Who are Product Managers? Well, McKinsey & Co describe Product Managers as mini-CEOs* and rightfully so, given today's dynamic business environment. With the accelerated pace of digital transformation, data-driven insights, emphasis on design, and high customer expectations, product-centric management has emerged as the hottest profession today.

To develop product-centric thinking for business growth, the Professional Certificate Programme in Product Strategy from IIM Kozhikode provides a comprehensive blend of both data-driven insights and strategic product understanding, coupled with effective communication and management.

Joining this programme will enable mastering the art of product strategy and creating a disruptive business model based on an innovative product through interactive live online sessions. Become an industry-ready product manager and leader with proficiency in developing a business model with a customer-centric, value-driven product at the centre and efficiently navigate each stage of the product life cycle.

*Source: Product Managers for the Digital World, McKinsey & Co, 2017


  • Identify a market opportunity and conceptualise a customer-centric, value-driven product
  • Efficiently manage each stage of the product life cycle
  • Create a disruptive business model with the product in the centre
  • Learn how to develop, test, and refine the product to maximise results
  • Understand the implications of digital disruption and evolution in the product strategy paradigm


Professional Certificate Programme in Product Strategy - Certificate Click to view certificate



      30 December 2020


      5 Months
      (Live Online Sessions
      Every Wednesday: 6:45 PM to 9:45 PM)


      INR 1,02,500 + GST

    Who is this Programme For

    This five-month programme will be extremely beneficial for professionals across all industries and functions (technical and non-technical) since the meticulously curated curriculum will enable participants to lead their organisation in a disruptive and constantly evolving digital world. This programme is most relevant for:

    • Mid to senior-level managers working on product development, product management or product strategy roles
    • Marketing Managers and Sales Managers who are responsible for the marketing and sales of products and services in their organisation
    • Business Managers and Department Heads from various functions such as R&D, Operations, Finance, who are part of a product's life cycle directly or indirectly
    • C-Suite Leaders and Consultants who want to develop a strategic mindset that revolves around product strategy as the path to growth
    • Entrepreneurs and Business Owners who are committed to growing their business through effective product strategies
    • Professionals who have recently taken a role or are keen to establish a career in product development, product management or product strategy
    • ELIGIBILITY - Graduates or Diploma Holders (only 10+2+3) in any discipline from a recognised university. Minimum work experience of 2 years

    Programme Modules & Faculty


    • Introduction to Product Strategy
    • Managing Product/Services
    • Product Strategy in Professional Services Companies
    • Strategy Formulation for Product Success
    • Marketing Plan Formulation
    • Defining Opportunities
    • Analysis of Product Opportunities
    • Evaluation of Product Opportunities
    • Competitor Analysis
    • Understanding the Techniques of Competitor Analysis
    • Developing Competitor Orientation
    • Product Portfolio Analysis
    • Product Life Cycle
    • Product Opportunity Gap
    • Product Portfolio Strategy
    • Techniques Used in Customer Analytics
    • Product Positioning and Planning
    • Customer Analytics in B2B and B2C
    • Best Practices for Product Launches
    • Principles of Agile Development and Scrum
    • Transitioning to Agile
    • Managing Remote Teams
    • Influence Without Authority

    *(Taught by Eruditus Global Faculty)

    • Techniques Involved in Understanding Market Potential
    • Sales Forecasting Methods
    • Increasing Share of Wallet, Share of Market, and Size of Market
    • Growth Through Partnerships
    • Growth Hacking Strategies


    Prof. Atanu Adhikari, PhD
    Prof. Atanu Adhikari, PhD

    Programme Director & Professor,

    Marketing Management

    Professor Atanu Adhikari is a Commonwealth Academic Fellow to London Business School UK, Visiting Researcher to Syracuse University USA, PhD (ICFAI University with one year visiting program at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur). He is actively involved in scholarly academic research work, which has been published in many national and international peer-reviewed academic journals and presented in conferences. He has co-authored several books published by leading international publishers and has also authored several case studies that are published and distributed by Ivey Publishing, Canada and Harvard Business Publishing, USA.

    Prof. Sreejesh S, PhD
    Prof. Sreejesh S, PhD

    Programme Director & Assistant Professor,

    Marketing Management

    Professor Sreejesh’s primary research interests include marketing analytics, brand management, services marketing, and online marketing & advertising. His publications have appeared in Journal of Brand Management, Industrial Marketing Management, European Journal of Marketing, Computers in Human Behaviour, Journal of Travel and Tourism Marketing, International Journal of Contemporary Hospitality Management, Internet Research, Journal of Product and Brand Management, Journal of Service Theory and Practice, International Journal of Bank Marketing, etc. He serves on the editorial board of International Journal of Consumer Studies. He has also authored books of international repute with Pearson India and Springer International.

    Glenton Davis (Eruditus Global Faculty)
    Glenton Davis (Eruditus Global Faculty)

    Industry Practitioner

    Glenton Davis is a Senior Business Development and Strategy Manager at Microsoft. In this role, Glenton leads the company’s global strategic partnerships, mergers, acquisitions, and venture investments that accelerate growth for Dynamics 365 Field Service, Dynamics 365 Customer Service, and Omnichannel for Customer Service.

    Previously, Glenton was a Business Strategist and Product Manager in Microsoft’s One Commercial Partner organization, where he built and launched automated content marketing applications to drive cloud revenue growth and profitability through Microsoft’s global ecosystem of over 300,000 partners.

    Glenton began his career at J.P. Morgan, where he was an Investment Strategist for the Chief Investment Officer of J.P. Morgan Global Asset & Wealth Management. Glenton left Wall Street in 2009 after independently releasing a pop music album that achieved acclaim on the Canadian pop charts and founding an arts education nonprofit, Soul Pop U, Inc. Glenton briefly returned to the private sector in 2012 before attending Northwestern University in 2013. He graduated from the institution in 2016 with an MBA from Kellogg School of Management, and a JD, cum laude, from Northwestern Pritzker School of Law. Glenton also holds a BA in Economics from Yale University.

    Programme Fee

    Dates Length Location Tuition Fees
    December 30, 2020 5 Months Live Online Sessions
    Every Wednesday: 6:45 PM to 9:45 PM
    INR 1,02,500 + GST
    Deadline Application Fee
    Round 1 Oct 20, 2020 INR 2,500 + GST
    Round 2 Nov 20, 2020 INR 3,000 + GST
    Round 3 Dec 20, 2020 INR 3,500 + GST
    Remarks Instalment Amount
    Booking Amount Within 7 days post selection INR 29,500 + GST
    Instalment 1 Dec 29, 2020 INR 40,000 + GST
    Instalment 2 Mar 20, 2021 INR 33,000 + GST

    Student Loan Details

    Loan Amount Available Tenure (months) EMI
    INR 1,12,100 24 INR 5,652


    • 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

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


    This programme includes live online classes. To attend a live online class you will need to have a PC/Laptop/Mac with

    • Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
    • Webcam: built-in or USB plug-in
    • Processor: with Dual Core 2Ghz or higher (i3/i5/i7 or AMD equivalent)
    • RAM: 4 GB or higher
    • OS: Either MacOS 10.7 or higher OR Windows 8 or higher
    • An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)
    • Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
    • Zoom software client installed on your PC/Laptop/Mac

    We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/Laptops/Mac systems and also on phones and tablets. You can join your live online class from a phone or tablet if it supports the Zoom client. We recommend that you attend classes from a PC/Laptop/Mac.