The accelerated pace of digital transformation, data-driven insights, fierce competition, and high customer expectations have made product management the hottest profession today. The importance of product managers is growing remarkably, and their role has become central to the success of any product and organisation.

To develop product-centric thinking for business growth, this immersive programme provides a comprehensive blend of both data-driven insights and strategic product understanding as well as effective communication and management. This programme will benefit professionals who want to lead their organisations in a disruptive and constantly evolving digital world.

IIM Kozhikode's Professional Certificate Programme in Product Strategy will be beneficial for working professionals and entrepreneurs interested in mastering the art of product strategy and creating a disruptive business model based on an innovative product. Join this programme to learn how to create a business model with a customer-centric, value-driven product at the centre and efficiently navigate each stage of the product life cycle.


  • 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


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    29 August 2020


    5 Months
    (Live Online Sessions
    Every Saturday: 09:00 AM to 12:00 PM)


    INR 1,00,000 + 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 provides a robust foundation for exploring the frameworks for product-centric thinking. 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) from a recognised university in any discipline with a minimum work experience of 2 years for Graduates and 4 years for Diploma Holders

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 is a Commonwealth Academic Fellow, 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 Medalist, University of Calcutta) and has done his BE from the National Institute of Technology, Durgapur. Currently, Prof. Atanu Adhikari is a Professor in the area of Marketing Management at IIM Kozhikode.

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. Prof. Sreejesh S is currently working as an Assistant Professor of Marketing Management at IIM Kozhikode.

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 Senior Product Marketing Manager for Microsoft 365 & Security where his responsibilities included managing the organization’s global field and partner channels, leading sales strategy as part of the security team’s global go-to-market efforts. Prior to this role, 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
August 29, 2020 5 Months Live Online Sessions
Every Saturday: 09:00 AM to 12:00 PM
INR 1,00,000 + GST
Deadline Application Fee
Round 1 Jun 22, 2020 INR 2,500 + GST
Round 2 Jul 22, 2020 INR 3,000 + GST
Round 3 Aug 21, 2020 INR 3,500 + GST
Remarks Instalment Amount
Booking Amount Within 7 days post selection INR 27,000 + GST
Instalment 1 Aug 28, 2020 INR 40,000 + GST
Instalment 2 Nov 26, 2020 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.