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The Product Management Studio | UC Berkeley Executive Education
Feb 3—Apr 9, 2020
USD 3750

How it works


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Through the lens of customer centricity, Product Management Studio helps you craft, tell, and sell your product's story. Our premier online program led by Faculty Director, and Earl F. Cheit Faculty Fellow at the UC Berkeley Haas School of Business, Dr. Sara Beckman, Product Management Studio moves you through a dynamic, immersive experience designed to ensure that the knowledge gained gets put to work in your career and your organization. The program culminates with you earning the Berkeley Product Management Studio Certificate as a testament to your newly developed and honed skills.

Build Better Products by Learning How to Answer The 4 Core Questions that Every Product Manager Should Know: What value is my organization providing? How is my organization creating value? How is my organization delivering value? How is my organization capturing value?

Develop Winning Customer Experiences Across Your Entire Product Portfolio Build customer experiences and identify how to strategically best plan your product portfolio and execute against your roadmaps.

Apply Innovation Capabilities to Execute New Product Ideas Harness customer-centric design tools to obtain deeper insights for transformational products and determine the most effective methods for integrating customer research and market signals to drive product design and product development decisions.

Drive Resonance with Your Product Through Storytelling Learn how to tell a compelling and relatable story about your product that will help you effectively engage decision-makers.


The Product Management Studio program curriculum covers the following topics:

TOPIC 1 | Product Management Overview

  • Your role as a product manager
  • Customer transformations
  • Using the Product Management Canvas
  • Framing & reframing
  • Introduction to innovation capabilities

TOPIC 2 | Business Model Design & Building Your Customer Story

  • Using the Value Proposition Canvas
  • Storytelling for Innovation
  • Creating a storyboard

TOPIC 3 | What Value are We Providing For Whom?

  • Market research and customer-focused product design
  • Segmentation: identifying new segments and jobs to be done
  • Targeting: the segments will you serve
  • Positioning: how will you distinguish yourself from the competition
  • Understanding your customer
  • Customer journey mapping
  • Data-based decision making

TOPIC 4 | How Do We Create & Deliver Value?

  • Value creation and innovation ecosystems
  • Customer relationships and channels
  • Testing hypothesis: knowing what you don’t know
  • Different kinds of risks

TOPIC 5 | How Do We Capture Value?

  • Breakthrough results with pricing
  • How customers perceive value
  • Value clarification, framing, and metrics

TOPIC 6 | Mobilizing and Executing

  • Engaging your product team
  • Understanding the product life cycle
  • Product strategy by phase: growth, maturity, and decline
  • Execution success factors
  • Navigating your organization’s culture
  • Influence: putting strategies into practice

TOPIC 7 | Portfolio Planning & Storytelling

  • Evaluating options and roadmapping
  • Having a great story
  • Telling a great story
  • Your two-minute product pitch

Who should attend

Experienced professionals focused on designing, managing, and launching products as well as engineers interfacing with Product Management.


Education PhD, Organizational Behavior, Aston University MSc, Industrial Administration, Aston University BA with Honors, Sociology & Social Administration, Hull University Positions Held At Haas since 1986 2009 – present, Advisory Board, Center for Teaching Excellence, Haas Scho...
Education PhD, Industrial Engineering and Engineering Management, Stanford University MS, Statistics, Stanford University MS, Industrial Engineering and Engineering Management, Stanford University BS with Distinction, Industrial Engineering, Stanford University Positions Held At Haas ...
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...
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...
David Charron is a member of the professional faculty of UC Berkeley’s Haas School of Business. Mr. Charron has held several leadership positions at Haas, including Executive Director of the Berkeley Innovative Leadership Development Initiative (BILD) and Executive Director of the Haas School’s E...


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Next dates

Feb 3—Apr 9, 2020
USD 3750

How it works

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