Product Strategy: Develop and Manage Successful Products
Discover a Growth-Oriented Approach to Product Strategy
Sustainable business growth is built on forward-looking, consumer-based strategies that encompass the entire product life cycle. However, developing effective product strategies requires a broad knowledge of relevant principles and frameworks — and the experience to put them into practice. Product management professionals must be able to identify and assess new opportunities, choose the right business models, manage partnerships, and change course at a moment’s notice.
Led by Professor Mohanbir Sawhney, a global thought leader in modern marketing, business innovation, and enterprise analytics, the Product Strategy program from Kellogg Executive Education gives you the opportunity to be a part of a structured learning experience that offers essential knowledge of the field and a definitive framework for developing, implementing, and communicating product strategies that drive value and growth for today’s organizations. Firsthand experience with proven approaches and peer learning and knowledge sharing opportunities will prepare you to create impactful product strategies that help differentiate your organization and your career.
Key Takeaways
Analyze new product opportunities to arrive at ‘go’ or ‘no-go’ conclusions efficiently
Assess the pros and cons of various business models including SaaS and pivot to another business model when your current one isn’t delivering growth
Develop a go-to-market strategy using the 7-Elements Framework
Create buyer personas, positioning, and messaging based on proprietary tools from the Kellogg School of Management
Learn from real-world custom case studies and examples based on the faculty’s own consulting experience with top tech firms such as Microsoft, AT&T, Salesforce.com, and Meta
Create agile requirements grounded in the ‘jobs-to-be-done’ framework, user stories, and epics
Manage partner ecosystems and learn how to create win-win partnerships
Who Is This Program For?
Business managers who are involved at any point in a product’s life cycle
Leaders directly responsible for product or portfolio strategy
Cross-functional teams and collaborators in indirect roles, including sales, marketing, operations, finance, or R&D
Professionals who want to make technology a competitive differentiator for their companies, even if the vertical market is not tech
New product managers and professionals taking on a more formal product management role
Participants come from a wide range of industries that include:
Pure-play technology companies, including software, hardware, electronics, networking, and e-commerce
Industrial products companies, including consumer durables, medical equipment and devices, automotive, construction, and agricultural
Tech-intensive services firms, including banking/fintech, law firms, IT services, and consultancies
Program Modules
Over the course of eight weeks, you will discover leading product marketing techniques and strategy best practices that you can leverage for successful product development and product management through the entire life cycle and optimize growth for your organization in today’s digital landscape.
Applied Learning Opportunity
Gain hands-on experience in the concepts and frameworks you have learned through a series of application exercises that are designed to help you make an immediate impact on your organization’s product strategy.
Pathway to Becoming an Executive Scholar
Participants who successfully complete the Product Strategy program will accrue points towards becoming an esteemed Kellogg Executive Scholar; a unique credential that provides you the opportunity to customize your pathway to achieve your professional development goals.
Kellogg’s expansive program offerings allow you to build a variety of competencies that focus on practical application. More than about learning to lead, the path to becoming an Executive Scholar is about leading through learning.
Industry Examples
Through real-world case studies and industry examples, you will discover how leading companies put theory into practice.
Apple
How Apple uses the Razor-Razorblade business model to capitalize on the revenue from applications and services associated with its core product, the iPhone.
Microsoft
How Microsoft’s Surface Pro set a new standard in the two-in-one laptop market.
Uber
How applying Uber's on-demand marketplace model to other industries, such as dermatology, might translate to success.
Cisco
How tapping into the voice of the customer led to an entirely new business segment for Cisco ―- voice-over-IP solutions.
Xbox Series S
Explore how the Xbox Series S involves trade-offs between different business models and practice basic financial calculations to evaluate these models. Participants will learn how to analyze an existing pricing strategy and distinguish between various business models.
Keurig
Stepping into the shoes of Keurig’s home coffee makers’ product management directors , participants will create plans to fill the gaps in the whole offer relative to Nespresso and create the most viable offer for home coffee machines.
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.
Participant Testimonials
Program Faculty
Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven m...
Participant Profile
Participants by Industry
Consulting: 3%
Industrial Goods: 4%
IT services: 7%
Healthcare: 11%
Banking & Financial Services: 16%
Others: 30%
IT products: 18%
Participants by Work Experience
<5 years - 14%
5-9 years - 20%
10-14 years - 23%
20+ years - 25%
15-19 years - 18%
Representative Companies
Adobe
Capgemini
Ernst & Young
Fiat Chrysler Automobiles
General Electric Company
Nielsen Holdings Plc
Oracle Corporation
PricewaterhouseCoopers
Salesforce.com
Siemens
Tata Consultancy Services Ltd.
Walmart eCommerce
Participant Titles include
CEOs & Managing Directors
Chief Marketing Officer
Senior Director, Strategic Product Partners
Director of Product Marketing
Vice President - Product Management
EVP Global Sales & Marketing
AVP Product Strategy and Development
Head of Product
Global Product Manager
Brand Manager
Product Manager
Digital Strategist
Certificate
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.
FAQs
Please note that our team is away from December 23, 2024 to January 2, 2025 for the year-end holidays. We look forward to addressing your queries when we resume operations in the new year.
Financing Options
Climb Credit*
We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents
Flexible Payment Options For All
Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.
Have Questions?
Email: enterprise.clientsuccess@emeritus.org. We attempt to respond to queries in 24 hours or less. However, over weekends and holidays, our responses may take up to 72 hours.