Methodology to Learn PM is:

Theoretical Knowledge with Practical Implications + Essential Skills with having

proper knowledge of using all Tools+ Case studies+ Hands on Capstone Projects to
Solve Real World problems + Live Projects + Internship + Hackathons, soft skills
trailing + Showcasing Learnings using (LinkedIn, Portfolio, Resume) + Getting Place
in at Best Company or Startup.

Resources I’m gone to use:

1. Books, 2. Articles 3. Resource I found + Whole Internet+ Product Management
Toolkit
Start from here:
1. Introduction to Product Management: What is Product? What is Product
Management, Who can be a Product Management, History of Product
Management.
2. Scope of Product Management: What does a product manager do? Different
stakeholders of a product manager, Problem discovery (Analytics, Customer
Surveys, Stakeholders feedback), Writing PRDs (Product requirement
documents) , Defining MVPs, GTM Strategy (Product Launch)
3. Tools for Product Manager: Managing Product Development, what is project
management, Type of Project management methodologies, Agile methodology,
Waterfall methodology, Agile vs waterfall, Using project management tool, Jira -
Project Management, Monday – Project Management, What is web analytics,
Metrics of web analytics, Funnel analysis, Using Web analytics tools - Google
analytics, Amplitude - Web analytics, Learning Google analytics, Product Vision,
4. Product Vision, Product strategy and Product Roadmap: What is Product Vision?
How to decide product vision?, How to create product strategy?, Building the
Product Roadmap, Prioritizing projects using RICE method
5. Career in Product management: Why become a Product Manager? Solving
Product Sense/Product design Case study, Solving Product improvement case
study, What interviews look for during interviews?
6. Tools to learn: Power BI, Tablue, Excel, Google Analytics, Python, Jira, CV & Case
Prepare, personal case mind map.

Hello PM Product Management

1. Fundamentals of PM- The foundation of successful product is a deep understanding of
the target market and the needs of customers. Need to do in this: What is Product and
Product Management? Essential Skills Required to be a PM. Type of Product Roles,
Roles and Responsibilities of PM, Career Path of a PM, what is Product Lifecycle &
SDLC. Why Companies Hire Product Managers. Expectations, Challenges, Iterative
Product Management.
2. Product Discovery and problem solving- This is an important phase which helps
identifying, researching, and understanding the needs and problems of customers and
 the market. Need to do in this: What is Product Discovery and Importance of it.
Framework to identify new products. Understanding of the users and segmentation.
User Research Approaches. Jobs To Be Done Framework. Opportunity Analysis to
identify areas for business growth.
3. Product Planning &. Documentation- Product planning is key pillar to ship fast & iterate
and documentation is critical for alignment of key stakeholders to deliver on the
requirements. Need to do in this: Understanding Business Needs Requirements
Gathering and Analysis Aligning Business, Technology, and Design Goals Product
Backlog, Product Roadmap Prioritisation Frameworks Writing Effective User Stories &
PRDs to Define Product Features
4. Product Growth and Go to Market Strategy- Product strategy and GTM are essential for
creating awareness and driving business goals like acquisition, engagement, retention,
or monetisation etc. Need to do in this: What is Product Strategy and Growth PM Roles
Core elements of Product Strategy Defining your customers and the market landscape
Product Market Fit Pyramid Frameworks for Acquisition, Onboarding, Engagement,
Retention, Monetisation
5. Tech for Product Managers- Learn about the technology and systems powering the great
products that we use every day. Why Product Managers need to learn technology What
is internet and how it works. Web 2.0: Frontend, Backend, APIs, Databases and Server
Understanding of System Design and Architecture Know about Cloud Computing &
Various Platforms Learn SQL with Hands on Know about Gen AI
6. 6-9 Product Interview Prep. Prepare for product interview questions for leading tech
companies. Learn to answer the questions asked in MAANG interviews for product
roles. Product Improvement. Product Design Root Cause Analysis Guesstimates.
Product Metrics. Product Strategy
7. Prepare your portfolio- Learn the core concepts required to build the portfolio Get the
step wise roadmap to work on it Get the real PM experience Mentor’s Guided Assistance
Showcase your Portfolio to the hiring network.

Case Studies: Uber, Zomato, Slack, Cred, YouTube, Google, Paytm, Lazy pay, tinder, Clubhouse,
Make my Trip, Meta, Apple, Amazon, Netflix,

Tools: GitHub, Postman, SQL, Jira Software, Figma, Miro.

Build Your Portfolio, Resume Building, Mock Interviews, Job Opportunities

Companies who hired: Cisco, PayPal, Amazon, Grubhub, Meta, Google media.net, Zeta, Medi
Buddy, Just Pay, Tata 1mg, Shiprocket, Razor pay, Zoho, Microsoft, Swiggy, Nykaa, Zomato,
nvidaia, Conva, Adobe, OYO, LinkedIn, Uber, Cred, Razorpay,

Product Managers are the visionaries who transform raw ideas into groundbreaking products
that captivate the market. They are the driving force of innovation behind game-changers like
Uber, Rozorpay, crafting products that people love and trust. As a Product Manager, you will
become the invaluable link between user needs, technology, and business goals, ensuring
seamless product development. You get a chance to embrace your creative side as you ideate,
conceptualize, and give life to ideas that leave a lasting impression.

$31.84 Bn market by 2025, 15 LPA Average annual CTC, 30% YOY growth in salaries, 30,000 job
openings worldwide.

Product Managers are I high demand Over 75,000+ PM jobs open now on LinkedIn.
Product School Certification:
1. Introduction to Product Management PM skills, goals & methodologies. Set Product
Objectives User personas, metrics & use cases.
2. Understand Customers & Problems Competitiveness, primary & secondary activities,
customer journey maps. Create an Opportunity Hypothesis Qualitative & quantitative
methods, setting goals.
3. Validate an Opportunity Hypothesis Effort vs. user value, A/B testing & customer
interviews. Define Product Requirements PRD, MVP & roadmaps.
4. Start Building Design processes, product vs. design & sketching Develop Your Product I
Development methodologies, engineers & product, design patterns.
5. Develop Your Product II MVC, API design & team management. Market Your Product
Channels, messaging & insights
6. Get Hired Retrospectives, public speaking & resume reviewing Deliver and Present
Capstone project.

Product Leader Certification:

1. Craft Your Advanced Product Strategy Product vision, winning product strategy.
Translate Your Product Strategy into Action Prioritization, planning, aligning strategy.
2. Orchestrate Your Product Portfolio management & optimization. Build and Sustain a
High-Performing Team Evaluate & develop a team, find, and hire talent, master difficult
conversations.
3. Communication, Documentation & Storytelling to in fluence Telling a product story,
pitch to different audiences. Build a Strong Culture for Your Product Team Empower
team, product culture, product principles.
4. Ship for Outcomes Manage process, coach team, decide to build vs buy. Lead Effective
Meetings Run high stakes meetings, manage product meeting ideation, manage trade-
offs.
5. Master Product Financials Pricing, unit economics, financial modeling, insights from
models. Advanced Product Analytics & Experimentation Qualitative & quantitative
analysis, communicating insights.
6. Set Yourself Up for a Promotion Position yourself for success. Capstone Project Product
presentations.

Product Marketing Manager Certification:

1. What Product Marketers Do Defining PMM, the PMM Spectrum, & Spotting opportunities
for impact. Using Research to Inform Strategy Informing product & marketing
approaches with data & research.
2. How to Position Like a Pro Putting products in context & defining the personas they’re
for. Choosing Metrics to Demonstrate Impact Making your campaigns, your products, &
yourself look good.
3. Messaging Techniques that Captivate Customers Communicating product value
effectively across all channels. Validating Products Before Launch Working with Product
to define M VPs, run Beta programs & A/ B tests.
4. Collaborating with Revenue Teams Enablement, Competitive intelligence, & more.
Launching Products Users Love Building awareness & engagement through impactful
Go-To Markets.
 5. Pricing & Packaging Gain experience with specialized skills to differentiate yourself as a
PMM. Driving Product Adoption Optimizing your product for long term growth.
6. Get Your First Product Marketing Job Reflecting on your value, re vising your resume, &
more hiring tips. Launch Yourself as a PMM Present your final project, get feedback, &
maximize your chances of landing a PMM job.

Duke-UpGrad PGC PM
Phase:1 Product Mindset 10 Week

Gain a product-driven mindset and develop critical interview skills across various aspects of the
product management domain.

1. Product Management Overview

•Analyse the product management careers landscape to prepare a roadmap for yourself
• Explain the roles and responsibilities of a product manager • Describe the skills of a
successful product manager • Apply the fundamentals of product management
interview preparation.
2. Product Design
• Critique the design of a given product • Suggest improvements in an existing product
Conceptually design a new product — identify the user pain points, create a user
persona, devise solutions, and prioritise them.
3. Market Sizing
• Estimate the size of your target market by calculating TAM, SAM, and SOM for it • Solve
different guesstimate questions asked in PM interviews.
4. Product Strategy
• Apply frameworks to solve strategic questions like entering/exiting a space, competing
against existing products and more • Use the business model canvas and the PTW
(Playing-To-Win) framework to build a cohesive product strategy• Perform research on
your competitors and the target industry.
5. Analytics & Growth
• Identify the critical metrics for a product across different stages of the user’s journey •
Learn to use the AARRR framework (acquisition, activation, retention, referral, and
revenue) to devise growth strategies for a product.
6. Product Tech
• Understand the basic technical know-how needed for a product manager — tech team
structure, working with developers, tech architecture and tech stack • • Learn the basis
of SQL.
7. General and Behavioural Questions in PM Interviews
• Discuss the latest trends happening in the product management industry • Answer
team/stakeholder management questions in interviews • Develop storytelling and
negotiation skills required to be a successful PM.

Phase:2 Product Management Execution 16 Week

Gain an in-depth understanding of how to work as a product manager and apply your learnings
— from research to design and prototype, to development and growth.

1. User Research and Artefacts

• Create and validate your hypothesis by performing effective user research • Identify
the various stages of adoption for your product Use different user research methods —
 surveys, interviews, contextual inquiries, and so on — to uncover the needs & behaviour
of your users • Synthesize your research data to create artefacts like user persona and
user journey maps
2. Designing Your Product
• Explain the fundamentals of UI-UX design • Evaluate different options, methods, and
tools for rapid prototyping • Create product sketches, wireframes and mockups • Build
functioning prototypes to evaluate possible ideas and solutions • Describe the process
of a design sprint used in organisations • Explain the purpose, types and ways of
conducting a usability test for a product prototype • Analyse the different types of MVP
(minimum viable product) and decide when to use which one • Apply the Learn-Build-
Measure model to build successful MVPs
3. Developing and Launching Your Product
• Deploy agile and scrum frameworks required to develop and launch a product • Create
user stories and epics for the development of a product feature • Create a cohesive
product requirements document (PRD) for a product • Create a go-to-market strategy
for a product by planning its pricing and channel strategy
4. Growing Your Product
• Identify the north star metric for a given product • Set product metrics using the
AARRR framework to improve the customer journey • Analyse product data and employ
product analytics to identify problems • Create activation/acquisition/
engagement/referral/monetisation strategy for a product • Apply experimentation
techniques like A/B testing and multivariate testing • Learn about segmentation, funnel,
and cohort analysis

Specialisation in Growth, AI-ML solutions, or Digital Transformation

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)

1. 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)
2. 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)

3. 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)

4. Data Architecture Learn tools and technologies available to build a robust data architecture
for your AI-ML strategy • Capstone Project

• 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

Case Studies:

1. Conduct Competitor Analysis for a Healthcare Product

2. Build a Business Model Canvas for a Cab-sharing App.
3. Design a Wireframe for HealthieMe
4. Create User Stories and Epics for an OTT Platform
5. Goibibo Microstays
6. Analytics Case Study
7. Growth Hacking Strategies for Freecharge
8. Zivame Omnichannel Experience

Build Your Own Product (BYOP)

1. Idea finalization
2. Research and Hypothesis testing: • Conduct a competition analysis for your new
product idea • Perform user research for your product to understand their needs and
requirements.
3. Designing Your Product: • Design a sketch and a prototype for your product on a tool •
Perform usability testing for it.
4. Developing and Launching Your Product • Set the right metrics for your product's growth
• Develop your product and launch it
5. Growing Your Product • Analyse product data and strategies for product growth
6. Product Showcase Create a video presentation to pitch your Product.

Post Graduate Certificate in PM

The product manager journey: Product managers are in essence the de facto CEOs of their
products. Through the development of both hard and soft skills, you will build and manage a
product roadmap through user research, prototyping, and product analysis.

Phase 1: Build Your Prototype

• Discover Customer Insights for Product Innovation

• Define Product Requirements
• Design Your Business Model
• Analyse the Numbers
 • Roadmap Your Strategy

Phase 2: Go To Market
• Communicate like a Pro
• Manage Your Partner Ecosystem
• Develop the Growth-Hacker Mindset
• Assess the Data, Choose the Right Tool
• Manage Stakeholder Relationships

Capstone Project: Design a Product Management Plan for Developing a Product and Taking It
to Market.

Section 1: Achieving a Prototype

• 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.
• Define the characteristics of a product strategy.
• Differentiate the application of product strategies across industries.
• Determine the vision, values, mission, obstacles, and methods (V2MOM) for a
company, business, or product.
• Identify the skills required to be a successful product manager.
• 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.
• Articulate the nature and source of customer insights.
• Utilize customer insight tools to transform insights into action.
• Conduct customer research for a specific product.
• 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 It (R-W-W) framework.
• Analyze product opportunities using the Jobs-to-Be-Done (JTBD) framework.
• Define key points of finding product opportunities using the JTBD framework.
• Utilize the R-W-W framework to assess product opportunities.
• Product Discovery and Requirements Definition: Learn how to create a discovery
hypothesis, measure product-market fit, apply the MVP framework (user stories, epics,
and themes), and address the Agile requirements document.
• Apply the discovery hypothesis framework and build a wireframe.
• Create high-level user stories.
• Define the buyer persona.
• Business Model Design: Learn the definition and importance of business models,
business model taxonomy—Freemium, Software as a Service (SaaS), and marketplace
models, and equip yourself to choose the right business model for your product.
1. Analyse an existing pricing strategy.
 2. Evaluate SaaS and marketplace models.
3. Determine the best business model for your product or service.
• Financial Analysis for Product Managers: Understand the economics of a SaaS
business (CLV, CAC, MRR, MRR Expansion, Churn); learn about analyses such as Net
Present Value (NPV), Internal Rate of Return (IRR), and Product Profitability; and explore
approaches to product pricing.
1. Assess the economics of a SaaS business.
2. Conduct NPV and IRR analyses for a product.
3. Determine approaches to product pricing.
• UI/UX Design for Product Managers: Learn the fundamentals of UX, conceptual,
interaction, and virtual design, and the design sprint.
1. Understand the basics of UX design.
2. Create a wireframe for the user experience.
3. Learn to utilize wireframing tools (Balsamiq)
• Agile Product Development: Explore the principles of Agile development, Agile
methodologies (Scrum, Kanban, etc.), Scrum/Agile team structures, and Scaled Agile
Framework (SAFe 5.0), and learn about transitioning too Agile.
1. Describe key components of the Agile method of product development.
2. Define the principles of Agile development and Agile methodologies.
3. Understand the principles of Scrum Utilize the Scaled Agile Framework
• Product Planning and Roadmapping: Link business strategy to product development
using roadmaps and product portfolio management and learn how to use road mapping
tools.
1. Utilize product planning tools to develop a product roadmap.
2. Describe the required components of a product roadmap.
3. Articulate how to link business strategy to product development.
• Product Prototyping: Discover the importance of prototyping, and learn about rapid
prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts,
wireframing, 3D printing, and prototyping best practices.
1. Understand the concept of prototyping and its importance.
2. Differentiate between different prototypes (Alpha, Beta, Pilot)
3. Learn best practices in prototyping.

Section: 2 Taking Products to Market

1. 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.
• Choose the best route to market by analysing your audiences.
• Define the primary value proposition for a product.
• Discuss best practices for product launches.
• Define the elements of a GTM strategy.
2. Business Communication for Product Managers: Receive an overview of internal and
external communication, discover the fundamentals of storytelling, and learn to give
effective product presentations and demos. Additionally, identify the hidden benefits of
impactful written communications, and learn how to run efficient meetings and deal
with difficult situations.
• Differentiate between internal and external communication skills.
 • Learn the fundamentals of storytelling.
• Learn how to communicate effectively, run productive meetings, and deal with
difficult situations as a product manager.
3. 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.
• Define the elements of the whole offer and perform a gap analysis.
• Analyse the whole offer of a company to make it better.
• Describe how to design and manage partnerships effectively.
4. 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.
• Use the key lessons from this program to create a strategic roadmap for a
business.
• Discuss the effectiveness of growth-hacking techniques.
• Select the correct strategy to drive revenue growth.
5. Growth Hacking: Learn how to develop the growth-hacker mindset, and explore growth-
hacking skills, strategies, processes, and best practices.
• Tap into the growth-hacker mindset.
• Develop and refine growth-hacking skills and strategies.
• Describe best practices in growth hacking.
6. Data Science and Analytics for Product Managers: Gain an overview of model
evaluation metrics and ways of identifying biases to avoid analytical errors. Explore
ways to leverage popular platforms and tools, such as Google Analytics.
• Learn about various model evaluation metrics.
• Gain an overview of analytics tools and platforms.
7. AI and ML for Product Managers: Learn the definitions and fundamentals of analytics
and artificial intelligence/machine learning (AI/ML) along with AI/ML platforms, tools,
and types of analytics—descriptive, predictive, and prescriptive.
• Understand the methodologies and concepts of AI and ML
• Design a data strategy and testing plan to improve business outcomes.
• Become familiar with AI/ML platforms and tools.
8. Managing Stakeholder Relationships: Learn how to manage different relationships as
a product manager. Specifically, this module will address relationships between the
product manager and the engineering team, sales organizations, customers, and
executive leadership.
• Learn the required skills to lead a product team.
• Articulate how to lead effectively without authority.
• Learn how to manage conflict and remote teams.
9. Product Management for Services Companies: Learn about the scalability of
products versus services. Discover the development process for services and how it
differs from that of products.
• Determine the scalability of products versus services.
• Learn the development process for services and how it differs from the
development process for products.
 10. Capstone Project In this final module, you will complete and submit the capstone
project. Create a product management plan for developing a product and taking it to
market.

UC San Diego PM
1. Introduction to PM: learn about the daily responsibilities you will take on as a product
manager. Understand how to ideate and create products, analyse product failures, and
create a development lifecycle using Apple’s iPod as an example. Classify organizations
and evaluate them using 5C+P Analysis. Things cover, Introduction to Product
Management • Product Development Life Cycle • Understanding Product Companies
and Strategies
2. Building key Assets that drive products: Learn how a company's business model
affects product management in this crucial course on product management. Learn to
align values with employers, set SMART goals, create personas, and develop customer-
centric value propositions. Things cover, Company Context • User Context • Tools for
Building Asset.
3. Building a Product Strategy: Link product development to the mission statement.
Learn to utilize personas to develop a solid product strategy. Measure data and set KPIs
and OKRs. Utilizing feedback analysis, pinpoint customer needs and pain points. Things
cover, Organizational Decision Making • Product Strategy Practices • KPIs and OKRs
4. Product Planning: Learn to create a product requirements document (PRD). Convert
implementation steps into PRD, set restrictions, develop a strategy, plan minimum
viable product (MVP) features, estimate expenses and benefits, and strategize within
limitations in this course. Things cover, Writing and Using PRDs • Build a Roadmap in
Trello from a PRD • Feature Prioritization and MVPs
5. Working with other team: learn about the engineer vs. PM mindset. Master building
strong relationships, influencing stakeholders, product design, work estimations,
prioritizing, managing time, and advocating for resources within constraints. Things
cover, Working with Engineers • Working with Designers • Balancing Resources
6. Hypothesis Validation: learn how to identify product-market fit, solve customer
needs, and optimize ROI. Learn how to leverage tools like Value Proposition Canvas.
Connect problems to solutions through storytelling, define ROI, assess risks, and
prioritize opportunities. Build verifiable hypotheses based on metrics and customer
information. Things to cover, Product-Market Fit • Problem Space • Creating a
Hypothesis
7. Agile development process: Learn how to define agile roles and responsibilities and
understand the 12 Agile Manifesto Principles in this critical product management
module. Outline Lean stages and build products using Lean principles. Define sprint
planning and implement it with Atlassian Jira. Things cover, Agile Development Process
• Lean Product Process • Sprint Planning
8. Building Prototypes: learn how to build effective wireframes, create product
prototypes, and mockups using Figma. Understand the objectives, procedures, and use
of feedback in prototype testing. Things cover, building a Prototype • Using Figma •
Prototype Feedback
9. Product Analytics: Learn to utilize Google Analytics for data-driven product
management. Prioritize feature iteration, track engagement, measure adoption, gauge
 perception, and make informed decisions to improve the product or service. Things
cover, Google Analytics • Feature Popularity • User Engagement
10. Business Fundamentals: learn about finance, operations, and accounting. Create
product budgets to track and manage expenses effectively. Gather and document
security requirements for products. Build an effective product team through
orientations and while fostering cohesion. Things cover, Finance and Budgets •
Operations and Accounting • Security • Running Effective Meetings
11. Portfolio Assessment: Apply the knowledge you gained from the product
management program and test it while navigating a case study. As a product manager at
Rectangle, develop a business strategy and launch plan for Sendmo, a person-to-person
payment product. Analyze payment funnel data to identify opportunities for improving
conversion rates. Consider key observations, trends, and target conversion lift in three
markets outside the US.
12. User Experience Research for PM: learn about use cases for quantitative and
qualitative research. Explore five quantitative research types and learn about various
qualitative research methods. Generate open-ended questions and master interviewing
techniques. Apply design thinking's 6 steps. Solve scenarios using human-cantered
design principles. Things cover, Quantitative Methods: Use Cases • Quantitative
Methods: Five Types • Qualitative Methods • Interviewing Techniques • Design Thinking •
Ideation Techniques • Design Thinking Workshop
13. Product Design for PM: Understand the different concepts and stages of the product
design process, including goal setting, user segmentation, uncovering user needs, user
research, interactive design, prototypes, flows, and visual design. Learn to build high-
fidelity prototypes using Figma. Things cover, Design Concepts • Building 2D Assets •
Designing Beautiful Presentations • Prototyping for Web and Mobile • Prototyping for
Interactions • Designing Physical Products.
14. Product Marketing for PM: Gain a comprehensive understanding of target
customers, market segmentation, storytelling, branding, value analysis, sales
strategies, and user retention. Apply these concepts in product management and
marketing to boost customer satisfaction, drive business growth, and maximize product
success. Things cover, • Customer Profile and Empathy Mapping • Channels and Market
Segments • Messaging, Branding, and Storytelling • Value Matrix and Product Demand •
Sales Funnel and Sales Strategy • Retention.
15. Introduction to Software Development Basics for PM: Getting a basic grasp of
technical concepts like HTML, CSS, JavaScript, and technical stacks will benefit product
managers by improving communication with development teams, accurate requirement
definition, informed decision-making, prioritization, user-cantered design, quick issue
resolution, cross-functional collaboration, innovative thinking, and staying relevant in
the techdriven landscape. This knowledge would enhance your effectiveness in various
aspects of product management. Things cover, • Introduction to HTML • Introduction to
CSS • Introduction to JavaScript • Introduction to Technical Stacks • Introduction to
Technical Concepts • Introduction to Static Website Generators
16. Product Management Tools: Design effective UI components, analyse user
behaviour through analytics reports, and make data driven decisions to optimize user
experiences with help of Balsamiq and Mixpanel. Tools to learn, Balsamiq and Mixpanel.
17. Capstone Projects:
 This Product Management Capstone project will give you an opportunity to implement
the skills you learned throughout this program to solve real-world industry-relevant
problems. The capstone project is designed by top product professionals in the industry.
Choose from the following Capstone projects:
a. Facebook, with its 2.7 billion monthly active users, diverse features, and
advertising opportunities plans to launch Facebook Lite to reach underprivileged
users. They aim to grow the user base, boost revenue, and reach 4 billion
monthly active users. In this project, research Facebook's mission, identify user
attraction factors, analyze core app features, define metrics for Facebook Lite's
success, and identify potential obstacles.
b. Netflix offers on-demand streaming, control over viewing, and limited
advertisements. With millions of subscribers worldwide, Netflix aims to address
the issue of inactive users to maintain its success. Investigate the problem of
inactive users (10% of total users) on Netflix. Identify the underlying issues,
propose solutions, define metrics for validation, and provide a detailed
explanation to solve the problem of user inactivity.
c. With fierce competition from TikTok, Instagram aims to enhance its stories
feature to attract and retain users. The task is to research and propose
improvements to Instagram stories, while focusing on the mobile experience
and considering the company's mission, target users, pain points, solutions,
prioritization criteria, and metrics to track.
d. Nike Inc. is a global leader in athletic footwear, apparel, and accessories. To stay
relevant, Nike aims to leverage technology and innovation in its products. The
task is to design a Smart Shoe by researching the target customer segment,
identifying their pain points, defining the vision and DNA of the product,
prioritizing features, and considering potential pitfalls and trade-offs in the
design process.
e. As Tesla’s PM, predict the consumer market size of driverless cars in the US for
2025. With growing demand and technological advancements, self-driving cars
are projected to dominate the independent car market. Help Tesla understand
the market potential to meet future demand.

• PRODUCT TEARDOWN Learn to deconstruct a product to understand its inner workings,

identify the thought process behind its design, and comprehend why the product was
built the way it was in this product teardown session.
• AI- POWERED PRODUCT MANAGEMENT Master generative AI tools to improve
productivity and creativity with this comprehensive course that explores how AI-
powered tools like ChatGPT, Google Bard, Gencraft, Midjourney and Picsart can
revolutionize product management processes. Through a series of live demonstrations
and practical use cases, you will learn how to integrate these AI tools in your product
management practices.

PCPM IIM Kozhikode: Syllabus

The intersection of technology, business, and user experience is product management.

Product managers need to have a good understanding of the technologies used and the labour
required in creating the product. Product Managers must be aware of the business environment
in which they work in - such as business models, strategic goals, and product-market fit.
Product managers must successfully express consumer needs in order to improve goods as
they are the company' own customers' voices.

A great product manager has the brain of an engineer, the heart of a designer, and the speech of
a diplomat. Deep Nishar Vice President of Product, LinkedIn

Here are the some of the most popular job titles in this field:
Product Manager, Product Owner, Associate Product Manager, Product Leader, Product
Specialist, Digital Product Lead, E-commerce Product Manager, Product Marketing Manager

Product Management is not about the product but about the people. Martin Eriksson Product
Leader, Investor, Author, Expert (Product Management Practices)

Program Content:
1. Introduction to Product Strategy: What is a Product and its Types? Product
Features, Product Mix and Product Lines, Product Strategy and its Characteristics,
Product Strategy: Role of Product Management and Organisation, Holistic Approach to
Product Strategy, Factors Influencing Product Strategy
2. Value Creation, Value Communication and Value Delivery: Value creation - How Product
is Connected to Customer, Value Communication, Value Delivery and Co-creation,
Traditional vs. Contemporary Value Delivery Process, Porter’s Value Chain, Case study
on Indraprastha Ice & Cold Storage
3. Strategic Approach for Competitive Advantage in Product Strategy: What is and what is
not a Strategy? Porter’s Generic Strategies, Competitive Strategies, SWOT Analysis, Core
Competency and its Characteristics, Strategic Planning, Implementation and
Controlling Process, Strategic Business Units and its Relevance for Successful Product
Strategy, UTV & Disney – A strategic Alliance Case Study
4. Disruptive Innovation for Successful Product Strategy: What is Disruptive Innovation?
Disruptive Innovation Model or Theory, Ansoff’s Product Market Expansion Grid, Market
Opportunity Analysis for Innovative Products, Growth Strategy and Strategic Planning
Gaps ,Disruptive Innovation Case – ideaForge case study, Disruptive Innovation when
 Customer tend to maintain Status-Quo, Disruptive Innovation when Organisation wants
to maintain Status-Quo
5. New Product Development Process, and MVP and MDP Approaches: Process in Product
Development, Identifying Customer Needs, Product Planning, Product Features and
Specifications, Concept Generation, Concept Screening/selection, Concept Scoring,
Concept Testing, Product Launching, Minimum Viable Product (MVP) Approach,
Minimum Delightful Product (MDP) Approach
6. Market Orientation and Competitor Orientation: Market Segmentation, Target Market
Selection, Defining Buyers' Personas, Product Positioning and Messaging: Requirement
and Relevance, Market Orientation when customers want to maintain status-quo,
Competitor Orientation, Product strategy to Beat Competition, Switz food case study on
Competition.
7. Go-to-Market Strategy and Sales Strategy: Selecting Best Route to Market, Steps to
Develop and Execute Go-To-Market Plan, Managing the Product Launch, Best Practices
for Product Launch: Case Study, Different Sales Strategies, Managing Sales Force
Perception, Sales Force Compensation, Successful Sales Strategy Case
8. Product Positioning and Branding: What is Product Positioning? Point of Parity and Point
of Difference, What is Product Branding?, How to Create a Strong Brand Positioning? ,
Develop a Brand Positioning Statement through Perceptual Brand Mapping, Brand
Equity, Brand Mantra and Slogan, Launch of Pleasure Scooter Case Study
9. Marketing Communication and Logistics for Successful Product Strategy: What is
Integrated Communication in Product Strategy? Different Communication Platforms,
Advertising for Product Success, Use of Puffery, Self-Esteem and Sexual Appeal in
Advertising Product, Communication Models, Role of Value Network and Channels for
Successful Product Strategy, Channel Members’ Functions and Flow of Marketing
Channels, Vertical and Horizontal Marketing Systems (VMS & HMS), Channel Conflict,
Case Study on Burger King’s Mouldy Burger Ad
10. Pricing of Product: Define Pricing of Product, Pricing Principles, Product-Pricing
Strategies 1 Product Pricing Strategies 2, Behavioural Pricing for Product, Consumer’s
Price Quantity Latitude, Reference Pricing, Participative, Pricing Price and Non-Price
Competition, Brand Leader’s Response to Competitive Price Cut
11. Project 1
12. Introduction to Product Analytics: What is Product Analytics? Basic concepts of
Analytics and its Features, Applied and Basic Product Analytics, Scientific Methods for
Analytics, Role of Analytics in Making Decision in Product Strategy, Characteristics of
High-Quality Analytics, Identify and Solving Product management Problem Using
Product Analytics, Analytics Objective, Research Questions and Hypotheses, Variables
and Unit of Analysis
13. Product Analytics Process and Design: Stages of Product Analytics Process, Product
Analytics Design Overview of Exploratory, Descriptive and Causal analytics, Direct
Exploratory Methods - FGD, Depth Interview Debrief of Focussed Group Discussion
video (YouTube), Indirect Exploratory Methods - Projective Techniques, Role of
Observation Methods in Product Development and Management, Case Methods
Analysis
14. Product Analytics: Metrics and Goals: Measurement and Scaling, Discrete
Measurement Scales, Continuous Measurement Scales, Reliability and Validity of
Scales, Types of Analysis for Different Types of Scales, Useful Scales for Product
 Management, Introduction to Questionnaire Design Basic Rules of Questionnaire
Design Critical Aspects of Questionnaire Design Piloting and Evaluation of
Questionnaire
15. Data Cleaning and Data Coding: Data Preparation, Missing Value and Imputation of
Missing Value, Data Coding, Data Entry, Data Arrangement for Suitable Analysis,
Secondary Data Analytics, Survey Analytics
16. Data and Statistics for Descriptive Product Analytics: Importance of Statistics in
Product Management, what is Descriptive Product Analytics? Describe Basic
Descriptive Statistics, Analysis and Application of Basic Descriptive statistics,
Correlation Analysis ,Demonstration of Correlation in the case Chic-Chicken: Marketing
Research Decision, Hypothesis Testing and Level of Significance, Types of Testing Errors,
Approach to Testing: The P-Value/ Significance Value Method
17. Predictive Analytics for Product Management: Descriptive vs. Predictive analysis,
Exploratory Data Analysis for Predictive Modelling, create your own Model, Identify the
Predictive Indicators and Test, Regression Model, Best Fit Line and its Explanatory
Power, Prediction using Regression Model, Assumptions of Regression Model,
Estimation using regression Model, Multiple Regression model, Dummy variable
Regression.
18. Analysis for New Product Development and Modification: Reasons for Applying
Analytics in Product Development, Introduction to Conjoint Analysis, Creating Conjoint
Design, Conjoint Study Process, Conjoint analysis Using Excel Software, Calculating
Importance of Product Features, Validate Conjoint Design Model, Demonstration of
Developing Orthogonal Design, Conjoint Design using XLSTAT, Demonstration of
Conjoint Data and Analysis in XLSTAT, Market Share Calculation of the New Product
19. Analysis of Consumer Behaviour: Importance of Consumer Behaviour Analysis, Factors
Affecting Consumer Behaviour, Customer Research using Factor Analysis, Basic
Concepts of Factor Analysis, Principle Component Factor Analysis, Factor Analysis
Demonstration, Factor Rotation, Demonstration of Factor rotation, Old Data to New
Data, Demonstration of creating New Data from Old Data, Application of Analytics in
Market Segmentation and Effective Targeting, Segmentation using Cluster Analysis,
Outliers and Cluster Selection, Hierarchical Cluster Analysis with SPSS, K-mean Cluster
Analysis in SPSS, Validation of Cluster Analysis Solution, Profiling of Customer
Segments using Demographic and Socio-economic Variables
20. Digital Analytics: Tools and Techniques: Web Analytics and its Application in Product
Management, Importance of Web Analytics Tool, A/B testing, A/B Testing – Demo,
Customer Basket Analysis, Customer Basket Analysis – Demo, Customer Lifetime Value
Analysis
21. Applying Analytics in Marketing: Analytics for Recommendation - Collaborative Filtering,
Cosine based Collaborative Filtering, Excel Demonstration Collaborative Filtering, Using
Analytics for Product Positioning, Perceptual Mapping, Perceptual Mapping Demo in
Excel, Qualitative and Quantitative Analytics, Presenting Analytics Report
22. Project
23. Product Development Process: Traditional Product Development Processes, Waterfall
Model of Software Development, Modern Product Development Processes, Traditional
and Modern Processes: Comparison, Product Development in B2B and B2C Industries
 24. Understanding Agile and Lean Development: History of Lean and Lean Thinking, Facets
of Lean Product Development, Lean Metrics, Cycle Time and Flow Time, Agile Product
Development, Lean versus Agile, Agile Methodologies
25. An Illustration of How Microsoft Practices Agile: History of Product Development
Processes, Introduction to Scrum Framework, Scrum Team, Scrum Events, Scrum
Artefacts, Scrum Illustration in Microsoft, Case Study: Turtle Limited
26. Design Thinking Process in Product Development: What Is Design Thinking? Stages of
Design Thinking Process, Applying Design Thinking to Product Management Customer
Inputs: Discussions and Interviews, User Observation, Focus Group Discussions,
Facilitated Workshops, Translating Observations and Feedback, Idea Generation,
Development and Selection, Idea Prioritisation, Prototyping of Ideas, Case Study:
ideaForge - The Mechanical Charger
27. Innovative Communication in Design Thinking: Application of Innovation in Design
Thinking, Communication through Storytelling: Messaging and Persuasion, Other
Aspects of Storytelling, Communication through Visualisation, Thinking Like a Designer,
Case Study: SoaPen
28. Product Prototyping: What Is and Is Not Prototyping, Need for Prototyping in Product
Management, Fidelity for Prototypes, Low-Fidelity Prototyping, Mid-Fidelity Prototyping,
High-Fidelity Prototyping, Low, Mid and High-Fidelity Prototyping: Comparison,
Dimensions of Fidelity
29. Product Road mapping and Prioritisation: Product Road mapping, Product Roadmaps in
Product Management, Key Elements in Product Road mapping, Building a Product
Roadmap, Prioritisation of Features in a Product Roadmap, RoI Scorecard and MoSCoW,
Importance of Product Roadmap in Agile Product Management
30. Leading Product Development: Product leadership and its importance, Qualities of an
effective product leader, Setting up a product development team.
31. Project
32. Capstone Project for Hands on experience
• PROJECT 1: The first project of the programme is scheduled after the 10th module. The
open-ended project shall cover auditing a product strategy for potential weakness.
• PROJECT 2: The second project of the programme is scheduled after the 21st module.
The open-ended project shall cover proposing the solutions to identified issues.
• PROJECT 3: The third project of the programme is scheduled after the 30th module. The
open-ended project shall cover implementing the findings of analytics in decision
making for product manager.
• The capstone project will provide participants with an opportunity to integrate their
theoretical and practical understanding of Product Management and explore ways to
apply their learnings in a real-world competitive business scenario.

Tools Covered:
1. Framer: For designing and publishing real responsive websites.
2. Asana: Plan and manage all your team's work from start to end.
3. Balsamiq: Generate digital sketches of your idea or concept.
4. Mixpanel: Build custom reports and measure user engagement and retention.
5. XLSTAT by Addinsoft: Analyze, customize, and share results within Microsoft Excel.
 6. Google Analytics: Track goal completions, discover patterns and trends in user
engagement.
7. Other Essential tools: Excel, Jira
Case Studies:
Product strategy case studies:
1. Edible Agro Products Lmtd: Bringing innovation and technology to less educated target
audience.
2. ideaForge: The role that channel participants play in the acceptance and distribution of
novel and socially innovative products.
3. Indraprastha Cold Storage: The Value-added case presents the strategic and managerial
challenge faced as the company expands and develops.
4. Orchid Ecotel: The Value-added case presents the strategic and managerial challenge
faced as the company expands and develops.
5. Linc Pen: The case discusses new product development for targeting the premium target
audience.
6. Spencer Retail: The case explore the introduction of the private label and change in
store format for business expansion.
7. Switz Foods: The case study explores the opportunity for brand extension or market
stretch or both.
8. UTV and Disney: Case study discussion on strategic alliance for global expansion and
increasing the market share.
9. WOW Momo: A case study on becoming a leading multinational company with a fast
food along with international expansion.

Agile Product Management Case Studies:

1. Blinkit: The case study explores how the brand pulled off 10 mins delivery in India.
2. Honda Motors CB 350: The case study on stretching Product Line to Upmarket.
3. Kaya Seth: The case study explores the introduction of skin care products for school
children.
4. Turtle: Case study on strategic plan for store selection, inventory and SCM.
5. Tata Moter: The case study explores the introduction of electric vehicles for the current
market landscape.
6. Ola Scooter: The case study on first mass market electric automobile in India.
Product analytics Case Studies:
1. Shero Inc: The case study explores the opportunity for Carpet Shampooing Machine in
India.
2. Chick-Chicken: The case study explores the need for market research for customer
experience.

ISB Certificate Curriculum

Role of a Product Manager
1. Define the product vision, strategy, and roadmap.
 2. Gather manage and prioritise market/customer requirements.
3. Work closely with engineering, sales, marketing, and support to meet business
and customer satisfaction goals.
4. Act as the consumer advocate articulating the user’s and buyer’s needs.
Toolkit gain hands-on experience on cutting-edge tools used product managers in
top companies:
Things you learn:
• How to develop a product mindset needed to bring viable products (or services) to
market
• How to define the problem a product will solve while mapping the customer’s journey
and articulate user personas
• How to evaluate product road mapping and prototyping decisions using various product
management techniques & practices
• How to develop prototypes and MVPs and collect user feedback, think about product
pricing, and Go-to-Market Strategies of digital and SaaS products
• How to modify the product line to make products better for the customer
• How to measure product performance to continuously improve products for business
pro stability.
• How to do competitor analysis to continuously launch products that actually matter to
your customers and grow the customer base.
• How to develop products using the agile product development process
• Fundamentals of analytics and artificial intelligence/machine learning (AI/ML) along
with AI/ML platforms, tools, and types of analytics

ISB Modules: Syllabus each comma (,) Means next topic in each section.
1. Product Development and Management: Key Concepts and Principles: Linking
Innovation, Product and Growth Strategy, Mindset for Successful Product and Brand
Manager, Evolution of Product Management Product Concept and Key Drivers, product
Lifecycle, Layout a Framework /Roadmap for Rest of the Programme
2. Product Development Process: Design Thinking and Product Development Process,
Customer Needs and Behaviour, Role of Marketing in the Product Development Process,
Creating Superior Value for Customers
3. Market Structure Analysis and Opportunity Identification: Market Definition and
Potential Assessment, User Persona and Journey Mapping, Segmentation and Targeting
4. Competitive Positioning and its Role in Product Design: Competitor Mapping and
Analysis, Importance of Positioning Strategy, How to Position for Market Advantage, and
How to Create Disruptive Positioning Strategies, Positioning for Market Advantage,
Understanding Disruptive Positioning, Communication
5. The Product Development Process; A/B and A/A testing, MVP and Growth Hacking: The
Product Development Process Revisited: When should you Expedite the Process and
How? Understanding the Framework of Opportunity Cost and Development Risk,
Understanding Product Market Fit and Product Company Fit, Experimentation for
Product Validation, A/B Testing and A/A Testing, Understanding Minimum Viable Product
and Growth Hacking
6. Concept Development and Testing: Concept Testing, Defining Research Objective, How
Digital Technologies are Changing New Product Development Due to the Long Tail
Effect, Market Potential Assessment and Sales Forecasting
7. Understanding Consumer Preferences: Kano Analysis, Factor Analysis, Paired
Comparison and Max Diff
8. Product Solution Design: Conjoint Analysis, Designing a Conjoint Survey, Preference
Assessment, Simulation and Market Share Estimation
9. Willingness to Pay and Price Setting: Common Pricing Approaches, Measuring WTP,
Setting the Pricing Level, Role of Cost
10. Product Positioning and Branding: Innovating Beyond the Product, Building Brands -
Brand Ladder and Brand Health, Consumer and B2B and B2C, Customer Equity vs.
Brand Equity, Role of Marketing and Brand Strategy, Why Brands matter: Pricing Power
11. Managing Distribution and Pricing: Managing Pro tability, Managing Distribution
Relationships, Price Position Against Distributor's Private Labels, Managing Trade
Incentives and Discounts, Role of Brands in eCommerce, Pricing Solutions, Dynamic
Pricing, Product Platforms
12. Managing Product Performance and Metrics: AARRR Framework for Product
Performance, ROMI - Return on Marketing Investments, Fine-Tuning Strategy Across
Geographical Product-Markets, Strategic Metrics (Growth and Resilience)
13. Prioritisation: Story Mapping, Opportunity Scoring, Cost of Delay, Product Backlog and
Product Roadmap, Requirements, Backlog Prioritiser, The Moscow Method, Product
Tree, Buy A Feature
14. Project Management, Product Concept Generation, Selection and Architecture:
Concept Generation and Selection, Product Design and Architecture
15. Prototyping and Testing: Principles of Prototyping and User Experience, Wireframing and
Prototyping Models, Testing and Troubleshooting
16. Business Models for Digital Products: Definition and Importance of Business Models
and How to Choose the Right Business Model, Freemium, Software as A Service (SaaS),
And Marketplace Models
17. Managing Digital Products: Manage, Launch, and Monetise Digital & SAAS Products,
SaaS Marketing Analytics, Social Media Tools and Techniques
18. Agile Product Development: Principles Of Agile Development, Agile Methodologies
(Scrum, Kanban, Etc.), Scrum/Agile Team Structures, Scaled Agile Framework, 3Cs in
User Stories (Card, Conversation, and Con rma- tion)
19. Product Marketing: Digital/Growth Marketing, Content Marketing, Marketing
Operations and Automation, Fundamentals Of Storytelling, How To Give E ective
Product Presentations and Demos?
20. Financial Analysis for Product Managers: Economics Of a SaaS Business (CLV, CAC,
MRR, MRR Expansion, Churn), Net Present Value (NPV), Internal Rate of Return (IRR),
and Product Pro tability
21. DSMLAI And Analytics for Product Managers: Model Evaluation Metrics, Ways Of
Identifying Biases to Avoid Analytical Errors, Google Analytics, Types Of Analytics—
Descriptive, Predictive and Prescriptive, AI/ML Platforms and Tools
22. Growth Techniques: Customer Development, Market Development, Demand Expansion,
Product Line Extensions, Product Line Pruning and Product Sunsetting
23. Capstone Project
Henry Harvin CPMP Course Curriculum:
Module 1: Introduction to Product Management • About Product Management • Roles and
responsibilities of product manager • Identifying Customers • Teams involved in Product
management (Sales, Support, Accounts/Finance, project manager, management)

Module 2: Transition from Project to Product Management • Brief study of Project Management
• Different tools used in Project Management (Brief illustrations of major tools) • Necessity and
Advantages of transforming from a Project Management to a Product Management Based
Organization/Industry with Company Practiced examples. • Step by Step Transition from Project
Management to Product Management (Industry based implementation process) • How digital
technologies are changing new product development due to the Long Tail Effect • Measuring
success of the effective implementation of Product Management • Growth, Engagement &
Monetising - Acquisition, Activation, Retention, Engagement & Growth Strategies, Pricing
Models & Monetisation, Creating Growth Loops

Module 3: The Product Development Process • Product Life Cycle • Methods and PMs • Agile
and Product Management • Design Thinking and the Product Manager • Managing Habits:
Trigger & Action, Variable Reward, and Investment • Prototyping for Product Managers - Sketch,
Wireframe, Interactive Prototypes, Building B2B Product Demos • Market Research-
Environmental, Competitor, Business Model Canvas, Market Sizing • User Research- Qualitative
& Quantitative Research Methods, Research Interviews & Surveys, Client Requirement
Gathering

Module 4: Exploring a New Product Idea • Understanding the framework of opportunity cost and
development risk • Understanding Product Market Fit and Product Company Fit •
Understanding Minimum Viable Product and Growth Hacking • ROMI - Return on Marketing
Investments • Fine -Tuning Strategy Across Geographical Product-Markets

Module 5: Amplifying Existing Product • Identifying Business Model Types • Growth,

Engagement & Monetising - Acquisition, Activation, Retention, Engagement & Growth
Strategies, Pricing Models & Monetisation, Creating Growth Loop

Module 6: Product Leadership • Product Growth Strategy and Roadmap • Stakeholder

Communication • Data Visualization Using Tableau • Leading Product Organizations • Careers
in Product Management • Product Innovation Project Milestone 6 - Final Presentation

Module 7: Driving Product Execution • Product Pricing Strategy • Business Model Design •
Product Marketing Strategy • Product Launch Strategy • Product Analytics- using Google
Analytics • Product Innovation Project

Module 8: Product Planning and Marketing • Agile VS Waterfall, Scrum Roles & Artefacts,
Product Roadmaps • Product Vision, Success Metrics, Product Marketing & Messaging, Product
Launch

Module 9: Product Positioning and Branding • Managing Profitability • Managing Distribution

relationships Price Position against distributor's Private Labels Managing trade incentives and
discounts • Role of brands in eCommerce Pricing Solutions • Dynamic Pricing • Product
Platforms
Complimentary Module 1: Soft Skills Development • Business Communication • Preparation for
the Interview • Presentation Skills Complimentary Module 2: Resume Building • Resume
Building Technique

Method they use:

Live Projects Live Projects are carried out during the training tenure to develop experiential
learning for the participants. This helps in a better understanding of the concepts and gain in-
depth practical insight.

Unique Pedagogy Uses a mix of techniques aligned to our unique G.C.A.O. pedagogy. This
enables participants to derive focused-action-oriented outcomes from the training.

End-to-End Engagement Participants will be engaged throughout the training through reverse
presentations, group activities, brainstorming sessions, and hands-on experience over both
statistical and non-statistical tools. Idea is to focus on value creation.

SP Jain School of Global Management certification:

• Product Management as a holistic approach, why products succeed and fail.
Objectives: Understanding product statements. Understanding Product Market
Placement/Fit, Identifying scalable opportunities, Product Strategies.
• Having a product culture: being consumer centric so you can deliver high end
products. Objectives: Leadership thinking, Product Milestone Achievement, Culture
for product development.
• Product Ideation and Strategy: Do the right thing for your users and they will reward
you with loyalty, engagement, and a roadmap to continued product success.
Objectives: Understanding Product audience, Product relevance, and defining key
results & objectives.
• Design thinking, Innovation & Market Fit: Create buyer personas, positioning, and
messaging based on standard templates and frameworks. Objectives: Product ideation
strategy, Innovation & Market Fit, Design thinking techniques
• Value Validation & Testing if Customers Would Pay: Bring a lean mindset to
everything you do- get creative with how teams and resources deliver products.
Realizing your product’s purpose requires translating your vision into metric-based
objectives and key results that are communicated broadly, supported by leadership,
and evaluated frequently., with monthly business review. Objective: Defining Product
Value, Product resources identification, Conducting Market Research/ analysis.
• Designing the Business Model, Targeted Marketing & Market Analytics: A target
market analysis is an assessment of how your product or service fit into a specific
market and where it will gain the most traction with customers. Target market analysis
help businesses establishing strategies for effective marketing and sales technique by
assigning the viability of a product or service, finding new markets, and improving
the business strategy. In conjunction with the business model canvas will provide a
platform for innovation and creating enhanced value to the customer. Objective:
Product viability assessment, Industry trend analysis, Understanding product
marketing techniques & strategy, Product innovation techniques.
• UX Design and Neuro Product Marketing: We all understand the role that consumer
behaviour and emotions play in Ui Ux design. however, in this piece, you will
understand the impact of human brain’s functioning on determining the effectiveness
of a marketing strategy and how neuromarketing can have leverage research-based
method to evaluate your ui ux design processes. Objectives: Neuro product marketing,
UX design experience, and User behaviour.
• Developing a wireframe and Rapid Prototyping: Early-stage design/concept validation
of the form, fit and function of the design. Final stage product verification against the
technical requirement and the business objectives. It allows the functionality testing to
test the objectives of the concept and to finalise the product specification. the
prototype gives the end-user, client, customer, user participants hands-on user
experience to get feedback. Objectives: Understanding wireframes, prototyping, Low
& High-Fidelity design, UI & UX Management.
• Using Balsamiq software for PM to assist throughout entire process of Product Life
Cycle Development. Balsamiq Wireframes us the industry standard low fidelity
wireframing software. Objective: Building wireframes, HI-Fidelity prototyping
• New Product Development, MVP, Feature Engineering: MVP development is the
safest, low-cost, and low-risk approach to see if your idea is reasonable and solves
issues it aims to. However, what is the minimum number of features? Create a Feature
Priority Matrix that helps you validate features and define their priority in terms of
three values: impact, risk, and effort. Focus on the target audience needs and
expectation regarding your product or service. Objectives: Minimum Viable Product
(MVP) Development, RICE Calculation Scoring Model, Understanding user
expectations from product or service.
• Product Roadmapping & Prioritization.
• Introduction to JIRA: Get exposure to Jira which serves as one of the building block
tools for any product manager to assist them throughout the entire process of product
life cycle development it is a project management tool that help bring customers’
needs into focus, set priorities as a team, and seamlessly move from product ideation
to customer delivery all in Jira. Objectives: Agile Project Management, Sprint
Planning
• Systems Thinking, Critical Thinking & Being a Change Leader. Objectives: System
Thinking, Organizational Development, Understanding Product Ecosystems.
• Developing Services & Platforms: Workout. Work out the optimal digital platform
architecture and bring it to life. Enable efficient data exchanges and communication
between all digital platform’s services. Manage your ecosystem with a centralised
control mechanism and real time visibility. Write the network effect without worrying
about degradation or downtime. Land in the cloud without technical debt by
eliminating, automating, and consolidating. Objective: familiarise yourself with data
exchanges and communication between all digital platform’s services understand
wireframes, Master product lifecycle development, Understand user persona
• Product Lifecycle Management, Metrics and AI: realising your products purpose
requires all product (and companies) follow a life cycle across launch, growth,
maturity, and decline. it’s not enough to just ship a product. driving a continual
growth demands an agile product organisation that consistently react to changing
market demand and launches new products and features every quarter month or even
 every sprint. this should not be driven by intuition or gut feel but based on applying
advanced ai and mill techniques on available data. Objectives: Product Lifecycle
Management, North Star Metric- user NPS, CSAT, et., Agile Methodologies, AI &
ML Applications in Product Management.
• Introduction to Tools: Google Analytics: Get exposure to Google Analytics which
serves as one of the building block tools for any product manager to assist them
throughout the entire process of product life cycle development. it is a web analytic
service that collects data from your website and apps to create a report that provides
insight into your business. Objectives: Web Analytics, Acquisition and Engagement,
Monetization and Retention, Real time data and insights.
• Introduction to tools Mixpanel: get exposure to Mixpanel which serves as one of the
building block tools for any PM to assist them throughout the entire proves of PLC
development. It is a product analytics tool that enables you to capture data on how
users interact with your digital product. Objectives: Insights reports, Funnels report,
Flow report, Retention report, KPI Trends
• Product Management Capstone Project to solve real world problems using your skills.
People to follow: Namitha Vasudevan Principal PM at Microsoft, Sanjit Samanta Senior PM
at Adobe, Balaji Ramaswamy Senior PM at Amazon, Anirudh Sareen Product line manager at
VMware

IBM IT Project Management

Programme Modules

MODULE 1 Introduction to Project Management “What is a Project?” and “What a Project is

not?” What is IT Project Management? Project Life Cycle Knowledge Areas for Project
Management Project Team and Project Careers
MODULE 2 Project Selection, Prioritisation and Project Portfolio Management IT Business
Strategy Alignment Financial Criteria Based Selection Portfolio Approach to Managing IT
Projects

MODULE 3 Project Initiation Understanding Organisation Culture and Structure for Project
Management Stakeholder analysis and Stakeholder Register Project Proposal Project Feasibility
Project Charter

MODULE 4 Project Planning (Scope and Schedule Planning) Introduction to Project Planning -
Scope and Scheduling Requirements Gathering Creating Use Cases Decomposing Project Work
(Work Breakdown Structure) Activity Sequencing Schedule Planning Estimation Methods and
Gantt Chart Critical Path Method: Forward Pass, Backward Pass, Float

MODULE 5 Project Planning (Risk Planning) Introduction to Project Planning (Risk Planning) Risk
Planning in Scheduling: Programme Evaluation and Review Technique (three-point estimation)
Triangular Distribution and Risk Planning using Simulation Risk Analysis Plan Risk Responses

MODULE 6 Project Planning (Resourcing and Budgeting) Introduction to Project Planning

(Resourcing and Budgeting) Resource Types and Resource Decisions Resource Loading
Resource Constrained Projects Resource Loading in Time-Constrained Projects Estimating
Project Costs, Reserve Analysis and Cost of Quality

MODULE 7 Project Execution Introduction to Project Execution Project Fast Tracking Project
Crashing

MODULE 8 Project Monitoring, Control and Closure Introduction to Project Monitoring, Control
and Closure Earned Value Management Project Communications Management Conflict
Management in Projects Change Management in Projects Project Closure

Module 8 Learning MS Project, Module 10 Capstone Project

MODULE 11 Optional): Introduction to Agile and Scrum Fundamentals of Agile Values

Advantages & Disadvantages of Agile Scrum: Introduction Scrum Roles: Product Owner, Scrum
Master & Development Team Strategies for using Scrum Events: Sprint Planning, Daily Scrum,
Sprint Retrospective and Sprint Review Understanding & Creating User Stories, Theme & Epics

MODULE 12 Optional Module on PMP Certification Training granting 35 PDU Lesson 1: Creating
a High-Performing Team Lesson 2: Starting the Project Lesson 3: Doing the Work Lesson 4:
Keeping the Team on Track Lesson 5: Keeping he Business in Mind Appendix A: Mapping Course
Content to the Project Management Professional (PMP) Examination Content Outline.

Final Goals:
Learn the basics of PM!
Understand why majority of the products fail.
Learn to ideate a new product using various Product Frameworks
Learn to define and understand your key audience and most appropriate route to market.
Understand consumer behaviour and engagement patterns with the help of Data analytics.
Learn Product Life Cycle along with road mapping and prioritizing.
Learn to design business model.
Understanding your value proposition in the context of your users.
Learning critical thinking, system thinking frameworks to make complex decisions.
Soft skills development with growth mindset,
Learn tools like Jira, Google Analytics which PM used in day-to-day life.
Projects from ISB so change companies to not seem copy:)

Flipkart use Amazon or Myntra instead:

1. Learn to create an effective product roadmap: For H2 2023, Flipkart as a company is

focused on 3 major goals via their product - Reducing order cancellations/returns,
improving discoverability of products and growing to the next billion users. By working on
this project, you will be equipped with the fundamental skill of creating a short/long
term product roadmap which dictates the product development pipeline. It will also
help in following through with the Product Strategy of the company.

Paytm use Phone Pay or Google Pay:

2. User Research & Translating it to Product Design Paytm is looking to launch a new
loyalty programme product which will help them convert existing users into power users.
By working on this project, you will learn the first step of building a great product –
Effective User Research. Use those insights to turn them into a wireframe/low-fidelity
mock-up and collaborate with designers better for the final product design.

Swiggy Use Zomato

3. Understanding Key Metrics via Product Analytics: Swiggy recently launched a product to
offer home-like meals aimed at increasing daily food ordering. This is targeted towards
professionals who don’t have time to cook. By working on this project, you will learn
what are the key metrics involved in building a product and how to track them. Then use
that data to build better products which will guide your instincts and product sense.

Meta use Google

4. Setting the Right Vision & Strategy for Products: Meta started its focus to work on AR/VR
products with a bet that it’s the platform of the future. As a Product Manager for its
upcoming device (Meta Quest 3) that will focus on these technologies and target the
mass market, design a vision & strategy document for this product. This document will
be used by all stakeholders to understand how the product will shape up & impact
customers. Students learn how to draft vision and strategy for new products and
launches. This allows Product Managers to prioritise better, align stakeholders and be
agile with strategy to build successful products.

Microsoft

5. Iterating & Optimising Existing Products for Success: Microsoft Teams was launched in
2017 as a competitor to workspace communications tool Slack. It then expanded its
capabilities to include video conferencing when the pandemic hit in 2021. It’s part of the
Microsoft 365 suite and is constantly positioned to meet the needs of working
 professionals. Create a sprint plan for the next quarter which will focus on the next big
feature that Microsoft Teams should work on. Students learn a key aspect of product
development - to iterate and optimise existing products. It’ll ensure they’re constantly
making their products better to suit customer needs.

Take case studies from, Airbnb, Ford, Dropbox, LinkedIn, Monday.com, Tinder, Unsplash, and
Groupon.