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FOR BUSINESS SUCCESSPRODUCT STRATEGY
3 MONTHS, ONLINE
Indian Institute of Management KozhikodeGlobalizing Indian Thought
Overview
Product strategy is a necessity when planning the launch, marketing and overall life cycle of a product. It's importance in the growth of a business is incalculable. A great strategy is the difference between a great business and a good business.
To build excellent products that deliver value throughout their life cycle, IIM Kozhikode has launched the Product Strategy for Business Success programme.
Designed to give you an end-to-end understanding of a product's life cycle, the programme will help you develop comprehensive product strategy skills, give you an in-depth knowledge of product positioning and branding, and marketing communication and logistics to execute product strategy successfully.
Starts OnSeptember 15, 2021
Duration3 Months (4-5 hours/ week)
FormatOnline Video Lectures and 2 Live Sessions with Faculty
Programme FeeINR 71,750 + GST
Who is this Programme for?
This programme is ideal for professionals seeking to develop a product-centric mindsetand the ability to implement product strategies for business growth. The programmewould be beneficial for:
Professionals involved at any point or in any function in a product's life cycle
Professionals responsible for product or portfolio strategy
Professionals responsible for driving product development and/or focused on using technology as a competitive differentiator
Professor Atanu Adhikari is a Commonwealth Academic Fellow to London Business School UK, Visiting Researcher to Syracuse University USA, PhD (ICFAI University with one year visiting programme at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur). He is actively involved in scholarly academic research work, which has been published in many national and international peer-reviewed academic journals and presented in conferences. He has co-authored several books published by leading international publishers and has also authored several case studies that are published and distributed by Ivey Publishing, Canada and Harvard Business Publishing, USA. Over the last 15 years, Professor Adhikari has taught over 10,000 middle and senior level managers from over 100 companies including several Fortune 500 companies and large MNCs.
Programme Director
Programme Director & Professor,Marketing ManagementIndian Institute of Management Kozhikode
Atanu Adhikari
2 Live Sessions withProgramme Faculty
Office Hours with an Industry Expert
DedicatedProgramme Support
Peer Learningand Feedback
Programme Highlights
Video Lecturesand Demos
Assignmentsand Discussions
Learning Outcomes
Define product strategy and its characteristics
Identify tools to predict a strategy's success
Evaluate operations and planning to build
successful strategies.
Learn to analyse competitor data to
your advantage.
Identify market segments and effectively
target groups.
Build marketing and communications into
strategies.
�e programme on Product Strategy for Business Success is a learning journey for participants rather than an event.
�is programme helps participants to learn strategic business tools and techniques of product management while engaging in deep and meaningful interaction with an industry expert
on video content, case studies and assignments.
- Professor Atanu Adhikari, Programme Director, Marketing Management
Programme Modules
MODULE 1: Introduction to Product Strategy
What is a product and its types?Product mix and product linesProduct linesDefine Product StrategyCharacteristics of Product StrategyRole of Product Strategy in product managementProduct Strategy and organisation’s roleHolistic approach to Product StrategyFactors influencing Product Strategy
MODULE 2: Value Creation, Communication and Delivery
Value creation - How a product is connected to customerValue communicationValue deliveryCo-creationTraditional vs. contemporary value delivery processesPorter’s value chainCase Study - Indraprastha Ice & Cold Storage
This interactive online programme will be spread across 3 months.
The programme will cover:
MODULE 3: Strategic Approach for Competitive Advantage in Product Strategy
What is and is not a strategy?Porter’s generic strategyCompetitive strategySWOT analysisCore competency and its characteristicsStrategic planning, implementation and controlling processStrategic business units and its relevance for successful Product StrategyA strategic Alliance case study - UTV & Disney
MODULE 4: Disruptive Innovation for Successful Product Strategy
What is disruptive innovation?Disruptive innovation model or theoryAnsoff’s product market expansion gridMarket opportunity analysis for innovative productsDisruptive innovation when customer tend to maintain status quoDisruptive innovation when organisation wants to maintain status quoGrowth strategy and strategic planning gapsCase Study - ideaForge - A Mechanical Charger
MODULE 5: New Product Development, MVP and MDP
Process in product developmentProduct planningMethods to identify customer needsProduct features and specificationsConcept generationConcept selectionConcept testingProduct launchingMinimum Viable Product (MVP) approachMinimum Delightful Product (MDP) approach
MODULE 6: Market Segmentation and Market Orientation
Market segmentationTarget market selectionDefine buyers' personasCreating buyer's personaMarket orientationCompetitor orientationCase Study - Product Strategy to beat competition
MODULE 7: Go-to-Market Strategy and Sales & Distribution Strategy
Select the best route to marketVertical and horizontal channel systems (VMS and HMS)Role of value network and channels for successful Product StrategyChannel members’ functions and flow of marketing channelsManagement of channel conflictDifferent sales strategyManage sales force perceptionSales force compensation
MODULE 8: Product Positioning and Branding
What is product positioning? Point of Parity (POP) and Point of Difference (POD)What is product branding? How to create a strong brand positioning?Develop a brand positioning statement through perceptual brand mappingCustomer-based brand equityBrand mantra and sloganCase study on Launch of Pleasure Scooter
MODULE 10: Pricing of Product
Define pricing of product Pricing principles Product pricing strategyBehavioural pricing for productConsumer’s price-quantity latitudeReference pricingParticipative pricingPrice and non-price competitionBrand leader’s response to competitive price cut
MODULE 11: Project
Apply the concepts and techniques learned in the ten modulesIdentify the Issue related to product strategy in the given product example What solutions they propose?
MODULE 9: Marketing Communication and Logistics for Successful Product Strategy
What is integrated communication in Product Strategy?Different communication platformsAdvertising for product successUse of puffery, self-esteem and sexual appeal in advertising productCommunication modelsCase study on Marketing
Indraprastha Cold Storage Ltd UTV and Disney
Switz Food Edible Agro Products Limited
ideaForge
Case Studies
When you are making a decision about how best to serve your customers, your own experience is o�en a be�er guide
than a more sophisticated analysis of the market.- Richard Branson, Founder of Virgin Group
The first week is orientation week. During this week you will be introduced to the other participants taking part in the programme. You will learn how to use the learning management system and other learning tools provided.
Orientation Week
On other weeks, you have learning goals set for the week. The goals would include completing the assignments, which have weekly deadlines.
Weekly Goals
The Eruditus Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time.
Timely Follow up & Learning Support
Learn online via recorded videos from top IIM Kozhikode faculty and two live sessions by Prof Atanu Adhikari in a high-impact three-month journey with a learning commitment of 4-5 hours/week.
Flexible & Convenient Online Learning
The Eruditus Programme Leaders are industry experts who are available for an hourly live online session every week or every alternate week. They spend one half of the session providing a learning summary. The second half is a Q&A session to clarify programme or industry-related doubts.
Debrief Sessions
Learning Journey
Certificate
Upon successful completion of the Programme, participants will be awarded a verified digital certificate by IIM Kozhikode.
Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.
Coordinator Director
eMDP (Asynchronous)
awarded to
Name
for
Product Strategy for Business Success
Programme Completion Certificate
Programme Start September 15, 2021
Programme Fee
Instalment Schedule
INR 71,750 + GST
Programme Details
Booking Amount
Instalment I
Instalment II
Within 7 days post selection
Remarks
Oct 20, 2021
Nov 20, 2021
INR 16,750 + GST
Amount
INR 27,500 + GST
INR 27,500 + GST
Note: - Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds.- The actual programme schedule will be announced closer to the programme start.
Eligibili�Graduate or Diploma (10+2+3) in any disciplineA minimum of 1 year of work experience is preferred
Programme FormatOnline Video Lectures and 2 Live Sessions with Faculty
Application RequirementsYour Graduation/Degree:
You can submit a scanned copy of ANY ONE of: Degree certificate, provisional Degree certificate, marks transcript or score transcript.
Note: Admissions are on a first-come, first-serve basis.
Click here to apply to the programme.
Finance options available. Click here to learn more.
For more information, please email at [email protected]
Programme Application Link
About IIM Kozhikode
IIM Kozhikode ranks 15th in Asia Pacific and #101+ globally in the QS World University Global Executive MBA Rankings 2020. Since its inception, IIM Kozhikode has successfully carved its niche in the area of management education, through a judicious blend of academics and real-world practice. The Institute continually adapts to the rapid influx of changes in the Indian business landscape by providing cutting-edge Management Development Programmes with innovative pedagogy and content to impart industry-relevant knowledge and skills to its executive education participants. Last year, IIM Kozhikode trained more than 3,400 executives through a wide gamut of programmes uniquely crafted for agile minds interested in thought-provoking questions and learning centred on business transformation and growth.
About Eruditus
Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learning journeys that run over 6-9 months, customised to an organisation’s requirement.
Apply for the programme here
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For registration and any other information,please get in touch with us at [email protected]
WhatsApp an Advisor On +91 7208889990** This number does not accept any calls. Please message your queries.