Executive PG Certification in

Product Management
Master Skills in Product Management with IIM Professors

10 Million IIM Ranchi 55% Average

Learners Executive Alumni status Salary Hike

IND: +91 7022374614 US: 1-800-216-8930 [email protected] www.intellipaat.com

Executive Post Graduate Certification in
Product Management
The Executive Professional Certification Program in Product Management program is
designed to equip you with the essential skills needed to excel in the fast-paced world of
product management. Learn from esteemed IIM Ranchi faculty and industry experts and
gain a deep understanding of product lifecycle, strategy, vision, and more. The program
also includes a 3-day campus immersion at IIM Ranchi, where you will experience in-
person learning and networking opportunities, earning the prestigious Executive Alumni
Status from IIM Ranchi.

Hottest Job of 21st Century

1.7 Million Job Postings Skill Development
There is a global estimate of 1.7 million job Key skills include Product Lifecycle
postings for Product Management roles by Management, Market Research, Product
2026. Strategy, Agile Methodologies, and Data-
Driven Decision Making.

Growing Industry Lucrative Salaries

Product Management is expected to grow with The average salary for Product Managers is
a CAGR of 12% from 2024 to 2029. around ₹15,00,000 per year.

High Demand Popular Degree

Projected 30% job growth for Product Over 40% of Product Management
Managers by 2030, as companies focus professionals have a Master’s degree or
on innovation and digital products. equivalent certification.

Our Credentials
10 Million+ 1,000+ 400+
Aspiring Active Students Industry-expert Instructors Hiring Partners

500+ 55% 155+

Corporates Upskilled Average Salary Hike Countries’ Learners

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About Program
The program in collaboration with IIM Ranchi, provides a well-rounded curriculum that prepares
participants for the challenges of managing innovative products. Covering everything from
product strategy and vision to user research and go-to-market execution.

Learning Format 9 Months IIM Ranchi IIM Ranchi

Online Bootcamp Live Classes Campus Immersion Certification

Key Highlights
80 Hours of IIM faculty-led training 20+ Hours of Live instructor led training by Intellipaat

Get Career Services by Intellipaat Get Post Graduate Certification from IIM Ranchi

24/7 Support One-on-One Mentorship with Industry Experts

Essential Training in Soft Skills Designed for Both Working Professionals and Freshers

One-on-one Mock Interviews Resume Preparation Mentoring and LinkedIn Profile Review

No-Cost EMI Option

Program Pedagogy
Instructor-led Training Hackathons
Get trained by top industry experts Get a sense of how real projects are built

Dedicated Learning Management Team Peer Networking and Group Learning

To help you with your learning needs Improve your professional network and learn from
peers

Self-paced videos Gamified Learning

Learn at your own pace with Get involved in group activities to
world-class content solve real-world problems

Projects and Exercises 1:1 Personalized Learning

Get real-world experience through Hands-on exercises, project work,
projects quizzes, and capstone projects

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Who Can Apply for the Course?
Individuals with a bachelor’s degree and a keen interest in learning product management.

Freshers who are looking to start their careers in product management.

Designers, Developers, and product experts can apply for this course.

IT professionals looking for a career transition to product managers.

Professionals looking to advance their IT careers.

Marketing professionals looking to learn product management.

Application Process
The application process includes three simple steps. Based on the interview panel's feedback,
selected candidates will receive an admission offer. The selected candidates will be notified over
email and phone, and they can block their seats by paying the admission fee.

SUBMIT APPLICATION
1
Tell us a bit about yourself and why you want to join this program

ADMISSION TEST & APPLICATION REVIEW

2 Then, candidates will be shortlisted by the admission panel based
on their application.

ADMISSION LETTER
3
Selected candidates will be notified within 1–2 weeks

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Program Curriculum
Prerequisite Sessions Phase 2: Product Ideation and Design
Effectively using MS Excel
Module 5
Working with Jira

Product Ideation and Validation

Mastering Figma for UX Conceptualizing Innovation and Its Importance

Phase 1: Foundations of Product Management Innovation Capabilities and Strategies

Techniques for Idea Generation (Brainstorming, SCAMPER)

Module 1 Idea Validation and Screening Process

Introduction to Product Strategy & Management Developing a Minimum Viable Product (MVP)

Definition of a Product: Types and Features

Intellectual Property in Product Management

Product Mix and Product Lines

Business Model Canvas for Product Ideation

Product Life Cycle (PLC) Overview

Building and Validating the MVP Through Feedback Loops
Role of Product Management in Organizations

Success Drivers in Product Management

Module 6
Introduction to Product Management Roles in IT
Customer-Centric Product Design & Prototyping
Exemplar Products and Case Studies
Mapping Buyer Personas

Basics of Consumer Research and Data-Driven Decision Making User Personal and Their Importance

Module 2 Design Thinking Process and Applications

Low-Fidelity Prototyping Techniques

Product Life Cycle and Strategy Understanding User Experience (UX) Design Principles

Understanding Product Life Cycle Stages

Interaction Design and Prototyping Tools

Product Strategy and its Core Characteristics

Customer Journey Mapping for Problem Solving
Role of Product Managers in Strategy Formulation

Importance of Market Research in Strategy

Module 7
Frameworks for Product Strategy (Ansoff’s Matrix, BCG)
Competitive Advantage in Product Strategy
Strategic Planning, Implementation, and Control Process
Defining What is and What is Not a Strategy

Aligning Product Goals with Business Objectives Core Competency: Identifying and Leveraging Strengths

Building Strategic Business Units (SBUs)

Module 3 Competitive Strategies for Product Positioning

Strategic Market Analysis Aligning Strategy with Market Needs and Gaps
Introduction to the 5C Framework

Buy, Build, or Partner Decision Framework

Phase 3: Strategy and Market Execution
Market Segmentation and Analysis Techniques

Prelim Business Model Canvas Development

Module 8
SWOT Analysis for Market Insights
Product Engineering Strategies
Evaluating Industry Competitiveness (Porter’s Five Forces)
Prototype Development Methods and Tools

Business Model and Plan Evaluation Testing and Validation in Product Engineering

Introduction to Agile, Scrum, and Lean Development

Module 4 Production Strategy: From Prototype to Product

Value Creation, Communication & Delivery Feature Prioritization Techniques (MoSCoW, Kano)

Understanding Value Creation in Product Development

Handling Product Development Teams

Value Proposition Design and Mapping

Continuous Feedback Integration into Development
Strategies for Effective Value Communication

Value Delivery Models (Traditional vs. Contemporary)

Co-Creation and Customer Involvement

Porter’s Value Chain and its Applications

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Program Curriculum

Module 9 Module 13
Product Launch & Go-To-Market (GTM) Strategies Growth Strategies and Competitive Edge
Understanding Go-To-Market Strategies
Market Opportunity Analysis for Product Growth

Test Marketing: Purpose and Implementation

Tapping Untapped Markets: Rural and Niche Segments

Steps to Develop and Execute a GTM Plan

Growth Strategy Frameworks (Ansoff Matrix)

Product Launch Strategy: Timing and Execution

B2B Product Management: Key Differences and Strategies

Adoption and Diffusion of Innovations

Implementing Beta Programs for Product Refinement

Managing Product Launch with Agile Frameworks

Customer Acquisition and Retention Tactics

Developing Messaging for Successful Product Launch Scaling Products for Market Leadership

Module 10
Phase 5: Analytics and Metrics
Competitive Strategies and Market Positioning Module 14
Market Orientation vs Competitor Orientation
Disruptive Innovation & Strategic Planning
Product Positioning: Key Concepts and Best Practices
Understanding Disruptive Innovation Models

Defining Points of Parity (POP) & Points of Difference (POD)

Characteristics of Disruptive Products and Technologies

Strategic Market Positioning for Competitive Edge

Managing Innovation in Established Markets

Messaging Frameworks for Product Success

How to Overcome Status Quo Bias in Customers

Competitive Strategy for Emerging Markets

Strategic Planning for Disruptive Products

Using Market Trends to Refine Positioning Bridging Strategic Gaps with Innovation

Evaluating Risks in Disruptive Innovation

Phase 4: Adv. Product Development & Analytics
Module 15
Module 11
Product Analytics & its Importance
Branding & Product Positioning
Introduction to Product Analytics and Its Role

What is Branding? Creating a Strong Brand Identity

Basics of Product Metrics: KPIs and Dashboards

Developing Brand Equity: Key Metrics

Applied Product Analytics for Decision-Making

Designing a Brand Positioning Statement

Characteristics of High-Quality Analytics

Brand Architecture

Scientific Methods for Product Analytics

Creating Brand Mantras and Slogans

Using Analytics to Identify Market Gaps

Building Brand Perception with Visual and Verbal Identity

Continuous Feedback Through Analytics

Perceptual Brand Mapping in Competitive Markets

Module 16
Module 12
Product Analytics Process
Product Pricing Strategies Overview of Exploratory, Descriptive, and Causal Analytics

Introduction to Pricing Strategies

Direct Exploratory Methods (Focus Groups, Depth Interviews)

Understanding Reference Prices and Psychological Pricing

Indirect Exploratory Methods (Projective Techniques)

Role of Costs in Pricing Decisions

Observation Methods in Product Development

Value-Based Pricing Strategy for Products

Case Methods for Analyzing Product Success

Price Sensitivity and Customer Willingness to Pay

Integrating Analytics into Product Strategy
Price Wars and How to Respond as a Brand Leader

Ethics in Pricing: Ensuring Fairness and Transparency

Module 17
Market Opportunity Analysis for Product Growth Metrics and Goals in Product Analytics
Understanding Measurement and Scaling Techniques

Discrete vs. Continuous Measurement Scales

Ensuring Reliability and Validity in Data Collection

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Program Curriculum

Useful Scales for Product Management

Module 22
Designing Questionnaires for Product Research
Bh
Consumer e avior Analysis
Piloting and Evaluating Questionnaires
Importance of Consumer Behavior in Product Management

Data Collection Techniques for Product Metrics Factors Affecting Consumer Behavior

Customer Research Using Factor Analysis

Module 18 Principle Component Factor Analysis for Product Insights

Data Cleaning, Coding, and Preparation Demonstration of Factor Rotation for Behavioral Insights

Data Preparation for Product Analytics

Using Data to Create New Product Insights

Handling Missing Values: Imputation Techniques

k
Application of Consumer Analytics in Mar et Segmentation
Data Coding for Analytics

Arranging Data for Suitable Analysis

Module 23
Secondary Data Analytics: Gathering Insights
:T
Digital Analytics ools and ec ni ues T h q
Survey Analytics: Tools and Techniques
Introduction toWeb Analytics and Its Importance

Analyzing Data for Product Development Insights A/B Testing: Concepts and Demo

Customer Basket Analysis for Cross-Selling

Module 19 Lifetime Value Analysis for Product Retention

Descriptive Analytics for Product Management Tools for Digital Product Analytics

Introduction to Descriptive Analytics

Real-Time Web Analytics for Product Optimization

Understanding Basic Descriptive Statistics

Building Effective Dashboards for Digital Products

Application of Descriptive Statistics to Product Decisions

Module 24
Correlation Analysis for Identifying Product Trends

Product Promotion in Digital Space

Hypothesis Testing and Levels of Significance

P-Value/Significance Value Method for Product Insights

k
Understanding the Digital Mar eting unnel
F
Display Advertising: Principles and Best Practices

Common Errors in Testing and How to Avoid Them

k
Search Engine Mar eting (Google Ads, Bing Ads)

Module 20 k
Social Media Mar eting Strategies for Products

Predictive Analytics for Product Management Facebook and LinkedIn Marketing: Differences and Applications

Conversion Optimization: Improving ROI on Digital Ads

Descriptive vs. Predictive Analytics

x
E ploring Data for Predictive Modelin g
Measuring Campaign Effectiveness with Analytics

Building and Testing Regression Models

Module 25
Identifying Predictive Indicators for Products

Product Distribution & Support

Prediction Using Regression Models

Channels of Distribution: Direct vs. Indirect

Assumptions and Limitations of Regression Models

Multiple Regression Models for Product Strategy

k
Understanding Product Pac aging and its Importance

k
h 6:
P ase Deep Dive in Adv Product . Developing a Distribution Networ for Product Reach

Management and Capstone Pro ect j Role of Customer Support in Product Lifecycle

Service Strategies for Product Maintenance and Growth

Module 21 O
Handling Product bsolescence and Discontinuatio n

Nw
Analysis for e Product Development Managing Returns and Refunds in Product Strategy
Reasons for Applying Analytics in New Product Development

j
Introduction to Con oint Analysis
Module 26
j
Creating and Analyzing Con oint Design Models
Innovative Communication and Storytelling
j x
Con oint Study Process Using E cel Software
The Role of Storytelling in Product Management

Calculating the Importance of Product eatures

F Developing Persuasive Messaging for Product Success

j
Validating Con oint Models for Mar et it
k F Storytelling for Problem-Solving and Communicatio n

k
Mar et Share Calculation for New Products
Communicating Through Data Visualization
j
Demonstration of Con oint Data Analysis with LSTAT X Page - 6

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Program Curriculum

Visual Storytelling Techniques for Product Promotion

Skills to Master
Key Tools for Storytelling in Product Design

Leveraging Storytelling for Customer Engagement Product Design

Stakeholder Management

Product Planning
Prototyping

Module 27
Market Research and Product Experimentation

Strategic Business Case Studies

Strategy
Artificial Intelligence

Google & Fitbit: Merging Data with Wearable Technology

Microsoft & LinkedIn: Integrating Professional Networks

Data Cleaning
Machine Learning

Uber & Postmates: Expanding Delivery Services

Data Analytics
Usability Testing

Salesforce & Slack: Transforming Business Communication

Agile Development
Pricing Strategy

Students present their own case studies, focusing on how they

User Retention

would apply strategic management concepts to real-world

scenarios.

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Course Projects

Projects cover the following industries:

Retail cial Media

So Supply Chain Entrepreneurship c
E- ommer ce Banking Health care Insurance

Beginner Beginner
Market Insights and Customer Needs Conducting a Competitive Analysis for a
Analysis Project Product
In this project, you will conduct market research to In this project, you will conduct a competitor analysis
analyze customer needs and preferences, identify for a specific product, evaluating competitors,
market gaps, and provide insights that guide market positioning, and strategies to determine
product development and marketing strategies. improvement opportunities.

Beginner Intermediate
Product Research and Competitor Innovative Feature Design and Pitch
Analysis Challenge Challenge
Write a Product Requirement Document (PRD) for a
In this project, you will design and pitch a new
hypothetical product or feature, including detailed
feature for an existing product. To justify your feature,
research and competitor analysis to define
consider user needs, market impact, and
requirements and market fit.
competitive differentiation.

Intermediate Intermediate

Product Journey Mapping Initiative Analyze a Product’s Success/Failure

In this project, you will create a product roadmap for In this project, you will analyze the reasons behind a
a product of your choice (real or hypothetical), product's success or failure, examining factors such
outlining key milestones, features, and development as market fit, strategy, competition, and user
timelines. feedback, and then present your findings.

Advance Advance

Making Launch Strategy Blueprint for Product Hypothesis Testing and

New Products Experiment Design Challenge
In this project, you will create a product launch plan Create an experimental design to validate a product
for a new product, researching the target audience, hypothesis, detailing the experiment setup, target
marketing strategies, launch timeline, and metrics to audience, metrics for success, and expected
measure success. outcomes.

Advance Advance

New Product Launch Go-to-Market Product Portfolio Design

Strategy Development Project
Develop a product portfolio for a hypothetical
In this project, you will create a go-to-market
company, presenting a range of products, their
strategy for a new product launch, adding a detailed
features, target audiences, and positioning in the
marketing plan, target audience, and user feedback.
market.

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Course Advisors / Faculty

Dr. Aditya Shankar Mishra is an assistant professor at IIM Ranchi specializing in marketing and has
over 12 years of teaching and research experience. He holds a B.Sc. in Physics (Honours), an MBA in
Marketing, and a Ph.D. in Marketing from the ICFAI Foundation for Higher Education, Hyderabad. His
teaching focuses on Product and Brand Management, Marketing Analytics, and Business Research
Methodology, while his research interests include Celebrity Endorsement, Green Marketing, and Social
Media Marketing. Dr. Mishra is the IIM Ranchi Journal of Management Studies Editor and co-chairs the
Atal Bihari Vajpayee Centre for Leadership, Policy, and Governance (ABVCLPG). He was a Visiting
Research Fellow at the University of Toledo, Ohio (USA), in 2011-2012. Before transitioning to academia,
Dr. Mishra worked at ICICI Prudential and HDFC Bank, earning multiple accolades, including ICICI’s
‘Scroll of Honor.’ His research has been published in leading journals such as Psychology and
Dr. Aditya Shankar Mishra Marketing and the Journal of Advertising Research, and he has presented at major conferences like
Assistant Professor & Program
the American Marketing Association and the Academy of Marketing Sciences.
Director at IIM Ranchi

Subhro Sarkar teaches marketing as an assistant professor at the Indian Institute of Management in
Ranchi, India. He oversees the Digital Communications and Website Committee at IIM Ranchi. He
pursued his Ph.D. in marketing at the Indian Institute of Management in Rohtak, India. He also has a
Bachelor of Technology degree from the National Institute of Technology in Agartala, India. He
teaches courses in business research methods, digital marketing, experimental design, and
structural equation modeling, among other subjects. At the Indian Institute of Management, Sirmaur,
he served as a visiting faculty member and taught a Digital and Social Media Marketing course. His
studies concentrate on online and mobile retailing, online travel, and consumer behavior. Journals
like the International Journal of Information Management, the Journal of Business Research, the
International Journal of Retail & Distribution Management, the Journal of Information
Dr. Subhro Sarkar
Technology & Tourism, and the International Journal of Human-Computer Interaction, among
Assistant Professor & Program
Director at IIM Ranchi others, have published his research in reputable journals.

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Program Partners

About Intellipaat

Intellipaat is one of the leading online training providers with more than 10 million learners

in over 155 countries. We are on a mission to democratize education as we believe that

everyone has the right to quality education.

We create courses in collaboration with top universities and MNCs for employability like

iHUB IIT Roorkee, EICT IIT Guwahati, IITM Pravartak, IIM Ranchi, IIT Jammu, VNIT Nagpur, IU

Germany, University of Essex, University of Liverpool, Microsoft, etc.

Our courses are delivered by SMEs & our pedagogy enables quick learning of difficult

topics. 24/7 technical support & career services help learners to jump-start their careers.

About IIM Ranchi

Indian Institute of Management (IIM) Ranchi is a top business school in Ranchi, Jharkhand, India.

Since its establishment in 2010, it has consistently provided top-quality management education

to students. The institute is recognized as an Institute of National Importance by the Ministry of

Education, Government of India. The academic programs are designed to give students a

comprehensive learning experience, preparing them for leadership positions in the business

world. They employ innovative teaching methods such as case studies, simulations, and

experiential learning to impart knowledge and skills to learners.

Key Achievements of IIM Ranchi:

IIM Ranchi was established in 2009 as the 9th Indian Institute of Management .

F
IIM Ranchi is a member of E MD Global and holds the distinction of being the first IIM to become

a signatory of UNG C PRME.

IIM Ranchi is ranked 7th in the outlook-ICARE India MBA Rankings 2024 for India’s Top
Government M BA Colleges

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 10 Million Learners & 500+ Corporates across 155+ countries

upskilling on Intellipaat Platform

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