Professional Certification in Product Management

• Master product management holistically, understanding its adaptability across industries.
• Apply the KASH framework to cultivate and enhance competencies crucial for successful product management: Knowledge, attitude, skills, and habits in decision-making.
• Do a self-assessment to identify personal traits vital for product managers, and align strengths for career success.
• Learn transition strategies for smooth shifts into product management from diverse backgrounds.

• Learn how to apply Carol Dweck's theory for a growth-oriented approach in product management.
• Develop critical thinking skills for informed, rational decision-making in product strategies and problem-solving.
• Craft compelling customer value propositions based on functional, economic, and emotional value that resonate with customer needs.
• Understand consumer behaviour and categorize products by consumer motivations using the FCB Framework.
• Master how to create a detailed customer journey map.
   

• Understand the pivotal role of product roadmaps in strategic decision-making and stakeholder alignment.
• Explore diverse roadmap types (timeline, release, Kanban, outcome-based) and their situational applications.
• Learn techniques for efficient backlog management and feature prioritization based on user impact, business alignment, and resources.
• Grasp the significance of iterative development in agile processes, promoting adaptability and continuous enhancement.
   

• Distinguish between online and offline business models, analyzing their structures, advantages, and limitations within the same product category.
• Acquire methods for market segmentation, consumer targeting, and strategic product positioning for maximum market impact.
• Explore diverse pricing strategies across different business models and learn to assess financial statements for effective pricing decisions.
   

• Comprehend how design thinking enhances creativity, empathy, and problem-solving in product management.
• Compare design thinking with traditional approaches, highlighting its strengths in user-centered approach for development.
• Harness design thinking for innovative product and service creation, applying principles in problem-solving scenarios for breakthroughs.
   

• Differentiate between insights and raw data, emphasizing empathy to decode consumer behaviour effectively.
• Explore qualitative and quantitative research methods (ethnography, interviews, surveys, data analysis) for comprehensive consumer understanding.
• Extract actionable insights from consumer behaviours and conversations to inform product changes and communication strategies.
   

• Align product strategies with business plans, ensuring coherence and synergy between the product roadmap and organizational objectives.
• Develop SMART goals aligning enterprise objectives with product-specific goals for effectiveness.
• Explore growth strategies, identifying critical success factors and KPIs to monitor and enhance product and brand performance.
   

• Grasp UX design's goals and elements, which are crucial in creating user-centric experiences within product management.
• Understand key UX principles like usability, accessibility, and user satisfaction, discerning human-centered from technology-centered design approaches.
• Apply UX principles to practical product challenges in breakout sessions, translating theory into problem-solving strategies.
   

• Learn methodologies for problem definition, ideation, and validating problem-solution fit for innovative product development.
• Adopt a user-centric approach: Create user stories, acceptance criteria, MVP canvas, and select features, prioritizing user testing, feedback, and iterative development.
• Hone your decision-making skills: Determine pivots or continuations based on iterative feedback and market validation.
   

• Grasp wireframing and prototyping principles, distinguishing their purposes and the tools used in the design process.
• Explore wireframe essentials like navigation, content layout, and common mistakes, applying knowledge through practical exercises.
• Transition from low-fidelity wireframes to high-fidelity prototypes, focusing on user flow, layout, and usability for interactive designs.
   

• Differentiate between platforms and products, understanding architectural elements, technology stacks, and API design in platform development.
• Analyze platform monetization strategies, dissecting revenue streams, and exploring growth opportunities.
• Evaluate growth and competition, analyzing revenue generation and conducting competition assessments to strategize platform enhancement.
   

• Develop a product lifecycle management (PLM) strategy by addressing challenges in each product lifecycle stage.
• Learn about AI and ML applications in product management, focusing on personalization, insights, trend and behaviour analysis, predictive analysis, and inventory planning.
• Explore real-world AI applications in measuring KPIs for various B2B and B2C products and services.
   

• Master Balsamiq for wireframes and high-fidelity prototypes in product design.
• Gain expertise in Jira for Agile project management, facilitating team collaboration and project tracking.
• Understand Google Analytics for web analytics, acquisition, engagement, monetization, retention, and real-time insights.
• Utilize Mixpanel for insights, funnel analysis, flow reports, retention, and KPI trend analysis, supporting data-driven decisions.
   

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. 

• Research & analyze markets, user needs, and competition.
• Align products with company vision strategically.
• Define metrics, validate solutions, and track progress.
• Innovate user-centric solutions and foresee market trends.
• Solve problems and make data-driven decisions.
• Communicate effectively to diverse stakeholders.
   

• Grasp neuroscience and psychology's impact on consumer behaviour within marketing.
• Understand how the brain processes marketing stimuli involving perception, attention, memory, and emotional responses.
• Explore limbic system-controlled emotions and amygdala impact alongside neurometrics measuring brain responses in marketing.
   

• Distinguish product, brand, and enterprise failures via case studies, extracting lessons to avert similar pitfalls.
• Apply new product development (NPD) principles for digital product creation, crafting effective launch strategies based on NPD insights.
   

This final session wraps up the product management program, reflecting on the collective learning journey and recognizing the growth and insights gained by all learners.