IIM Lucknow - Wiley

Executive Program in Data Driven Product Management

Admission Enquiry

Program Benefits

An experiential and outcome-based learning approach,

integrating concepts and their applications in real-world


Developed by top faculty at IIML and Wiley expert Product

Along with 50+ business, emerging tech and product leaders of Wiley Innovation Advisory Council.

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

Foundations of competencies required for successful launch of Start-Ups

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 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

IIM Lucknow MDP ALumni Status

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

Experience classes by:


  • Esteemed IIML faculty

  • Expert Wiley faculty

  • Masterclasses by top industry experts

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

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

Participant Outcome

  • Gain competency to build and manage the end-to-end product life-cycle 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 frameworks used by top successful organizations such as Apple, HP and others

  • Build and manage product development life-cycle 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 block-chain, AI, RPA for winning products

During 7 months of intensive experiential learning you will
  • Learn proven product management and analytics concepts

  • Witness use cases and intensive case studies from industry

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


  • 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


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


  • Identify and Win Your Market Segment


  • Create Value Propositions that Crush Competitors


  • Build and Launch Great Products with Agile and Lean Methodologies


  • Ensure Product Success and Customer Delight


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


  • Learn from the Best Product Leaders


  • Learn the Apple and HP Way


55% aggregate marks in graduation
Minimum 1 year of experience


Who 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 who are looking to gain industry-proven and data-driven expertise for accelerating career growth

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

  • Entrepreneurs

  • Marketing managers 

Learning Experience


Module 1:

Foundations to Successful Management of Products
Orientation and expectation setting

Masterclass: Why Products Fail of Succeed: The critical role of Product Management
Business Case of Data Driven Product Management
Product Management Lifecycle and Framework

Module 2:

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

Module 3:
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

Module 4:
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

Module 5:
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

Module 6:
Communicating Insights:
Data visualization and storytelling
Building dashboards with Tableau
Case Study with Tableau

Module 7:
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

Module 8:
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

Module 9:
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

Module 10:
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

Module 11:
From StartUps to Scaling Up

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

Module 12:
Product Management with Emerging Tech

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

Program Directors, IIM Lucknow

Dr. Rajeev Kumra

Dr. Kumra has been awarded eight 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


Currently a Professor in the department of Marketing Management, at the Indian Institute of Management Lucknow (IIM-L). Prior to joining IIM-L, Dr. Maity was an Assistant Professor at the Indian Institute of Management-Bangalore (IIM-B), and at the University of Wisconsin, Whitewater, WI, USA. Dr. Maity'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). Dr. Maity holds a masters degree in business administration (M.B.A.) from the University of Calcutta, Kolkata, INDIA, a masters 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. 

Star Faculty, WileyNXT


David Fradin

DAVID FRADIN has experience in building successful  products since 1969, at organizations including like 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.

Application Process

#LearnToWin JOB Assistance

Program Fee

INR 1,59,000 + INR 10,000 (optional: IIM Lucknow MDP Alumni Status) + GST

EMI Options Available

Email us: professionallearning@wiley.com

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