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


- Develop an innovative, product-centric mindset for accelerated career growth
- Learn beyond product management and create product-centric disruptive business models
- Experience an immersive learning journey with real-world case studies, simulations and a capstone project
- Explore agile product development with Eruditus Global Faculty and industry practitioner
- Receive a Certificate of Completion from one of India's best B-Schools (NIRF, 2020)
- Learn from eminent IIM Kozhikode faculty, renowned industry experts and thought leaders


  • 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



      13 March 2021


      5 Months
      (Live Online Sessions
      Every Saturday: 8:30 AM to 11:30 AM)


      INR 1,12,500 + 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


    • Value creation, communication and delivery
    • Defining opportunities – Focus Group Discussion
    • Product Opportunity Gap
    • New product strategy: positioning and pricing
    • New product development, product modification
    • Conjoint analysis for new product development
    • Use of analytical techniques in new product development strategy
    • Estimating value of product features
    • Developing go-to-go strategy for technology products
    • Marketing plan formulation
    • Calculating possible market share, preference share
    • Market orientation, competitor orientation
    • Elements of strategy formulation
    • Managing Product portfolio
    • The Product Life Cycle and strategy formulation
    • Product innovation and growth through partnership
    • Customer analysis for product strategy
    • Principles of agile development and Scrum
    • Transition to agile
    • Managing remote teams
    • Influence without authority
    • Harvard Business School Publishing simulation

    Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

    Disclaimer: This programme deals with insights and best practices on product management strategies. While the learning is relevant to both technical and non-technical participants, this programme should not be considered as a pure play ‘Digital Product Management’ programme.


    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.

    Programme Fee

    Dates Length Location Tuition Fees
    March 13, 2021 5 Months Live Online Sessions
    Every Saturday: 8:30 AM to 11:30 AM
    INR 1,12,500 + GST
    Deadline Application Fee
    Round 1 Jan 5, 2021 INR 2,500 + GST
    Round 2 Jan 29, 2021 INR 3,000 + GST
    Round 3 Mar 4, 2021 INR 3,500 + GST
    Remarks Instalment Amount
    Booking Amount Within 7 days post selection INR 34,500 + GST
    Instalment 1 Mar 15, 2021 INR 40,000 + GST
    Instalment 2 May 25, 2021 INR 38,000 + GST

    Student Loan Details

    Loan Amount Available Tenure (months) EMI
    INR 1,14,903 24 INR 5,793


    • 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.


    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.