Professional Certificate in Product Management – Women’s Cohort

Advance your career in product management

Research in gender equity has shown that gender-diverse organizations achieve better outcomes overall. In fact, organizations with the greatest gender diversity were 48 percent more likely to outperform organizations with the least gender diversity, according to a 2020 study by McKinsey.

Yet, in the high-demand field of product management, there are fewer women than men in product roles compared with the numbers from two decades ago when the gender balance neared 50–50. Changes in technical requirements for product managers in recent years have led to qualified women product managers being less likely to seek product management roles. In reality, women have historically excelled in product roles, and returning gender parity to the field will further elevate the profession and its growing influence and enhance diversity in tech overall. This program's women-only cohort from Kellogg was created to help further these goals.

Online Programs
Professional Certificate in Product Management graphic

Products are the foundation of growth.

Who Should Attend

This program is ideal for:

  • 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, user experience (UX) and user interface (UI), marketing, or sales

Previous participants come from a wide range of industries that include:

  • Tech-intensive services organizations, such as banking/fintech, IT products, and consultancies
  • Technology organizations, including electronics/hardware and e-commerce
  • Product-based organizations, including retail and fast-moving consumer goods
  • Health care, advertising, media, education, and agriculture

Key Benefits

  • 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 manage people and relationships effectively
  • Apply frameworks and tools to develop a start-to-finish
    product marketing plan

Program Content

Module 1: Introduction to Product Management

  • Define the characteristics of a product strategy
  • Differentiate among the applications of product strategies across industries
  • Create a Vision, Values, Methods, Obstacles, and Measures (V2MOM) for an organization, business, or product
  • Determine the skills required to be a successful product manager

Module 2: Customer Insights for Product Innovation

  • Articulate the nature and source of customer insights
  • Utilize customer insight tools to transform insights into action
  • Conduct customer research for a specific product 

Module 3: Analyzing Product Opportunities

  • Analyze product opportunities using the JTBD framework
  • Define the key points of finding product opportunities
  • Utilize the R-W-W framework to assess product opportunities

Module 4: Product Discovery and Requirements Definition

  • Create a discovery hypothesis and an MVP experiment
  • Identify key points of the discovery hypothesis framework
  • Create high-level user stories
  • Determine the functions and characteristics of a product requirements document (PRD) and user stories

Module 5:  Business Model Design

  • Complete a freemium business model template
  • Establish the relationship of pricing and product tiers
  • Articulate the pros, cons, and differences of the various business models

Module 6: Financial Analysis for Product Managers

  • Define the total available market (TAM), serviceable available market (SAM), and serviceable obtainable market (SOM) for a specific business scenario
  • Analyze the steps of a business case analysis
  • Understand the impact of downward and upward line extensions
  • Evaluate SaaS and marketplace models
  • Determine the best business model for your product or service

Module 7: UI/UX design for Product Managers

  • Understand user experience (UX) vs user interface (UI) roles and characteristics
  • Assess a product's feasibility, viability, and desirability
  • Create a wireframe for a product and define the Five S's

Module 8: Agile Product Development

  • Describe the key components of the Agile method of product development
  • Define the principles of Agile development and Agile methodologies
  • Understand the principles of scrum and utilize the SAFe 5.0

Module 9:  Product Planning and Roadmapping

  • Utilize product planning tools to develop a product roadmap
  • Describe the required components of a product roadmap
  • Articulate how to link business strategy to product development

Module 10: Product Prototyping

  • Understand the concept of prototyping and its importance
  • Establish a design challenge
  • Learn best practices in prototyping
  • Define the end prototype

Module 11: Taking Products to Market

  • Choose the best route to market by analyzing your audiences
  • Define the primary value proposition for a product
  • Discuss best practices for product launches
  • Define the elements of a GTM strategy

Module 12: Business Communication for Product Managers

  • Differentiate between internal and external communication skills
  • Learn the fundamentals of storytelling
  • Learn how to communicate effectively, run productive meetings, and deal with difficult situations as a product manager

Module 13: Managing the Partner Ecosystem

  • Define the elements of the whole offer and perform a gap analysis
  • Analyze the whole offer of an organization to improve it
  • Describe how to design and manage partnerships effectively

Module 14: Managing Product Evolution and Growth

  • Use the key lessons from this program to create a strategic roadmap for a business
  • Discuss the effectiveness of growth hacking techniques
  • select the correct strategy to drive revenue growth
  • Define key terms related to product evolution and growth

Module 15: Growth Hacking

  • Tap into the growth-hacker mindset
  • Develop and refine growth-hacking skills and strategies
  • Describe best practices in growth hacking

Module 16: Data Science and Analytics for Project Managers

  • Identify effective A/B tests, challenges in A/B testing, and scale
  • Differentiate between the model evaluation metrics
  • Identify the types of bias and examples of each
  • Complete the Google Analytics certification

Module 17: Machine Learning and Data Tools

  • Understand the methodologies and concepts of AI and ML
  • Design a data strategy and testing plan to improve business outcomes
  • Become familiar with AI/ML platforms and tools

Module 18: Managing Stakeholder Relationships

  • Learn the required skills to lead a product team
  • Articulate how to lead effectively without authority
  • Learn how to manage conflict and remote teams

Module 19: Product Management for Services Organizations

  • Determine the scalability of products versus services
  • Learn about the development process for services and how it differs from that for products
  • Differentiate between B2B and B2C business models

Module 20: Capstone Project

  • Create a product management plan for developing a product and taking it to market

Faculty

Mohanbir Sawhney - Academic Director; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Tami Reiss - Founder, Just Not Sorry; Digital Product Educator; former SVP of Product Strategy, ProduxLabs

Tamara Sanderson - Design Lead, IDEO; former Director of Product Strategy, Automatic; Google (various roles)

Steven Benario - Senior Product Manager, Expanse; Digital Product Educator; former Product Coach, Electronic Arts

FAQ

What is the program about?

The Professional Certificate in Product Management: Women's Cohort program was designed to help you become a successful product manager, bringing your authentic self, unique perspective, and diverse background to a rewarding product management career—and to help return gender parity to this rapidly growing field.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all the key concepts from the program.

What is the program format?

The program consists of 20 modules delivered over 6 months online. Learners can expect to dedicate 15-20 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.

Are any of the sessions delivered in real time (live)?

There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.

What methods will be used for grading and evaluations?

Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.

How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.

Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.

Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.

What are the requirements for accessing the program?

Participants will need the following to access the Professional Certificate in Product Management: Women's Cohort program:

  • Valid email address
  • Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
  • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
  • Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program

PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program offer a certificate?

Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)

Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.

What is the program about?

The Professional Certificate in Product Management: Women's Cohort program was designed to help you become a successful product manager, bringing your authentic self, unique perspective, and diverse background to a rewarding product management career—and to help return gender parity to this rapidly growing field.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all the key concepts from the program.

What is the program format?

The program consists of 20 modules delivered over 6 months online. Learners can expect to dedicate 15-20 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.

Are any of the sessions delivered in real time (live)?

There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.

What methods will be used for grading and evaluations?

Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.

How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.

Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.

Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.

What are the requirements for accessing the program?

Participants will need the following to access the Professional Certificate in Product Management: Women's Cohort program:

  • Valid email address
  • Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
  • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
  • Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program

PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program offer a certificate?

Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)

Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.

Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.

 

Upcoming Sessions

June 7 - November 15, 2022

Start: June 14 at 12:00 AM

End: November 15 at 12:00 AM


Accepting registrations through June 13, 2022

$6,950

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018