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

STARTS ON

20 December 2022

Course Duration

DURATION

3 Months, online
4-6 hours per week

Course Fee

Apply by 7 December 2022 to avail our Festive Enrolment Benefit of 15%.
Use the code FUTUREYOU15 during payment to avail.
Limited seats available!

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

To ensure that holiday plans on the occasion of Christmas, New Year and Chinese New Year are not interrupted, no new modules will be released during this time and participants will receive a 2-week extension for submitting assignments. Participants will continue to have access to course material on the platform during this time.

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

Module 1:

Product Management

Define the characteristics of product management by differentiating the application of product management strategies across industries in order to determine the skills required to be a successful product manager.

Module 2:

Product Development in the Digital Age

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.

Module 3:

Product Portfolio Strategy

Identify the key elements of a product portfolio, product portfolio strategies for firms and products with effective resource allocations.

Module 4:

Designing Customer-Centric Products & Design Thinking

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.

Module 5:

Product Opportunity Gap & Minimum Viable Product

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.

Module 6:

Product Management Method: Lean & Agile Product Development

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, lean development and agile methodology.

Module 7:

Pricing Strategies & Business Models

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.

Module 8:

Positioning & Planning

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.

Module 9:

Launching & Managing Product Life

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.

Module 10:

Growth Hacking

Develop the mindset of growth hacking by identifying and adopting growth strategies, processes, skills and best practices utilized by organizations across various industries.

Module 1:

Product Management

Define the characteristics of product management by differentiating the application of product management strategies across industries in order to determine the skills required to be a successful product manager.

Module 6:

Product Management Method: Lean & Agile Product Development

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, lean development and agile methodology.

Module 2:

Product Development in the Digital Age

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.

Module 7:

Pricing Strategies & Business Models

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.

Module 3:

Product Portfolio Strategy

Identify the key elements of a product portfolio, product portfolio strategies for firms and products with effective resource allocations.

Module 8:

Positioning & Planning

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.

Module 4:

Designing Customer-Centric Products & Design Thinking

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.

Module 9:

Launching & Managing Product Life

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.

Module 5:

Product Opportunity Gap & Minimum Viable Product

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.

Module 10:

Growth Hacking

Develop the mindset of growth hacking by identifying and adopting growth strategies, processes, skills and best practices utilized by organizations across various industries.

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.

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Industry Examples

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

Apple

Apple

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

Netflix

Netflix

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

Amazon

Amazon

Learn about the evolution of Amazon’s business model.

Rolex

Rolex

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

Mercedes

Mercedes

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

Tesla

Tesla

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

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

Trello

Trello

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

Whimsical

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.

84%

of product managers and leaders surveyed said they are primarily accountable for product strategy.

SOURCE: ALPHA, 2020

57%

of product managers say that product management is established but still developing inside their organisation.

SOURCE: PRODUCT MANAGEMENT FESTIVAL, 2020

43%

of product managers say that they are seen as leaders and key differentiators inside their organisation.

SOURCE: PRODUCT MANAGEMENT FESTIVAL, 2020

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:

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.

Certificate

Certificate

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.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.