Who should attend
The Professional Certificate in Product Management is for those who want to build on or formalize their training for product management roles, including:
- Early-career professionals with one to five years of experience as a product manager or in a product support role
- Professionals making a lateral career move from an adjacent field such as engineering, UX/UI, marketing or sales
Participants come from a wide range of industries, including but not limited to:
Tech companies (software, hardware, electronics, networking, e-commerce)
Industrial products companies (consumer durables, medical equipment & devices, automotive, construction, agriculture)
Tech-intensive services firms (banking/fintech, law firms, IT services, consultancies)
About the course
Demand for product managers who can align all the stakeholders involved in launching or enhancing a product — while also providing a strategic vision — is high. This program is designed to prepare professionals to build and manage a product roadmap through user research, prototyping and product analysis. Learn the skills that will deliver the most commercial impact for employers.
The Professional Certificate in Product Management provides a launchpad for advancing your career in product management. Participants will develop the essential strategic and tactical skills and capabilities needed for in-demand product management roles in this fast-growing field.
- Master the end-to-end process of discovering, designing, developing, delivering and managing products
- Learn the strategic thinking and tactical implementation skills needed to become a professional product manager
- Gain certifications in product management tools and methodologies including project management, A/B testing (Optimizely), wireframing (Balsamiq), roadmapping (Trello), and analytics (Google Analytics)
- Hone your communication, negotiation and influence skills to effectively manage people and relationships
- Apply frameworks and tools to develop a start-to-finish product marketing plan for a product
The program consists of 20 modules to make sure you are you are ready to advance your career in product management.
Module 1: Introduction to Product Management
Learn what a product manager (PM) does, and how the role varies across industries, company size and format (B2B and B2C). Learn what you need to succeed in this role and what makes an outstanding product manager. Additionally, understand why products matter; the product vision, mission and strategy; problems versus products; and managing products as a business.
Module 2: Customer Insights for Product Innovation
Learn about the nature, sources, and tools of customer insights (e.g. ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.); and move from insights to action.
Module 3: Analyzing Product Opportunities
Learn how to define and find product opportunities, Jobs-to-be-Done (JTBD) Framework and assessing opportunities using the Real/Win/Worth Framework.
Module 4: Product Discovery and Requirements Definition
Learn about creating the Discovery Hypothesis, Product/Market Fit, MVP Framework; user stories, epics and themes; and address the Agile requirements document.
Module 5: Business Model Design
Learn the definition and importance of business models, business model taxonomy — Freemium, SaaS and marketplace models and equip yourself to choose the right business model for your product.
Module 6: Financial Analysis for Product Managers
Understand the economics of a SaaS business (CLV, CAC, MRR, MRR Expansion, Churn), NPV (Net Present Value), IRR (Internal Rate of Return) analysis, Product Profitability Analysis and Product Pricing.
Module 7: UI/UX Design for Product Managers
Learn the fundamentals of UX design, conceptual design, interaction design, virtual design, and the design sprint.
Module 8: Agile Product Development
Explore the principles of Agile development, Agile methodologies (Scrum, Kanban, etc.), principles of Scrum/Agile team structures, Scaled Agile Framework (SAFe 5.0) and transitioning to Agile.
Module 9: Product Planning and Roadmapping
Link business strategy to product development, product roadmaps and types of roadmaps, roadmapping tools, and product portfolio management.
Module 10: Product Prototyping
Discover the importance of prototyping, rapid prototyping, types of prototypes (Alpha, Beta, Pilot), types of prototype artifacts, wireframing, 3D printing and best practices in prototyping.
Module 11: Taking Products to Market
Get an overview of the product launch and Go-to-Market Strategy (GTM), Elements of GTM Strategy, product positioning and messaging and product launch planning.
Module 12: Business Communication for Product Managers
Receive an overview of internal and external communication, discover the fundamentals of storytelling, learn to give effective product presentations and demos. Additionally, identify the hidden benefits of impactful written communications, running efficient meetings and dealing with difficult situations.
Module 13: Managing the Partner Ecosystem
Address the definition and creation of the "whole offer"— the Make, Buy, or Ally decisions. Manage strategic partnerships and strategies for ecosystem development and growth.
Module 14: Managing Product Evolution and Growth
Discover how a company might grow product sales through customer development, market development and demand expansion. Learn how to manage product line extensions, product line pruning and product sunsetting.
Module 15: Growth Hacking
Learn how to develop the growth hacker mindset, skills, strategies, process and best practices.
Module 16: AI and ML for Product Managers
Learn the definitions and fundamentals of analytics and AI/ML along with AI/ML platforms, tools and types of analytics — descriptive, predictive and prescriptive.
Module 17: Overview of Data Analytics Tools for Product Managers
Gain a basic understanding of Python and how it’s being used across industries and job functions. Understand how Python can be used to read, filter, combine and aggregate data in order to communicate efficiently with your data science team. Additionally, this module will cover an overview of popular platforms and tool providers, such as RStudio and KNIME.
Module 18: Managing Stakeholder Relationships
Learn how to manage different relationships as a product manager. Specifically, address the relationship between the product manager and the engineering team, outbound relationships (sales organizations and customers), and finally, executive leadership.
Module 19: Product Management for Services Companies
Learn about the scalability of products versus services. Discover the development process for services as well as B2B vs. B2C business models.
Module 20: Capstone Project
In this final module, you will complete and submit the capstone project: creating a product management plan for developing a product and taking it to market.
Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in business innovation, modern marketing and Artificial Intelligence applications in business. Prof. Sawhney has written seven management books as well as dozens of influential articles in leading academic journals a...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
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