Professional Certificate in Product Management

Build product management skills that get you noticed—in 6 months, online

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Course Dates

STARTS ON

October 20, 2021

Course Duration

DURATION

6 months, online
15-20 hours per week

Course Duration

Pay Nothing While You Learn. Financing Options Starting at US$25/Month.

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Program Overview

Developing a new product has become increasingly complex, amplified by ever-expanding customer expectations as technology evolves. Whether you are a multinational corporation or a micro start-up, products are the foundation of growth.

The Professional Certificate in Product Management from Kellogg Executive Education harnesses the best practices, frameworks, and hard and soft skills to be a successful product manager, whether you are already working in this field or switching from an adjacent field.

As the CEO of your product, watch the magic that transpires when marketing, sales, engineering, UX, operations, and legal are all aligned.

Advance Your Career in Product Management

As you consider all the different directions your career could turn, Kellogg Executive Education wants to help you make an honest evaluation of the options—and the skills that will deliver the most commercial impact for employers.

In this program, you will develop an aptitude for the end-to-end process of discovering, designing, developing, delivering, and managing products. You will build and manage a product roadmap through user research, prototyping, and product analysis. With Kellogg Executive Education, you learn by doing. And you’ll learn from the top marketing and product management minds in the world.

80%

Product Managers are involved in go-to-market decisions

Source: McKinsey & Company 2019

$109K

Average base salary

SOURCE: Glassdoor 2020

30%

Projected time product managers will spend engaging customer and partner ecosystems over the next three to five years

Source: McKinsey & Company 2019

Learn from the best
Kellogg’s MBA program has consistently been ranked
#1 in marketing by U.S. News & World Report.

Why Kellogg Executive Education at Northwestern University?

Learn from one of the same marketing thought leaders who teaches in the MBA program.

  • Real-world applications including a capstone project
  • Wide range of case studies and company examples
  • World-class faculty and thought leadership

High-Level Program Takeaways

  • Master the end-to-end process of discovering, designing, developing, delivering, and managing products.
  • Learn the strategic-thinking and tactical-implementation skills needed to become a professional product manager. 
  • Gain certifications in product management tools and methodologies including project management, A/B testing (Optimizely), and analytics (Google Analytics).
  • Hone your communication, negotiation, and influence skills to effectively manage people and relationships.
  • Apply frameworks and tools to develop a start-to-finish product marketing plan.

Who Is This Program For?

The Professional Certificate in Product Management from Kellogg Executive Education is for those who want to build on or formalize their training for product management roles. The certificate will not only give you a broad perspective of the role but will also dig deep into many of the skills that will help you stand out to employers. This program is ideal for the following categories:

  • Early-career professionals with one to five years of experience as a product manager or in a product support role
  • Professionals making a lateral career move from an adjacent field such as engineering, UX/UI, marketing, or sales

Build Your Skill Set

Phase 1 Skills: Build Your Prototype

  • Discover Customer Insights for Product Innovation
  • Define Product Requirements
  • Design Your Business Model
  • Analyze the Numbers
  • Roadmap Your Strategy

Phase 2 Skills: Go to Market

  • Communicate like a Pro
  • Manage Your Partner Ecosystem
  • Develop the Growth-Hacker Mindset
  • Assess the Data, Choose the Right Tool
  • Manage Stakeholder Relationships

Program Topics

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.

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 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 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 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 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 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 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 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 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 15:

Growth Hacking

Learn how to develop the growth-hacker mindset, and explore growth-hacking skills, strategies, processes, and best practices.

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 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 7:

UI/UX Design for Product Managers

Learn the fundamentals of UX, conceptual, interaction, and virtual design, and the design sprint.

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 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 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 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 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 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 20:

Capstone Project

In this final module, you will complete and submit the capstone project.

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Certifications Included in the Program

  • Optimizely: Generate Data-Driven Ideas - Free
  • Google Analytics: Understand Your Customers - Free 
This program will also enable you with the skills to be proficient in the use of UI/UX and Product Roadmapping tools like Miro and Balsamiq.

Program Faculty

Profile picture of course faculty MOHANBIR SAWHNEY

MOHANBIR SAWHNEY

Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Professor Sawhney is a globally recognized scholar, teacher, consultant, and speaker specializing in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications... More info

Instructors

Profile picture of course faculty Steven Benario

Steven Benario

Product Manager

Steven is a Product Manager at Palo Alto Networks, an industry-leading cybersecurity provider. In his 12+ years in Product, he has worked with a broad swath of companies including Microsoft, AOL, Pivotal Labs, Tenable, Electronic Arts, and several early-stage startups. Through his career, he has developed a specialty in leading machine learning and artificial intelligence products. Since 2014, Steven has shared his knowledge and expertise through coaching and teaching product managers in a variety of settings. For the past several years, he has specifically focused on accelerating enterprises’ best practices and their ability to drive value for users with the latest technologies. His #1 approach for getting user feedback: “Can we just ask them?” Steven lives in New York and travels voraciously. If you can’t find him there, you’ll likely run into him on the ski slopes or biking, hiking, and eating his way around the world.

Profile picture of course faculty Tamara Sanderson

Tamara Sanderson

UX/UI Design Lead

Tamara has lived as an expat for nearly nine years and visited 70 countries, all while working at Google, Automattic and Oliver Wyman. She has approached her career with the same explorer mentality, with nearly 15 years of experience in roles ranging from management consulting to private equity, partnerships and now design. She is currently located in Boston, where she is a Design Lead for IDEO. She also teaches part-time at Jolt.io and is co-writing a book on remote work.

Profile picture of course faculty Tami Reiss

Tami Reiss

Product Strategy Leader

Tami Reiss is a product strategy leader with 15+ years of experience helping startups, established enterprise companies, and community profit organizations define their product strategy and set up product organizations for scale. She has worked with countless companies and organizations to set strong strategies for growth and specializes in B2B SaaS. Right now, Tami is focusing on coaching up and coming product leaders, teaching courses in management and strategy, and writing a children's book called "What do Product Managers Do?". Tami lives with her husband Nadav and daughter Ruth in Florida, but has spent half her life in LA and NYC. She loves to travel and considers herself a citizen of the world.

Program Leaders

Our Learning Facilitators are industry experts who bring their insights to the course experience through live office hour sessions and personalized support.

Kristiana Burk

Kristiana Burk is a digital product management leader who has worked with a variety of top-ranking global consumer experiences, mobile apps, and software as a service (SaaS) products for companies, such as Britannica, HowStuffWorks, Discovery Communications, and Ramsey Solutions. She has a passion for behavior design and trauma-sensitive wellness. She is also a Certified Tiny Habits Coach through BJ Fogg, integrative wellness coach, and a Registered Yoga Teacher (RYT) in Trauma-Sensitive Yoga.

Michael Bennett

Michael Bennett is a product development, strategic marketing, and communications professional. He has developed and executed digital product development, marketing, and communications campaigns for Johnson Controls, iProspect, and Tribune Media Group, as well as technology projects for Lowes, Target Corporation, Scientific Games, Walgreen Company, Citigroup, UHC, and Expedia. He brings his rich experience and proven leadership in the areas of technology, health care, travel, consumer insights, brand marketing, advertising, sales management, and financial analysis.

*This is a sample of our Program Leaders, that may change for upcoming cohorts.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.

Download Brochure

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

Pay Nothing While You Learn. Financing Options Starting at US$25/Month

We offer flexible and transparent payment options through our partners—Ascent Funding and Sallie Mae.
  • Sallie Mae

    Monthly payments starting at US$25.
    Fixed repayment, interest-only repayment, and deferred payment options available. Click here to apply



    Ascent Funding

    Monthly payments starting at US$37.
    Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more.

  • Flexible Payment Options—Monthly payments as low as US$1,092.
    Choose to pay in two, three, or six monthly installments for higher flexibility Click here to learn more

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