INDIAN INSTITUTE OF

MANAGEMENT, LUCKNOW

EXECUTIVE PROGRAMME IN
DATA DRIVEN
PRODUCT MANAGEMENT
Starts March 30, 2024 | 8 Months | Live Online | In-campus Immersion

IIM Lucknow Executive Alumni Status* Batch 10

Programme Summary
Executive Programme in Data Driven Product Management

Institute Name Programme Duration Cost Learning Mode Weekly effort

IIM Lucknow 8 Months INR 1,98,000 + GST Weekly Live Online Sessions 5 to 7 Hours per Week
(exclusive of by IIML Faculty
application fee)

Faculty Payment Options Eligibility Certificate

IIM Lucknow Flexible Instalments Any Graduate (10+2+3)/Diploma Upon successful completion of
Faculty plans with EMI options holder (10+2+3)/Postgraduate the programme, with a minimum 75%
available with minimum 1 year of attendance and satisfactory academic
experience. Candidate should be performance,
currently working. participants will be awarded a
certificate of completion.
Learning Experience

Weekly Live-online lectures from Practitioner Insight sessions by Learn from real-world business use-
leading IIML faculty. Industry Experts cases and cutting edge frameworks

Two days Campus Immersion for Group Capstone Project guided by

IIML Faculty
peer-to peer networking and
collaborative learning

Frequently Asked Questions

What would be the mode of learning?

There would be 2-hour weekly live-online lectures on Saturdays and Sundays conducted by IIML faculty. The programme is spread across nine modules for a
duration of around 11 Months. The learning experience would include rich discussions with eminent faculty and seasoned peers, case-based learning, structured
insights from industry practitioners, assignments and quizzes, hands-on business simulations, and guided capstone project work for which the learners would have
to put in additional efforts beyond class hours.

Is there a campus immersion included in the programme?

For an immersive and experiential learning journey, the programme offers a campus chapter at IIML campus of two days as a part of the program's learning journey
providing a rich networking and face-to-face learning opportunity.

Who is the faculty for the LIVE Lectures sessions?

The LIVE-online lectures are conducted by the faculty of IIM Lucknow, who have real-world experience in the domain. Additionally, the programme would
have practitioner insights sessions by Industry Experts.

Is there a qualifying mark/ grade to get the final certification in this course?
IIM Lucknow Certification Criteria: Participants must successfully complete all evaluation components by IIM Lucknow with minimum pass marks of 50% and
meet the requisite 75% minimum attendance criteria to obtain Certificate of Completion from IIM Lucknow. Participants who are unable to clear the
evaluation criteria but have the requisite 75% attendance will be awarded a Participation Certificate by IIM Lucknow.

Do I get Alumni status of the Institute on completion of this course?

Yes, on successfully completing this programme, you will be eligible to receive IIM Lucknow Executive Alumni Status.

Will Emeritus/ Institute help with placement services?

This programme is designed with some of the best faculty and to cover relevant topics in a manner that creates positive career outcomes. As an additional service,
we provide resume writing guidance, navigating job search and interview prep along with this course. All this guidance is provided over recorded videos, this is not
live. However, we do not offer placement services with our courses.

What type of certificate will I receive?

To qualify for the Certificate of Successful Completion, participant should accumulate more than 50% of COPM (Cumulative Overall
Percentage of Marks). Also, Attendance should not be less than 75% at the end of the Programme taking all the Courses put together. If
participant doesn’t fulfill the mentioned criteria, then he/she will get ‘Certificate of Participation’ from IIM Lucknow>

How long will I have access to the learning materials?

Post session video recordings from live sessions will be available to the participants till two weeks (approx. 14 days) after the live session is conducted, only at the
discretion of the Programme Directors/ Faculty. All faculty may not permit it. Emeritus or the institute does not
guarantee availability of any session recordings after the two-week period is over.

What if I don’t find the course appropriate for me after starting the sessions? Can I seek a refund?
We encourage our learners to complete the course to fully understand the concepts and derive valuable learning outcomes. All notification of
cancellations/withdrawals from the programme must be received in writing 14 days or more before the programme start date. Where the request for refund of
academic fees has been received 14 days or more before the programme start date, full refund of the amount paid towards programme fee (excluding application
fee, if any. Application fee is non-refundable) shall be made. The request for refund of academic fees has been received in writing less than 14 days from the
programme start date. The refund shall be made for an amount equal to the academic fees after deducting a refund processing fee of INR 5,000 and the GST
component. No refunds will be processed after the commencement of the Program.

Note: This Course Summary is provided only for your convenience. You are advised to refer to the Course Brochure for more information.
Overview
Product management capabilities are among the top two drivers of business performance,
according to Mckinsey in 2023. As a result, businesses across India are embarking on their own
product transformation journeys and adopting product management as a source of competitive
advantages. Yet many businesses do not fully grasp their product management talent shortage. Not
only do they need to find skilled product managers in a fiercely competitive market but also reskill
existing employees with advanced and up-to-the-minute strategies and technology.

To turbocharge the next generation of product managers, IIM Lucknow has designed the Executive
Programme in Data Driven Product Management. India’s only executive education programme to
link product, marketing and development strategies across a product’s lifecycle with data analytics
and design thinking, this programme will help you scale customer and market-centric business and
pull off real transformation.

246% Top 10
The average salary for a product manager Product management is among the top 10
is around 246% higher than the national in-demand jobs of 2023 despite threats of
average salary in India. AI.

(Economic Times, 2023) (Naukri.com)

Starts On Duration
March 30, 2024* 8 Months

Format Programme Fee

Live Online Sessions INR 1,98,000 + GST

*Begins with an introduction to the platform

Who is this programme for?
Product Analysts, Product Managers, Product Marketing Managers, Future Product Leaders and
Owners who want to gain industry-proven and data-driven expertise to accelerate career growth.

Sales managers, business developers and other professionals keen to acquire structured exposure
to product management and product analytics to shift to product management roles.

Software developers, tech professionals, data scientists, UX engineers, and architects who aspire
to get into data-driven product management roles.

Entrepreneurs and small-business owners looking to build products of tomorrow by understanding

the product lifecycle and leveraging data-driven decision making capabilities.
Programme Highlights

Immersive 8-month live

Two-day campus
online programme
immersion

Learn from leading Network with peers and

IIM Lucknow faculty and learn from their rich
industry experts experiences

Gain hands-on experience Learn proven product

through real-world case- management and analytics
studies and concepts from product
industry standard tools leaders

Deep-dive via
masterclasses and Comprehensive
industry expert sessions, Capstone project
and hands-on project work

Note: Campus immersion will be at IIM Lucknow Noida Campus.

Programme Directors
Prof. Anita Goyal

Professor, Marketing
Indian Institute of Management Lucknow
Anita Goyal is Professor of Marketing at the Indian Institute of Management
Lucknow, India. She holds Bachelor of Science from University of Delhi, Master
in Business Administration in Marketing Management from University of
Poona, India, and Doctor of Philosophy in Marketing from Jamia Millia Islamia,
New Delhi, India. With a span of 28 years in academics, Anita currently teaches
Masters and Doctorate courses on marketing management, product and brand
management, services marketing, consumer behavior, and conducts sessions in
short-term academic as well as training programs for industry executives. She
co-coordinates a number of management development programs for industry
executives and also chairs the academic administrative positions.
She has delivered invited lectures in industry and academic institutions in India
and abroad [ESCP Europe, France and Institut d’Administration des Enterprises
(Institute of Business Administration), Aix-en-Provence, France]. She has been
Guest Faculty for marketing courses in Master of Business Administration and
Master of Philosophy programs in Europe (EDHEC, Lille, France) and Nepal
(Kathmandu University School of Management) respectively. She has to her
credit research articles in reputed national and international journals, book
chapters, and marketing cases. Anita is the editor of a book on ‘Innovations in
Services Marketing and Management’ with IGI Global, USA, and also guest
edited journals’ special issues.

Dr V.S. Prakash Attili

Associate Professor,
Information Technology and Systems,
Indian Institute of Management Lucknow

Dr V S Prakash Attili has 20 years of extensive experience in IT Service Delivery,

Corporate Training and Academia. This includes 6 years of client-facing roles in
USA, A decade of management experience in driving global, large-scale IT
projects. He is also an Agile Coach and Certified Scrum Master and has acted as
Strategic Advisory for multiple teams. He has been part of leadership teams in
his earlier organization and has won the prestigious Award of Excellence as
Most Valuable Contributor in 2016 and 2018. He has published in various
refereed journals and conferences including, Communications of the
Association for Information Systems (CAIS), Information Systems Frontiers
(ISF), Americas Conference on Information Systems (AMCIS).

Note: Programme Directors might change due to unavoidable circumstances, and revised details will be provided closer to programme
start date.
Programme Modules
MODULE 1: Foundations to Successful Management of Products

Marketing strategy and marketing plan

Dynamics of Economic and Business Landscape: Deep Capital and Product Innovation
Dynamics of Economic and Business Landscape: Process Innovation and Service Delivery
Market segmentation, persona, and value proposition
Discovering new markets and market sizing
Disruptive Business Models in a Digital Economy (B2B, B2C, B2B2C)

MODULE 2: Understanding the Customer: Customer Research and Design

Thinking (Part 1)

*Masterclass: Defining Customer Do's (needs)

Using Design Thinking framework for Identifying Customer Dos
Sourcing the Right Data and Data Challenges; Quantitative Research: Interviews & Surveys
Qualitative Research Methods
Quantitative Research: Experiment & ANOVA
Qualitative methods for product managers- AB testing, funnel testing

MODULE 3: Understanding the Customer: Customer Research and Design

Thinking (Part 2)

Data issues and cleaning

Using Exploratory Analytics, Graphs & Plots (with use case and python)
Analyzing Data with basic Statistical models (with use case and python)
Regression techniques (with use case and python)
Clustering techniques (with use case and python)
Conjoint techniques (with use case and python)
Analytical methods for product managers: Web analytics, Segmentation analytics
Using Google Analytics - Deep Dive
*Masterclass: AI and ML for Product Managers
Programme Modules
MODULE 4: Building Product Market Strategy

Building Customer engagement and retention strategies

Decoding the customer journey
Concept Testing in B2C
Product Development in B2C
Product positioning, roadmap and portfolio
Pricing models
Pricing for Software
Media Mix, messaging and communication
Managing channel partners and affiliates
Lead Generation and SEO

MODULE 5: Defining User Experiences and Prototyping & communicating insights

Data visualisation and storytelling

Building User Experience
Building a Prototype/ MVP & Testing
*Testing a Prototype and Implementation

MODULE 6: Agile and Lean Product Development

*Masterclass: Prioritising product features

Product research and development
Agile development methodologies
Scrum Product Backlog and Estimation: Epics, User Stories, Features
Product Testing and Support
Tools and metrics for program management: Jira
Programme Modules
MODULE 7: Launching a Winning Product

Sales forecasting, marketing budgeting and ROI

Products and Platforms - Concepts and Business Models
Online reputation management
Packaging, bundling, promotions
Product Marketing Metrics and ROI: Lifetime Value, CAC, Conversion Ratios
Cost Management

MODULE 8: Product Management for Digital Products and Platforms

Product Management for Ecommerce and Aggregator Platforms

*Product Management for Cloud and SAAS Based Platforms
*Masterclass: Product manager role and day in life of product manager/Interview-Cracking Tips;
Market, Demand and Skills
Product Management for Service Businesses
Metrics for product management 1
Metrics for product management 2
Pitching a Product/Corporate Finance
Programme Modules
MODULE 9: From Startups to Scaling Up

Managing legal requirements, Risk and Governance, IPR

Scaling up a Business: Framework and metrics
Tableau Session-I
Tableau Session-II
Negotiation and Persuasion Strategies

Note:
- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme
hours.
The primary mode of learning for this programme is via live online sessions with faculty members. Post session video recordings from
live sessions will be available to the participants till two weeks (approx. 14 days) after the live session is conducted, only at the
discretion of the Programme Directors/ Faculty. All faculty may not permit it. Emeritus or the institute does not guarantee availability
of any session recordings after the two-week period is over.
-The in-campus modules are subject to the conditions/ unavoidable circumstances that prevail at the given point in time.
*Topics to be taught by Emeritus Industry Experts

TOOLS COVERED:

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply
any affiliation with or endorsement by them.
Case Studies

1 Innovative Approaches to Product Development

Explore diverse strategies and methodologies in product development, including team structures,
formal approaches, agile methods, and vital metrics for success.

2 MM versus Agile: Methodology Wars in Software Development

Explore the divisive decision-making between adopting the Capability Maturity Model (CMM) and
agile methodologies within an IT department, comparing and contrasting their approaches similar
to Kent Beck's eXtreme Programming.

Capstone project
The capstone project is the final part of the program where practitioners work together in
groups to put their learning into practice. This project is a significant academic and
intellectual experience, and it's crucial to finish everything on time as per the requirements.
Learning Outcomes

Work confidently with

Python and Tableau to
analyse and visualise data,
use storytelling to derive
Gain competency to build and communicate insights.
and manage the end-to-end
product lifecycle successfully
with machine learning and
design thinking
Understand disruptive
forces and how top
companies build and launch
successful products
Apply analytics and
machine learning
techniques to drive
meaningful insights about
customers and leverage
market dynamics Build and manage product
development lifecycle using
agile and lean
methodologies
Build scalable and robust
product and product
marketing strategies, based
on proven frameworks
Understand the role of
product management in
tech products, SAAS
Products, ecommerce, and
aggregator platforms

The data driven product management program deals with a whole gamut of product
marketing strategies driven by qualitative research, design thinking and analytical skills. In
the post-covid world, digital is going to be a game changer, we need to acquire skills right
from how to win a consumer to market segmentation to consumer positioning and this will
be only possible through data driven strategy.

- Prof. Rajeev Kumra

Past Participant Profiles
Work Experience

16%
23%
20%
41%

6 - 10 Years 16 - 20 Years
0 - 5 Years 11 - 15 Years

Industries

33% 25%
Others*
Information
Technology /
Services

6%
20% Pharmaceuticals /
Banking and Biotechnology /
Finance Healthcare

10% 6%
Consulting FMCG

Functions

Technology
Management Consulting Others*

35% 10% 8%
20% 8% 19%

Information Engineering Marketing

Systems/
Technology
Participant Testimonials
This program is well articulated and covered by IIM's faculty and external industry experts. The
program covers both the data driven concepts and the new age concepts of Product Management.
The Capstone project is one of the many opportunities which challenges you to apply the learned
concepts in real time.

Sujith Nai
Vice President, Profinch Solutions Pvt Ltd

First of all, I should thank Professor Ashish and Professor Garima, it was really helpful in whatever you
have taught us and I am sure all the learning we are going to implement in our daily work that is going
to be really helpful. All the new concepts that we have learned, It was helpful for all of us. And I think,
apart from that, it's the network that we have found that we have found, not just the students but
the faculty as well. I'm sure that is going to be helpful in the long term. Thank you so much.

Sonia Lal
Product Manager – PharmEasy

I want to express my gratitude and thanks towards all of the professors who have taken us through
this really long journey of the Data Driven Product Management programme. I remember in one of
the introductory sessions, Professor Ashish mentioned that IIM Lucknow is known for its rigour. I had
not realised the gravity of it until we have actually made it through the course. This is definitely a very
rigorous course and I feel the professors have done justice. You guys have been excellent teachers
and just hoping that I was worthy enough students so, thanks for sparing all of your weekends and
teaching the difficult concepts of product management and helping me with the tools, techniques and
frameworks. Thank you.

Ravi Jain
Sr. Product Owner, Nike India
Participant Testimonials
I'm grateful to the professors for guiding us through the Data Driven Product Management course.
Weekdays were quite hectic, but dedicating time on weekends was truly valuable for diving into the
course material. As I navigate a professional product launch, this learning experience has been
immensely beneficial, offering insights on the exact steps needed for success. The comprehensive
curriculum, coupled with the profound discussions among my batch colleagues, has enriched my
understanding significantly. Additionally, the supportive network formed here is invaluable and will
undoubtedly continue to be a great resource. Thank you for providing this enriching opportunity.

Pranav Sharma
Vice President, Profinch Solutions Pvt Ltd
Chief Marketing Office, Xlpatt IT Consultants

Good learning experience which can coherent students to the current market scenario. But the course
module is very vast and inclined for product management in technological space which is certainly a
new dimension for a person from real time product background.

Amit Saxena
Manager Product Services, MRF Limited
IIM Lucknow - Wiley Executive Program in Data Driven Product Management,
Certificate
Upon successful completion of the programme, with a minimum 75% attendance and satisfactory
academicperformance, participants will be awarded a certificate of completion and will be
eligible to receive IIMLucknow’s Executive Alumni Status (Optional). Participants are expected to
have 75% & above attendance. Thecumulative overall percentage of marks should be 50% and
above. Those participants who do not meet thesecriteria will receive a certificate of participation
from IIM Lucknow. No certificate shall be awarded if theattendance is less than 40%.

Indian Institute of Management Lucknow

This is to certify that

__________________
has successfully completed / participated in the

Programme in Data Driven Product Management held

during DD-MM-YYYY to DD-MM-YYYY at IIM Lucknow

Programme Director Programme Director Chairperson - MDP

*Programme delivery is in online live synchronous mode with campus immersion.

Note:
- The certificate shown above is for illustrative purposes only and may not be an exact prototype of the actual
certificate.
- IIM Lucknow reserves the right to change the certificate and specifications at any time without notice.
IIM Lucknow Executive Alumni Benefits
Upon completion of the programme, participants will need to register with a one-time registration
fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status. The benefits
include:
Executive Alumni status of the Indian Institute of Management Lucknow

Receipt of all programme brochures and newsletters from IIM Lucknow (MDP Office)

Details of souvenirs available with MDP office

Lifelong access to a network of distinguished IIM Lucknow Executive Alumni

Access to the IIM Lucknow Campus Library (onsite access)

10% discount in fee for any additional program (Open program, Online) at IIM Lucknow (Lucknow and
Noida campus)
10% group discount on the fee for referring participants (minimum group of five)

Note: The Executive Alumni benefits are subject to the discretion of IIM
Lucknow.
Emeritus Career Services
15 Recorded sessions and resources in the following categories:
(Please note: These sessions are not live):

Resume & Cover Letter

Navigating Job Search
Interview Preparation
LinkedIn Profile Optimisation

Note: -
- IIM Lucknow or Emeritus do NOT promise or guarantee a job or progression in your current
job. Career Services is only offered as a service that empowers you to manage your career
proactively. The Career Services mentioned here are offered by Emeritus. IIM Lucknow is NOT
involved in any way and makes no commitments regarding the Career Services mentioned
here.

Navigating Job LinkedIn Profile

Search Optimisation

Resume & Cover Interview

Letter Preparation
Payment Details
Programme Fee INR 1,98,000 + GST

Alumni Fees (Optional) INR 10,000 + GST (To be paid after programme completion)

Note:
GST (currently @ 18%) will be charged extra on these components.
- Instalment payment options available.
- Additional convenience charges will be applicable on instalment payments.
- For detailed information on instalment payments reach out to your programme advisor.
- The school will be providing study materials in an electronic format. In case if participants needs a physical
copy, they will have to bear the international courier charges.
- In case a programme session corresponds with a public holiday, the session would be held on the following
weekend.

Deferment Policy
- If a participant wishes to defer their participation to the next cohort and initiates this request before the
programme's start date, they must pay a registration fee of INR 5000 + GST.
- If a participant initiates a deferment request after the programme has started, they will be required to pay
a deferment fee or re-registration fee of INR 25000 + GST. Additionally, any difference in the programme
fee will also be applicable.

Finance options available. Click here to know more.

For more information please email at iiml.execed@emeritus.org
Programme Details

Programme Schedule
Duration 8 Months

Academic Orientation* April 20, 2024

Live Online Sessions Saturday and Sunday

10 am to 12 pm

Attendance Minimum of 75% attendance is mandatory for

Certificate of Completion

Note:
- The actual programme schedule will be announced closer to the programme start.
- Some sessions with faculty and/or industry experts could be rescheduled at a different time, in case of exceptional
circumstances.

Programme Application Link

Click here to apply to the programme.

Eligibility
Any Graduate (10+2+3)/Diploma holder (10+2+3)/Postgraduate with a minimum of 1+ years of work
experience as on March 30, 2024
Candidate should have a minimum of 50% marks in graduation/ diploma/ postgraduation
Candidate should be currently working

Evaluation
Examination / Evaluation shall be conducted by the Institute Examination will be held for every course
Participants will be given any one of the following grades: “Excellent”, “Good”, “Fair” and “Poor”
depending on their performance in the examination
Application Requirements
Experience Documents:

For Previous Organisation(s): Relieving letters

For Current Organisation: Current Salary Slip or Bonafide Certificate from the HR department on
company letterhead

Graduation and Post-Graduation Education:

Marksheet - Individual or consolidated (all semesters)

Passing Certificate - If Any
Diploma/ Degree/ Doctorate

ID Proof:

Any Government-issued photo ID like PAN Card, Driving License/ Passport, etc.

System Requirements
On successful completion of the programme, with a minimum 75% attendance and satisfactory
academic performance, participants will be awarded a certificate of completion and will be eligible for
the IIM Lucknow Executive Alumni Status.
Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
Webcam: built-in or USB plug-in
Processor: with Dual Core 2Ghz or higher (i3/ i5/ i7 or AMD equivalent)
RAM: 4 GB or higher
OS: Either MacOS 10.7 or higher OR Windows 8 or higher
An internet connection: Minimum bandwidth of 3.0 Mbps (up/ down)
Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
Zoom software client installed on your PC/ Laptop/ Mac
We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/
Laptops/ Mac systems and also on phones and tablets.
You can join your live online class from a phone or tablet if it supports the Zoom client.

We recommend that you attend classes from a PCs/ Laptops/ Mac.

About IIM Lucknow
The Indian Institute of Management (IIM) Lucknow, is one of the premier national level institutes of
management in India, involved in generating and imparting knowledge in the field of management.
IIM Lucknow stands tall on the foundation of an excellent, committed and profoundly
knowledgeable faculty, innovative pedagogical tools, as well as an electic and diverse student
community that has a burning desire to make new paths of its own.

The Association of MBAs (AMBA) has accorded accreditation to the Institute's PGPM, IPMX, and
PGPWE programmes. IIM Lucknow is amongst the five B-Schools in India to achieve the coveted
dual accreditations by the Association to Advance Collegiate School of Business (AACSB) as
well as the Association of MBAs (AMBA). World over, only about 5% of the institutes have
acquired AACSB’s accreditation.

IIM Lucknow is
#64 Globally
IIM Lucknow is now ranked 64th globally in its maiden entry into the prestigious Financial Times (FT)
100 List of Global Business Schools for it's flagship PGP (MBA) Programme. The institute scored high
on student employability, career progression and research.
About Emeritus
IIM Lucknow is collaborating with online education provider Emeritus to offer a portfolio of high-
impact online programmes. Working with Emeritus gives IIM Lucknow the advantage of broadening its
access beyond their on-campus offerings in a collaborative and engaging format that stays true to the
quality of IIM Lucknow. Emeritus’ approach to learning is built on a cohort-based design to maximise
peer-to-peer sharing and includes video lectures with world-class faculty and hands-on project-based
learning. More than 250,000 students from over 160 countries have benefitted professionally from
Emeritus’ courses.

Apply for the programme here

APPLY NOW

Refer and earn programme fee benefit

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For registration and any other information, please get in touch with us at
iiml.execed@emeritus.org

WhatsApp an Advisor on +918657038243*

* This number does not accept any calls. Please message your queries.

In collaboration with

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary

of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and
operates under the brand name of ‘Eruditus’ and ‘Emeritus’.