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Program overview
Product management has evolved rapidly in recent years as companies have responded to the changes brought about by the pandemic by expanding their digital and platform-based product offerings. This development has led to a growing demand for skilled product managers across all industries, and global powerhouses such as Google, Tesla, Adobe, Salesforce, Apple and Meta are focused on hiring them.
This increasing emphasis on product management is why the role itself is growing as many product managers become direct P&L owners in their companies. But all of these changes within the industry and function require highly skilled professionals to help lead the way.
Kellogg Executive Education's Professional Certificate in Product Management uses best practices, frameworks, and technical and personal skills to increase your success as a product manager. Whether you are looking to begin your career in product management or to enhance your skills in a multinational or a start-up micro-enterprise, this program will provide you with the practical skills you need to thrive in this high-growth field.
Advance your career in product management
Kellogg Executive Education considers all the different directions your career could take and wants to help you make an honest assessment of the choices and skills that will have the greatest business impact for employers.
In this program you will develop an aptitude for the end-to-end process of product discovery, design, development, delivery and management. You create and manage a product roadmap through user research, prototyping, and product analysis. With Kellogg Executive Education, you learn by doing. And you learn from the best marketing and product management minds in the world.
17.725
The number of product manager positions listed on Glassdoor in 2022
Fuente: glass door
125.317 $
The average annual salary for a product manager in the US in 2022
Fuente: glass door
26%
The percentage of product managers employed by Fortune 500 companies in 2022
Those: Zipia
Learn from the best
The Kellogg MBA program has been regularly evaluated
#1 in Marketing byUS News and World Report.
Who is this program for?
The Kellogg Executive Education Professional Certificate in Product Management is designed for those who wish to advance or formalize their education for product management roles. The certificate not only gives you a high-level view of the position, but also deepens many of the skills that will help you differentiate yourself from employers. This program is ideal for the following categories:
- Young professionals with one to five years of experience as a product manager or in product support
- Professionals making a side career from an adjacent field such as engineering, UX/UI, marketing or sales.
Main Conclusions
- Master the end-to-end process of product discovery, design, development, delivery and management.
- Learn the strategic thinking and tactical execution skills necessary to become a professional product manager.
- Gain experience with product management tools and methodologies including project management, UI/UX (Miro), wireframing (Balsamiq) and analytics (Google Analytics)
- Improve your communication, negotiation and influencer skills to effectively manage people and relationships.
- Apply frameworks and tools to develop a product marketing plan from start to finish.
Develop your skills
Stage 1 Skills: Build your prototype
- Gain customer insights for product innovation
- Define product requirements.
- Design your business model
- Analyze the numbers
- Roadmap of your strategy
Phase 2 skills: Go to the market
- Communicate like a pro
- Manage your partner ecosystem
- Develop the growth hacker mentality
- Evaluate the data, choose the right tool
- Manage relationships with stakeholders
agenda items
Mode 1:
Introduction to product management.
Learn what a Product Manager (PM) does and how the role varies by industry, size and company format (B2B and B2C). Learn what it takes to be successful in this role and what makes a great product manager.
Mode 2:
Customer insights for product innovation
Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.) and put your knowledge into action.
Mode 3:
Analysis of product opportunities.
Learn how to define and find product opportunities, the Jobs-to-Be-Done (JTBD) framework and assess opportunities with the Real-Win-Worth It (R-W-W) framework.
Mode 4:
Product identification and definition of requirements
Learn how to create a discovery hypothesis, measure product-market fit, apply the MVP framework (User Stories, Epics, and Themes) and approach the Agile requirements document.
Mode 5:
Business model design
Learn the definition and meaning of business models and the business model taxonomy: Freemium, Software as a Service (SaaS), and Marketplace models, and prepare to choose the right business model for your product.
Module 6:
Financial analysis for product managers
Understand the economics of a SaaS business (CLV, CAC, MRR, MRR expansion, churn); learn about analytics such as net present value (NPV), internal rate of return (IRR), and product profitability; and explore approaches to product pricing.
Mode 7:
UI/UX design for product managers
Learn the fundamentals of UX, conceptual, interactive, virtual and sprint design.
Module 8:
agile product development
Learn Agile development principles, Agile methodologies (Scrum, Kanban, etc.), Scrum/Agile team frameworks, the Scaled Agile Framework (SAFe 5.0), and learn more about the transition to Agile.
Module 9:
Product planning and planning
Link business strategy to product development using product roadmaps and portfolio management, and learn how to use roadmap tools.
Module 10:
The product prototype
Discover the importance of prototyping and learn about rapid prototyping, prototyping classifications (alpha, beta, pilot), prototyping artifacts, wireframe, 3D printing, and manufacturing best practices.
Module 11:
bring products to market
Get an overview of the product launch and go-to-market (GTM) strategy, the elements of the GTM strategy, product positioning and messaging, and product launch planning.
Module 12:
Corporate communications for product managers
Get an overview of internal and external communication, discover the basics of storytelling, and learn how to deliver effective product presentations and demos. Also, identify the hidden benefits of effective written communication and learn how to run efficient meetings and handle difficult situations.
Module 13:
Partner ecosystem management
Address the definition and creation of the "complete offer": the make, buy, or aliy decisions. Manage strategic alliances and strategies for ecosystem development and growth.
Module 14:
Manage the development and growth of the product.
Find out how a company can increase product sales through customer development, market development and demand expansion. Learn how to manage product line additions, product line reductions, and product recalls.
Module 15:
growth hack
Learn how to develop the growth hacker mindset and explore growth hacking skills, strategies, processes and best practices.
Module 16:
Data Science and Analytics for Product Managers
Get an overview of model evaluation metrics and ways to identify bias to avoid analysis errors. Discover ways to leverage popular platforms and tools like Google Analytics.
Module 17:
AI and ML for product managers
Learn the definitions and fundamentals of analytics and artificial intelligence/machine learning (AI/ML) and AI/ML analytics platforms, tools, and types: descriptive, predictive, and prescriptive.
Module 18:
Stakeholder Relationship Management
Learn to manage different relationships as a product manager. In particular, this module covers the relationships between the product manager and the engineering team, sales organizations, customers and management.
Module 19:
Product management for service companies.
Learn more about product vs. service scalability. Learn about the service development process and how it differs from product development.
Module 20:
final project
In this final module you will complete and submit the final project.
Mode 1:
Introduction to product management.
Learn what a Product Manager (PM) does and how the role varies by industry, size and company format (B2B and B2C). Learn what it takes to be successful in this role and what makes a great product manager.
Module 11:
bring products to market
Get an overview of the product launch and go-to-market (GTM) strategy, the elements of the GTM strategy, product positioning and messaging, and product launch planning.
Mode 2:
Customer insights for product innovation
Learn about the nature, sources, and tools of customer insights (e.g., ethnography, customer experience mapping, customer advisory boards, product telemetry, human factors research, etc.) and put your knowledge into action.
Module 12:
Corporate communications for product managers
Get an overview of internal and external communication, discover the basics of storytelling, and learn how to deliver effective product presentations and demos. Also, identify the hidden benefits of effective written communication and learn how to run efficient meetings and handle difficult situations.
Mode 3:
Analysis of product opportunities.
Learn how to define and find product opportunities, the Jobs-to-Be-Done (JTBD) framework and assess opportunities with the Real-Win-Worth It (R-W-W) framework.
Module 13:
Partner ecosystem management
Address the definition and creation of the "complete offer": the make, buy, or aliy decisions. Manage strategic alliances and strategies for ecosystem development and growth.
Mode 4:
Product identification and definition of requirements
Learn how to create a discovery hypothesis, measure product-market fit, apply the MVP framework (User Stories, Epics, and Themes) and approach the Agile requirements document.
Module 14:
Manage the development and growth of the product.
Find out how a company can increase product sales through customer development, market development and demand expansion. Learn how to manage product line additions, product line reductions, and product recalls.
Mode 5:
Business model design
Learn the definition and meaning of business models and the business model taxonomy: Freemium, Software as a Service (SaaS), and Marketplace models, and prepare to choose the right business model for your product.
Module 15:
growth hack
Learn how to develop the growth hacker mindset and explore growth hacking skills, strategies, processes and best practices.
Module 6:
Financial analysis for product managers
Understand the economics of a SaaS business (CLV, CAC, MRR, MRR expansion, churn); learn about analytics such as net present value (NPV), internal rate of return (IRR), and product profitability; and explore approaches to product pricing.
Module 16:
Data Science and Analytics for Product Managers
Get an overview of model evaluation metrics and ways to identify bias to avoid analysis errors. Discover ways to leverage popular platforms and tools like Google Analytics.
Mode 7:
UI/UX design for product managers
Learn the fundamentals of UX, conceptual, interactive, virtual and sprint design.
Module 17:
AI and ML for product managers
Learn the definitions and fundamentals of analytics and artificial intelligence/machine learning (AI/ML) and AI/ML analytics platforms, tools, and types: descriptive, predictive, and prescriptive.
Module 8:
agile product development
Learn Agile development principles, Agile methodologies (Scrum, Kanban, etc.), Scrum/Agile team frameworks, the Scaled Agile Framework (SAFe 5.0), and learn more about the transition to Agile.
Module 18:
Stakeholder Relationship Management
Learn to manage different relationships as a product manager. In particular, this module covers the relationships between the product manager and the engineering team, sales organizations, customers and management.
Module 9:
Product planning and planning
Link business strategy to product development using product roadmaps and portfolio management, and learn how to use roadmap tools.
Module 19:
Product management for service companies.
Learn more about product vs. service scalability. Learn about the service development process and how it differs from product development.
Module 10:
The product prototype
Discover the importance of prototyping and learn about rapid prototyping, prototyping classifications (alpha, beta, pilot), prototyping artifacts, wireframe, 3D printing, and manufacturing best practices.
Module 20:
final project
In this final module you will complete and submit the final project.
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teachers council
MOHANBIR SAWHNEY
Associate Dean for Digital Innovation; McCormick Foundation Chair in Technology; Clinical Professor of Marketing; Director of the Center for Technology and Innovation Research
Professor Sawhney is a world-renowned scholar, professor, consultant and speaker specializing in business innovation, modern marketing and business analysis. He has written seven management books and dozens of influential articles in leading academic journals and management publications...More information
MOHANBIR SAWHNEY
Associate Dean for Digital Innovation; McCormick Foundation Chair in Technology; Clinical Professor of Marketing; Director of the Center for Technology and Innovation Research
Professor Sawhney is a world-renowned scholar, professor, consultant and speaker specializing in business innovation, modern marketing and business analysis. He is the author of seven management books and dozens of influential articles in leading academic journals and management publications. his latest bookThe Sensitive Company: The Evolution of Business Decisions,was released in October 2017 and was inWall Street Zeitungbestseller list.
Professor Sawhney's research has been published in leading journals such asCalifornia Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review und Journal of the Academy of Marketing Science.He regularly contributes to publications such asfortuna, forbes,mifinancial times.
Prof. Sawhney's clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle , Johnson & Johnson, Kellogg Company, McDonald's, Microsoft, Nissan Motor Corporation, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata and Textron.
Professor Sawhney is a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; MBA from Indian Institute of Management, Kolkata and BS in Electrical Engineering from Indian Institute of Technology, Delhi.
instructor
Steven Benario
product manager
Steven is a product manager at Palo Alto Networks, an industry leader in cybersecurity. In his 12+ years at Product, he has worked with a variety of companies including Microsoft, AOL, Pivotal Labs, Tenable, Electronic Arts and various early-stage startups. Throughout his career he has developed expertise in leading machine learning and artificial intelligence products. Since 2014 Steven has been sharing his knowledge and experience by training and teaching Product Managers in different environments. In recent years he has focused specifically on accelerating enterprise best practices and their ability to deliver value to users with the latest technologies. Her #1 approach to getting user feedback: “Can we just ask her?” Steven lives in New York and is a voracious traveller. If you can't find it there, chances are you'll find it on the ski slopes, or while biking, hiking, and dining around the world.
Tamara Sanderson
UX/UI-Designleiter
Tamara lived as an expat for almost nine years, visiting 70 countries while working at Google, Automattic and Oliver Wyman. She approached her career with the same explorer mentality, with nearly 15 years of experience in roles ranging from management consulting to private equity to partnerships and now design. She currently resides in Boston where she is Design Lead for IDEO. He also teaches part-time at Jolt.io and is the co-author of a book on remote work.
da reiss
Head of Product Strategy
Tami Reiss is a product strategy leader with more than 15 years of experience helping startups, established companies and nonprofits define their product strategy and set up product organizations for scaling. He has worked with numerous companies and organizations to define strong growth strategies and specializes in B2B SaaS. Tami is currently focused on training aspiring product leaders, teaching management and strategy courses, and writing a children's book, What Do Product Managers Do?. Tami lives in Florida with her husband Nadav and their daughter Ruth but has lived half of her life between Los Angeles and New York. She loves to travel and sees herself as a citizen of the world.
What our alumni say
"The program has given me a useful framework for entering the product management market."
— Josiah Coast, Senior Operations Manager, Keralty
“The best part of the program was how the content was structured into sets of short videos combined with study assignments on each topic as I studied. This helped me understand the concepts and memorize them while studying.”
— Kashyap Kuchipudi, Product Development Manager, American College of Radiology
“The syllabus covered a wide range of topics which was very helpful as it gave me an insight into all the skills required for my role. I also appreciated that Professor Sawhney and the program leaders shared their own approach and strategic thinking behind each. " Edition. Also, the discussion forums were a great way to broaden my thinking by reading the differing viewpoints of my colleagues."
— Chloe Rao, Community-Managerin, Aaqua
"For me, the consultation hours with the leaders were the best part of the program. I learned a lot from their shared experiences and their application of theory."
— Rogelio Garza Jiménez, Supervisor/Network Operations Center, Axtel
"I loved Professor Sawhney's sessions and the wealth of knowledge he brings. The business insights and discussions were really great."
— Aditi Jain, Produktinhaber, P97 Networks
“I liked the product strategy, planning and roadmap aspects of the program. I also liked the machine learning themes.”
— Irtaza Syed, Associate Director of Technology: Enterprise, Data and Technology Architecture, Cambia Health Solutions
"Professor Sawhney's passion and character - that's what made the show for me."
— Mark McPartland, product manager, Transportation Interchange Group
"The clear structure of product development has not been taught to me before and I found it very helpful."
— Tyler Hoffmeister, product retiree, Pulmonx Corporation
(Video) How to Figure Out Which Product Management Certification is Best for You
Specific Skills Path - Female Cohort
- Professional Certificate in Product Management - For Women - 6 Monate, online.Learn more
program director
Our Learning Guides are industry experts who bring their insights to the course experience through live sessions during business hours and one-on-one support.
Josef Quint
Josh Quint has worked internationally leading teams of product managers in the construction and plumbing industries with a focus on servant leadership. His global experience has given him a unique and open perspective on doing business in both developed and underdeveloped regions. Josh lives in Denver, CO with his family. He attended the University of Denver and graduated with an Executive MBA.
Rafael Balbi Jr.
Rafael Balbí Jr. is a product leader with 10 years of experience creating world-class products for millions of users. He is now a product manager at Vimeo, the world's leading commercial video platform, where he partially oversees commercial video tools. Rafael graduated from Syracuse University with a BA in Economics; He is also a graduate of Stanford's one-year business program - LEAD.
Anna Schmunk, Senior Director of Product, Amazon
With over 10 years of experience managing products and adjacent functions, Anna is a seasoned product leader with a passion for problem solving, team building, rapid learning systematization and leading cross-functional teams. Anna has worked on building and shipping products for FinTech clients to the platform.
*This is a selection from our program directors and is subject to change for future cohorts.
certificate
certificate
Upon successful completion of the program, Kellogg Executive Education will award participants with a verified digital certificate of completion.
Download Brochure
Upon successful completion of the program, your verified digital certificate will be emailed to you using the name you used when registering for the program. All certificate images are for illustrative purposes only and are subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not award academic credit or a degree from the Kellogg School of Management.
financing options
We offer flexible and transparent payment options through our partners: Climb Credit, Sallie Mae and Ascent Funding.
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Flexible payment options: Monthly payments up to $1,092.
Pay in two, three or six monthly installments for more flexibilityClick here to learn more
You can choose any of the funding options to cover up to the full tuition for your program. If you are considering funding your program through one of our partners, the application process can only be completed with the assistance of the program advisor.
Please note that credit applications must be submittedup to four business daysbefore the application deadline due to the processing time.
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