Comprehensive course analysis
Who should attend
- Product Managers, Directors and Vice Presidents of Product Management
- Project and Program Managers
- Engineers looking to move into or interfacing with Product Management
- General Managers who manage product portfolios and corporate strategy
About the course
The Product Management Certificate Program is a five-day, immersive, in-person training experience. Before you arrive, we include a six-week online component (set aside about two hours per week for this), including customized video lectures and readings, discussions with your new classmates, colleague surveys, exercises, and a simulation game.
The program combines the latest in Design Thinking with the best of the Berkeley-Haas MBA program, to prepare you for your role: understanding your customers’ environment and needs, designing customer experiences, boosting your team’s performance, and mobilizing your organization to take action and develop a competitive advantage.
Dr. Sara Beckman, who has led the program since 2006, continually updates the training program to reflect the latest research and industry best practices. Along with all program faculty, she maintains a consulting practice, to stay up-to-date on current issues facing product managers and companies like yours.
Master Business Model Communication
Effectively communicate, to any audience, a comprehensive business model for your existing business, as well as for product extensions and new lines of business you wish to create. The training leverages the Product Management Canvas as the primary framework.
Optimize Product and Product-Line Profitability
Create pricing tools and systems ideal for your product portfolio and learn a systematic methodology to allocate scarce resources among products to optimize product profitability.
Improve Your Management Capabilities
Learn how to effectively manage your cross-functional team even when you lack direct authority and or in remote work situations.
Speak the Language of Senior Management
Hone your negotiation skills and effectively communicate as a product owner with the appropriate decision-makers and stakeholders to get your product management ideas implemented.
Transcend Day to Day Firefighting and Drive Strategy
Gain effective methods for driving product decisions without succumbing to the “tyranny of the inbox”.
Go Deeper for More Transformational Ideas
Harness the latest customer-centric frameworks to gain deeper insights. Integrate market feedback to drive innovation and build differentiated products and services.
The Product Management program curriculum covers the following topics:
TOPIC 1 | Innovation Capabilities
- Introducing the Berkeley Haas Innovation Model
- Assess and understand your business’s innovation capabilities Plan improvements to your innovation capabilities
TOPIC 2 | Peer Coach Program
- Meet, teach, and learn from your classmates
- Create meaningful insights into your business and action plans to implement when you return to work
- Create ongoing mutual coaching relationships
TOPIC 3 | Evaluating Your Business Model
- Learn to use the product management canvas to understand the context for your product and the dynamics of your business over time.
- Clarify your product management canvas with a particular focus on your value proposition and customer segment definitions relative to your competitors Learn to resist feature lists and embrace value creation for customers
TOPIC 4 | Innovating Business Models
- Innovating Business Models
- Use the product management canvas
- Tools for generating alternative business models
- Analyze the impact of trends on your business model
TOPIC 5 | Customer-Focused Design
- Develop a deeper understanding of customer and user needs through ethnography
- Generate and present customer insights for your product team
- Use insights to create better customer experiences
TOPIC 6 | Data-Based Decision-Making
- Perform or commission research that drives meaningful business decisions
- Appropriate research methods for various questions at hand
- Key performance indicators and effective metrics
TOPIC 7 | Pricing Strategies
- How price communicates value to the customer
- Develop a comprehensive and responsive pricing strategy
- Estimate customers willingness to pay
- Analyze the role of costs, customer price sensitivity, and competition on pricing
TOPIC 8 | Segmentation and Targeting
- Segmentation techniques and their fundamental differences
- Experiment with new customer segmentation schemes
- Evaluate market segments to ensure they are measurable, accessible, differentiable, substantial, and actionable
- Assess the effects of alternative segmentation schemes on your business model canvas
TOPIC 9 | Engaging Your Product Team
- Use the Team Dynamics Assessment to discover how your team can work better together
- Approaches to better manage your product team
- Cultivate psychological safety (highly correlated to effectiveness when the work has a high uncertainty and interdependence)
TOPIC 10 | Negotiation and Influence
- Techniques for collaborative and competitive negotiations
- Tools to enhance your influence
- Neutralize negotiation gambits and getting the process quickly back on track
- Assess, document, and improve your team’s decision-making process
TOPIC 11 | The Product Life Cycle
- The art of self-disruption: preserve your business by embracing disruptive products (that aren’t yours)
- Product adoption curves: identify where your product falls on the curve and what that means for future product decisions
TOPIC 12 | Product Portfolio Planning & Roadmapping
- Product lifecycle management and balancing the needs of new markets against that of serving your existing customers
- The latest research on product roadmaps and adding customer experience design as a grounding element for building roadmaps
- Portfolio Management Challenges
TOPIC 13 | Storytelling for Innovation
- Uncover and create a compelling customer story
- Storytelling techniques that generate excitement and buy-in
- Evaluating and telling your story
Sara Beckman is an award-winning Haas faculty member who creates and delivers courses on design, innovation and product management. She has published case studies on design for sustainability, design road mapping, and leveraging design approaches in sales processes. In over thirty years at the ...
David Mok is the Senior Director of Pricing Strategy & Analytics at DePuy Synthes (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on improving price realization amidst industry health care reform in a recessionary environment. At Se...
Education PhD, Social Psychology ;UC Santa Barbara MA, Psychology, UC Santa Barbara BA, Psychology, UC Santa Barbara Positions Held At Haas since 1992 1995 – present, Lecturer, Undergraduate & Graduate Program, Santa Clara University 1992 – present, Senior Lecturer, Haas School ...
Steven Huff teaches marketing in the Executive MBA program at the Haas School of Business at UC Berkeley. He is also an Associate Professor of Marketing at Utah Valley University where he is co-creator of two novel programs: the first full digital marketing degree offered by a public university i...
Education MBA, Marketing, Columbia University BA, Urban Studies and History, Brown University Positions Held At Haas since 2008 2009 – present, Co-Founder, Spiral Staircase (theatrical production company) 2008 – present, Executive in Residence, Haas School of Business 2008 – presen...
Dr. Peter C. Wilton teaches strategy, innovation, and marketing at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting Professor at the Graduate School of Business at Stanford University, and on the faculties of Duke and Purdue Universities in the Uni...
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