Product management roles are growing by an incredible 29% year-on-year (LinkedIn 2019). This demand is a result of the steep growth in innovation, digitisation and globalisation that the world has witnessed in the last decade. Organisations are constantly seeking professionals who can successfully innovate, position and market products while building a strong brand identity around it.

Product management is at the forefront of business-decisions in today's evolving economy. Learning how to shape a product from ideation to sales is an ever-growing demand in the corporate sector. Thriving in a volatile, competitive world and keeping pace with new-entrants in the market is a real challenge. Fulfilling the changing needs of today’s consumer requires agile business strategies and innovative product development.

Enrolling in Indian Institute of Technology, Bombay's (IITB) Product Management Certificate program will help you acquire crucial skills from ideation to go-to-market strategies, product life cycle management, brand building, digital product marketing and much more from a business perspective.

This engaging learning experience will give you a strong tactical and strategic understanding of disruptive business models, conceptualising innovative products, with the customer as a focal point and driving overall business growth.


- Learn via real business case studies, quizzes, simulations as well as online sessions from expert IIT Bombay faculty and industry professionals
- Highly strategic and tactical program to enable creation of innovative consumer-focused products
- Relevant for candidates from technical and non-technical backgrounds
- Receive a Certificate of Completion from the prestigious Indian Institute of Technology, Bombay
- Live online sessions, once a week over the weekend


  • Learn to create and market products and services from a value-driven and a customer-centric approach
  • Acquire an understanding of key elements of product road-mapping and product life-cycles to create successful strategies
  • Gain insights on how to conceptualise, develop, refine and test products to optimise business growth
  • Understand strategies around pricing, distribution, marketing and sales
  • Build capability to create disruptive business models with a product-centric approach and how to track performance and success


Certificate Program in Product Management - Certificate Click to view certificate



      31 March 2021


      6 Months
      (Live Online Sessions
      Every Sunday: 12:15 PM - 3:15 PM)


      INR 99,000 + GST (Early Bird Fee, applicable till Mar 4, 2021)
      INR 1,14,000 + GST (Standard Fee, applicable from Mar 5, 2021)

    Who is this Program For

    This 6-month program by IIT Bombay would be a great opportunity for current product management professionals looking to upgrade their skills; as well as professionals across domains keen on pursuing a career in product management.

    • Early professionals desirous of establishing a career in Product Management, Product Development, Marketing, Branding and Sales domains
    • Product, Sales and Marketing Professionals looking to upgrade their Product Management skills and acquire a contemporary understanding of innovation and disruptive techniques
    • Business leaders and Functional heads across different verticals who are keen to develop a deeper understanding of business opportunities and conceptualise disruptive business models with a product-centric approach
    • Consultants, Entrepreneurs and Business Owners who aim to grow businesses through effective and innovative product strategies
    • ELIGIBILITY: Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognised university (UGC/ AICTE/ DEC/ AIU/ State Government/ recognised international universities) in any discipline with minimum 1 year of work experience (after graduation)

    Program Modules & Faculty


    • Products as Customer Value Proposition
    • Product classification & decision implications
    • Product hierarchy analysis
    • Product life cycle
    • Consumer & market research process
    • Demand forecasting
    • Product positioning maps
    • Conjoint analysis for product development
    • Product – market analysis
    • Market Segmentation, Targeting and Positioning
    • Developing buyer persona
    • Innovation and its attributes
    • Invention & innovation
    • Innovator’s DNA
    • Innovation in newly industrialized countries (NICs)
    • Business model
    • Levers of innovation
    • Types of innovation – open innovation, frugal innovation & reverse innovation w.r.t Products
    • Innovation metrics
    • Innovation process & innovation as a system
    • Product – Market Matrix
    • Technology – Market Matrix
    • S curve for product/ technology evolution
    • Customers and their needs
    • Need-finding Critical Success Factors (CFSs) for new products
    • Product design
    • What is Means NOW
    • Brief idea about aesthetics & elegance and quality of products
    • Design hierarchy
    • New product development (Stage-Gate) process – various stages in detail
    • Agile process
    • Design Thinking and Product Development
    • Introduction to digital product management: roles. responsibilities, problems, and decisions
    • Role of algorithms, design, marketing, and psychology
    • Methodologies, tools, and techniques used in product development, management and performance.
    • Defining MVP (minimum viable product)
    • Building the right feature set
    • UX design, wireframing & creating interactive prototypes
    • Adding product analytics
    • Search Engine Optimization
    • Personalization and recommendation
    • Role of brand and brand architecture strategies
    • Building and sustaining brand equity
    • Different perspectives of pricing
    • Value based pricing
    • Dynamic pricing issues
    • Understanding multiple channel partners’ role
    • Distribution strategies
    • Sales Management
    • Traditional Promotion mix
    • Digital product promotional tools
    • B2B product promotion
    • Experiential learning to apply classroom learnings on simulated business scenarios

    Practical approach to teaching will be undertaken with real-world case studies being discussed as part of each module.


    Prof. Dinesh Sharma
    Prof. Dinesh Sharma

    Associate Professor,


    Prof. Sharma comes with diverse experience in marketing – as a practitioner, researcher and teacher. His areas of interest in teaching are marketing strategy, marketing research, brand management, sales and distribution management. His areas of interest in research are marketing strategy, consumer value and brands. He has published papers in many peer-reviewed international journals and also has written case studies.

    Prof. Rajendra Sonar
    Prof. Rajendra Sonar


    Information Systems/ Technology

    Prof. Rajendra Sonar is the Co-founder of WKA Technologies Pvt Ltd, SINE, IIT Bombay. He is a skilled researcher in the field of artificial intelligence and has consulting interest in modelling and implementing business solutions using intelligent systems and analytics using AI techniques and N=1 analytics.

    He recently published a book, Next Generation BI: A knowledge-based approach. He has also designed and developed a Knowledge-Based Artificial Intelligence (KBAI) platform to develop and deploy AI-backed systems and applications.

    Prof. Sonar’s areas of study and research include, knowledge-based systems and applications, knowledge automation, intelligent systems and business applications, machine learning, hybrid intelligent systems, N=1 & R=G analytics, personalization and recommendation

    Prof. Kamlesh Pande
    Prof. Kamlesh Pande

    Visiting Professor,

    Management Development Programs (MDPs) and Continuing Education Programs (CEPs)

    Prof Kamlesh Pande is a visiting faculty at SJM School of Management, IIT Bombay, and delivers lectures in Management Development Programs (MDPs) for industry managers. He has been teaching Innovation management, Knowledge management, and R&D management as adjunct professor earlier.

    He was Head of Technology Management with Mahindra & Mahindra, Vice President (R&D and Innovation) with Thermax Ltd., Pune, and Chief (R&D) with Forbes Marshall, Pune. Prior to that, he was with Tata Consulting Engineers, Corporate R&D of Bharat Heavy Electricals Limited (BHEL) and Tata Energy Research Institute. He was involved in projects on Frugal (Engineering) Innovation in Healthcare at National University of Singapore (NUS). Prof Pande is also on research advisory committees of various Research Centers and Hospitals.

    Program Fee

    Dates Length Location Tuition Fees
    March 31, 2021 6 Months Live Online Sessions
    Every Sunday: 12:15 PM - 3:15 PM
    INR 99,000 + GST (Early Bird Fee, applicable till Mar 4, 2021)
    INR 1,14,000 + GST (Standard Fee, applicable from Mar 5, 2021)
    Deadline Application Fee
    Round 1 Mar 4, 2021 -
    Round 2 Mar 22, 2021 -
    Remarks Instalment Amount
    Instalment 1 Within 7 days of selection INR 50,000 + GST
    Instalment 2 Apr 15, 2021 INR 49,000 + GST (Early Bird Fee)
    INR 64,000 + GST (Standard Fee)

    Student Loan Details

    Loan Amount Available Tenure (months) EMI
    INR 1,27,794 36 INR 4,725


    • The above EMI’s are indicative. The EMI’s offered by each of the loan providers might vary from the above figures, depending upon tenure and loan amount to be disbursed.
    • Other EMI tenures available (Months):
      Propelld: 6/12/18/24/30/36/42/48
      Eduvanz: 12/24/36/48

    Please visit Students Loans and Financing for details on how to avail a student loan.