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PG Certificate in
Product Management
6-10.5 Months | Base Program + 3 Specialisations
With the Indian entrepreneurial ecosystem exploding, we are at an exciting juncture
in the business and economic history of India. Today, we are creating products to
solve most of life’s problems. As more products are being launched everyday, there
is an increased demand for qualified well-rounded product managers in the market.

This PG Certificate in Product Management by Duke Corporate Education and

upGrad strives to fill this supply-demand gap in the product ecosystem by providing
professional training and mentoring to aspiring as well as existing product managers.
Our program is specifically designed for professionals to help them successfully
transition and grow in their product management career.

If you are reading this, you may wish to pursue a career

in product management. With upGrad, we promise an
immersive learning experience that will equip you with
the perfect business, technical and managerial skills to
help you achieve the same.

Ronnie Screwvala
Co-founder & Chairman
upGrad
 A premier global provider of custom executive
education, consistently ranked among the top three
providers of leadership solutions in the world Duke CE
has forged a reputation as a centre of rigorous thinking
and high impact transformative education.

Duke Corporate Education spun out of Duke University’s

Fuqua School of Business in 2000 to focus specifically
on leadership development in context. Duke CE
redefines corporate education with a model that blends
university with business, bringing together experienced
business and learning experts and a global network of
faculty and experience providers to help clients.

With a proven record of educating global leaders, Duke’s

Executive Education programmes are developed to help
executives and organisations from both public and
private sectors achieve operational excellence and
results.

Duke CE is ranked #2 globally in Executive Education by

Financial Times Custom Executive Education Rankings
2022.

Duke CE’s academic rigour in

collaboration with upGrad online
learning experience expertise,
will make this program a deeply
engaging journey for all of us.
Our cutting edge curriculum and
upGrad’s learning advantage will
definitely help people to become

Sharmla Chetty next-gen Product Managers.

CEO
Duke Corporate Education
ABOUT DUKE
CORPORATE EDUCATION
Financial Times Global Rankings
US / UK / South Africa / India / Singapore

2020 SCHOOL COUNTRY

1 Iese Business School Spain/US

2 HEC Paris France

3 Essec Business School France

4 Duke Corporate Education US / UK / South Africa / Singapore / India

5 SDA Bocconi School of Management Italy

6 Insead France / Singapore / UAE

7 IMD Business School Switzerland / Singapore

8 Edhec Business School France

9 University of North Carolina: Kenan-Flagler US

10 London Business School UK

Duke Corporate Education

DUKE CE is the only institution to be ranked globally in the top 5 in Customised Executive Education by
the financial Times for 20 straight years and #1 for 12 years.

KEY
MILESTONES

80+ 1,500+ 8,500+

COUNTRIES GLOBAL PROGRAMS
DELIVERED EDUCATORS COMPLETED

250,000+ GLOBAL #1
LEADERS INSIGHT & PROVIDER OF
ENGAGED IMPACT EXECUTIVE EDUCATION
headquartered in North America
 PROGRAM
HIGHLIGHTS

200+ hours learning

modules from
leading Duke CE
faculty & industry
experts
15+ Industry
Case Studies and
Assignments

3 Specialisations +
15+ Live Sessions

Mock Interviews
with Product
Experts

Personalised
Resume-Building
Exercise

1:1 Mentorship
from Product
Experts

Rigorous &
Customised Feedback
on Assignments
Doubt resolution within
24 hours via Discussion
Forums & Student
Support team & upGrad
Exclusive Membership Buddy
to Program Alumni
group run by upGrad

Exclusive Access to
Offline Networking
basecamps
WHO IS THIS
PROGRAM FOR?
Our previous batches of 1500+ learners had
the following profile mix:
Industry Wise % Breakup: Role Wise % Breakup:

Others
7.52% Product Managers
BFSI 14.8
16.63%
IT Professionals
Consulting Firms 22.2 14.8%

Technology 29.6
Project Managers
Sales & 16%
Manufacturing 14.8
Marketing

Others 18.5

0 5 10 15 20 25 30 Analysts
Consultants 20.34% 14.83%

HOW DOES THIS

PROGRAM WORK?
BASE PROGRAM

Learners can opt for any number of specialisations among the 3 available.

SPECIALISATION 1 SPECIALISATION 2 SPECIALISATION 3

Growth in Product AI ML Solutions in Digital
Management Product Management Transformation
HEAR FROM
OUR LEARNERS
Shipra Goyal
Senior Technical Support Engineer,
SAP America Inc.

The PM course by Duke and upGrad has a really good course structure-
Lectures from Duke CE professors and subject knowledge shared by indus-
try experts gives us a clear picture of real world product management. We
have career landscape calls with PMs of diverse domains. The course has
given me a clear picture of how a product lifecycle would be.

Shubham Chinchalkar
Aspiring Product Manager,
Build4less.co.uk

The most I have enjoyed about this course is its flexibility and conve-
nience. I am from a marketing background (non-technical) they offer excel-
lent content and assignments that build on your knowledge because of
which it was easier for me to acquire the technical skills required for Prod-
uct management. It also made me interested in learning more about
Python and SQL.

Roehit Kamana
Program Director - Demo Day,
Covid India Task Force

When I had to shut down my start-up within 10 months of its inception, I

knew I lacked in understanding and testing the product. Through
upGrad's Product Management course, not only have I plugged that hole
by honing my skills in Product Management, I worked as a Product Man-
ager at Zivame and applied a lot of the course learning at work.

Shrenik Salgun
Information Technology System Analyst,
Gulf Cryo

Since the world was taken over in shock by the pandemic situation, I was
researching on a course to upskill myself in something different from my
current field of work which is as a IT System Administrator, that's when I
found upGrad's Product Management Program. I truly feel enriched with
Product Management skills and look to transition to this role in the time
to come.
PROGRAM
CURRICULUM
1. INTRODUCTION TO PRODUCT MANAGEMENT
(PREPARATORY CONTENT)
Role of a Product Manager
Hard Skills of a Product Manager
Soft Skills of a Product Manager
Career Path of a Product Manager

2. BUILDING PRODUCT VISION AND STRATEGY (6 WEEKS)

Design Thinking in Product Management
Market Research
User Research and Product Artefacts
Business Model Canvas and Value Proposition Canvas
Case Study - I

3. DESIGNING AND BUILDING A PRODUCT (5 WEEKS)

Ideation
Design and Prototyping
Usability Testing
Minimum Viable Product
4. PLANNING AND LAUNCHING A PRODUCT (5 WEEKS)
Product Development
Product Planning
Go-To-Market Strategies
Tech 101 for PMs

5. MEASURING PRODUCT SUCCESS AND GROWTH

(5 WEEKS)
Product Analytics
Product Experimentation
Growth Strategies
Case Study - II

6. CAPSTONE PROJECT (4 WEEKS)

Research, Conceptualise and Plan for the Development of a Food Delivery Product

7. CRACKING PM INTERVIEWS (1 WEEK)

Guesstimates
Product Management Interview Questions
Problem Solving Skills
Communication Skills
Interview Skills
Stakeholder Management

Disclaimer: Program curriculum is subject to change basis inputs from the institute and experts. Please refer to the website
for update details, or speak to our Admission Counsellors.
SPECIALISATION
CURRICULUM
1. GROWTH IN PRODUCT MANAGEMENT
(DURATION: 6 WEEKS)
Driving User Retention & Engagement Growth
Create user engagement and strategies to implement retention

Activation & Resurrection Growth Strategies

Build activation and resurrection strategies for different products

Strategies to Drive Acquisition & Referral Growth

Create strategies to acquire users with the product-led approach

Monetisation Strategies
Build monetisation strategies based on user cohorts and product maturity

Experimentation Techniques
Design, prioritise and run experiments to test hypotheses on different growth strategies

2. AI ML SOLUTIONS IN PRODUCT MANAGEMENT

(DURATION: 6 WEEKS)
AI Paradigms
Understand different AI Paradigms such as supervised and unsupervised learning,
recommendation systems, reinforcement learning and deep learning.
Differentiate between different ML techniques. Identify and assess the evaluation metrics for
a given business problem
Case studies (Bootcamp)

AI-ML Strategy
Understand the 5-step framework for building a strategy for an AI-ML driven product
Build and evaluate an AI-ML strategy for solving business problems.
Case studies (Bootcamp)
 Data Foundations
Understand how data plays an important role in any AI-ML strategy and the challenges that
come along with it
Identify and analyse different data sources and derive features from them to solve a given
business problem
Case studies (Bootcamp)

Data Architecture
Learn tools and technologies available to build a robust data architecture for your AI-ML
strategy

Capstone Project

3. DIGITAL TRANSFORMATION
(DURATION: 6 WEEKS)
Digital Transformation: Deep Dive
Understand digital transformation and solve some use cases with the digital-led approach

Digital Transformation Frameworks

Apply the digital transformation framework to effectively implement digital transformation

Emerging Technologies to Drive Digital Transformation

Determine how various emerging technologies are leverages transforming products and
organisations digitally

Design Thinking for Product Managers

Implement design thinking to innovate better products

Path from Consultant to Product Manager

Understand the overlap between product consultant and product manager
Determine the career path from getting into consulting to being a product manager
PROGRAM
INCLUDES

PERSONALISED 7+ HOURS OF
INDUSTRY SESSIONS DOMAIN SPECIFIC
WITH EXPERTS IN MENTORSHIP CALLS
PRODUCT MANAGEMENT

2 WEEKS OF PLACEMENT PREP:

- 50+ Caselets & Solutions
- Peer to Peer Mock Interviews
- Resume building
- Company specific interview prep

8+ TOOLS & SOFTWARES

Recommended: Google Analytics Individual Qualification
The course content offered by Duke CE is exhaustive enough for you to earn this certification.
It can help you validate your expertise in basic and advanced Google Analytics concepts.
Learn everything from planning to implementation and data collection; and conversion to
attribution.
Stand out to recruiters with the most sought-after skills in your CV.
Please note: These certifications are recommended by upGrad and are not included in the
course. Speak to our admissions team to know more.

Recommended: Mobile Experience Certification Exam

Demonstrate your ability to drive growth with mobile experiences. The course content offered
by Duke CE is exhaustive enough and equips you to clear this exam.
Get certified across a broad range of skills related to mobile user experience.
Showcase your expertise in using mobile as an acquisition channel and understanding its
role in online behavior.
Please note: These certifications are recommended by upGrad and are not included in the
course. Speak to our admissions team to know more.
Recommended: Growth-Driven Design Certification Course
The course content offered by Duke CE is exhaustive enough for you to earn this certification.
It can help you demonstrate your expertise in building websites that drive business growth.
Master agile web design and project management to further your Product Management skills.
Stand out at every Product Manager interview with in-demand skills to your name.
Please note: These certifications are recommended by upGrad and are not included in the
course. Speak to our admissions team to know more.
ELEMENTS OF
CAREER SERVICES
Jobs on Career Centre
Career Centre offering upGrad jobs
across experience levels and CTC ranges.
Easy apply feature for upGrad hiring
partner vacancies
Create resume at profile builder and
with one click to apply for various jobs
Profile Builder (AI Powered)
An easy to use Resume, LinkedIn and Cover letter
preparation tool.
Resume Score: AI-Driven Resume Score
Real-time recommendations to improve
Match your resume to the JD and check fitment
LinkedIn Profile Review.
Cover Letter creation

upGrad Career Fairs

Recruitment Drive to connect you with
the best talent admirers in the industry Just In Time Interview Prep (JIT)
Get access to a wide range of For upcoming job interviews JITs are conducted
opportunities and find the perfect job within 48 hours for eligible programs.
Participate in group projects and
Tailored to job role and target domain
challenges with exciting rewards
Real time feedback and tips for improvement
Apply your learnings to real industry
problems

High Performance Coaching

Interview Preparation Dedicated coaches working with you to identify
best suited career opportunities.
Pre-recorded content on topics such as:
Help you define your value proposition
Profile building, communications, etc Lay out a Career Path and help you adhere
Problem solving approach to your timelines and goals
Approaching guesstimates Help you with interview preparations, finding
Domain specific interview question jobs in the market, salary negotiations and
bank and much more.. other preparations as required

Personalised Industry Session Career Mentorship Sessions

90-minute sessions over the weekend Get personalised career advice through 1-1
by leading industry experts sessions with industry experts.
Session categories: Career, Technical Goal setting for better employment results
and Communications
Doubt resolution
Develop proof of concepts and apply
theoretical concepts in the real world
Assess skill levels
Peer Networking
Classroom element
Business communication sessions
and much more.

Disclaimer: Career services are subject to change. Please refer to the website or speak to our Admission Counsellor for
updated details.
CASE STUDY AND
INDUSTRY PROJECTS
Conduct Competitor Analysis for a Healthcare Product
Conduct an analysis of key competitors of a healthcare product

Build a Business Model Canvas for a Cab-sharing App

Create a business plan for cab-sharing app’s expansion to the Indian market and represent it
using the Business Model Canvas

Design a Wireframe for HealthieMe

Design and sketch a wireframe for a hypothetical health-based app that tracks and monitors
health and fitness

Create User Stories and Epics for an OTT Platform

Create a product backlog and figure out epics and user stories for a feature for an OTT platform

Goibibo Microstays
Establish the target market for hourly booking of hotels, user needs, growth opportunities, and
build a Minimum Viable Product (MVP) and identify relevant success metrics

Analytics Case Study

Analyse and improve the transnational funnel of the online ticketing platform

Growth Hacking Strategies for Freecharge

Help increase the number of recharges for Freecharge by improving the growth hack funnel.
Propose retention, referral and revenue growth hacking strategies to achieve business goals

Zivame Omnichannel Experience

Analyse the environment, conduct user research across online and offline retail shoppers,
suggest features of improvement for a seamless experience and metrics to measure your
success for a niche e-commerce apparel brand
MEET THE DUKE
CORPORATE EDUCATION FACULTY

JOHN A. DAVIS AJ BOELENS

Duke CE Faculty Duke CE Faculty
Duke Corporate Education Duke Corporate Education

LEARN FROM TOP

INDUSTRY EXPERTS

MYTHREYEE GANAPATHY ANSHUMANI RUDDRA

Product Leader Group Product Manager
Google Google

GAUTHAM KRISHNAN GAURAV JOSHI

VP Products Head of Design
Gameskraft Disney+Hotstar

DEEPAK SINGH PRATIK AGARWAL

Head of Products Vice President
Flipkart Accel

SIDDHARTHA ROY MOHAN RAM

Director, Product Manager Go-To-Market Lead - APAC
JioSaavn DigitalOcean

EKTA KAMDAR
Senior Manager, Product
Management
Mindbody
PROGRAM
DETAILS
PROGRAM STARTS
Please visit the website for the program start date

PROGRAM FEE
BASE PROGRAM
Duration - 6 Months | ₹ 1,94,700 (Including of Taxes)

BASE PROGRAM + 1 SPECIALISATION

Duration - 7.5 Months | ₹ 2,12,400 (Including of Taxes)

BASE PROGRAM + 2 SPECIALISATIONS

Duration - 9 Months | ₹ 2,30,100 (Including of Taxes)

BASE PROGRAM + 3 SPECIALISATIONS

Duration - 10.5 Months | ₹ 2,47,800 (Including of Taxes)

*Note - If the learners opt for any of the specialisations after the base program
enrollment, the total fees would be ₹20,000 + Taxes per specialisation

FOR ADMISSION
Visit: https://upgrad.com/product-management

FOR FURTHER DETAILS, CONTACT US AT:

product@upgrad.com
1800 210 2020
We are available 24*7
Disclaimer: This is a non-credit-bearing program not amounting to a degree

*Program fee and payment options are subject to change. Please refer to the website for updated details or speak to our
admission counsellor.

COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Dr. Annie Besant Road
Worli, Mumbai - 400018