Gain product management skills that will help you optimise your organisations end-to-end product development processes
7 December 2021
2 months, online
4-6 hours per week
Special pricing up to 10% discount is available if you enrol with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
Apply before 31 October 2021 to enjoy USD 150 off the programme fee. Use code SMU150EBTA during payment.
Have a chat with us - +65 3129 5093 (Monday-Friday) (11:30 AM - 06:30 PM Singapore time)
The success of a company hinges on the effectiveness of its product management process. Whether you’re looking to bring new products to market or improve upon existing ones, the product life cycle requires management and leadership in order for value to be delivered to customers. In fact, nearly 70% of product managers surveyed agreed that product management is a leadership role.
of product managers and leaders surveyed said they are primarily accountable for product strategy.
of product managers say that product management is established but still developing inside their organisation.
of product managers say that they are seen as leaders and key differentiators inside their organisation.
Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence Singapore Management University
Dr Tuli is Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence at Singapore Management University. He has a PhD in Marketing from the Goizueta Business School at Emory University, a Masters in Marketing & E-Commerce... More info
Lee Kong Chian Professor of Operations Management; Deputy Dean (Programmes); Academic Director, PhD in Business (General Management)
Dr Bhattacharya is Professor of Operations Management at SMU. Prior to this, he was an Associate Professor of Technology and Operations Management... More info
Academic Director, Executive Development
Dr Karner teaches interdisciplinary courses that combine complexity theory, ecology, evolution, and strategy. He uses these tools to explore the functioning and evolution of complex adaptive systems through diversity, recombination, and creativity... More info
Senior Lecturer of Strategic Management; Academic Director, ITI; Course Coordinator, ITI track
Dr Tan has more than 30 years of senior regional management experience in banks and insurance companies. He has held roles in regional and country general management, sales and business development... More info
Professor of Marketing; Director, Centre for Marketing Excellence; Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative
In addition to his current university role, Dr. Reddy also served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programmes. Previously, he was the Executive Director and Group Head, Corporate Strategy... More infoKapil R Tuli, PhD
Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence Singapore Management University
Dr Tuli is Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence at Singapore Management University. He has a PhD in Marketing from the Goizueta Business School at Emory University, a Masters in Marketing & E-Commerce at Texas A&M University, a Post Graduate Diploma in Business Administration from NMIMS University (Mumbai), and a Bachelors in Chemistry from Mumbai University, India.
His areas of specialisation include Customer Centricity, Brand Management, Customer Satisfaction, Innovation & Digital Transformation. Over the years, Dr Tuli has engaged in designing and delivering executive education programmes, public speaking, and consulting engagements with a wide variety of firms such as, Visa, Tiffany & Co, Ikea, DFS, Johnson & Johnson, United Overseas Bank, Microsoft, Sembcorp Marine, Singapore Power, Singhealth, Civil Service College at Singapore, Zuellig Pharmaceuticals, Health Promotion Board, Public Utilities Board, Urban Regulatory Authority, and Prysmian Inc.
Currently, Dr Tuli teaches Marketing Management to MBA students and Managing Service Innovations to the Masters in Innovation Students. In addition, Dr Tuli also teaches Marketing Strategy to PhD Students. Over the years, Dr Tuli has been recognized for both his research and teaching. In 2015, a case study written by him (Jungle Beer: An Entrepreneur's Journey) was awarded the Best Case Study Award in Entrepreneurship by the EFMD. In 2016 Dr Tuli became the first faculty from an Asian business school to be conferred the prestigious Rajan Vardarajan Award from the American Marketing Association (AMA) for early career impact in Marketing Strategy. In 2017, Dr Tuli’s research on customer solutions won the AMA-Sheth Award for long impact for an article published in the Journal of Marketing.
Shantanu Bhattacharya, PhD
Lee Kong Chian Professor of Operations Management; Deputy Dean (Programmes); Academic Director, PhD in Business (General Management)
Dr Bhattacharya is Professor of Operations Management at SMU. Prior to this, he was an Associate Professor of Technology and Operations Management at INSEAD from September 2002 to June 2014, and Assistant Professor of Technology and Operations Management at INSEAD from September 1998 to August 2002. His teaching and research interests are in the areas of technology management, operations management, supply chain management and new product and services development. Dr Bhattacharya is a member of INFORMS, has made several presentations on managing uncertainty in the high-technology industry, and his research has appeared in Management Science.
Prior to joining SMU and INSEAD, Professor Bhattacharya was an instructor at the University of Texas at Austin.
Markus Karner, PhD
Academic Director, Executive Development
Dr Karner teaches interdisciplinary courses that combine complexity theory, ecology, evolution, and strategy. He uses these tools to explore the functioning and evolution of complex adaptive systems through diversity, recombination, and creativity.
Dr Karner has been teaching undergraduates and MBA candidates at Singapore Management University since 2005. He owns a Singapore based consulting company, Karner Consult Pte Ltd. His research used molecular biology tools in microbial ecology in the Mediterranean, Pacific Ocean, and Antarctica. He was awarded the U.S. National Science Foundation Medal for Services in Antarctica.
Dr Karner published his original research in the prestigious journal Nature and other peer-reviewed publications, and wrote a textbook on biological models for business. His research was funded by the National Science Foundations of Austria and the U.S.A., and by the Commission of the European Communities.
Patrick Tan, PhD
Senior Lecturer of Strategic Management; Academic Director, ITI; Course Coordinator, ITI track
Dr Tan has more than 30 years of senior regional management experience in banks and insurance companies. He has held roles in regional and country general management, sales and business development, operations, customer services and IT. Additionally, Dr Tan is involved in starting up businesses in Singapore, Indonesia, Thailand and China.
Research interests include Strategy, including application of Sun Tzu Art of War to business; Design Thinking; Business Model Innovation and Management of Asia-Pacific Businesses.
Srinivas K. Reddy, PhD
Professor of Marketing; Director, Centre for Marketing Excellence; Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative
In addition to his current university role, Dr. Reddy also served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programmes. Previously, he was the Executive Director and Group Head, Corporate Strategy and Leadership Development at Maytas. Prior to the stint at Maytas he was the Robert O. Arnold Professor of Business and the Director of the Coca-Cola Center for Marketing Studies, Terry College of Business at the University of Georgia.
Dr. Reddy's expertise is in branding, innovation, new product development, marketing and competitive strategy involving new brands and services. Dr. Reddy’s research has been published in Journal of Marketing, Journal of Marketing Research, Management Science, Social Networks, Statistical Science, Journal of International Business Studies, Marketing Letters, Journal of Retailing, Journal of the Academy of Marketing Science, Decision Support Systems and Journal of Business Research.
In 2006, he has been awarded the IBM’s prestigious SUR grant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, United Parcel Service, Miller Brewing, Pfizer, Eli Lilly, Bristol-Myers-Squibb, Satyam Computer Services, Chase, Turner Broadcasting, Cox Interactive Media, Equitable, Ford Foundation, Price Waterhouse Coopers, MasterCard, Unilever, Sembcorp, MSIG, SingHealth, Randstad, Schneider Electric, and Infineon.
140 Video Lectures
24 Assignments
8 Discussion Boards
1 Capstone Project
The programme comprises 8 modules. Each module is led by an SMU faculty expert with field experience specific to the Product Management topics being discussed.
Examine the causes of disruption for products and businesses, the various stages of digital production development and the platform models and strategies for creating network value.
Identify the key elements of a product portfolio, product portfolio strategies for firms and products with effective resource allocations.
Analyse business-customer persona using design thinking approach, design and evaluate diverse strategies to conceptualise and generate relevant solutions to design problems. Examine the importance of prototyping and testing during the design thinking process.
Identify the product opportunity gaps for business growth. Outline a firms innovation strategy using product innovation charter & describe a minimum viable product while you distinguish it from a business proposal.
Describe and compare the traditional and novel product development processes. Examine the implementation of lean and agile business methodology in an organisation Outline a product development plan with a combination of design thinking, leand development and agile methodology.
Outline a plan to create an effective business model and pricing strategy for a product or service. Discuss the significance of value-based pricing for a product. Examine the new business models.
Analyse elements of a product and develop its positioning strategy. Examine the positioning strategy of a product focusing on value proposition and the target segment of customers. Recognise the product attributes that influence consumer purchasing decisions.
Describe the concept of PLC with and related guidelines. Explain the growth maturity and decline considerations of PLC. Identify the stage of PLC and steps an organisation need to take in each stage to be successful.
Examine the causes of disruption for products and businesses, the various stages of digital production development and the platform models and strategies for creating network value.
Describe and compare the traditional and novel product development processes. Examine the implementation of lean and agile business methodology in an organisation Outline a product development plan with a combination of design thinking, leand development and agile methodology.
Identify the key elements of a product portfolio, product portfolio strategies for firms and products with effective resource allocations.
Outline a plan to create an effective business model and pricing strategy for a product or service. Discuss the significance of value-based pricing for a product. Examine the new business models.
Analyse business-customer persona using design thinking approach, design and evaluate diverse strategies to conceptualise and generate relevant solutions to design problems. Examine the importance of prototyping and testing during the design thinking process.
Analyse elements of a product and develop its positioning strategy. Examine the positioning strategy of a product focusing on value proposition and the target segment of customers. Recognise the product attributes that influence consumer purchasing decisions.
Identify the product opportunity gaps for business growth. Outline a firms innovation strategy using product innovation charter & describe a minimum viable product while you distinguish it from a business proposal.
Describe the concept of PLC with and related guidelines. Explain the growth maturity and decline considerations of PLC. Identify the stage of PLC and steps an organisation need to take in each stage to be successful.
Further develop your product management experience and portfolio.
This in-depth Capstone Project will challenge you to apply the skills and techniques gained in Week 3 to Week 7 to a real-world product development scenario.
Download BrochureThe programme is designed for both tech and non-tech professionals. Representative roles and industries that can benefit include:
Industries:
IT Product & Services, Banking and Financial Services, Pharmaceuticals, Consulting and beyond
Functions:
Technological Management, General Management, Operations, and Consulting
This programme is ideal for professionals who are looking to develop new products/services, to increase revenues and profitability, conceptualise disruptive business models with a product-centric approach, manage product portfolios and corporate strategy, and identify more market opportunities for business growth.
Through a case study centred on one of Asia's most successful start-ups, you will identify key stakeholders within the Grab ecosystem, analyse Grab’s competitive position and recommend how to strengthen this position and create new business opportunities.
Choose between two products to invest your R&D resources: Product A involves the design of a new battery that will use Lithium-ion technology. Product B involves the design of a new generation of batteries based on state-of-the-art Nickel-Hydride technology.
Examine the sales of iPhone from its 2007 introduction to the second quarter of 2021, including the different models and price points over the years.
Upon successful completion of the programme, participants will be awarded a verified digital certificate by Singapore Management University.
Download BrochureAll certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.
Flexible payment options available.