Programme Type



7 Months

Deadline to Apply

29th May, 2022

Programme Fee

₹1,40,000 + Taxes (excluding registration fees)

Class Timings

Saturday – Session I: 12:15 p.m. to 01:45 p.m.
Saturday – Session II: 02:00 p.m. to 03:15 p.m.

Programme Overview

Programme Content

1) Introduction to Product Management & Strategy
• 5i Framework (Ideate, Innovate, Implement, Industrialise, Improve)
• Examples of Stellar Products
• Key Challenges
• Theory to Product
• Lines and Mixes
• Case/Exercise: To be provided
2) Market Analysis & Research
• Market Segmentation, Target Market Selection, Competitive Analysis
• Understanding the Customer: Customer Research
• Case/Exercise: To be provided
3) Product Ideation and Validation
• Creativity and Innovation
• Idea Generation and Validation
• Product Hypothesis, Concept Generation and Testing
• Case/Exercise: To be provided
4) Customer-Centric Product Design
• Buyer and User Persona
• Design Thinking
• Product Vision and Goals
• Case/Exercise: To be provided
5) Prototyping and MVPs
• Testing and Validation of MVP
• Prototyping
• Case/Exercise: To be provided
6) Product Planning & Development and Product Marketing & Sales Strategies
• Product Engineering Strategy – Agile/Scrum/Waterfall Methodology
• Product Roadmap, Requirements (PRDs), User Stories
• Testing (A/B) and Validation
• Case/Exercise: To be provided
7) Metrics & Analytics
• Performance Metrics
• Determining Success Criteria
• Identifying corrective measures/improvement
• Case/Exercise: To be provided
8) Go-To-Market Strategies
• GTM 101 Principles
• Branding and its Impact on Product; Translating Brand into Compelling Customer Experiences
• Product Positioning and Brand Strategy
• Product Launch Plan
• Marketing and Sales Strategies
9) Pricing & Monetisation
• Product Costing
• Pricing Models and Strategies
• Creating Growth Loops within the Product
10) Product Roadmapping & Prioritisation
• Product Backlogs
• Release Management
• Change and version control
11) Product Expansion & Growth Strategies
12) Capstone Project (5 hours)

Introduction to Branding
• Brands and Brand Management
• Why do Brands Matter?
• What Can be Branded?
Exercise and Case: To be discussed
1. Developing a Brand Strategy
2. Brand Loyalty and Brand Positioning

Exercise and Case: To be provided
1. Measuring Brands
2. Managing Brands over Time
3. Brand Community

Exercises to be Provided
• Branding and New Media Environment
• The New Media Environment
• Role of Multiple Communication
Branding & Pricing-1
• Types and Role of Pricing in Building Types of Brands
Branding in the Digital Era: Social Media & Branding
Branding & Internationalisation

Brand Simulation (5 hours)
Course Workshop & Evaluation (5 hours)

Programme Highlights

Programme Details

Programme Delivery
Who Should Attend?
Eligibility Criteria
Admission Criteria

Programme Directors & Faculty Profiles

Prof. (Dr.) Madhurima Deb

Prof. (Dr.) Madhurima Deb

Associate Professor, Marketing Department

Dr. Madhurima Deb is a faculty of Product and Brand Management at the Indian Institute of Management Kashipur. She also teaches Sales and Distribution Management at IIM Kashipur. Dr Deb started her career as Assistant Manager in a consulting company in 2007. There, she worked on numerous projects with clients like ITC, TATA, UBS, Limitless etc. She obtained her PhD from the Indian Institute of Technology Kharagpur. Her thesis was on ‘Customer Relationship Management (CRM) Practices in the Indian Retail Sector’. She has over 4 years of research experience and 14 years of teaching experience. She has published papers in various Journals & Conferences of international and national repute. She works in the area of Branding, Consumer Behaviour, Retail, Cause-related Marketing, Relationship Marketing, Market Research techniques, etc. She is Chairperson of Research at IIM Kashipur. CONSULTING and MDP Experience • As Principal Investigator, handled the ‘General Management Programme’ for Jubilant FoodWorks Ltd. between February and April 2017, for a batch size of 110 participants. • As Programme Director, managed ITI MDP • Taught in a series of TATA Chemical MDPs • Taught in a series of LIC MDPs • Taught in BEL MDPs • Taught in a series of TEQIP...

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