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Quick Facts

Medium Of Instructions	Mode Of Learning	Mode Of Delivery
English	Self Study, Virtual Classroom	Video and Text Based

Courses and Certificate Fees

Certificate Availability	Certificate Providing Authority
yes	IIM Kozhikode

The Syllabus

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

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

What is and is not a strategy?
Porter’s generic strategy
Competitive strategy
SWOT analysis
Core competency and its characteristics
Strategic planning, implementation, and controlling process
Strategic business units and its relevance for successful Product Strategy
A strategic Alliance case study - UTV & Disney

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

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

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

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

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

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

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

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

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

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

Data Preparation
Missing Value and Imputation of Missing Value
Data Coding
Data Entry
Data Arrangement for Suitable Analysis
Secondary Data Analytics
Survey 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

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

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

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

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 Life Time Value Analysis

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

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

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

History of Product Development Processes
Introduction to Scrum Framework
Scrum Team
Scrum Events
Scrum Artefacts
Scrum Illustration in Microsoft
Case Study: Turtle Limited

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

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

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

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

Product Leadership and Its Importance
Qualities of an Effective Product Leader
Setting-up a Product Development Team

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.