Every company that sees technology as a competitive differentiator needs a product strategy. And every person who touches a product inside of an organization directly contributes to its success or failure.
In this program, you learn a cradle-to-grave approach for managing and optimizing the life of a product or service. You will be equipped to think like the CEO of your product or service, all in a flexible, online format. Throughout the program's eight weeks, you will have the opportunity to engage in interactive, thoughtful discussions with Kellogg professor and subject matter expert Mohan Sawhney and your peers.
Professor Mohanbir Sawhney
Module 1 – Understanding Product Strategy
Learn why it’s critical to have a product strategy, and how it may vary in different types of organizations.
Module 2 – Analyzing Product Opportunities
Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.
Module 3 – Discovery and Requirements Definition
Apply the discovery hypothesis framework, create user stories, and build a wireframe to outline an opportunity to deliver an urban mobility solution for school kids
Module 4 – Designing the Business Model
Learn which situations are appropriate for each type of business model and analyze the economics of a SaaS pricing model.
Module 5 – Agile Product Development
Learn the principles of agile development and use these principles to influence a team over whom you have no direct authority, such as an engineering team.
Module 6 – Taking Products to Market
Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.
Week 7 – Managing the Partner Ecosystem
Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively
Module 8 – Managing Product Evolution and Growth
Build on the strengths of your existing strategies and tactics to drive new growth. Conduct a road-mapping exercise for an innovative new product in the medical supplies industry that promotes medication adherence.
What is the program about?
Product Strategy offers a cradle-to-grave approach for managing and optimizing the life of a product or service. This program will equip you to think like the CEO of your product or service, all in a flexible, online format. Learn to develop a strategic mindset that anchors product strategy as the pathway to growth.
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 of the key concepts from the program.
What is the program format?
The program consists of 8 modules delivered over 2 months online. Learners can expect to dedicate 4-6 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 2-3 live sessions, 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 evaluation?
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 Product Strategy program:
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.
Dec. 9, 2020 - Feb. 24, 2021
Start: December 17 at 12:00 AM
End: February 24 at 12:00 AM
February 12 - April 23, 2021
Start: February 20 at 12:00 AM
End: April 23 at 12:00 AM