Agile Certification Course | Data driven Product Management Program Brochure

1. ONLINE WEEKEND CLASSES IIM Lucknow - Wiley Executive Program in Data Driven Product Management Cohort 8 7-Months Intensive Course LIVE Classes by Dr. Rajeev Kumra Professor, Ex-Dean Marketing, IIM Lucknow 9 Times Best Faculty Award Winner EXECUTIVE EDUCATION 01

2. WHO Is this program for? The course is suitable for a variety of target audiences involved in developing and managing products. These include: Professionals who aspire to transition to product managment roles 1 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 2 Software development and tech professionals 3 Entrepreneurs 4 Eligibility: 50% aggregate marks in graduation 1 year of experience (Recommended) EPDDPM Cohort 8 02 04 EXECUTIVE EDUCATION

3. WHAT Is the IIM Lucknow Executive Program in Data Driven Product Management? Acquire competency to build and manage the end-to-end product lifecycle successfully, with machine learning and design thinking Apply analytics and machine learning techniques to drive meaningful insights about customers and leverage market dynamics Define and 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 Gain proficiency at Python and Tableau to analyse and visualize data, use storytelling to derive and communicate meaningful insights Examine and leverage emerging tech trends such as Blockchain, AI, RPA for winning products EPDDPM Cohort 8 EXECUTIVE EDUCATION 03

4. During intensive experiential learning you will Understand proven product management and analytics concepts “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.” Witness use cases and intensive case studies from industry Gain hands-on experience through an end to end business case to develop robust product strategy from concep- tion 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 Professor Rajeev Kumra, Faculty, IIM Lucknow Create value propositions that win over competitors Build and launch great products with agile and lean methodologies EPDDPM Cohort 8 Ensure product success and customer delight Define roadmap from start-up to scale up using data and design Learn from the best product leaders Watch Video: https://youtu.be/6dk8fHIx1Ic EXECUTIVE EDUCATION 04

5. Program curriculum Module 1: Foundations to Successful Management of Products 1 Marketing strategy and marketing plan Dynamics of Economic and Business Landscape: Deep Capital and Product Innovation Dynamics of Economic and Business Landscape: Process Innovation and Service Delivery Market segmentation, persona, and value proposition Discovering new markets and market sizing Disruptive Business Models in a Digital Economy (B2B, B2C, B2B2C) Module 2: Understanding the Customer: Customer Research and Design Thinking [Part-1] 2 Masterclass: Defining Customer Do's (needs) Using Design Thinking framework for Identifying Customer Dos Sourcing the Right Data and Data Challenges; Quantitative Research : Interviews & Surveys Qualitative Research Methods Quantitative Research: Experiment & ANOVA Qualitative methods for product managers- AB testing, funnel testing Module 3: Understanding the Customer: Customer Research and Design Thinking [Part-2] 3 Data issues and cleaning Using Exploratory Analytics, Graphs & Plots (with use case and python) Analyzing Data with basic Statistical models (with use case and python) Regression techniques (with use case and python) Clustering techniques (with use case and python) Conjoint techniques (with use case and python) Analytical methods for product managers: Web analytics, Segmentation analytics AI and ML for Product Managers Using Google Analytics - Deep Dive Module 4: Building Product Market Strategy 4 Decoding the customer journey Customer Experience mapping Concept Testing in B2C Product Development in B2C Product positioning, roadmap and portfolio Pricing models Media Mix, messaging and communication Managing channel partners and affiliates Intellectual property management + Data Privacy and Ethics Module 5: Defining User Experiences and Prototyping & communicating insights 5 Data visualization and storytelling Building User Experience Building a Prototype/ MVP & Testing Testing a Prototype and Implementation EPDDPM Cohort 8 Module 6: Agile and Lean Product Development 6 Masterclass: Prioritizing product features Product research and development Agile development methodologies Scrum Product Backlog and Estimation : Epics, User Stories, Features Product Testing and Support Tools and metrics for program management: Jira 05 EXECUTIVE EDUCATION

6. Module 7: Launching a Winning Product 7 Sales forecasting, marketing budgeting and ROI Products and Platforms - Concepts and Business Models Online reputation management Packaging, bundling, promotions Product Marketing Metrics and ROI: Life Time Value, CAC, Conversion Ratios Masterclass: Building Customer engagement and retention strategies: Case Study Module 8: Product Management for Digital Products and Platforms 8 Product Management for Ecommerce and Aggregator Platforms Product Management for Cloud and SAAS Based Platforms Module 9: From StartUps to Scaling Up Product manager role and day in life of product manager Product Management for Service Businesses Metrics for product management – 1 Metrics for product management -2 Masterclass: Pitching a product 9 Managing legal requirements, Risk and Governance Scaling up a Business: Framework and metrics Tableau Session-I Tableau Session-II Role of Product Manager as Leader/ Mini CEO *Modules are subject to change based on IIM Lucknow’s discretion, students will be informed of the final curriculum during orientation. *Live Video recordings may be selectively available as per IIM Lucknow's discretion. Note: The LMS access does not imply access to all recordings for all live classes. TOOLS YOU WILL LEARN* Learn Python, Tableau and understand how to leverage Google Analytics and Jira *Free version will be recommended for academic practice *Relevant applications of the tools will be taught for the program EPDDPM Cohort 8 Complementary courses: 1. Wiley Certified Course in Design Thinking 2. Wiley Certified Course in Python Programming 06 EXECUTIVE EDUCATION

7. Program Directors, IIM Lucknow Prof. Rajeev Kumra Awarded 9 Times Best Faculty in a Row Professor, Ex-Dean Marketing IIM Lucknow Dr. Kumra has been awarded nine times in the row as "Best Faculty". He has International teaching experience, and has taught in six universities abroad as a guest faculty. He has publications in various refereed category journals. His cases are published in Richard Ivey and are listed in Harvard Business School Press. He has a blend of industry and academics experience. His knowledge and practical expertise extend across the fields of business, marketing, sales, and distribution. His consulting and training experiences 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. Rajeev Kumra has published more than 30 Papers and Chapters in peer reviewed journals and books, and his current areas of research include E-Commerce, Marketing and Religion, Marketing Orientation, and Bottom of Pyramid. Prof. Anirban Chakraborty Associate Professor, Marketing, IIM Lucknow Dr. Anirban Chakraborty has designed and conducted training programs on Design Thinking and Innovation for leading corporate houses (Franklin Templeton, Yum Foods, Angel Broking, Indian Oil Corporation Limited, National Hydro Power Corporation, State Bank India etc.). He graduated from IIM Bangalore and is currently a faculty member of Marketing Management area of IIM Lucknow. He co-founded the FinTech Incubator (SCIFI) at IIM Lucknow. His elective has been repeatedly voted as the best PGP marketing elective of IIM Lucknow. He has also been voted as the Inside IIM's Professor of the Year of IIM Lucknow. He has extensively published in leading international journals like Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Services Marketing, Journal of Macromarketing, Sports Management Review, Journal of Social Marketing, Philosophy of Management, Vikalpa etc. EPDDPM Cohort 8 EXECUTIVE EDUCATION 07

8. Program Architects, WileyNXT David Fradin President | Spice Catalyst Distinguished Professor of Practice Advisor Product Management Programs, WileyNXT Faculty, IIM Lucknow Data Driven Product Management Program Bala Girisaballa Leading Expert in Entrepreneurship and Innovation, techno-business leader, Ex-President – Techstars India, Advisor Product Management Programs, WileyNXT Faculty, IIM Lucknow Data Driven Product Management Program WileyNXT Masterclass Faculty EPDDPM Cohort 8 Sreekanth Moni Personal Coach Design Thinking Expert Anshu Pandey Co-founder & Head of Technology, Blue Data Consulting Trainer, Speaker and Consultant David Wittenberg Professor, Innovation and Design Thinking Praveen Sathyadev Head, Marketing Services Operations AI/ Machine Learning at Autodesk *Masterclass faculty is subject to change on account of selection and availability of the experts EXECUTIVE EDUCATION 08

9. The Agile Product Management Life Cycle Framework The Program integrates the framework of Product Management Lifecycle designed by Wiley author, Product Management expert David Fradin, developed based on his experiences of working at Apple, HP and many other organizations across the world. Product Planning Company, Values, and Vision Schedule Decision Making Getting Started Personas, Needs Problem Scenarios Use Cases and Outcomes Opportunity and Risks Value “Do” Innovation Discover Proposition Product Management Market/Competitive Research and Analysis Market Size, Segments, Targets Technology Insights, Data and Analytics Positioning Product Features, Advantages, Benefits and Problem Solved Product Roadmap Product Portfolio Budget and ROI Plan Pricing Product Development Product Goals Technology Needs User Compatibility, Performance, International Partners Experience Stories Backing Priorities Features Validate Launch Marketing Product Marketing Schedule Budget Customer Journey Market Differences Promotions Packaging Binding Media, Mix Distribution Channels Messaging EPDDPM Cohort 8 Training: Sales, Support Sales Tools Sales Plan Public Relations Advertising Plan Content Plan Social Media Plan Metrics Analytics Operations End of Life Support Service Training Order Fulfillment End of Life Supply Channels © spicecatalyst EXECUTIVE EDUCATION 09

10. Key Information 9 October, 2022 Technical Orientation 14 October, 2022 Program Inauguration 16 October, 2022 Class Start Date Duration 7 Months | 128 Hours Weekend Classes of 2 to 3 hours each day Class timings may vary on availability of IIM Lucknow professors and experts. Program Schedule 2 Days Immersion (Online, due to Covid 19 Advisory) *Extra logistics/accommodation fee to be borne by the candidate on actuals as per IIM Lucknow, in case campus immersions are conducted. Immersion* Wiley Certified Course in Design thinking Wiley Certified Course in Python Programming Recommended to be completed before or during the program Complimentary Courses INR 1.89 Lakhs + Taxes Program does not include Alumni Fee INR 10,000 + Taxes Alumni Fee (Optional) Payable to IIM Lucknow INR 12,000 + Taxes Campus Visit Fee (*Only payable to IIM Lucknow if campus immersion is conducted) Program Fee EPDDPM Cohort 8 EMI plans available | Early bird discount of 5% *Contact your program advisor for the last date. ** Immersion charges are not included for enrollments during pandemic. Campus Immersion fees are payable extra as per IIM Lucknow. EXECUTIVE EDUCATION 10

11. Admission Process STEP 1 COUNSELLING SESSION WITH PROGRAM ADVISOR Speak to your program advisor to know if you are the right fit for the program and understand the learning benefits. If you are the right profile and you decide to apply, your program advisor will share the details. STEP 2 SUBMIT APPLICATION FORM & DOCUMENTS The application link will be shared on mail along with a list of documents. You need to fill up the application form and submit your educational, professional experience documents and one ID proof. STEP 3 CANDIDATURE APPROVAL BY IIM LUCKNOW AND FEE SUBMISSION IIM Lucknow will further evaluate your application. The seats are limited. On receiving the candidature approval confirmation, your program advisor will guide you on payment procedures. *Contact your program advisor for detailed information on admission process, fee structure, fee payment and any other queries. EPDDPM Cohort 8 EXECUTIVE EDUCATION 11

12. Get #YourNXTAdvantage with Certification with Wiley and IIM Kozhikode Certification from IIM Lucknow Get #YourNXTAdvantage with ???????????????????????? SAMPLE CERTFICATE Indian Institute of Management Lucknow Management Development Programme SAMPLE ????????????????? ?????????????????? ??????????? ??????????????????????? xxxxxx X Xxxxxxxxxx has successfully completed certificate course on Executive Programme in -Driven Product Management held during October 2022 - April 2023 ?????????????????? ?????????????????? ??????????? ?????????????????? ??????????????? ??????????? ____________ ____________ ????????????????????????????????????????????? ____________ ____________ ____________ ____________ *The certificate shown above is for illustration purposes only and may not be an exact prototype of the actual certificate. IIM Lucknow reserves the right to change the certificate and specifications at any time without notice. EPDDPM Cohort 8 Earn Your IIM Lucknow Executive Alumni Status Claim Your IIM Kozhikode Executive Alumni Status *Program fee is exclusive of Alumni Fee. EXECUTIVE EXECUTIVE EXECUTIVE EDUCATION EDUCATION EDUCATION 15 12

13. WileyNXT Digital Certificate As we plan to help the workforces of the world adapt to digital transformation, we believe your certificate should also be digital. This Digital Certificate is a unique and shareable digital identity assigned to you, that authenticates your skills achieved during the WileyNXT programs. EXECUTIVE ALUMNI DATA DRIVEN PRODUCT MANAGEMENT DIGITALCERTIFICATE EPDDPM Cohort 8 UNIQUE VERIFIED SKILLS GLOBALLY RECOGNIZED EASY SOCIAL SHARING ON PROFESSIONAL NETWORKS CERTIFICATE NUMBER EXECUTIVE EDUCATION 13

14. #LearnToWin JOB Assistance While WileyNXT Programs ensure to whet the winning edge in you, our #LearnToWin JOB Assistance helps you get closer to the right opportunity. This is a unique job assistance plan where you get to highlight your WileyNXT and Top Tier Institution Certifications to your pro- spective employers. And that’s not all, this job assistance plan comes with a plethora of bene- fits. Pro-membership on iimjobs.com Job Insights: Access to “Insights” helps you compare your application against all other applications received for a specific job Recruiter Action Status: The ability to view the status of job applications whenever a recruiter takes any action Follow-up: Candidates get access to one follow-up per week to a job they have applied to. If not used will be carried forward onto the next week Chat feature: Initiate chat with the recruiter who has shortlisted your application Improved Visibility: To improve the visibility of the account Spotlight on iimjobs.com and hirist.com Candidates' profile pushed among the list of applicants for jobs applied that align with acquired certification Profile highlighted with institute's/certifying body's name at the recruiter interface A particular set of keywords provided on iimjobs for the candidates to have highly relevant job feeds. Improve Candidates’ Relative Rank by 30-40%. The highest-ranked candidate appears at the top to the recruiters. Pro-Features on hirist.com Job Insights: Access to “Insights” helps you compare your application against all other applications received for a particular job Recruiter Action Status: The ability to view the status of job applications whenever a recruiter takes any action Follow-up: Candidates get access to one follow-up per week to a job they have applied to. If not used will be carried forward onto the next week Chat feature: Initiate chat with the recruiter who has shortlisted your application EPDDPM Cohort 8 Terms and Conditions #LearnToWin JOB Assistance does not guarantee any jobs/interviews. The above services are made available on iimjobs.com and hirist.com. These are industry targeted select job seeker portals to help you reach the relevant employers. This assistance plan is a complementary offering to learners of select courses/program, by WileyNXT. Partner institute is not liable for this offer. This plan helps candidates highlight their resumes and profile to prospective employer, that improve job search experience and profile visibility on the recruiter side. iimjobs.com is not related to any IIM B-Schools. Both are separate and independent entities. The #LearnToWin JOB Assistance plan is valid for 12 months as the period for an applicant to apply for Jobs from the date of plan activation. A 10-day time period would be given to every learner (of select programs only) for registration before the services are activated. EXECUTIVE EDUCATION 14

15. Our Alumni Profile CEO CMO Sr. Marketing Manager Director Practice Head IP Product Leader Product Specialist Lead Quality Engineer Exec. Vice President HEAD - Strategic Design Thinking & Innovation Product Applications Engineer Regional Programmatic media Specialist Customer Product Manager Senior Group Manager Product Owner Sales Manager VP Technology QA Engineer Senior Associate(AVP) Software Engineer Senior Software Engineer Category Manager Senior Manager IOT Solutions Business Analyst Product & Business Manager Associate Product Manager Product Executive Solutions Lead Manager Microsoft Principal Software Engineer Product Manager Senior Engineer II Engineering Lead Dell IBM Full stack developer Precisely AUTODESK INC ASG WORLDWIDE DBS Bank Snapdeal VMWare Adobe Deutsche Bank Standard Chartered Bank IPG Media brands- Cadreon CISCO DXC Technology Infosys Rakuten India Zoomcar MakeMyTrip Fiserv - Investment Services BYJU'S Boston Consulting Group E&Y Gartner GlobalData Plc Walmart Labs Amazon MRF Group Synopsys India Preqin HSBC Technology Nike India Piramal Capital and Housing Finance Ltd. L&T Smart World UNISOC Albot Technologies Ltd Oracle Ford Motors Ericsson India S&P Global Bank of America NEC Technologies KLA Corp. Baker Hughes Vodafone India Datalake Solutions Pvt. Ltd. Datalake Solutions Pvt. Ltd. Accenture PharmEasy Mercedes Benz Research & Development lndia 2% 25 to 35 yrs 14% 23% 15 to 24 yrs EPDDPM Cohort 8 1 to 4 yrs Years of Experience 32% 10 to 14 yrs 29% 5 to 9 yrs EXECUTIVE EDUCATION 15

16. #NXTizenSpeak Learner Testimonials Thank you, professors. Thank you, Wiley for this particular course of Data Driven Product Management. It was really hectic on weekdays, but on weekends we were able to, extract out time and at the same time it was a value time that we were able to spend in this course. And it’s from the professional perspective that I am in the middle of the product launch. So this is something which really helped me a lot in terms of learning and in terms of understanding how exactly the things should go, and not only the good curriculum, but also the way in depth learning that I got from this programme and the discussion that we had with the colleagues which are in this batch that helped us a lot. And last but not the least, the kind of circle that we got here will definitely help us a lot and Thank you for this. Play Video Pranav Sharma Chief Marketing Office, Xlpatt IT Consultants IIM Lucknow - Wiley Data Driven Product Management Cohort 2 First of all, I should thank Professor Ashish and Professor Garima, it was really helpful in whatever you have taught us and I am sure all the learning we are going to implement in our daily work that is going to be really helpful. All the new concepts that we have learned, It was helpful for all of us. And I think, apart from that, it's the network that we have found that we have found, not just the students but the faculty as well. I'm sure that is going to be helpful in the long term. Thank you so much. Sonia Lal Sr. Product Manager – PharmEasy IIM Lucknow - Wiley Data Driven Product Management Play Video Cohort 2 I want to express my gratitude and thanks towards all of the professors who have taken us through this really long journey of the Data Driven Product Management programme. Special thanks to the Professor Garima and Professor Ashish. I remember in one of the introductory sessions, Professor Ashish mentioned that IIM Lucknow is known for its rigour. I had not realised the gravity of it until we have actually made it through the course. This is definitely a very rigorous course and I feel the professors have done justice. You guys have been excellent teachers and just hoping that I was worthy enough students so, thanks for sparing all of your weekends and teaching the difficult concepts of product management and helping me with the tools, techniques and frameworks. Thank you. EPDDPM Cohort 8 Play Video Ravi Jain Sr. Product Owner, Nike India IIM Lucknow - Wiley Data Driven Product Management Cohort 2 16 EXECUTIVE EDUCATION

17. #NXTizenSpeak Learner Testimonials The program had a good mix of IIM’s award winning professors and industry experts, that covered both conceptually and how the market is emerging for Product management. This program had large number of attendees with mixed industry that gave a good insight with real life example on how Product management works in real time across industry. Overall good time spent and lot of learning during lock down 2020-20201 for me. Meenakshi Kumaraswamy Product Advisor, DXC Technology IIM Lucknow Executive Program in Data Driven Product Management, Cohort 1 Good learning experience which can coherent students to the current market scenario. But the course module is very vast and inclined for product management in technological space which is certainly a new dimension for a person from real time product background. Amit Saxena Manager Product Services, MRF Limited IIM Lucknow Executive Program in Data Driven Product Management, Cohort 1 Program curriculum is apt to the current market and faculty is also good... D Ravindra Varma Senior Technical Manager, HCL Technologies IIM Lucknow Executive Program in Data Driven Product Management, Cohort 3 Very Very Interesting course! This course has taught me a lot of Researching techniques. Teachers were outstanding. Lectures are to the point without drag-on. The course is structured with contents meeting the objectives of the course. Special credit to all the teachers, I left as if they were explaining it on the face. The language was very clear and understandable. Many thanks for the quality of your efforts! Alka Mishra Sr. QA Manager, Compunel Technology IIM Lucknow Executive Program in Data Driven Product Management, EPDDPM Cohort 8 Cohort 4 Touches upon the end to end product management flow thus enabling us to understand the product management journey. Masterclasses from Wiley helped to relate the concept to the industry. More case study based curriculum would have been more useful Sreenath Viswanathan Product manager, Nissan digital India IIM Lucknow Executive Program in Data Driven Product Management, Cohort 4 17 EXECUTIVE EDUCATION

18. System Requirement For Optimal Learning Experience Please Note that the following computer and connectivity configuration has worked well for most of our past learners. Ideally desktop/laptops bought in last five years will provide adequate hardware, software, and internet connectivity capability to help you enjoy an uninterrupted and pleasant learning experience. CPU A multi-core 64-bit CPU with a speed of at least 2Ghz Operating System Windows 7 (64-bit) or above , Mac OS 10.7 (64-bit) or above Memory At least 4 GB Disk Space At least 128GB with 50 GB or more free space At least 13" with HD (1366x768), Full HD (1920x1080), or better resolution Display Input Keyboard, Mouse, or Multi-touch Power backup At least 4 hours of uninterrupted power supply Wi-Fi 802.11 a/b/g/n/ac/6 ( For Image proctored exams 1MBPS upload and 1 MBPS of download speed is mandatory, For video proctored exams 2 MBPS upload and 2 MBPS of download speed is mandatory) Wireless LAN EPDDPM Cohort 8 Camera At least 480p or better built in or USB web-camera Sound Speakers and Microphone either built in or external Chrome V60 or above, Mozilla V80 or above Browsers EXECUTIVE EDUCATION 21 18

19. ABOUT US IIM LUCKNOW The Indian Institute of Management (IIM) Lucknow, is one of the premier national level institutes of management in India, involved in generating and imparting knowledge in the field of management. IIM Lucknow stands tall on the foundation of an excellent, committed and profoundly knowledgeable faculty, inno- vative pedagogical tools, as well as an electic and diverse student community that has a burning desire to make new paths of its own. Best Management Colleges Ranking 2021 The Indian Institute of Management Lucknow is Ranked 79th as Best Management Colleges, FT Ranking 2021 among the six business schools from India. The institute scored high on Student Employability, Career Progress and Research. IIM Lucknow has also earned accreditation from the Association to Advance Collegiate Schools of Business International (AACSB). Earned by only 5% of the world’s business schools. The Association of MBAs (AMBA) has accorded accreditation to the Institute's PGPM, IPMX, and WMP programmes. EXECUTIVE EDUCATION The WileyNXT Executive Education Programs are state of art courses to harness the skills of tomorrow. The curriculum and the learning experience have been carefully crafted by program architects to ensure the learner is ready to lead the future with upskilled business acumen. These special courses are co-created by Wiley along with Wiley Innovation and Advisory Council (WIAC) with India’s top tier B-schools. 8.7/10 Learners Recommend WileyNXT Executive Education Programs Recognised and Empanelled by WileyNXT has been recognized by Fast Company’s World Changing Ideas 2020 for its outstanding innovations in education. Government of Singapore Get in Touch with Our Program Adviser professionallearning@wiley.com +91 7290003164 Give us Missed Call or Whatsapp Us www.wileynxt.com https://facebook.com/wileynxtonline @Wileynxtonline Refund and Cancellation Policy | Terms of Service | Privacy Policy EXECUTIVE EDUCATION 19