Product Strategy

  • USD 2,850

  • online
  • United States (Evanston) |
  • Oct, 13th 2022 - Dec, 15th 2022
    • Certificate

    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.

    Program Benefits

    • Develop a strategic mindset that anchors product strategy as the pathway to growth 
    • Manage partner ecosystems and learn how to create win-win partnerships 
    • Analyze new product opportunities to arrive at 'go' or 'no-go'conclusions efficiently 
    • Develop a go-to-market strategy using the 7-Elements Framework 
    • Create buyer personas, positioning, and messaging based on proprietary tools from the Kellogg School of Management 
    • Learn from real-world custom case studies and examples based on the faculty's own consulting experience with top tech firms such as Microsoft, AT&T, and Facebook

    Who Should Attend

    • Mid- to senior-level executives and individual contributors who contribute to product strategy.
    • Executives with strategy functions, but also those from marketing, sales, finance, operations; consultants


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

    *Program faculty is subject to change


    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.

    • Managing products as a business
    • Product strategy in startups
    • Product strategy in professional services companies

    Module 2 – Analyzing Product Opportunities

    Evaluate new opportunities based on the ‘jobs-to-be-done’ framework.

    • Defining the opportunity and hypothesis
    • Analyze the 'jobs-to-be-done' approach
    • Evaluating the opportunity

    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

    • Discovery as product and consumer
    • Creating the discovery hypothesis
    • Minimum viable product (MVP) framework

    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.

    • Business model taxonomy
    • Freemium, Marketplace, and SaaS models
    • Choosing the model and when to pivot

    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.

    • Principles of agile development and scrum
    • Transitioning to agile
    • Managing remote teams
    • Influence without authority

    Module 6 – Taking Products to Market

    Learn how to define and understand your key audiences and choose the most appropriate route(s) to market.

    • Understanding personas, positioning, and messaging
    • Develop and execute the go-to-market plan
    • Best practices for product launches

    Module 7 – Managing the Partner Ecosystem

    Learn to define the elements of the ‘whole offer’ and how to design and manage partnerships effectively

    • Defining, evolving, and creating the 'whole offer'
    • Diagnosing the capabilities gap
    • Designing partnerships for different company sizes

    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.

    • Increasing share of wallet, share of market, and size of market
    • Growth through partnerships
    • Growth hacking strategies


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