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

26 September 2024

Course Duration

DURATION

4 Months, online
4-6 hours per week

Course Fee

PROGRAMME FEE

US$2,100 and get US$210 off with a referral

Course Information Flexible payment available
Course Information Special group enrolment pricing

Unlock Your Potential

Embark on a journey of continuous learning to enhance your skills and gain a competitive edge.

Emeritus is collaborating with Singapore Management University to help you unlock transformative career growth. Enrol before 19 July 2024 using this code APAC100ALL5924 and get USD 100 program fee benefit. Limited seats to success available. Claim yours now.

New features:
●   6 Live sessions with Faculty/Program leader and 9 with Industry expert
●   Tools to be taught: Trello, Whimsical, Asana, Figma, Miro, Jira
●   Industry relevant tools and case studies

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, map the customer’s journey and create 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
  • Develop an understanding of the different types of pricing strategies and formats in launching a new product, and how an innovative pricing strategy can be a critical differentiator in launching a new product

Programme Highlights

140 Video Lectures

140+ Pre-Recorded Video Lectures* from SMU faculty with for self-paced learning interspersed with live lectures from renowned SMU faculty and industry practitioners.

50+ Industry Examples

50+ Industry Examples

26 Assignments

26 Assignments

10 Discussion Boards

10 Discussion Boards

3 Industry Practice Tools

6 Tools

6 Live sessions with Faculty/Program leader and 9 with Industry expert

2 Case Studies

2+ Case studies

1 Capstone Project

Modules on Generative AI Including Applications

Note: The programme highlights mentioned above are subject to change based on faculty availability and the desired outcomes of the programme.
*This programme is primarily self-paced online with some live sessions conducted by programme faculty. The availability of post-session video recordings is at the discretion of the faculty members, and Emeritus or the institute cannot guarantee their availability. We have a curated panel of distinguished industry practitioners who will conduct weekly live doubt-clearing sessions.
**Assignments will be graded by industry practitioners who are available to support participants in their learning journey, and/or by the Emeritus grading team. The final number of quizzes, assignments, and discussions will be confirmed closer to the start of the programme.

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:

    • Introduction & warm-up interactive individual exercise with Miro
    • What’s UX? (Roles, Day in Life of UXers, Current Trends in the field)
    • On-boarding Figma
    • Figma follow-along activity
  • 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.
    • Importance of Pricing from a consumer and financial perspective.
    • Different prototypes of pricing strategies and a discussion of their advantages and limitations.
  • Features:

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

Note: *This programme is primarily self-paced online with some live sessions conducted by programme faculty. The availability of post-session video recordings is at the discretion of the faculty members, and Emeritus or the institute cannot guarantee their availability. We have a curated panel of distinguished industry practitioners who will conduct weekly live doubt-clearing sessions.
**Assignments will be graded by industry practitioners who are available to support participants in their learning journey, and/or by the Emeritus grading team. The final number of quizzes, assignments, and discussions will be confirmed closer to the start of the programme.


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 4 to Week 9 to a real-world product development scenario.

Generative AI (Optional)

● Module 1: Introduction to Generative AI

● Module 2: Generative AI Models

● Module 3: Working with Generative AI

● Module 4: Product Management

Masterclass to address cutting edge tools and latest developments

The bonus content on Generative AI is optional and does not count towards your final evaluation.

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

Figma

Figma design is to create, share, and test designs for websites, mobile apps, and other digital products and experiences.

Miro

Miro design tool is used to create website wireframes, ideate on sticky notes, map user flows, and collect references.

Note: All product and company names mentioned in this material are trademarks or registered trademarks of their respective holders. Their use does not imply any affiliation with or endorsement by them.
*The tools will be taught by teaching faculty, industry practitioners, or linked to relevant knowledge bases for your reference and self-guided learning

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

*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

Tamas Makany

Full-time Faculty Associate Professor of Communication Management (Practice)

Gomulya, David

Full-time Faculty, Associate Professor of Strategy & Entrepreneurship; Academic Director, Master of Science in Innovation

Note - Programme Faculty for the live sessions might change due to unavoidable circumstances, and revised details will be shared closer to the programme start date.

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.

Past Participant Profiles

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.

Testimonials

Lectures had a good sampling of relevant examples which made the topics easy to grasp.

— Fred Gomez, Director ,Technology Services, IT, Gemological Institute of America

Great learning for the Product Management with supported examples to relate it and make it easy to understand. Also, great opportunity for Networking with team and other cohorts.

— Nishant Gautam, Assistant Director, IT, Ernst & Young

Assignment and self-study modules: The activities helped me with research and understanding the importance of topics

— Lekshmi M Nair, Test Lead, Engineering, Lyte Ventures

High level overview of product management for students to start and grow from learning experience they wil face

— Avan KWek, Project Manager, Consulting, PayPal

Certificate

Certificate

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

Download Brochure

All certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.
*Emeritus or the institute does not guarantee availability of any live faculty session recordings

Emeritus Career Services

Stepping into a business leadership career requires a variety of job-ready skills. Below given 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

Please note:

SMU or Emeritus do not promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. SMU is not involved in any way and makes no commitments regarding the Career Services mentioned here

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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