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Upskill in Product Management while you earn the IIM Lucknow MDP alumni status in 2020

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Is the IIM Lucknow - Wiley Executive Program in
Data Driven Product Management?

Experiential and outcome based learning approach

An experiential and outcome-based learning approach, integrating concepts and their applications in real-world contexts

Developed by top faculty

Developed by top faculty at IIML and Wiley expert Product Along with 50+ business, emerging tech and product leaders of Wiley Innovation Advisory Council

Access to Intensive real-world case-studies and labs

Access to Intensive real-world case-studies and labs, projects, templates, and exercises, to provide hands-on experience of working with product success and innovation frameworks

Cross learn with experienced peers across various industries as peers

Learn the Product Management Framework

Learn the Product Management Framework (see on page 12) developed by Wiley author, David Fradin, based on his experience while working at HP and Apple at the same level as Steve Jobs.

World class global courseware from Wiley

Skill up in high demand skills

Skill up in high demand skills such as data analytics and machine learning, design thinking and user experience

Only program to integrate product management

Only program to integrate product management with data analytics and design thinking

Take back ready templates

Take back ready templates for building product and marketing plans and strategies

Experience classes

Experience classes by:
• Esteemed IIML faculty • Expert Wiley faculty • Masterclasses by top analytics experts of India

Action Learning Methodology

Action Learning Methodology: Develop a Complete Product and Market Strategy, a Product Portfolio Roadmap and Scale-Up Strategy for a business problem from industry

Foundations of competencies

Foundations of competencies required for successful launch of Start-Ups

Learn and Understand

Learn Python, Tableau and understand how to leverage Google Analytics and Jira

IIML PM Certificate

Get a Joint Certification and IIM-L MDP Alumni Status


Data Driven Product Management ?

Each year more than 30,000 new consumer products are launched and 80% of them fail.

Source: Professor, Clayton Christensen, Harvard Business School

The rise of SaaS, agile and lean concepts has increased pressure to adapt quickly to meet customer needs, and drive customer retention and recurring revenue growth.


86% of consumers would be willing to pay more for a product/service in return for a positive experience

According to David Fradin: “Product failures are costing the world around half a trillion dollars today.” In India, the failure rate for start-ups ranges between 35 to 95% as many companies lose sight of one important fact - the customer they had in mind when they designed their product.”

Most organizations struggle with questions such as: How can we create successful products? What frameworks and strategies will help in developing products that match customer needs? How to target products and services at the most profitable segments and geographies?


is this program for?

The course is suitable for a variety of target audiences involved in developing and managing products.
These include:

Product Managers, Business and Product Unit Leads, Product Heads, Product Marketing Managers

Software development and tech professionals who aspire to get into product management roles

Entrepreneurs who aim to build innovative products to match changing customer needs

Marketing managers who are looking to upskill into product management and generate innovative marketing ideas

6 months of learning

During 6 months of intensive experiential learning you will

Learn proven product management and analytics concepts

Create Value Propositions that Crush Competitors

Witness use cases and intensive case studies from industry

Build and Launch Great Products with Agile and Lean Methodologies

Work on an end to end business case to develop robust product strategy from conception to scale-up

Ensure Product Success and Customer Delight

Work with various analytics techniques and algorithms that can help maximize market and customer understanding as well as build sharp strategies based on data-driven methods

Define Roadmap from Start-Up to Scale Up Using Data and Design

Be the Voice of Your Customers through User Research and Rapid Prototyping

Learn from the Best Product Leaders

“At IIM Lucknow, our goal is to make managers of today, future ready leaders and we share this vision with WileyNXT.
The data driven product management program deals with a whole gamut of product marketing strategies driven by qualitative research, design thinking and analytical skills. In the post-covid world, digital is going to be a game changer, we need to acquire skills right from how to win a consumer to market segmentation to consumer positioning and this will be only possible through data driven strategy. The learners will be skilled to do analysis, be adept to design thinking and cultivate growth mindset, all of which is critical for the success of a product.”

Professor Rajeev Kumra,
Faculty, IIM Lucknow
Program Director,
IIM Lucknow – Wiley Executive
Program in Data Driven Product

Program curriculum

During 6 months of intensive experiential learning you will cover

Foundations to Successful Management of Products

  • Orientation and expectation setting
  • Why Products Fail or Succeed: The critical role of Product Management
  • Business Case of Data Driven Product Management
  • Product Management Lifecycle and Framework

Building Blocks for Product Success

  • Understanding the Business Model and Canvas
  • Customer Centricity and Product Management Competencies
  • Understanding the customer journey
  • Product Success Metrics and calculating ROI
  • Role of organizational Values and Vision

Understanding the Customer: Design Thinking and Qualitative Research

  • Design Thinking Step 1: Empathize and Define
  • Defining Customer Do's (needs)
  • Qualitative Research Methods
  • Research Interviews & Surveys
  • Quantitative Research: Online polls & surveys, Experiment

Understanding the Customer: Using Analytics for Customer Research

  • Analytics Approaches and Tools
  • Understanding Data Sources
  • Handling Data with Python
  • Merging and Exporting Data
  • Handling basic Statistical models
  • Descriptive Statistics, Graphs & Plots
  • Data issues and cleaning
  • Analytical methods for product managers-AD testing, funnel testing
  • Analytical methods for product managers- Web analytics, segmentation analytics
  • Data Privacy and ethics

Building Product Market Strategy

  • Design Thinking Step 2: Ideating for Solutions
  • Developing Customer Personas and Value Proposition
  • Discovering new markets and market sizing
  • Market segmentation and competitive environment
  • Product positioning roadmap and portfolio
  • Managing channel partners and affiliates
  • Pricing models
  • Sales forecasting, budgeting and ROI
  • Intellectual property management
  • Metrics for product management
  • Bringing in Innovation: A framework

Communicating Insights: Data Visualization and Storytelling

  • Data visualization and storytelling
  • Building dashboards with Tableau
  • Case Study with Tableau

Defining User Experiences and Prototyping

  • Design Thinking Step 3: Prototyping and Testing
  • Defining User Experience
  • Building user Interfaces
  • Building a Prototype/MVP
  • Testing a Prototype

Agile and Lean Product Development

  • Prioritizing Product features
  • Product research and development
  • Agile development methodologies
  • Product Testing and Support
  • Foundations in Program Management
  • Tools and metrics for program management

Launching a Winning Product

  • Marketing strategy and marketing plan
  • Customer acquisition
  • Media Mix, messaging and communication
  • Packaging, bundling, promotions
  • Managing marketing budgets
  • Online reputation management
  • Product Marketing Metrics and ROI: Life Time Value, CAC Conversion Ratios
  • Building Customer engagement and Experience: Case Study

Advanced Analytics for Predicting Market and Customers

  • Machine learning foundations
  • Regression techniques
  • Clustering techniques
  • Social media analytics
  • Time series for NLP and text mining foundations

From StartUps to Scaling Up

  • Masterclass:
    Pitching a product
  • Negotiation and mediation strategies
  • Building a team
  • Managing legal requirements
  • Managing risks and governance
  • Scaling up a Business: Framework and metrics

Product Management with Emerging Tech

  • Masterclass:
    Product Management for Cloud platforms and products
  • Product Management for AI Products
  • Role of intelligent Automation
  • Blockchain and its impact on products
  • Internet of Things and products

Program Outcome

Gain competency to build and manage the end-to-end product lifecycle successfully,
with machine learning and design thinking
Learn how top successful companies build and launch successful
products: What to do and what NOT to do
Apply analytics and machine learning techniques to drive meaningful
insights about customers and leverage market dynamics
Solve complex problems and develop customer-centric prototypes using
Design Thinking and UX frameworks
Build scalable and robust product and product marketing strategies, based on proven
used by top successful organizations such as Apple, HP and others
Build and manage development lifecycle using agile and
lean methodologies
Work confidently with Python and Tableau to analyse and visualize data,
use storytelling to derive and communicate meaningful insights
Leverage emerging tech trends such as Blockchain, AI, RPA for winning

The Learning Experience

4-days Immersion at IIML Noida Campus

4-days Immersion at IIML Noida Campus (depending on situation)

Live Online Class Sessions

Live Online Class Sessions by IIML and Wiley Faculty

10 Masterclasses by Top Business and Product Leaders

10 Masterclasses by Top Business and Product Leaders Providing Exposure to Successful Product Management Strategies

Cutting-Edge Curriculum

Cutting-Edge Curriculum Based on Industry Needs and proven framework by David Fradin, Co-Developed by IIML and Wiley Innovation Advisory Council top Industry Leaders

Online Courseware and eBooks Library

Online Courseware and eBooks Library from Wiley by Top Global Authors Templates for using in workplaces

End to End Product Strategy

End to End Product Strategy, Market Strategy, UX Prototype and Development Roadmap creation as Project Action Labs using Action Learning

Joint Certification from IIML and Wiley

Joint Certification from IIML and Wiley and IIML MDP Alumni Status

Key Information

Program Commencement Date

28th November, 2020


10+ sessions

Program Duration

6 Months 140 Hours
(130 teaching hours + 10 hours project)

Pre-Course Work

Complimentary Python and Design thinking course as pre-course preparation, mandatory for completion of certification

Class timings

Scheduled timings on Weekends

Program Fee

INR 1.59 Lakhs + Taxes
INR 10K + Taxes for IIM Alumni Status (Optional)
EMI plans available

Immersion sessions

4 *subject to change due to pandemic situation


55% aggregate marks in graduation Minimum 1 year of experience

Total no. of Exams

3 exams

Selection (as per eligibility criteria)

Pre-screening Assessment & Standard documentation

WileyNXT Master Classes

#LearnToWin with Top Industry Experts

David Wittenberg

David Wittenberg
Professor, Innovation and Design Thinking

Mohan Krishnaraj

Mohan Krishnaraj
VP and Global Head, User Experience, Harman

Bala Girisabella

Bala Girisabella
President, Techstars

Dr. Nishant Chandra

Dr. Nishant Chandra
Senior Director, Data Products, Visa

Satyakam Mohanty

Satyakam Mohanty
Founder, Lymbycand Head of Applied AI, LTI

Anees Merchant

Anees Merchant
Global Business Head Digital and Applied AI

Ajay Kelkar

Ajay Kelkar,Co-Founder,
Hansa Cequity, Ex-CMO, HDFC Bank

Om Deshmukh

Om Deshmukh
CEO, Tildehat, Senior Director, Analytics Solutions and Data Sciences Innovation

Masterclass by David Fradin

David Fradin

Star Faculty

DAVID FRADIN has experience in building successful products since 1969, at organizations including HP as well as Apple, where he was at the same management level as Steve jobs.

David also heads a professional development company specializing in building insanely great products, product management, product marketing and has trained thousands of managers throughout the world based on his experience at Hewlett-Packard, Apple and across 75 products and services and 11 startups.

The Agile ProductManagement
Life Cycle Framework

David’s masterclass will cover the foundation, values and vision of product life cycle management. He will discuss a framework he developed, based on his experience while working at leadership roles Apple and HP.

Agile Product Management Life Cycle Framework

Program Directors, IIM Lucknow

Dr. Rajeev Kumra

Dr. Rajeev Kumra

Currently working as Dean (Noida Campus) he has been awarded six times as "Best Faculty" in the row. International teaching experience, has taught in six universities abroad as a guest faculty. He has publications in various refereed category journals. His cases has published at Richard Ivey and listed at Harvard Business School Press.

He has a blend of industry and academics experience. Knowledge and practical expertise extend across the fields of business, marketing, sales, and distribution.

His consulting and training experience include public sector, private companies, and government department, some of his client list includes Lafarge Cement, Abbott Limited, Groz Engineering tools, Shakti Pump, Mahindra and Mahindra Finance Limited, and SPMCIL, to name a few.

Dr. Moutusy Maity

Dr. Moutusy Maity

Currently a Professor in the department of Marketing Management, at the Indian Institute of Management Lucknow (IIM-L). Prior to joining IIM-L, Moutusy was an Assistant Professor at the Indian Institute of Management - Bangalore (IIM-B), and at the University of Wisconsin, White water, WI, USA.

Moutusy’s research interests are in the areas of consumer interaction with information and communication technology (ICT) (e.g., e-commerce, m-commerce, social media, desktop/laptop environment, mobile device), and the adoption of ICT (e.g., technology adoption at the bottom of the pyramid (BOP) in developing countries). Moutusy hold samasters degree in business administration (M.B.A.) from the University of Calcutta, Kolkata, INDIA, amasters degree in arts (MA) from Jadavpur University, Kolkata, INDIA, and a doctoral degree in business administration (Ph.D.) from the University of Georgia, Athens, GA, USA.

Get #YourNXTAdvantage with
Joint Certification with Wiley and IIM Lucknow

Joint Certification with Wiley and IIM Lucknow

About Indian Institute of Management, Lucknow

Indian Institute of Management Lucknow

The Indian Institute of Management Lucknow is fourth in the prestigious IIM family of management schools as per NIRF rankings, 2020

National Institutional Ranking Framework
Indian Institute of Management Lucknow Logo

The Indian Institute of Management Lucknow (IIM L) is one of the premier business schools in India. From the sprawling 185 acres campus, the Institute offers world-class education in major areas of management and provides an ambience for genuine intellectual pursuit, excitement and professional growth.

The Institute's carefully designed and high impact Management Development Programmes train business leaders, senior executives, and practicing managers from various sectors of the economy in all disciplines of management education and thought. The Institute provides cooperation and support to Industry and the Government through its large number of prestigious Consulting Assignments and Research Projects. The Institute has an internationally acclaimed Postgraduate Programme in Management, Agri-business Management, & Fellow Programme in Management known for its quality, rigor and global orientation.

The Noida campus, as an extension of IIM Lucknow, has been established to provide globally competitive management education to professionals. In addition to these, the Institute has launched distance learning programmes (e-MDPs), besides many other short duration programmes.

Wiley Logo

For over 200 years, Wiley has been helping people and organizations develop the skills and knowledge they need to succeed. We at Wiley, are dedicated to developing efficient learning products, digital transformation education, learning, assessment and certification solutions to help universities, businesses and individuals move between education and employment and achieve their ambitions.

Get The Wiley Edge


Experts and SMEs
across the globe


Years of excellence in
Academia & Research


Learners across
the globe


Ivy League University


of World's
researchers leverage


Graduates depend
on Wiley every year


Wiley has been awarded the 2020 Fast Company World Changing Ideas Awards Honourable Mention for outstanding innovation in education for WileyNXT


Recognised and Empanelled by

Infocomm Media Development Authority

Curriculum ratified by WIAC

(Wiley Innovation Advisory Council)

Prof. Ajit K. Chaturvedi

Prof. Ajit K. Chaturvedi
Director, IIT Roorkee

Prof. Arnab Laha

Prof. Arnab Laha
Faculty, Production and Quantitative Methods (P&QM), IIM Ahmedabad

Prof. Dinesh Kumar

Prof. Dinesh Kumar
Faculty ,Decision Sciences and information Systems, IIM Banglore

Prof. S Sadagopan

Prof. S Sadagopan
Director [President], IIIT Bangalore

Dr.Shashikant Albal

Dr.Shashikant Albal
Director,Shiv Nadar Foundation Institution

Prof.Sridhar Seshadri

Prof.Sridhar Seshadri
Faculty and key influencer at ISB Hyderabad & University of Illinois at Urbana Champaign

Ajay Kelkar

Ajay Kelkar
Co-Founder, Hansa Cequity

AN Rao

AN Rao
Ex-SVP, Global Head, Cognizant Academy

Anand S

Anand S.
CEO, Gramener

Anees Merchant

Anees Merchant
Global Business Head - Digital and Applied AI, Course5 Intelligence

Anjana KR

Anjana KR
General Manager H R Tata Consultancy Services

Anshu Sharma Raja

Anshu Sharma Raja
Managing Director, Global Head, Retail Banking Technology

Arvind Thothadri

Arvind Thothadri
VP, Global Training and Certification, Automation Anywhere

Ashish Singru

Ashish Singru
Senior Director, Finance and Analytics at eBay

Atul Jalan

Atul Jalan
CEO, Manthan Analytics

Bala Girisaballa

Bala Girisaballa
President, Techstars

Chris Arnoid

Chris Arnoid
Knowledge Services Leader, Wells Fargo

Deep Thomas

Deep Thomas
Group Chief Data and Analytics Officer, Aditya Birla Management Corporation

Divesh Singla

Divesh Singla
Vice President, HEOR, Paraxel

Ganesh Mahadevan

Ganesh Mahadevan
Technology and Innovation Practice Head, BI & A, IoT, Analytics at Atos

Lalit Ahuja

Lalit Ahuja
Founder & CEO ANSR Consulting Inc.

Mahesh Calavai

Mahesh Calavai
Chief Data and Analytics Officer, TVS Motors

Nachiket Deshpande

Nachiket Deshpande

Dr. Nishant Chandra

Dr. Nishant Chandra
Ph.D. Applied Machine Learning, Sr. Director, Data Products at VISA

Padmashree Shagrithaya

Padmashree Shagrithaya
Vice-President - Head Analytics & AI at Capgemini

Pankaj Kulshreshtha

Pankaj Kulshreshtha
CEO, Scienaptic Systems

Pankaj Rai

Pankaj Rai
SVP, Strategy, Wells Fargo

Pramod Singh

Pramod Singh
Chief Analytics Officer and VP Of Data Sciences and Analytics At Envestnet Yodlee

Prithvijit Roy

Prithvijit Roy
Founder and CEO, BRIDGEi2i Analytics Solutions

Dr. Rohini Srivathsa

Dr. Rohini Srivathsa
National Technology Officer, Microsoft India

Sameer Dhanrajani

Sameer Dhanrajani

Sanjay Srivastava

Sanjay Srivastava
VP, Analytics and Reporting, American Express

Saraswathi Ramachandra

Saraswathi Ramachandra
Director of Capabilities CoE at Citi Bank Analytics India

Shruti V Jaiswal

Shruti V Jaiswal
Talent Management and OD, PepsiCo

Srikanth Karra

Srikanth Karra
CHRO, Mphasis

Sriram Rajagopal

Sriram Rajagopal
Founder and CEO, Diamindpick Ex-SVP, HR , Cognizant

Sudalai Rajkumar

Sudalai Rajkumar
Data Scientist, and Kaggle Grandmaster

Supria Dhanda

Supria Dhanda
VP & Country Manager Western Digital India

Vijaya Kumar Ivaturi

Vijaya Kumar Ivaturi
Co-Founder and CTO Crayon Data

Vikas Gupta

Vikas Gupta
Managing Director, Wiley India

Registration and Inquiry

Miles Education is the official Recruitment Partner for this program.

For more info, application & eligibility test on Sep 26, please fill the form below or reach out to: