Indian Institute of Management Lucknow (IIML)

Executive Programme in Data Driven Product Management

IIM Lucknow offers the unique Executive Programme in Data Driven Product Management, integrating product, marketing, and development strategies using data analytics and design thinking for business growth and transformation.

Program Overview

The Executive Programme in Data Driven Product Management, offered by IIM Lucknow, is a one-of-a-kind program that combines product, marketing, and development strategies with data analytics and design thinking. This comprehensive program is designed to facilitate business growth and transformation by leveraging data-driven approaches. Participants will learn how to effectively integrate data analytics and design thinking into their decision-making processes, enabling them to scale customer and market-centric businesses. By exploring the interplay between product management, marketing, and development, participants will acquire the skills and knowledge needed to drive innovation and achieve sustainable success in today's dynamic business landscape.

Course Content

  • Marketing strategy and marketing plan

  • Dynamics of Economic and Business Landscape: Deep Capital and Product Innovation

  • Dynamics of Economic and Business Landscape: Process Innovation and Service Delivery

  • Market segmentation, persona, and value proposition

  • Discovering new markets and market sizing

  • Disruptive Business Models in a Digital Economy (B2B, B2C, B2B2C)

  • *Masterclass: Defining Customer Do's (needs)

  • Using Design Thinking framework for Identifying Customer Dos

  • Sourcing the Right Data and Data Challenges; Quantitative Research: Interviews & Surveys

  • Qualitative Research Methods

  • Quantitative Research: Experiment & ANOVA

  • Qualitative methods for product managers- AB testing, funnel testing

  • Data issues and cleaning

  • Using Exploratory Analytics, Graphs & Plots (with use case and python)

  • Analyzing Data with basic Statistical models (with use case and python)

  • Regression techniques (with use case and python)

  • Clustering techniques (with use case and python)

  • Conjoint techniques (with use case and python)

  • Analytical methods for product managers: Web analytics, Segmentation analytics

  • Using Google Analytics - Deep Dive

  • *Masterclass: AI and ML for Product Managers

  • Building Customer engagement and retention strategies

  • Decoding the customer journey

  • Concept Testing in B2C

  • Product Development in B2C

  • Product positioning, roadmap and portfolio

  • Pricing models

  • Pricing for Software

  • Media Mix, messaging and communication

  • Managing channel partners and affiliates

  • Lead Generation and SEO

  • Data visualisation and storytelling

  • Building User Experience

  • Building a Prototype/ MVP & Testing

  • *Testing a Prototype and Implementation

  • *Masterclass: Prioritising product features

  • Product research and development

  • Agile development methodologies

  • Scrum Product Backlog and Estimation: Epics, User Stories, Features

  • Product Testing and Support

  • Tools and metrics for program management: Jira

  • Sales forecasting, marketing budgeting and ROI

  • Products and Platforms - Concepts and Business Models

  • Online reputation management

  • Packaging, bundling, promotions

  • Product Marketing Metrics and ROI: Lifetime Value, CAC, Conversion Ratios

  • Cost Management

  • Product Management for Ecommerce and Aggregator Platforms

  • Product Management for Cloud and SAAS Based Platforms

  • Masterclass: Product manager role and day in life of product manager/Interview-Cracking Tips; Market, Demand and Skills

  • Product Management for Service Businesses

  • Metrics for product management 1

  • Metrics for product management 2

  • Pitching a Product/Corporate Finance

  • Managing legal requirements, Risk and Governance, IPR

  • Scaling up a Business: Framework and metrics

  • Tableau Session-I

  • Tableau Session-II

  • Negotiation and Persuasion Strategies

  • Note:- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours, The recordings from live sessions will be available to the participants till two weeks after the live session is conducted, based on the discretion of the Programme Directors, The campus component may change to online classes subject to evolving conditions and applicable Central and State Government restrictions, *Topics to be taught by Emeritus Industry Experts

Course Details

Mode of Study

Live Online with Campus Exposure

Class schedule

Saturdays and Sundays 10:00 AM to 12:00 PM

Campus classes

2-Day, on-campus immersion at IIM Lucknow

Duration of the Program

8 Months

Who this program is for?

  • Product Analysts, Product Managers, Product Marketing Managers, Future Product Leaders and Owners who want to gain industry-proven and data-driven expertise to accelerate career growth.

  • Sales managers, business developers and other professionals keen to acquire structured exposure to product management and product analytics to shift to product management roles.

  • Software developers, tech professionals, data scientists, UX engineers, and architects who aspire to get into data-driven product management roles.

  • Entrepreneurs and small-business owners looking to build products of tomorrow by understanding the product lifecycle and leveraging data-driven decision making capabilities.

Eligibility Criteria

  • Any Graduate (10+2+3)/Diploma holder (10+2+3)/Postgraduate with a minimum of 1+ years of work experience as on June 30, 2023.

  • Candidate should have a minimum of 50% marks in graduation/ diploma/ post graduation.

  • Candidate should be currently working. Basic understanding of Python is required.

Does this program comes with Alumni Status?

Yes

Alumni Benefits

  • Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status. The benefits include:

  • Executive Alumni status of the Indian Institute of Management Lucknow

  • Receipt of all programme brochures and newsletters from IIM Lucknow (MDP Office)

  • Details of souvenirs available with MDP office

  • Lifelong access to a network of distinguished IIM Lucknow Executive Alumni

  • Access to the IIM Lucknow Campus Library (onsite access)

  • 10% discount in fee for any additional program (Open program, Online) at IIM Lucknow (Lucknow and Noida campus)

  • 10% group discount on the fee for referring participants (minimum group of five)

  • Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

Important Dates

Application Deadline 29th May 2023
Orientation Date 15th Jul 2023
Program Start Date 30th Jun 2023

Fees Details

Application Fees INR 2,000
Program Fees INR 1,80,000
Certificate Details

  • Upon successful completion of the programme, with a minimum 75% attendance and satisfactory academic performance, participants will be awarded a certificate of completion and will be eligible to receive IIM Lucknow’s Executive Alumni Status (Optional).

  • Participants are expected to have 75% & above attendance.

  • The cumulative overall percentage of marks should be 50% and above.

  • Those participants who do not meet these criteria will receive a certificate of participation from IIM Lucknow.

  • No certificate shall be awarded if the attendance is less than 40%.

Sample Certificate

Key points about this program.

  • Immersive 8-month live online programme

  • 2-day campus immersion

  • Learn from leading IIM Lucknow faculty and industry experts

  • Gain hands-on experience with a real-world case-studies, expert sessions and project work

  • Learn proven product management and analytics concepts from product leaders

  • Deep-dive via masterclasses and industry expert sessions, and hands-on project work
Apply By: 29th May 2023
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About the Institute

The Indian Institute of Management Lucknow (IIML) is a public business school located in Lucknow, Uttar Pradesh, India. It was the fourth IIM to be established in India and is consistently ranked as one of the top management institutes in the country and Asia. IIML offers various postgraduate, doctoral, and executive education programs in management, with a focus on entrepreneurship, sustainability, and public policy. The institute has a highly qualified faculty, a diverse student body, and a strong alumni network. It is known for its research and consulting activities in various fields of management.

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