Professional Certificate in Product Management

In Kellogg's Professional Certificate in Product Management program, participants develop an aptitude for the end-to-end process of discovering, designing, developing, delivering, and managing products. Participants build and manage a product roadmap through user research, prototyping, and product analysis. Modules completed during this program include: Module 1: Introduction to Product Management Learn what a product manager (PM) does and how the role varies across industries, company size, and format (B2B and B2C). Learn what you need to succeed in this role and what makes an outstanding product manager. Module 2: Customer Insights for Product Innovation  Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.), and move from insights to action. Module 3: Analyzing Product Opportunities  Learn how to define and find product opportunities, Jobs-to-Be-Done (JTBD) framework, and assessing opportunities using the Real-Win-Worth It (R-W-W) framework. Module 4: Product Discovery and Requirements Definition  Learn how to create a discovery hypothesis, measure product-market fit, apply the MVP framework (user stories, epics, and themes), and address the Agile requirements document. Module 5: Business Model Design Learn the definition and importance of business models and business model taxonomy—Freemium, Software as a Service (SaaS), and marketplace models, and equip yourself to choose the right business model for your product. Module 6: Financial Analysis for Product Managers   Understand the economics of a SaaS business (CLV, CAC, MRR, MRR Expansion, Churn); learn about analyses such as Net Present Value (NPV), Internal Rate of Return (IRR), and Product Profitability; and explore approaches to product pricing. Module 7: UI/UX Design for Product Managers Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint. Module 8: Agile Product Development  Explore the principles of Agile development, Agile methodologies (Scrum, Kanban, etc.), Scrum/Agile team structures, and Scaled Agile Framework (SAFe 5.0), and learn about transitioning to Agile. Module 9: Product Planning and Roadmapping  Link business strategy to product development using roadmaps and product portfolio management, and learn how to use roadmapping tools. Module 10: Product Prototyping   Discover the importance of prototyping, and learn about rapid prototyping, prototyping classifications (Alpha, Beta, Pilot), prototyping artifacts, wireframing, 3D printing, and prototyping best practices. Module 11: Taking Products to Market  Get an overview of the product launch and Go-to-Market strategy (GTM), elements of GTM strategy, product positioning and messaging, and product-launch planning. Module 12: Business Communication for Product Managers Receive an overview of internal and external communication, discover the fundamentals of storytelling, and learn to give effective product presentations and demos. Additionally, identify the hidden benefits of impactful written communications, and learn how to run efficient meetings and deal with difficult situations. Module 13: Managing the Partner Ecosystem  Address the definition and creation of the "whole offer"— the Make, Buy, or Ally decisions. Manage strategic partnerships and strategies for ecosystem development and growth. Module 14: Managing Product Evolution and Growth  Discover how a company might grow product sales through customer development, market development, and demand expansion. Learn how to manage product line extensions, product line pruning, and product sunsetting. Module 15: Growth Hacking Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices. Module 16: Data Science and Analytics for Product Managers Gain an overview of model evaluation metrics and ways of identifying biases to avoid analytical errors. Explore ways to leverage popular platforms and tools, such as Google Analytics. Module 17: AI and ML for Product Managers Learn the definitions and fundamentals of analytics and artificial intelligence/machine learning (AI/ML) along with AI/ML platforms, tools, and types of analytics—descriptive, predictive, and prescriptive. Module 18: Managing Stakeholder Relationships  Learn how to manage different relationships as a product manager. Specifically, this module will address relationships between the product manager and the engineering team, sales organizations, customers, and executive leadership. Module 19: Product Management for Services Companies  Learn about the scalability of products versus services. Discover the development process for services and how it differs from that of products. Module 20: Capstone Project In this final module, you will complete and submit the capstone project.