03

PG Certificate in 04

Product Management 05

Hands down the most hands-on 07

Product Management Program
08
4-8 Months

09

11

16

20

21

22
INDEX

About upGrad 3

About Duke Corporate Education 4

Career Outcomes 6

Key Highlights 7

Other Program Features 8

Program Structure 9

Program Curriculum 10

Choose the Journey Most Suitabe for your Goals 15

Case Studies 16

Build Your Own Product (BYOP) 17

Product Teardown 18

Elements Career Services 19

Faculty and Industry Experts 21

Hear From Our Learners 23

Program Details 25
ABOUT
UPGRAD

With the Indian entrepreneurial professional training and mentoring

ecosystem exploding, we are at an to aspiring as well as existing
exciting juncture in the business and product managers.
economic history of India. Today, we
are creating products to solve most Our program is specifically
of life’s problems. As more products designed for professionals to help
are being launched everyday, there them successfully transition and
is an increased demand for qualified grow in their digital product
well-rounded product managers in management career.
the market.
With upGrad, we promise an
This PG Certificate in Product immersive learning experience
Management by Duke Corporate that will equip you with the perfect
Education and upGrad strives to fill business, technical and managerial
this supply-demand gap in the skills to help you achieve the same.
product ecosystem by providing

Our aim is simple:

We strive to create high-impact,
hands-on experiences that will
prepare you for an aspirational
career and empower you to be
the leader of tomorrow.

Ronnie Screwvala
Co-founder and Executive Chairman

03
ABOUT
DUKE CORPORATE EDUCATION

A premier global provider of experts and a global network of

custom executive education and faculty to help clients.
consistently being ranked among the
top three providers of leadership With a proven record of educating
solutions in the world, Duke CE has global leaders, Duke CE’s Executive
forged a reputation as a centre of Education programmes are
rigorous thinking and high impact developed to help executives and
transformative education. organisations from both public and
private sectors achieve operational
Duke Corporate Education spun excellence and results.
out of Duke University’s Fuqua
School of Business in 2000 to Duke CE is ranked #2 globally in
focus specifically on leadership Executive Education by Financial
development. Duke CE redefines Times Custom Executive Education
corporate education with a model Rankings 2022.
that blends university with business,
bringing together business

Duke CE’s academic rigour in

collaboration with upGrad online
learning experience expertise,
will make this program a deeply
engaging journey for all of us.
Our cutting edge curriculum and
upGrad’s learning advantage will
definitely help people to become
next-gen Product Managers.

Sharmla Chetty
CEO, Duke Corporate Education

04
ABOUT
DUKE CORPORATE EDUCATION

Financial Times Global Rankings

2022 School Country

1. HEC Paris France / Qatar

US / UK / South Africa /
2. Duke Corporate Education
Singapore / India

Spain / US / Germany /
3. IESE Business School Brazil

SDA Bocconi School of

4. Italy
Management

5. ESSEC Business School France

6. EDHEC Business School France / UK / Singapore

7. IMD Business School Switzerland

8. Esade Business School Spain

9. London Business School UK / UAE

10. ESMT Berlin Germany

05
CAREER
OUTCOMES

As of January 2024, there are over 1 million profiles on LinkedIn with the
Product Manager title, compared to 700,000 profiles in early 2023.

Product Management is a growing career option and is expected to grow

exponentially in the coming years. Our goal at upGrad is to help learners
move effortlessly into promising careers and up the professional ladder.

Program Outcomes Summary

8/10
Learners Achieved a
Positive Outcome

40%
Average Salary Hike

450%
Maximum Salary Hike

300+
Recruitment Partners

06
 KEY
HIGHLIGHTS

Personalized Journey with

2 Tracks and 3 Specialization
Options

Resume and Personal Story

Building

Weekend Live Sessions

and Masterclasses

Build Your Own Product

(BYOP)

Product Teardown -
Case Study Competition

Hands-on Interview
Preparation and Mock
Interviews

07
OTHER PROGRAM
FEATURES

200+ 30+
Hours of Learning Live Sessions

15+ 10+
Personalised Industry Sessions Case Studies

3 Years Executive/Leader
Unlimited Content Access Personalized Track Options

1:1 1:1
Mentoring and Guidance High-Performance Coaching

Generative AI AI-Powered
Chat GPT sessions Profile Builder

6 Just-In-Time
Personalised Industry Interviews

PM Competitions Doubt Resolution

Case-study based Sessions
(Product Teardowns)

Duke CE Peer Interaction

Certification Active Slack Community

08
PROGRAM
STRUCTURE

Core
(4 months)

For anyone interested in learning

about product management fundamentals

Personalized Track
(1 months)

Executive Track Leader Track

For professionals looking For existing product
to transition into product managers looking to grow
management in the same space

Specialization(s)
(1 month each)
For professionals looking to specialize and build their
strengths in a specificproduct management fields

AI Technical Growth
Product Product Product
Management Management Management

09
 PROGRAM
CURRICULUM

Core Program (4 Months)

Learning the fundamentals of product management

Course Modules Learning Outcomes Tool(s)

Understanding 1. Introduction to - Analyze the need of the

the User and Product Management business, market gaps and the
the Market key competitors of the product
2. Understanding the - Create and validate your
Market hypothesis by performing
effective user research

3. Finding User Needs - Use different user research

and Building User methods — surveys, interviews,
Artefacts contextual inquiries, and so on —
to uncover the needs &
behaviour of your users
4. Product Vision and - Synthesize your research data
Strategy to create artefacts like user
persona and user journey maps
- Learn how to conduct user
research to identify user needs
and create user persona, and
user journey maps through
research tools
- Identify the difference between
product vision, mission and
strategy
- Identify the various stages of
adoption for your product

10
 Course Modules Learning Outcomes Tool(s)

Product Design 1. Design and - Explain the fundamentals of

& Prototyping Prototyping UI-UX design
- Evaluate different options,
2. Usability Testing methods, and tools for rapid
prototyping

3. MVP - Create product sketches,

wireframes and mockups
- Build functioning prototypes to
evaluate possible ideas and
solutions
- Describe the process of a
design sprint used in
organisations
- Explain the purpose, types and
ways of conducting a usability
test for a product prototype
- Analyse the different types of
MVP (minimum viable product)
& decide when to use which one
- Apply the Learn-Build-Measure
model to build successful MVPs

Product 1. Product Development - Deploy agile and scrum

Development 2. Product Planning frameworks required to develop
and Launch and launch a product
3. GTM
- Create user stories and epics
for the development of a product
feature
- Create a cohesive product
requirements document (PRD)
for a product
- Create a go-to-market strategy
for a product by planning its
pricing and channel strategy

11
 Course Modules Learning Outcomes Tool(s)

Product Growth 1. Product Analytics - Identify the north star metric for
and Analytics 2. Product a given product
Experimentation - Set product metrics using the
3. Growth Strategies AARRR framework to improve
the customer journey
- Analyse product data and
employ product analytics to
identify problems
- Create activation/acquisition/
engagement/referral/
monetisation strategy for
a product
- Apply experimentation
techniques like A/B testing and
multivariate testing
- Learn about segmentation,
funnel, and cohort analysis

*Disclaimer: Please note that while these tools will be taught in the program, you will not get paid access
to them for practice. Some of these tools, however, are free to use.

12
Track Phase (1 Month)
In this phase, you get to access to your 1:1 mentorship call with an industry expert
and 6+ personalized industry sessions.

You can select any one of the below two tracks:

Executive Track
For professionals looking to transition into product management

Careers Landscape:
Analyze the product management careers landscape and the roles and
responsibilities to be a successful PM

Interview Practice:
Answer behavioural questions asked in PM interviews and develop negotiation
and storytelling skills
Apply frameworks to solve strategic questions like entering/exiting a space,
competing against existing products and more asked in PM interviews
Practice interview questions, give peer-to-peer mock interviews and develop a
product mindset
Get interview cheat sheet and access to 100+ sample interview questions

Leader Track
For existing product managers looking to grow in the same space

Insight-Driven Decision Making:

Develop the ability to make strategic decisions based on insightful analysis of data

Iterative Product Development:

Master iterative approaches to product development, prioritizing user feedback and
continuous improvement

Effective Storytelling and Culture Building:

Learn to communicate compellingly and foster a positive, innovative team culture

Career Advancement and Leadership:

Gain strategies for personal brand development, networking, and establishing
yourself as a thought leader in product management

13
 SPECIALIZATION
CURRICULUM
You can choose to opt for the following specialization(s) as part of the program.

AI Technical Growth
Product Management Product Management Product Management
(1 Month) (1 Month) (1 Month)

AI Paradigms Understanding Technical Driving User Retention

Understand dierent AI Product Management & Engagement Growth
Paradigms such as supervised Identify the essential skills and Create user engagement
and unsupervised learning, knowledge necessary for and strategies to implement
recommendation systems, effective technical product retention
reinforcement learning and management
deep learning.
Analyze the impact of current Activation &
Dierentiate between dierent technology trends on product Resurrection Growth
ML techniques. Identify and management and strategy
assess the evaluation metrics
Strategies
formulation
for a given business problem Build activation and
resurrection strategies for
Product Architecture and dierent products
AI-ML Strategy System Design
Understand the 5-step Explain the principles of
framework for building a
Strategies to Drive
system design and application Acquisition & Referral
strategy for an AI-ML driven to product architecture
product. Growth
Communicate effectively with
Build and evaluate an AI-ML Create strategies to acquire
engineering teams to translate
strategy for solving business users with the product-led
product needs into technical
problems approach
specifications
Assess and manage technical
Data Foundations risks throughout the product
Monetisation Strategies
Understand how data plays an development lifecycle Build monetisation strategies
important role in any AI-ML based on user cohorts and
strategy and the challenges product maturity
Advanced Technical
that come along with it
Leadership
Identify and analyse dierent Experimentation
Incorporate principles of
data sources and derive security and privacy into Techniques
features from them to solve a product development Design, prioritize and run
given business problem

14
 Data Architecture Develop skills in technical experiments to test
Learn tools and technologies leadership to influence hypotheses on different
available to build a robust data product teams and growth strategies
architecture for your AI-ML organizational direction
strategy Keep updated with future
technology trends and
encourage continuous
Generative AI for PMs
learning and adaptation
Learn how generative AI tools within product management
like ChatGPT can help product practices
managers in their work

CHOOSE THE JOURNEY

MOST SUITABLE FOR YOUR GOALS

Product Personalized 1:1 Access to Access to

Access to BYOP 1:1 Career Specialized, CleverTap
Content Project Teardown Industry Mentorship Career Coaching Certification
Competition Sessions Calls Services Niche Content
in PM
6 2 Access 6+ 1:1 Specialization
Core PM 4-Part ‘Build Participate in Career-Related Calls with a to Resume Calls with a -specific Analytics
recorded Your Own the teardown Personalized Leader from Builder, career coach to recorded Certificate
content & Product’ competition & Sessions with the product Career Portal, guide you on content, live from
live sessions project win prizes and Peers and an management Interview your career sessions and CleverTap
certificates Industry Expert industry Questions; etc. journey case studies

Core

Core + Track
(Executive / Leader)

Core + Track +
Specialization(s)

15
CASE
STUDIES

1. Conduct Competitor Analysis for a Healthcare Product

2. Build a Business Model Canvas for a Cab-sharing App

3. Design a Wireframe for HealthieMe

4. Create User Stories and Epics for an OTT Platform

5. Goibibo Microstays

6. Analytics Case Study

7. Growth Hacking Strategies for Freecharge

8. Zivame Omnichannel Experience

Disclaimer: No submissions / non-graded

16
BUILD YOUR
OWN PRODUCT (BYOP)

Idea Finalization

Competition and User Research

Conduct a competition analysis Perform user research for your product to
for your new product idea understand their needs and requirements

Designing Your Product

Design a sketch for your product Create a high-fidelity prototype
for your product

Developing and Launching Your Product

Create a development plan Set the right metrics for your
for your product features product's growth.

Growing Your Product

Video-based Project Analyse product data, and
Presentation Submission strategize for product growth

17
 PRODUCT
TEARDOWN

Work with your peers and crack real-life product management problems.
Present your solution to product leaders, get feedback and win prizes!

Competition process

Register in teams of 3-4

Round 1 Round 2
Work together to solve a real-life Shortlisted teams to present their solutions
product case study to experts LIVE ( Online )

WIN
Certificates and Amazon Vouchers!

18
ELEMENTS OF
CAREER SERVICES

Jobs On Career Centre

Career Center offering jobs across experience levels and CTC ranges
Easy apply feature for upGrad hiring partner openings
Apply for jobs in one click

Interview Preparation
Dedicated live sessions for practicing mock interviews
Plenty of recorded content covering all important topics

Personalized Industry Sessions (PI)

90-minute sessions over the weekend by industry experts
to facilitate:
Peer-to-peer networking
Track-specific career growth discussions
Interview practice
Hands-on interactive workshops

Just-in-time Interview Prep (JIT)

JITs are conducted within 48 hours for upcoming job interviews
Tailored to the target domain and job role
Real time feedback and suggestions for improvement

19
Profile Builder (AI Powered)
AI-driven resume evaluation
Real-time recommendations for improvement and ready-to-use
resume templates
LinkedIn profile review
Assistance with creating a cover letter

High Performance Coaching

Dedicated coaches work with you to:
Identify and define your value proposition
Lay out a career path and help you to adhere to your timeline
and goals
Create a job search strategy, prepare for interviews, salary
negotiation, and other necessary preparation

Career Mentorship Sessions

Personalized career advice through 1-1 sessions with industry experts
Goal setting based on individual expectations and background for
better results

20
DUKE CORPORATE
EDUCATION FACULTY

John A. Davis AJ Boelens

MBA, Columbia University Duke CE Educator
Duke Corporate Education Duke Corporate Education

LEARN FROM TOP

INDUSTRY EXPERTS

Anshumani Ankit
Ruddra Chaudhary
Product Leader - Payments Director Product
Google Paytm

Gautham Gaurav Joshi

Krishnan
Executive Director of Head of Design
Disney+ Hotstar Disney+Hotstar

21
LEARN FROM TOP
INDUSTRY EXPERTS

Rahul Mittal Pratik Agarwal

Director Vice President
Tata Cliq Accel

Siddhartha Roy
Growth
Mohan Ram
Go-To-Market Lead - APAC
Product Management
DigitalOcean
BrowserStack

Ekta Kamdar
Senior Manager,
Product Management
Mindbody

22
HEAR FROM
OUR LEARNERS

Raghav Rohatgi
Work Experience: 16 Years
I had just moved into the product team, and was able
to learn and implement simultaneously.
Our mentor is a rock star. The practical inputs he gave
were awesome.

Aditya Satish
Work Experience: 7 Years
upGrad has played a pivotal role in molding me and
helping me transform to a new Aditya with a skillful
viewpoint and outlook. My industry mentor and career
coach have been game changers in my journey. I am
very lucky to have found them in my journey. Kudos
to everyone - it's like a team building together and
reaching the skies.

Rajat Gupta
Work Experience: 5 Years
My career coach was very helpful, supportive and
came up with solutions that turned out to be very
effective for me.

23
HEAR FROM
OUR LEARNERS

Devpal Singh
Work Experience: 7 Years
upGrad provided me with the required knowledge and
helped in creating a roadmap to get my desired role.
The hands-on knowledge that I gained by doing
projects helped me in answering technical questions
in the interview.

For more career stories, refer to the Career Outcomes Handbook 24

PROGRAM
DETAILS

Program Start Date Visit the website

for the program start date

Core Program Fee (Duration: 4 Months) Visit the website

Core + Track Program Fee Visit the website

(Duration: 5 Months)

Core + Track + 1/2/3 Specialization Visit the website

(Duration: 6/7/8 Months)

Disclaimer: This is a non-credit-bearing program not amounting to a degree

*Program fee and payment options are subject to change. Please refer to the website for updated details
or speak to our admission counsellor 25
 upgrad.com

For further details, contact

[email protected] 1800 210 2020

We are available 24*7