Product Management Programme

Gain product management skills that will help you optimise your organisation's end-to-end product development processes

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Course Dates


29 June 2023

Course Duration


3 Months, online
4-6 hours per week

Course Fee


US$1,850 and get US$270 off with a referral

Course Information Flexible payment available
Course Information Special group enrolment pricing

Applications close on 2 June 2023

Apply before 2 June 2023 to enjoy US$150 off the programme fee.
Use code SMU150EBTA during payment.

New features:
●   Live session with faculty
●   Tools to be taught: Trello, Whimsical, Asana
●   Industry Relevant Tools and Case Studies

Free 3-Months Access to Emeritus Insights

This programme features 3 months of free Premium Access to Emeritus Insights—a mobile app with 5,000+ bite-sized, business-focused videos to help you meet your daily learning goals on the go.

WhatsApp an Advisor on +65 8014 3066
Have questions? Our Advisor will assist you promptly.

What Will This Programme Do For You?

  • Develop the product mindset needed to bring viable products or services to market.
  • Define the problem a product will solve while mapping the customer’s journey; articulate user personas.
  • Use design thinking to generate innovative ideas and solutions to design problems.
  • Analyse strategies and frameworks for developing, marketing and selling a product.
  • Evaluate product road mapping and prototyping decisions using various product management techniques and practices.
  • Outline a plan to create a competitive, scalable product using key product development strategies and frameworks.

Programme Highlights

140 Video Lectures

140 Video Lectures

50+ Industry Examples

50+ Industry Examples

26 Assignments

26 Assignments

10 Discussion Boards

10 Discussion Boards

3 Industry Practice Tools

3 Industry Practice Tools

2 Live Sessions with Faculty

2 Case Studies

2 Case Studies

1 Capstone Project

Professional presentation of Capstone project

Programme Modules

  • Features:

    • Definition of Product Management
    • Gartner View On Product Management
    • General Product Management Skills
    • Specific Product Management Skills in Software, Technology, Life sciences
    • Role of a Product Manager
    • Case Study Discussion: Kindle Fire
  • Features:

    • Product development in the digital age
    • Designing customer centric products and design thinking
    • Product opportunity gap and minimum viable product
    • Lean and agile product development methods
    • Pricing strategies & business models
    • Managing product life cycle
  • Features:

    • Product Portfolio Strategy
    • Portfolio Management
    • Cumulative Demand Growth Life Cycle
    • Value Creation
  • Features:

    • Empathising with ethnography
    • Introduction to design thinking
    • Prototyping and testing
    • Ideating by numbers
    • The value proposition.
  • Features:

    • How to prepare a PIC
    • Preparing a product concept
    • The problem-find-solve approach
    • The problem-find-solve approach
  • Features:

    • Traditional and Lean product development processes
    • Agile scrum philosophy and methodology
    • Agile and Design Thinking
    • Combining best practices
  • Features:

    • Strategic importance of pricing
    • Value-based pricing
    • Multidimensional value
    • Creating value-based pricing
    • Business pricing models:
      • Product as a Service (PaaS)
      • Freemium Pricing Model
      • Users as Product Model
      • Subscription and Value Chain Delinking Model
      • Walled Garden Mode
  • Features:

    • Introduction to Positioning: Direct Competitive Comparison, Category Shifting, Uniqueness
    • Preparing for Positioning
    • Firm Considerations
    • Reflecting Strategies with examples
  • Salient Features:

    • Introduction to Product Life Cycle (PLC):
    • Profit Considerations of PLC
    • PLC Models
    • Growth, maturity and decline considerations.
  • Features:

    • Growth Hacking Strategy
    • Strategy as Position: 5 Forces analysis
    • Concept of causal reasoning
    • Effectuation
    • Principles of effectuation

Capstone Project

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.

Industry Examples

Through real-world examples from multiple industries, you'll see how the theories are put into practice.



Learn about the launch of disruptive products like iPad and Apple Watch.



Understand the story of Netflix and how product development took place based on customer needs.



Learn about the evolution of Amazon’s business model.



Analyse the value proposition of Rolex and how it’s business model fits.



Examine how Mercedes used design thinking to adapt to specific customer needs.



Understand the sustaining innovation model with existing products at Tesla.

Other companies that are included as examples or as use cases in the program include Kodak, Nokia, Britannica, Blockbuster, Intel, Gillette, GoPro, Sony, Philips, Nike, Samsung etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.

Industry Practice Tools


Asana is a web and mobile work management platform designed to help teams organize, track, and manage their work.



Trello is the flexible work management tool that empowers all teams to plan, track, and accomplish their work, their way.


Whimsical is the visual workspace for thinking and collaboration, combining flowcharts, wireframes, sticky notes, mind maps and docs.

Jira software

Jira software is part of the family of products designed to help teams in managing work across domains

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.

Case Studies

Growth Hacking with Adobe Spark

Recent years have seen a rapid democratisation of premium design with user-friendly and intuitive tools. With a wide set of options available to the consumers and fierce competition between the providers, how can Adobe Spark strike the perfect balance between free and paid features? Moreover, how can they convert free users to paying ones?

Road mapping and Prioritization

Road mapping and Prioritization

How can food ordering and delivery platforms cope with the shift in consumer preference for home cooked food and hygienic dining experiences in the post-covid era? Moreover, how can they connect the rising number of home chefs with consumers looking for healthy meals?

Other case studies include: Adobe, Whirlpool, Amazon Kindle Fire Phone, Motorola, etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.

Why Enrol in Product Management?

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.


*The schedule of live sessions and profile of Industry experts is subject to change and confirmation will be provided post programme start.

Programme Faculty

Faculty Member Kapil R Tuli, PhD

Kapil R Tuli, PhD

Lee Kong Chian Professor of Marketing, Director, Retail Centre of Excellence Singapore Management University

Faculty Member Markus Karner, PhD

Markus Karner, PhD

Academic Director, Executive Development

Faculty Member Shantanu Bhattacharya, PhD

Shantanu Bhattacharya, PhD

Lee Kong Chian Professor of Operations Management; Deputy Dean (Programmes); Academic Director, PhD in Business (General Management)

Faculty Member Srinivas K. Reddy, PhD

Srinivas K. Reddy, PhD

Professor of Marketing; Director, Centre for Marketing Excellence; Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative

Faculty Member Patrick Tan, PhD

Patrick Tan, PhD

Senior Lecturer of Strategic Management; Academic Director, ITI; Course Coordinator, ITI track

Who Is This Programme For?

The programme is designed for both tech and non-tech professionals. Representative roles and industries that can benefit include:

IT Product & Services, Banking and Financial Services, Pharmaceuticals, Consulting and beyond

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.

Past participants of Emeritus work at

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.

Past Participant Profiles



Upon successful completion of the programme, participants will be awarded a verified digital certificate by Singapore Management University.

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All certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.

Emeritus career services

Stepping into a business leadership career requires a variety of job-ready skills. This program guides you in navigating a career path, starting from personalized mentorship sessions while developing your managerial expertise to gain an edge over your peers. These services are provided by Emeritus, our learning collaborator for this program. The primary goal is to give you the skills needed to succeed in your career; however, job placement is not guaranteed.

Emeritus provides the following career preparation services:

●   Resume building videos

●   Interview preparation videos

●   Linkedln profile building videos

●   Interview guidebooks

●   Glossary of resume templates

The Learning Experience

What is it like to learn with the learning collaborator, Emeritus?

More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.

A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
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Flexible payment options available. Learn more.