Product Management

Gain product management skills that will help you optimise your organisations end-to-end product development processes

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Course Dates

STARTS ON

15 December 2021

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Duration

PROGRAMME FEE

US$1,600

Course Information Flexible payment available
Course Information Special group enrolment pricing

Enjoy a special holiday offer by applying today! Use code SMU150EBTA during payment to receive US$ 150 off the programme fee.

Have a chat with us - +65 3129 5093 (Monday-Friday) (11:30 AM - 06:30 PM Singapore time)

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

Kapil R 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... More info
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)

Shantanu 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... More info
Faculty Member Markus Karner, PhD

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... More info
Faculty Member Patrick Tan, PhD

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... More info
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

In addition to his current university role, Professor Reddy also served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programmes. Previously... More info

Programme Highlights

140 Video Lectures

140 Video Lectures

50+ Industry Examples

50+ Industry Examples

24 Assignments

24 Assignments

8 Discussion Boards

8 Discussion Boards

1 Capstone Project

1 Capstone Project

Programme Modules

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.

Module 1:

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 2:

Product Portfolio Strategy

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

Module 3:

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 4:

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 5:

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, leand development and agile methodology.

Module 6:

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 7:

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 8:

Launching & Managing Product Life Cycle Using Data

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 1:

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 5:

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, leand development and agile methodology.

Module 2:

Product Portfolio Strategy

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

Module 6:

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:

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 7:

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:

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 8:

Launching & Managing Product Life Cycle Using Data

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.

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.

Assignments

Grab: Discovering New Frontiers for Growth in the Southeast Asian Sharing Economy

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.

Experimentation & Options Valuation

Experimentation & Options Valuation

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.

Product Life Cycle

Product Life Cycle

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.

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.

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.