Programme Content
Programme Modules
Module 01: 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 02: 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
Porters Value Chain
Case study on Indraprastha Ice Cold Storage
Module 03: Strategic Approach for Competitive Advantage in Product Strategy
What is and what is not a Strategy?
Porters 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 04: Disruptive Innovation for Successful Product Strategy
What is Disruptive Innovation?
Disruptive Innovation Model or Theory
Ansoffs 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 05: 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 Screeningselection
Concept Scoring
Concept Testing
Product Launching
Minimum Viable Product (MVP) Approach
Minimum Delightful Product (MDP) Approach
Module 06: 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 07: 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 08: 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 09: 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 Kings 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,
Consumers Price Quantity Latitude
Reference Pricing
Participative Pricing
Price and Non-Price Competition
Brand Leaders Response to Competitive Price Cut
Module 11: 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 12: 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 13: 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 14: 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 15: 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 16: 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 17: 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 18: 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 19: Digital Analytics: Tools and Techniques
Web Analytics and its Application in Product Management
Importance of Web Analytics Tool
AB testing
AB Testing - Demo
Customer Basket Analysis
Customer Basket Analysis Demo
Customer Life Time Value Analysis
Module 20: 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 21: 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 22: 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 23: 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 24: 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 25: 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 26: 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 27: 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 28: Leading Product Development
Product Leadership and Its Importance
Qualities of an Effective Product Leader
Setting-up a Product Development Team
Module 29: 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.
Module 01: 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 02: 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 03: Working with Generative AI
Prompt Engineering
Fine-Tuning
Introduction to Gen AI Creativity Tools
Integrating Generative and Discriminative Models
Ethical Considerations
Module 04: 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
