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ISB-PM Programme Overview Transcript

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10 views2 pages

ISB-PM Programme Overview Transcript

Uploaded by

Menaka Selvakumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Week 0: Program Overview Video Transcript

Hello, welcome to the course on Product Development and Management. I am


Professor Siddharth Shekhar Singh, and I welcome you to join us in this 12-week
journey into the world of Product Development and Management. I hope that by the
end of this course, you will develop the mindset needed to bring viable products and
services to market.
By the end of this programme, you will be able to define the problem a product will
solve while mapping the customer's persona and journey, develop the right mindset
needed to bring viable products and services to market, analyse strategies and
frameworks for developing and marketing new product, evaluate product road-
mapping and prototyping decisions using various product management techniques
and practices. You'll be able to outline a plan to create a competitive, scalable product
using key product management strategies and frameworks.
In Module 1, we will talk about the key concepts of product development and
management. In this module, we'll explore and understand what will the market look
like and size of the market, commitments made by companies, etc. Further, you will
learn about the product lifecycle, product concept, and key drivers, and evolution of
product management.
In Module 2, we'll move on to discuss the product development process, customer
needs and creating superior value for customers. We'll look at the "fuzzy front end" of
product or service development, understand customer needs and the market for a
product or service. We will also identify who to target and how to create superior value
for them.
Moving on, in Module 3, we will learn about the market structure analysis and
opportunity identification. We will understand segmentation and targeting decisions
and user personas and journey mapping.
In Module 4, we will discuss about competitive positioning and its role in product
design. We'll also talk about the importance of positioning strategy, how to position for
market advantage and how to create disruptive positioning strategies.
Next, in Module 5, we will represent, revisit the product development process, and
we'll discuss strategic issues related to the entire process. We'll also learn about A/B
and A/A testing, Minimum Viable Product and growth hacking.
In Module 6, we will explore concept, development and testing. We will define the
research objective and focus on market potential assessment and sales forecasting.
In Module 7, Professor Manish will focus on understanding consumer preferences.
You will learn about Kano analysis, paired comparison and max-diff methods.
In Module 8, we'll focus on conjoint analysis. You will learn how to design a conjoint
survey and conduct preference assessment.

ISB-PM: Product Development and Management 1


Module 9 focuses on the pricing aspect. It covers the common pricing approaches,
how to set a price level and the role of cost in the product development process.
Module 10 is divided into two parts, part 1 and 2. Here, Professor Raj talks about brand
management and positioning and the concept of distribution channel design, product
line, and product launch strategy.
Finally, in Module 11, we'll learn about the AARRR framework for product
performance, return on marketing investment, and the strategic metrics. We have
come together to create an enriching learning experience for you all.
In every module, you will have several opportunities to apply the concepts learned
through assignments, try-out activities, reflections and discussions.
We hope you'll enjoy your journey with us in this course on product management.
Welcome aboard and good luck.

ISB-PM: Product Development and Management 2

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