Product Management and Strategy

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Course Dates

STARTS ON

September 8, 2022

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

Overview

Building an effective product portfolio is a critical skill. Contemporary product managers must be able to articulate a clear vision of the market for their organization’s products. They also have to develop those products in an agile environment and validate results using proven testing methods and performance metrics. This program provides a comprehensive understanding of cutting-edge product management techniques, along with strategies for implementing them, that will give innovative organizations a competitive edge.

US$107,745

Average annual salary for a product manager in the U.S.

Source: Glassdoor, March 2022

30,000

Average number of new consumer packaged goods (CPGs) products that launch each year

Source: NielsenIQ, December 2019

8.6%

Estimated compound annual growth rate of the global product life-cycle management market between 2022 and 2030

Source: Grandview Research, March 2022

Key Takeaways

Wharton's Product Management and Strategy online program provides a comprehensive overview of this growing field. This program will enable you to:

  • Analyze contemporary practices of product management and strategy
  • Use tools and techniques to conceive, build, and manage products and services over their life cycle
  • Understand how to develop and execute a go-to-market strategy for products
  • Learn how successful product managers apply design thinking, agile methods, and key business metrics to build an effective product portfolio
  • Evaluate the product management function within organizational practice
  • Gain the confidence and credibility to transition into a product-management role

Program Topics

Our learning journey is structured to take you through the complete product life cycle, from concept and design to developing a comprehensive vision, incorporating customer feedback, and implementing the proper metrics for measuring performance.

Module 1:

Introduction to Product Management and Strategy

Get an overview of the product-management sphere, including roles, general processes, tasks, and responsibilities as well as the capabilities required and prospective career paths.

Module 2:

Customer-Driven Products

Take a deeper dive into the process of product development, from conventional waterfall/phase-gate techniques to design thinking, in an effort to uncover genuine insights into customer behavior.

Module 3:

From What to How

Begin applying optimal strategies for developing product solutions, including how to generate concepts using both individuals and groups, methods for getting unstuck, and how to select and test concepts.

Module 4:

Creating the Sizzle

Explore contemporary practices for presenting product benefits, starting with how to develop a clear vision of the product and using the Amazon PR FAQ as a template for articulating that vision.

Module 5:

Agile+

Assess the use of agile methods in product development and management, including the historical context of the agile approach in software development, the mechanics and limits of the approach, and agile applications outside of software.

Module 6:

Commercialization

Explore how KPIs influence product management, from basic economics for financially sustainable products to key metrics for business performance, along with how to develop a menu of growth tactics and dashboards for product management.

Module 1:

Introduction to Product Management and Strategy

Get an overview of the product-management sphere, including roles, general processes, tasks, and responsibilities as well as the capabilities required and prospective career paths.

Module 4:

Creating the Sizzle

Explore contemporary practices for presenting product benefits, starting with how to develop a clear vision of the product and using the Amazon PR FAQ as a template for articulating that vision.

Module 2:

Customer-Driven Products

Take a deeper dive into the process of product development, from conventional waterfall/phase-gate techniques to design thinking, in an effort to uncover genuine insights into customer behavior.

Module 5:

Agile+

Assess the use of agile methods in product development and management, including the historical context of the agile approach in software development, the mechanics and limits of the approach, and agile applications outside of software.

Module 3:

From What to How

Begin applying optimal strategies for developing product solutions, including how to generate concepts using both individuals and groups, methods for getting unstuck, and how to select and test concepts.

Module 6:

Commercialization

Explore how KPIs influence product management, from basic economics for financially sustainable products to key metrics for business performance, along with how to develop a menu of growth tactics and dashboards for product management.

Program Experience

Decorative image relating to live sessions

Live Sessions

Gauge your progress with live faculty check-ins.

Decorative image relating to podcasts

Podcasts

Listen to content selected to align with specific modules.

Decorative image relating to polls

Polls

See survey results on crucial issues, including the characteristics of a great concept.

Decorative image relating to knowledge checks

Knowledge Checks

Gauge your understanding of the content as the program progresses.

Decorative image relating to try-it activities

Try-It Activities

Focus on real-world scenarios such as conducting customer interviews and constructing a design thinking processes.

Decorative image relating to focal product playbook

Focal Product Playbook

Choose a product relevant to your real-world circumstances, then implement and assess product development strategies and techniques throughout the program.

Industry Examples

Product Management and Strategy draws on real-world examples to illustrate how innovation actually occurs in the marketplace. It offers:

  • An exploration of whether Zoom really is 10 times better than BlueJeans, Skype, or Hangouts and whether Google could build a Zoom
  • An assessment of real-world brands and names, including Jukebox, BlackBerry, and Boeing
  • A look at agile frameworks, such as scrum

Program Faculty

Profile picture of programme faculty KARL ULRICH

Karl Ulrich, PhD

CIBC Endowed Professor; Professor of Operations, Information and Decisions; Professor of Management; Advisor on Asia Strategy at the Wharton School

Karl Ulrich's research interests include product design and development, entrepreneurship, and innovation as well as environmental issues. He also holds an appointment as professor of mechanical engineering... More info

Certificate

Example image of certificate of participation that will be awarded upon completetion of the program

Certificate

Get recognized! Upon successful completion of the program, the Wharton School grants a verified digital certificate of completion to participants.

Download Brochure

Note: After successful completion of the online program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Wharton School. This online certificate program does not grant academic credit or a degree from the Wharton School of the University of Pennsylvania.

Registration for this program is done through Emeritus. Contact us at

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org,and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.

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Flexible payment options available. Learn more.