Professional Certificate in Product Management

Kellogg School of Management

Kellogg School of Management

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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.

Key Benefits

  • 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

Program Content

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.

Experts

Mohanbir Sawhney

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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Professional Certificate in Product Management at Kellogg School of Management

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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