM) Strategies

GTM 101: Principles and Frameworks

Product-Market Strategy Development

Brand Strategy and Positioning

Product Sales Strategy and Lead Generation

Product-Service Strategy

Neuromarketing Applications in Product Management

Module 05: Product Pricing Strategies

Introduction to Pricing from the Consumers Viewpoint

The Concept of Reference Pricing

Role of Costs and Value in Pricing Decisions

Aligning Strategic Goals with Pricing

Managing Price Wars and Ethics in Pricing

Module 06: Sales Strategies

Tapping Rural Markets with New Products

B2B Product Management

Qualitative Marketing Research

Beta Programs, Customer Acquisition, and Retention Strategies

Module 07: Product Distribution and Support

Product Packaging and Brand Presentation

Product Distribution and Launch Planning

Market Testing and Post-Launch Support

B2B Product Management in Distribution

Module 08: Digital Transformation and Artificial Intelligence

Use of Data Analytics and Machine Learning in Digital Transformation

Generative Artificial Intelligence

Applications of various Gen-AI tools, including ChatGPT, Gemini, Grok, DeepSeek, perplexity, and Claude

Prompt Engineering

Agentic Artificial Intelligence and Ethical AI

Note: Medium of instruction is English Modules topics are indicative only, the suggested time and sequence may be dropped modifiedadapted to fit the participant profile programme hours.

The programme will be delivered through live online sessions complemented by case discussions, project work, and practical applications. The learning approach focuses on applying concepts across product strategy, market analysis, and AI-driven decision-making.