Programme Type



6 months

Deadline to Apply

22nd May, 2022


₹1,50,000 + GST

Class Timings

First Session: Saturday – 3:30 pm to 5:00 pm Second Session: Saturday – 5:15 pm to 6:45pm

Programme Overview

Programme Content

● Understanding value creation, communication, and delivery through Products and Innovations

● Value creation through new services

● Understanding what is a product strategy and what is not a product strategy
Product plan and product roadmap

● Identifying market segment and selection of segment

● Overview of the product launch and product positioning and messaging

● Basic tenets of disruptive innovation theory
● Understanding the concepts

● Common pitfalls in the theory’s application
● Understanding the mechanism to take an innovative product into the mainstream market

● The phases in new product process
● Evaluation of tasks throughout the new product process
● Generating ideas for new products
● Approaches of concept generation
● Concept testing

● Topic related to different aspects of consumer behaviors and related models and their application in product management

● Understanding product analytics tools and applying them using user-friendly software like Excel, SPSS, and XLSTAT

● Understanding product analytics tools and applying them using user-friendly software like Excel, SPSS, and XLSTAT

● Analytical approaches: Conjoint analysis, market share calculation

● Understanding product, market orientation, and competitor orientation

● Product strategy and management at the BOP

● Agile product management
● Minimum viable product
● Minimum delightful product

● Product management strategies in business markets

● Sales strategy to manage products

● Apply overall learning of the course in a simulated environment

Programme Highlights

Programme Details

Key Learning Outcomes
Programme Delivery
Who Should Attend?
Eligibility Criteria
Admission Criteria

Programme Directors

Professor Atanu Adhikari

Professor Atanu Adhikari

Professor – Marketing IIM Kozhikode

Professor Adhikari earned his bachelor’s degree in Engineering, MBA (Gold Medallist) and PhD in Marketing Management. He was a visiting researcher to Whitman School of Management, Syracuse University, USA and Commonwealth Academic Fellow to London Business School, UK. He was a doctoral Fellow of the Royal Statistical Society London, UK. He has taught as an adjunct faculty in many business schools abroad and in several IIMs in India. He has taught as a co-instructor in post-graduate programmes for executives with leading international faculties from Cornell University and Syracuse University. He has designed and conducted several executive education and management development programmes for middle and senior management executives working in Fortune 500 companies, large Indian companies, and public sector organisations.   Professor Adhikari has co-authored several books and his work has been published in many national and international peer-reviewed academic journals and books published by leading publishers namely Springer, Sage, John Wiley, Cambridge Scholar Press, Gower Publication and Cengage Learning. His research work has been selected and presented in several scholarly international conferences organised by Marketing Science, American Marketing Association, 7th World Congress in Probability and Statistics, Royal Statistical Society and similar academic forums in the USA, UK, France, Germany, Italy,...

Assessment and Certification

Attendance Criteria

Date & Fees