DISCOVERING, DEVELOPING, MANAGING

AND MARKETING PRODUCTS AS A BUSINESS

EXECUTIVE EDUCATION
OVERVIEW Who is this program for?

Every company that sees technology as a Business managers and leaders who are
competitive differentiator needs a product strategy. materially involved at any point in a product’s
And every person who touches a product inside of lifecycle, from cradle-to-grave
an organization directly contributes to its success
or failure. Those who may be directly responsible for
product or portfolio strategy, or who play a
What if you could learn a cradle-to-grave approach more indirect role such as in sales, marketing,
for managing and optimizing the life of a product or operations, finance, or R&D
service in just 8-weeks online? Let’s call it a
bootcamp in thinking like the CEO of your product Professionals at companies who are focused
or service. Designed for busy professionals like on using technology as a competitive
you, Kellogg's Product Strategy program online differentiator, even if your vertical market isn’t
delivers big picture thinking in convenient learning ‘tech’
modules plus live sessions with renowned Kellogg
faculty. Professionals wanting to take on a more formal
product management role
Kellogg Executive Education is a thought leader in
understanding how product strategy serves as the
foundation of business growth. Professor Mohanbir Participants come from a wide range of
Sawhney—a globally-recognized scholar, educator, industries that include:
and author at the intersection of marketing,
Pure-play technology companies
innovation, and technology—will guide you through
including software, hardware,
a deep dive into optimizing value for the customer
electronics, networking, and
and for the firm through strategic product
e-commerce
management techniques.
Industrial products companies
Whether you are seeking growth by launching new
including consumer durables, medical
products and services, or need to manage the
equipment and devices, automotive,
lifecycle of existing ones, Product Strategy offers
construction, and agricultural
approaches that are used by many of the top
technology-driven companies in the world today.
Tech-intensive services firms such as
banking/fintech, law firms, IT services,
and consultancies

“Product strategy is not only for product managers. Every person who touches a
product or service contributes to its success or failure.”
-Mohanbir Sawhney

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KEY TAKEAWAYS
During this program, you will:

Analyze new product opportunities to arrive at ‘go’ or ‘no-go’ conclusions efficiently

Assess the pros and cons of various business models including SaaS and pivot to another business model
when your current one isn’t delivering growth
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, Salesforce.com, and Facebook
Create agile requirements grounded in the ‘jobs-to-be-done’ framework, user stories, and epics
Manage partner ecosystems and learn how to create win-win partnerships

YOUR LEARNING JOURNEY

Kellogg Executive Education brings cutting-edge marketing and strategy practice to business leaders in an
interactive, collaborative online environment. In addition to video lectures, you'll learn from live webinars with
Professor Sawhney; real-life case studies and examples from industry giants like Microsoft, AT&T,
Salesforce.com, and Facebook; and customized assignments and quizzes to reinforce the learning. Throughout
the journey, you will receive one-on-one guidance and clarification from a dedicated facilitator.

1 Understanding
Product Strategy

8 Managing Product
2 Analyzing Product
Evolution and Growth Opportunities

7 Managing the Partner 3 Discovery and

Ecosystem Requirements Definition

6 Taking Products to
Market 4 Designing the
Business Model

5 Agile Product
Development

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 2

PROGRAM MODULES
Over the course of eight weeks, you’ll discover how product strategy is the foundation of business growth. You’ll
touch upon every stage of the product strategy lifecycle—learning strategies for growth from cradle to
grave—and to think like a CEO of your product or service.

Module 1 Module 2

Understanding Product Strategy Analyzing Product Opportunities

Learn why it’s critical to have a product Evaluate new opportunities based on the
strategy, and how it may vary in different types ‘jobs-to-be-done’ framework.
of organizations.
Defining the opportunity and hypothesis
Managing products as a business Analyze the ‘jobs-to-be-done’ approach
Product strategy in startups Evaluating the opportunity
Product strategy in professional services
companies

Module 3 Module 4

Discovery and Requirements Designing the Business Model

Definition
Learn which situations are appropriate for each
Apply the discovery hypothesis framework, type of business model and analyze the
create user stories, and build a wireframe to economics of a SaaS pricing model.
outline an opportunity to deliver an urban
Business model taxonomy
mobility solution for school kids.
Freemium, Marketplace, and SaaS models
Discovery as product and customer Choosing the right model and when to pivot
Creating the discovery hypothesis
Minimum viable product (MVP) framework

Module 5 Module 6

Agile Product Development Taking Products to Market

Learn the principles of agile development and Learn how to define and understand your key
use these principles to influence a team over audiences and choose the most appropriate
whom you have no direct authority, such as an route(s) to market.
engineering team.
Understanding personas, positioning, and
Principles of agile development and scrum messaging
Transitioning to agile Develop and execute the go-to-market plan
Managing remote teams Best practices for product launches
Influence without authority

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Module 7 Module 8

Managing the Partner Ecosystem Managing Product Evolution and

Growth
Learn to define the elements of the ‘whole offer’
and how to design and manage partnerships Build on the strengths of your existing strategies
effectively. and tactics to drive new growth. Learn about
product evolution and the impact of decisions on
Defining, evolving, and creating the
your product line. Conduct a road-mapping
‘whole offer’
exercise for an innovative new product in the
Diagnosing the capabilities gap
medical supplies industry.
Designing partnerships for different
company sizes Increasing share of wallet, share of market,
and size of market
Growth through partnerships
Growth hacking strategies
Making product decisions – adding, pricing
and sunsetting products

Applied Learning Opportunity

Let's put these theories to work in practice. Throughout this program, you will work on several application exercises
designed to give you hands-on experience working with these concepts. These exercises are largely based on
Professor Sawhney’s real-world consulting experience and are unique to this online program.

Build a Wireframe
App for transporting urban kids in autonomous school buses
Based on a real case study with Bosch
Use the user friendly tool Balsamiq

Product Roadmapping Analyze a SaaS Pricing

Build a strategy roadmap for Model
a medical supplies product Understand the unit
Translate the strategy economics of a SaaS
roadmap into a Trello product company
roadmap Build the revenue and profit
analysis for subscription
businesses

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 4

INDUSTRY EXAMPLES
Through real-world case studies and examples from multiple industries, you'll see how the theories are put into
practice.

Apple Microsoft
Innovative business Defining product
models: Learn how Apple opportunities: Go beneath
uses the 'Razor-Razorblade' the surface to understand
business model to capitalize how the Surface Pro was
on the revenue from developed, setting a new
applications and services standard in the 2-in-1
associated with its core laptop market.
product, the iPhone.

Uber Cisco
Application of customer The role of customer care
insight: Explore the 7 in finding opportunities:
Sources for Customer Tapping into the voice of
Insights including customers led to an entirely
analogies—looking at what new business segment for
works in other industries. Cisco with voice-over-IP
Could Uber's 'on-demand' solutions that their
marketplace model be customers were asking for.
applied to other industries
such as dermatology?

Other companies that are included as examples or as use cases in the program include:
Adobe
Airbnb
Bosch
IBM
John Deere
Reliance Jio
Samsung

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them
does not imply any affiliation with or endorsement by them.

5 // KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY

 PROGRAM FACULTY
Mohanbir Sawhney
Associate Dean for Digital Innovation;
McCormick Foundation Chair of Technology;
Clinical Professor of Marketing;
Director of the Center for Research in Technology and Innovation

Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation,
modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of
influential articles in leading academic journals and managerial publications. His most recent book, The Sentient
Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall
Street Journal bestseller list.

Professor Sawhney’s research has been published in leading journals such as California Management Review,
Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan
Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to
publications such as Fortune, Forbes, and Financial Times.

Professor Sawhney’s speaking and consulting 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, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.

Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an
MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from
the Indian Institute of Technology, New Delhi.

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 6

PARTICIPANT PROFILE
On your journey to learning product strategy, you’ll be in good company. Past participants come from a wide
range of industries, job functions, and management levels.

Participants by Industry
7% INDUSTRIAL GOODS

9% BANKING & FINANCIAL SERVICES

9% HEALTHCARE
52%
Industry IT PRODUCTS

12% CONSULTING

11% OTHERS*

Participants by Work Experience

4% >26 Yrs
1-5 Yrs 14%
7% 21-25 Yrs

25% 16-20 Yrs

6-10 Yrs 27%
Work Experience

11-15 Yrs 23%

7 // KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY

Representative Companies
Participants include representatives from companies such as:

Adobe Oracle Corporation

Capgemini PricewaterhouseCoopers
Ernst & Young Salesforce.com
Fiat Chrysler Automobiles Siemens
General Electric Company Tata Consultancy Services Ltd.
Nielsen Holdings Plc Walmart eCommerce

Participant Titles Include:

CEOs & Managing Directors AVP Product Strategy and Development

Chief Marketing Officer Head of Product

Senior Director, Strategic Product Partners Global Product Manager

Director of Product Marketing Brand Manager

Vice President - Product Management Product Manager

EVP Global Sales & Marketing Digital Strategist

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 8

PARTICIPANT TESTIMONIALS

“
“The vast experience of Prof Sawhney - his huge variety of examples truly brought the concepts
to life!”

Darrell Vian, Group Head of Packaging

“
“The combination of video presentations and related weekly assignments were most valuable to
me as I was able to extract and apply useful information as an exercise, but then also in
professional practice.”

Kristine Gregorio, Director, Special Projects

“
“The expertise of the instructors, their interest in hearing from students and the level of
engagement they provided was exceptional. This is the first online course I've taken and I
really enjoyed the flow along with the course modules, assignments and real-world
examples.”

Jill Hardy, Former Director Customer Innovation

“
“Sessions with Professor Sawhney were great to deepen our understanding in the content, and
use cases covered in the entire module. I learnt some very new frameworks - JTBD, how to
expand the market and get new non-users as well as exploring product opportunities in the
over-served market. In general, this program has helped me to understand how to approach a
product management and strategy role.”

Milind Patil, Business Manager - Collaboration Services

9 // KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY

CERTIFICATE
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of
completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and
obtain the certificate of completion.

P L E
A M
EX
EXECUTIVE EDUCATION

After successful completion of the 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 Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 10

 ABOUT EMERITUS
Kellogg Executive Education is collaborating with
online education provider EMERITUS to offer a
portfolio of high-impact online programs. By working
with EMERITUS, we are able to broaden access
beyond our on-campus offerings in a collaborative
and engaging format that stays true to the quality of
Kellogg.

EMERITUS’s approach to learning is based on a

cohort-based design to maximize peer-to-peer
sharing and includes live teaching with world-class
faculty and hands-on project-based learning. In the
last year, more than 30,000 students from over 150
countries have benefitted professionally from
EMERITUS’s courses.

DURATION
2 months, online
4-6 hours/week

PROGRAM FEES
$2,600

11 // KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY

THE LEARNING EXPERIENCE

Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to easily
navigate the program content to achieve learning objectives.

KEEPING IT REAL
+ Modules

Our pedagogical approach is designed to bring

concepts to life, including:
• Byte-sized learning techniques
• Real-world application
• Peer learning discussions
• Live, interactive teaching

KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY // 12

KEEPING IT CONVENIENT
Access to program content is flexible and available through multiple devices, allowing working professionals to
easily manage schedules and learn remotely—anytime, anywhere. Participants enrolled in the program obtain
access to learning materials in a modular approach, with new content released weekly. Program modules include
a variety of teaching instruments, such as:

• Video lectures
• Discussions
• Class materials: articles, cases
• Quizzes
• Surveys
• Assignments

To further personalize the program modules, live teaching sessions are scheduled during the program, often with
Q&A. For participants who are unable to attend these sessions live, a recording is made available so nothing is
missed. Our industry-leading learning platform allows participants to create a profile, connect and collaborate
with peers, and interact with academic/industry experts such as program leaders and teaching assistants.

KEEPING IT INTERESTING
Our globally-connected classrooms enable participants to seamlessly interact with their peers to complete
group assignments and stay on track toward program completion—having culturally enriching encounters along
the way.

Program Requirements
To access our programs, participants will need the following:

• Valid email address • Microsoft Office and PDF viewer to access content
• Computing device connected to the internet: such as documents, spreadsheets, presentations,
PC/laptop, tablet, or smartphone PDF files, and transcripts
• The latest version of their preferred browser to
access our learning platform

Other Requirements
Programs may necessitate the usage of various software, tools, and applications. Participants will be informed
about these additional requirements at the registration stage or when the program begins. Our program
advisors are also available to respond to any questions about these requirements.

13 // KELLOGG EXECUTIVE EDUCATION PRODUCT STRATEGY

Easily schedule a call with a program advisor to
learn more

SCHEDULE A CALL

You can apply for the program here

APPLY

CONNECT WITH A PROGRAM ADVISOR

Email: kellogg@emeritus.org
Phone: +1 847-469-1711