EXECUTIVE DEVELOPMENT PROGRAMME IN

ADVANCED PRODUCT
MANAGEMENT
STARTS JUNE 30, 2021 | 10 MONTHS | LIVE ONLINE

Gain the knowledge to manage the life cycle of a product from ideation to performance.
 Starts On Duration Programme Fee
June 30, 2021 10 Months INR 1,62,500 + GST
Live Online

Overview
The explosive growth in digital ventures across India and the world in the last decade
has led to an ever-growing demand for Product Managers. Product Managers are at the
intersection of business, technology and customer experience. They are ‘CEOs of their
product', responsible for every facet from development and launch to marketing and
analytics.

The 2020 Product Strategy Trends & Benchmark Report found that
43% of organisations say that product managers are the key
differentiators in their businesses.

Begin your journey towards a career in Product Management by enrolling for XLRI VIL’s
Advanced Product Management, in collaboration with Eruditus Executive Education.

Through this programme you will gain an understanding of product strategy, ideation,
creation, management and growth across life cycles as well as marketing, branding and
sales from a product perspective. It will enhance your creative problem-solving skills,
and equip you with immense strategic and tactical knowledge allowing you to play a
key role in creating disruptive business models.

Advanced Product Management

 Who is this Programme for?
The Advanced Management Programme is most
beneficial for:
Marketing & Sales Managers looking to
understand products and lifecycles in order to
better market, promote and brand them, as well
as professionals interested in moving into
product-centric roles.
Product, Category & Programme Managers
interested in furthering their knowledge in
product strategies, disruption and innovative
techniques.
Business Heads & Entrepreneurs keen to
understand market opportunities, conceptualise
disruptive business models, nurture products, and
network with industry thought-leaders.
Consultants looking to develop a strategic and
customer-centric mindset, adapt new
technologies, business models, and product
strategies.

XLRI VIL’s 10 month Advanced Product Management programme will be a great learning
experience for professionals across a wide variety of industries, especially those who work in
ecommerce, media, retail, healthcare, education and the IT industry.

Your most unhappy customers are your greatest source of learning.

- Bill Gates, Co-Founder, Microsoft Corporation

Advanced Product Management

 Programme Highlights
XLRI VIL's Advanced Product Management
programme is structured and designed
considering the future needs of organisations and
developing successful leaders. The programme has
been designed maintaining a balance between
aspects related to organisational strategies,
governance, performance, and the practical
aspects of functional domains for senior managers.

Content relevant for Eminent faculty of XLRI, Highly strategic and tactical
candidates from technical and top industry programme curriculum to
and non-technical professionals create customer-centric
backgrounds products

Live online sessions, 'Executive Development 10-month Programme

assignments, case studies Programme Certificate’ with Live Online Sessions
and a mandatory granted by XLRI upon
Capstone Project completion

Advanced Product Management

Programme Director
Dr Fr Sebastian George, S.J
Director, XLRI NCR Campus

Fr Dr Sebastian George, S.J is Director of XLRI, School of Business and

Human Resources. He has over 14 years of experience in
management education across domains of Organisation Behaviour
like Individual Behaviour in Organizations, Transformational
Leadership and Managerial Counselling.
He pursued his PhD in Transformational Leadership and its
Relationship with Organizational Citizenship Behaviour and
Organizational Justice from Madras University. His research interests
are in the area of Leadership and Personnel Effectiveness.
He has developed and conducted several Management
Development programs at very reputed private organisations and
government entities such as L&T, SBI Life, Reliance Communications,
RBI, Nabard and several other state government entities.
Previously he was the Director of XIME, Chennai, from 2017 to 2019. He
has held important leadership roles at XLRI, Jamshedpur, campus as
Administrator and Dean of Administration from 2013-2017. He joined
XIMB as Dean of Finance in 2008 for two years.

Programme Faculty
Dr Rajeev Roy
General Management

Dr Rajeev Roy is an entrepreneurship educator, startup mentor,

entrepreneur and investor. Currently he is Professor of
entrepreneurship at XLRI Xavier School of Management, and the
CEO of XCEED, the campus incubator. He completed his PGDM from
IIM, Ahmedabad. His entrepreneurial ventures include food
processing, KPO, dairy products and microfinance.
He has been involved in entrepreneurship development in 14
countries across five continents. He has been a full-time faculty in
business schools in India and USA. He has set up 6 incubators and
accelerators in 4 different countries. He was founder CEO of 36Inc in
Raipur which became India’s 2nd largest Incubator and incubated
over 100 startups within a year of being setup.

Advanced Product Management

 Programme Modules
This comprehensive programme on product
management will give participants an
understanding of how to build an idea into a
product, and develop & deploy it through various
stages of the Product Development lifecycle. These
learning will be carried out through projects, group
work, assignments, regular quizzes, and a
mandatory Capstone Project.

MODULE 1: Introduction to Product MODULE 3: Product Ideation & Validation

Management Idea Generation
What is a Product? Feasibility Analysis
What is Product Management? Product Market Fit
Product Lifecycle Personas
Types of Product Management User Stories
User Journey Maps

MODULE 2: Market Research & Analysis MODULE 4: Minimum Viable

Qualitative Research Products (MVPs)
Quantitative Research What is MVP?
Surveys and Interviews Types of MVP
Value Proposition Design Hypothesis Testing | A/B Testing
Strategic Planning, Competitor Analysis
and Market Model

Advanced Product Management

MODULE 5: Prototyping MODULE 9: Translating the Brand into
Prototype Development Compelling Customer Experiences
Prototype Testing Customer Experience Journey and
Wireframing Purchase Funnel
Usability Testing Touchpoint Concept
Identifying and Prioritising Key
Touchpoints
Defining the Touchpoints Roles
MODULE 6: Design Process Implementing the Brand at Key
Design Thinking (Principles, Mindset Touchpoints
& Tools)
Introduction to User Experience
Feedback and Critiques
MODULE 10: Pricing and Monetisation
Pricing Model
Product Costing
MODULE 7: Product Development Pricing Strategy
Agile Product Development
Lean Product Development
SCRUM Framework
MODULE 11: Go-To-Market Strategy
Segmentation | Target | Positioning
Sales Forecasting
MODULE 8: Branding & its Impact
on Product
Brand Essence and its Importance
Brand Values and their Need MODULE 12: Digital Marketing
Translating your Brand into a Positioning Why Digital Marketing is important -
Statement changing Media habits
Brand Architecture - Why is it Necessary? Digital Marketing Framework - Salience,
Different Models of Brand Architecture Authority, Engagement, Advocacy
How to Develop Brand Architecture? Enhancing Organic Visibility (SEO)
Brand Equity and its Relevance Paid Search Marketing (Google Ads)
Branded House and House of Brands Content Marketing
Developing and Managing a Brand Portfolio Social Media Marketing (Facebook,
Instagram, Twitter, LinkedIn)
Email Marketing (Mailchimp)

Advanced Product Management

MODULE 13: Sales Strategy MODULE 16: Product Lines &
Lead Generation Product Mix
Customer Acquisition Product Mix Breadth
Customer Retention Product Line Depth
Platforms
Mass Customisation

MODULE 14: Metrics

AARRR Framework
HEART Framework MODULE 17: Analytics for Product
Product Marketing Metrics and Tools Management
Agile Metrics and Tools Analytics for Customer Research
Product Success Metrics Data Visualisation and Storytelling
Regression and Clustering
Text Mining Foundations
Social Media Analytics
MODULE 15: Product Road Mapping Google Analytics
& Prioritisation
Product Roadmapping
Feature Prioritisation
Prioritisation using RICE

Capstone Project
Participants will have the opportunity to apply their learnings and evolved problem-solving
skills to address pain points in a business, customer-experience. This will allow them to gain
a deeper understanding of the syllabus and confidence to take on similar challenges in their
place of work.

Advanced Product Management

 Learning Outcomes
XLRI VIL's Advanced Product Management
Programme will lay out the role of a Product
Manager detailing it from the aspect of product
development & management teaching participants
how to evaluate ideas, use practical frameworks to
understand users, and more importantly, decode
the art and science of making great products.
Participants will also gain skills related to product
specification, design & development, marketing,
sales, and analytics as well.

Acquire an exhaustive understanding of a Product Manager’s role in

product development and management.

Get equipped with skills across varied dimensions of product management

including design & development and product specification.

Ideate and evaluate ideas via practical frameworks, while learning to create
to create wireframes, road mapping and prototypes.

Release minimum viable products to test and validate based on usability

testing of prototypes.

Develop a coherent understanding of product success metrics, features

prioritisation and other relevant product marketing metrics & tools.

Competently manage products at all stages of the product lifecycle to create

disruptive business models with a product-centric approach.

Advanced Product Management

 Certificate
Participants will be awarded a completion certificate
from XLRI VIL on completing all evaluation components,
including the capstone project and maintaining a
minimum attendance of 70%.

Note: All certificate images are for illustrative purpose only and may be subject to change at the discretion
of XLRI VIL.

Advanced Product Management

System Requirements
This programme includes live online classes. To attend a live online class you will need to
have a PC/Laptop/Mac with:
Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
Webcam: built-in or USB plug-in
Processor: with Dual Core 2Ghz or higher (i3/i5/i7 or AMD equivalent)
RAM: 4 GB or higher
OS: Either MacOS 10.7 or higher OR Windows 8 or higher
An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)
Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
Zoom software client installed on your PC/Laptop/Mac

We use the Zoom software application to conduct live online classes. Zoom works on a
variety of PCs/Laptops/Mac systems and also on phones and tablets. You can join your
live online class from a phone or tablet if it supports the Zoom client. We recommend
that you attend classes from a PC/Laptop/Mac.

Advanced Product Management

Programme Details
Eligibility:
Programme Schedule Any Graduate (10+2+3 or 10+2+4) / Diploma
holder with minimum one year of work
Duration 10 Months experience in any discipline.
Selection will be based on work experience,
Academic July 18, 2021 educational qualifications, and SOP. There
Orientation
will be no interviews.
Live Online Once in a week Evaluation:
Sessions Sunday 12:15 pm to 3:15 pm
Faculty members teaching their respective
Programme Click here to apply to modules will choose the method of
Application the programme. evaluation most appropriate to the subject.
Link
Assignments / Regular quizzes will be
conducted online.
70% attendance mandatory.

Payment Schedule
Programme Fee INR 1,62,500 + GST (Inclusive of registration fee)
Registration Fee INR 2,500 + GST

Instalment Schedule
Booking Amount* Instalment I Instalment II Instalment III
At the time of Jul 12, 2021 Oct 15, 2021 Jan 15, 2022
registration
INR 22,500 + GST INR 40,000 + GST INR 50,000 + GST INR 50,000 + GST
*The booking amount is inclusive of registration fee.

Round-wise Application Dates

Dates
Round 1 May 21, 2021
Round 2 Jun 29, 2021
Note: Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats
are filled in the initial rounds.
Finance options available. Click here to learn more.
For more information please email at xlri@eruditus.com

Note: The actual programme schedule will be announced closer to the programme start

Advanced Product Management

About XLRI VIL
With a passion for academic excellence, XLRI was founded in 1949. XLRI has the vision of
nurturing responsible global leaders for the greater common good and a sustainable
future. It is known to be one of the best B-Schools in India. The world-class amenities and
faculty at XLRI spare no effort to make its curriculum the best and deliver it most
effectively. XLRI continuously scans the developments in business and society and
proactively tries to meet the challenges. The characteristic that sets XLRI apart is
magis - the zeal to do better, never to be satisfied with being mediocre and aspire to excel.
Since 2002, XLRI Virtual Interactive Learning (VIL), as a unique academic methodology,
allows working professionals to continuously upgrade their knowledge and skills through
continuing education without taking a break from their careers. Over 10,000 working
professionals have benefited from various programmes offered by XLRI VIL.

Advanced Product Management

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. It offers world-class executive
education to grow businesses continuously. Led by alumni of INSEAD and Harvard and
supported by eminent programme experts, the programmes are designed to give a
learning experience integrated with sustainable business applications. Programmes are
crafted in a different range of formats; in-class, online as well as blended programmes. The
portfolio includes short 2 to 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

APPLY NOW

For registration and any other information,

please get in touch with us at xlri@eruditus.com

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