Berkeley, CA, Santa Clara, CA, Cambridge, MA
The program teaches critical business skills and strategic frameworks to drive companies to new levels of profitability.

Horizontal Tabs

Overview

Product Management: Translating Market Opportunities into Profitability.

The Product Management program teaches critical business skills and a strategic framework for superior Product Management that will drive companies to new levels of profitability.

Designed for product managers and executives interfacing with product management, this intensive 5-day program delivers powerful knowledge across the product life cycle, including strategic planning, product management execution, and product launch.

Now offered in Berkeley, CA, Santa Clara, CA, and Cambridge, MA

Takeaways

During this program, participants will develop the skills to:

Appropriately allocate resources among products
Prepare a meaningful business case
Price products to optimize product and product-line profitability
Determine the most effective methods for obtaining and integrating market feedback to drive product decisions
Effectively manage your product team, even without direct authority
Influence all stake-holders in your products
Develop a top-notch launch plan
Optimize the marketing mix
Develop profitable products customers will love

The faculty leading this course were fantastic. They provided tactical, useable information while also providing strategic, cutting-edge best practices from their research.

Avi Gupta, Director of Marketing, Mentor Graphics Corporation

Click the Testimonials Tab (above) to read more from past participants.

Who Should Attend

Product Managers, Directors and Vice Presidents of Product Management
Engineers looking to move into or interfacing with Product Management
Strategic planners, VP's, and others who manage product portfolios and corporate strategy

Details

The following describes the sessions covered in UC Berkeley’s week-long intensive Product Management Training:

Day One: Strategy, Innovation, and Your Business Model

What do Product Managers Do?

The Haas-Berkeley Product Management program kicks off with an interactive exercise as Product Managers from a range of industries capture and compare what they actually do every day, and how they prioritize and manage their diverse responsibilities.

Strategy and Product Management

This session provides a much-needed update to the classic models of business strategy. You will work through the latest models for understanding your product as a complete business—a business that must actively scan its environment for opportunity, fine tune its infrastructure to support those opportunities, and execute on those opportunities with efficiency and speed.

Business Model Canvas: Interaction, Reflection, Action

On day one, you will complete a Business Model Canvas for your product or product line. This new model is an innovative way to create a quick and easily updatable business plan for your product(s) or your entire company. Each morning of the program, you will revisit your Business Model Canvas, applying what you have learned to your own product lines. Your talented peers will assist you in refining coherent, practical plans to implement when you return to your office.

Innovation and Product Management

In this session, you will learn about the organizational structures, behavioral incentives, cultural attributes and informal networks that are most highly correlated with a repeatable pipeline of successful product innovation. You will learn about what has worked in some of the more successful companies, and have ample opportunity to share and learn from the experience of your peers.

Day Two: Product Planning

Product Portfolio Planning

Companies must view new product investments and their associated returns in a portfolio context. This enables you to thoughtfully allocate scarce resources, improve operational execution, and maximize overall profitability.

In this session, you will use well-established portfolio modeling practices to simplify the difficult task of developing product portfolios in rapidly changing, dynamic markets. You will learn to support the portfolio management process by:

Assessing each product for strategic fit, profitability, investment requirements, risks, and other appropriate factors
Balancing budget and available resources within the portfolio
Using tactical scoring, visual mapping, and financial modeling to manage the portfolio

This session will also include a simulation game that models portfolio management challenges.

Segmentation, Targeting and Positioning

In this session, you will take a fresh look at segmenting your markets, subjecting your chosen market segments to rigorous analysis. You will become more fluent in the most important metrics that define which market segments you serve, including how attractive they are, what they desire most, and how they are best reached. You will work through the ideal methods for selecting segments to target, and choosing your market positioning. And, you will translate these concepts into decisions and actions through exercises on the Business Model Canvas.

Product Life Cycle Management

While the above session was about a snapshot in time, this session is about how to make the right decisions about your products at each step in the product lifecycle. You will learn how innovations diffuse in the marketplace, how to bridge the gap between early adopters and larger markets, and how to determine what type of life cycle your products have so you can make good decisions.

Day Three: Market Research and Pricing Strategy

Market Research

Successful and profitable product development depends on using the right tools to ask and answer the right questions—regardless of whether research is conducted in-house or outsourced. In this session, you will learn how to:

Evaluate and select appropriate methods of data gathering and research (including interviews with potential customers, focus groups, surveys, and secondary research)
Decide when and how to hire an external research firm
Perform market research and analyze data with a minimal budget

As a result of this program, you will be better able to decide when to conduct market research, what research to conduct and how to conduct it, how to analyze the data collected, and, most importantly how to draw actionable conclusions from the analyses. You will work during the session on understanding the specific questions you need to answer (which features to prioritize, how to price a new product, etc.) and how to use market research to get meaningful input to your questions.

Breakthrough Results with Pricing and Power Pricing

Pricing right is a critical component of successful product management. Customers reject otherwise good products priced too high. Companies risk losses when prices are too low. This session is designed to help you establish a coherent and responsive pricing strategy, yielding higher long-term profitability. Using case analysis and discussion, you will learn how to calculate economic value to the customer and use that to understand what customers should be willing to pay. You will then learn a comprehensive framework for developing a successful pricing strategy and develop tools to analyze the role of costs, customer price sensitivity, and competition.

Day Four: Managing without Authority and Achieving Great Results

Leading Product Teams

This session is about creating and managing high-performance product teams. You will learn how to get cross-functional teams to work together, trust each other, understand each other’s challenges, and work towards a common goal. This session is taught through a fun and interactive series of exercises.

Rethinking my Role as Product Manager

How do you step back from the day to day grind, and really do things that move the needle? What do Product Managers really need to be? What attributes do you need? How should you spend your time? How do you get the organizational authority to make the decisions you need to make? This session is led by a former Product Management executive who learned how to get out of the daily barrage of fires and e-mails and make strategic decisions that made a meaningful difference—for his product and for his company.

Strategic Business Interactions -- Negotiation, Power, and Influence

While you need analytical skills to discover optimal solutions to problems, you also need a broad array of negotiation and communication skills in order to get these solutions accepted and implemented. This session will enable you to manage conflict, and negotiate effectively in both collaborative and competitive situations. You will develop these skills experientially through a negotiation simulation exercise. Session topics include:

How to prepare for a negotiation
Specific techniques for creating value ("expanding the pie") and dividing value ("claiming value")
Strategies to develop trust, gather information and build relationships to enhance negotiation power
Tactics to manage conflict, de-escalate conflict situations and manage people with different personalities and communication styles ("difficult people")

During the negotiation simulation exercise, you will get specific behavior and performance feedback, allowing you the opportunity to polish your negotiation skills.

Day Five: Customer Focused Design and Implementing your Business Model Canvas

Customer Focused Design

Learn Customer Design from the leading expert on the topic. In this session you will get a clear understanding of user and customer needs. Most people do customer observation then come up with solutions without generating insights and new ideas. In this session, you will learn how to generate insights and new ideas as well as come up with solutions. You will also learn your individual learning style and therefore understand what part of customer focused design you would be good at personally managing. You will have an opportunity to learn and practice interview skills, to determine how many in-depth interviews are needed, how to design new products, and how to make your customers feel like heroes.

Implementing Your Business Model Canvas

The Product Management program concludes with another opportunity for you to revisit your initial business model canvas, synthesize your key learning from the week, and determine what you will change back at the office. This session allows an opportunity for you to share ideas with each other and to learn from what others plan to do as a result of the program.

Faculty

Faculty Director:

Sara Beckman

Senior Lecturer,
Haas School of Business, University of California, Berkeley
Faculty Director, Management of Technology Program
Haas Operations and Information Technology Management Group

Sara Beckman teaches new product development and manufacturing and operations management at the University of California’s Haas School of Business. In nearly twenty years at the Haas School, she has developed, institutionalized and directed the school’s Management of Technology Program, initiated new courses on design, entrepreneurship in biotechnology, and new product development, won four awards from MBA students for excellence in teaching, and received the Berkeley campus Distinguished Teaching Award.

Sara Beckman has also taught for Stanford University’s Department of Industrial Engineering and Engineering Management, and been a visiting faculty member at MIT in both 1994 and 1999 where she taught in the Leaders for Manufacturing Program.

Prior to and concurrent with her involvement at the Haas School, Sara Beckman worked for the Hewlett-Packard Company, most recently as Director of the Product Generation Change Management Team. This group was responsible for supporting strategic decision-making, workforce planning and design, manufacturing education and training, and environmental, health and safety management throughout the company. Before joining HP and the Haas School, Sara Beckman worked in the Operations Management Services practice at Booz, Allen and Hamilton where she developed manufacturing strategy in a number of diverse industries from pharmaceuticals to aerospace.

Sara Beckman has B.S., M.S. and Ph.D. degrees from the Department of Industrial Engineering and Engineering Management at Stanford University and an M.S. in Statistics from the same institution. She is a member of the Board of Directors of the Building Materials Holding Corporation and the Corporate Design Foundation.

Related Links:

Haas Faculty Page

Faculty:

David Mok

Global pricing leader at Seagate and Xilinx
Current Director of Pricing at DePuy Spine (a Johnson & Johnson company)
Track-record of turning low margin businesses into sustainably profitable divisions
Former naval officer

David Mok is the Director of Pricing at DePuy Spine (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on improving price realization amidst industry health care reform in a recessionary environment.

At Seagate, he managed the worldwide retail pricing team for Seagate’s $1B branded storage solutions business. He helped turned a barely profitable situation into a strong and sustainable gross profit business within a year. During this time, the retail channel business attained the highest profit dollars and profit percentages in Seagate’s branded solutions history, and sustaining near this level for his entire tenure.

Prior to Seagate, David was at Xilinx where he led transformational pricing efforts, deployed pricing software, architected the company’s global pricing model, and developed pricing strategies across a broad spectrum of semiconductor, software, IP, products and services for a $2B business. He also managed the communications segment marketing team and led value-based pricing efforts using solutions. He was a product manager for an advanced platform system-on-chip semiconductor product family.

David has been speaking professionally on the subject of pricing at various conferences throughout the country. David began his career as a naval officer aboard a nuclear-power attack submarine where he conducted missions vital to the national security of the United States. He holds MBA, MS, and BS degrees.

Related Links:

LinkedIn Profile

Holly Schroth

Teaches the most popular elective program in the Haas MBA program
Voted "favorite professor" of undergraduates across the US in Businessweek study
Creator of negotiation and influence exercise materials used by educators and trainers worldwide
Winner of the Earl F. Cheit award for excellence in teaching in 2009

Holly Schroth, M.A., Ph.D., is an award-winning Senior Lecturer at the Haas School of Business, University of California, Berkeley, and a leading author of negotiation exercise materials which are used worldwide by educators and trainers. She has a Ph.D. in Social Psychology, specializing in Social Cognition. She uses this training to understand how we think about social interaction.

Holly teaches Negotiations and Conflict Resolution and Organizational Behavior to Executives, MBAs and Undergraduates. She has won several awards from MBA students for teaching excellence, was voted "favorite professor" by a BusinessWeek online (Sept. 2006) poll of undergraduates across the United States, and was recently awarded the Earl F. Cheit award for excellence in teaching (2009).

Holly consults to and teaches executives at a number of organizations in the United States and abroad, including: Google, Intel, Youtube, AMD, Kaiser Permanente, T-Mobile, The GAP, Erste Bank, Silicon Graphics, Lockheed-Martin, Charles Schwab, Universal Studios, TRW Credit Service, Xerox, Applied Materials, Zhanra.com, KIPP, Altera Corp., Pulte Homes, Deloitte Consulting, Jacobs Associates, Law Offices of Crosby, Heafey, Roach and May, Council of Law Librarians, Murphy Companies, Glenborough Corporation, CIO Institute, American Electronics Association, Women in Business Society, WineRepublic.com, Staples, Conceptus, Cruelworld.com, Careercentral.com, Walmart.com, Women’s Wealth Network, Sidley, Austin, Brown & Wood LLP, Mexico's Federal Electricity Commission, SNP Communications, Partners in Business Systems, CREW, National Association of State Budget Officers (NASBO) and other government entities.

She has published several articles on negotiation and procedural justice in leading journals and has created several negotiation exercises in collaboration with the Dispute Resolution Research Center at the Kellogg Graduate School of Management.

Prior to joining the faculty at the Haas School of Business in 1992, Holly was a visiting scholar at the Kellogg Graduate School of Management, Northwestern University. She received an M.A. in psychology and her Ph.D. in social psychology from the University of California, Santa Barbara.

Homa Bahrami

Senior lecturer at Haas-Berkeley specializing in organizational design for global knowledge-based companies
Advisor to senior executive teams on re-organizations and related challenges
Author of leading management textbooks: Managerial Psychology: Managing Behavior in Organizations and Super-Flexibility for Knowledge Enterprises

Dr. Homa Bahrami is a senior lecturer at the Haas School of Business, University of California, Berkeley, specializing in organizational design for global knowledge-based companies. She is the faculty director of the New Manager Boot Camp course in the Center for Executive Education at the Haas School. Bahrami is also an advisor to senior executive teams on re-organizations and related challenges.

Along with Harold Leavitt, Bahrami co-authored the leading textbook in organizational behavior, entitled, Managerial Psychology: Managing Behavior in Organizations, which was published by the University of Chicago Press, and has been translated into many languages. More recently, Bahrami authored the book, Super-Flexibility for Knowledge Enterprises, which provides practical advice for architecting super-flexible organizations.
Bahrami is an active executive coach and serves on several advisory boards in Silicon Valley and Europe.

Programs:

The Berkeley Executive Leadership Program
New Manager Boot Camp
Boot Camp for Experienced Managers

Interviews:

Related Pages:

Jane Creech, Strategic Business Systems

Recognized expert in designing and implementing effective team structures, retaining talent, and building alliances.
Clients include eBay, Adobe, Cisco, Gilead, Autodesk, and Zynga among others.

Jane Creech is a recognized expert in designing and implementing team-based organizations, particularly in new product or service development. Her unique ability to lead the often overwhelming and large-scale change efforts required for companies to embrace a more team-oriented culture has earned Jane worldwide recognition. Jane also specializes in helping start-up and established companies establish consistent business processes to improve customer responsiveness and satisfaction.

Many of Jane’s clients include companies that have recently merged cultures, built strategic alliances, and are serious about developing and retaining their top talent. Current and recent clients include eBay, PayPal, Adobe, Cisco, OpenTable, TiVo, Cafepress, Gilead Sciences, Autodesk, NVIDIA, eSilicon and Zynga. Jane also lectures on building high performing teams in the Product Management program at the Haas Center for Executive Education.

Paul Tiffany

Senior Lecturer, Haas School of Business, University of California, Berkeley
Haas Business and Public Policy Group
Haas Economic Analysis and Policy Group

Dr. Paul Tiffany is a highly experienced business consultant and an acclaimed facilitator of management training and development programs for leading firms and organizations throughout the world. He currently serves as a Senior Lecturer at the Haas School of Business of the University of California, Berkeley, where he teaches courses in Business Policy & Strategy and International Management. Prior to this Professor Tiffany served as a Lecturer at the Graduate School of Business, Stanford University, and also taught at The Wharton School of the University of Pennsylvania. He currently serves as a Visiting Professor at Sasin, the Graduate Institute of Business at Chulalongkorn University in Thailand; IOMBA, the International Organizations MBA program at the University of Geneva; and the Columbia University School of Business in New York City. Professor Tiffany earned his undergraduate degree from Loyola University, an MBA from Harvard University, and his Ph.D. from the University of California, Berkeley.

Professor Tiffany is also a well-known author. His book The Decline of American Steel was published by Oxford University Press in 1988, and appeared in a Japanese edition in 1989. Business Plans for Dummies (John Wiley & Sons), co-authored with Dr. Steven Peterson, was published in 1997 and again in 2005 in a 2nd Edition. It was a world-wide Top-Five finalist in the Booz Allen/Financial Times "Best Business Book of 1998" competition. The first edition went through fifteen printings, and was available in ten languages. Professor Tiffany is the recipient of several awards for his teaching, including the Cheit Award as the outstanding professor in the Berkeley-Columbia Executive MBA program, in both 2003 and 2004.

Dr. Tiffany currently leads Paul Tiffany & Associates, a multi-specialty consulting and training organization that offers management services to firms throughout the world. Recent clients have included Deutsche Post World Net (Germany), Siam Cement Group (Thailand), Thai Beverage (Thailand), Royal Bank of Scotland, Genentech, The Hartford Insurance Co., Statoil (Norway), Microsoft, Mohegan Sun Resort and Casino, US Steel, Raytheon, Toyota (Japan), Cisco Systems, Korean Management Association (Korea), Banc of America, and MinSheng Bank (China), among many others.

Priya Raghubir

Professor of Marketing, Stern School of Business, New York University
Consultant, Adobe Systems, Google, Daimler-Chrysler

Priya Raghubir is a Professor of Marketing at New York University's Stern School of Business. Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business at the University of California. She has also taught at the Hong Kong University of Science and Technology. She has taught undergraduate, MBA, Ph.D. and executive education courses in China, France, India and the U.S.

Professor Raghubir's teaching interests are in the areas of marketing research, and consumer behavior and marketing strategy. Her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money, risk perceptions, and visual information processing. She has published more than 40 articles in such journals as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Marketing Science. She is on the editorial boards of six journals, and has delivered more than 100 presentations of her research at major universities, symposia and conferences around the world.

Additionally, Professor Raghubir has consulted with Acufocus, Adobe, BioRad, Boston Scientific, Daimler-Chrysler, Google, PayCycle, and the Center for Executive Education at the Haas School of Business. She has also worked in the financial industry with Jardine Fleming and Citibank in Hong Kong and India. She received her undergraduate degree in Economics from St. Stephen's College, Delhi University; her MBA from the Indian Institute of Management, Ahmedabad; and her Ph.D. in marketing from New York University.

Tim Gray

Product Strategy Consultant, King Brown Partners
An expert on product management and development with over 20 years experience working with high-tech companies, including Apple, Ask.com, and Autodesk.

Tim Gray is a Product Strategy Consultant at King Brown Partners.

Through his 20 year history working on high-tech product teams, Tim has held a wide variety of roles from quality assurance and project management to partner relationships and customer support. Drawing on this broad base of experience as well as an MBA from UC Berkeley, Tim has focused for the last ten years on product management. Among the companies Tim has worked for are Apple Computer, Ask.com, Ofoto (a Kodak company), and Autodesk.

In his most recent work with Autodesk, Tim headed a product management organization responsible for nuturing and growing a $300M mechanical engineering software product line. Additionally, he conducted the upfront research, analysis, and planning that led to the development of several completely new products as well as an entirely new business unit focused on industrial plant design. Tim is particulary skilled at conducting indepth customer research and turning the findings into stories and visions that motivate and focus product development teams.

Tim recently joined King Brown Partners, a research firm focused on business strategy, where he is developing a set of services to help product teams more programmatically manage how they capture customer needs and translate them into compelling product plans. He is a passionate advocate for the practice of product management because he has seen repeately the critical impact it can have on product success as well as the overall effectiveness of teams who bring new products to life.

Reviews

The UC Berkeley Product Management course was immensely helpful in giving me the perspective I was looking for and is already starting to come in handy at work.”

Manish Mittal, Marketing Engineer, Cisco Systems, Inc.

I learned an incredible amount and can honestly say that this program was both the most useful and best educational experience of my adult life.”

Dean Ekkaia, Founder, Berktronics, LLC

This is a great course - it feels like an MBA-in-a-week program with a focus on product management. Both the teachers and the peer group are excellent – highly recommended!”

Balaji Parthasarathy, Product Manager, eBay

Thank you, this is really a quality program! There’s a great balance between lectures and working with fellow high-caliber students.”

Kathryn Kelly, Senior Business Leader, Visa, Inc.

These are great real-life practical lectures! My favorites were the ones on pricing, negotiation skills and teamwork.”

Lan Yu, Product Manager, Analogix Semiconductor

The variety of topics covered in this program is great; ranging from pricing, negotiations and team building. As a product manager, all of it is relevant.”

Logan Murray, Assistant Manager, Chiquita Brands, Inc.

The UC Berkeley Product Management program clarifies what Product Managers do and how they relate to other teams. Most importantly, the program provided actionable tools for my team to use immediately.”

Vanessa Vignon, Vice President Finance, UbiSoft Entertainment

The UC Berkeley Product Management course was a great, comprehensive education for the world of product management. I particularly liked the business canvas tool, the pricing discussion, and the analysis of work styles (individual and group wide). I’ve already used the lessons learned during the negotiation and organizational exercises back at work. I would highly recommend this program to any individual product manager or businessperson looking to better understand and manage the new product lifecycle, as well as any innovative company looking to develop their employees’ personal and team skills.”

Ryan Knowles, Rep. Marketing, Chiquita Brands, Inc.

Not only was this a great refresher, but also challenged some of the current thinking out there with thought-provoking concepts and models. I had a great overall experience and will be reading and re-reading my notes often to aply some of the best practices on a daily basis.

David Green, Engagement Manager, Arryve

I was really impressed with the quality and pace of the program. Discussing key take-aways on the last day reminded me of how much valuable information we had learned.

Oliver Watzke, Product Manager, Dolby Germany GmbH

I am new to product management so the wide variety of topics covered was essential. Overall an excellent program!

Derek Duncan, VP New Product Development, Seymour Duncan Pickups

This is a fantastic course! The entire program was invaluable to me as the first Product Manager in my company, especially the pricing and market segmentation aspects.

Matthew Martin, Product Manager, TrialCard, Inc.

This is an excellent class, taught by the very best professionals with massive amounts of industry experience.

Peter Edge, Product Manager, Hexagon Metrology, Inc.

The program logistics were top notch and the instructors were amazing. In just a few days, they covered all the topics relevant to product management, provided foundational principals, technologies and examples, and introduced academic and industry references.

Ellen Dickau, EVP Engineering, ByAllAccounts

The qualitative & quantitative analyses as well as the leadership skills I gained at UC Berkeley's Product Management Program completely changed my mind set.

Marius Rosu, EM Product Manager, ANSYS, Inc.

UC Berkeley's Product Management Program gave me the tools to approach product focused design & market research much more effectively.

Sara Radkiewicz, Senior Product Manager, BrightCove

UC Berkeley's Product Management Program is relevant for any manager, not just product managers. I will be far more effective thanks to what I learned about pricing and strategy.

Cash Butler, Senior Operations & Projects Manager, Merrill Corporation

I'll be a better leader thanks to the new strategic and tactical insights into negotiations, product development, and product portfolio planning I learned at UC Berkeley's Product Management Program.

Ron Secrist, Director, Product Management, Capitol One

I may never get an MBA but I would take more UC Berkeley professional development courses in a heartbeat!

TJ Przybylski, Product Development Manager, Brother International Corporation

I gained valuable insight into negotiations, pricing, value propositions and portfolio planning thanks to UC Berkeley's Product Management Program.

Mario Simard, Senior Product Manager, EXFO, Inc.

The UC Berkeley Product Management Program was a big wake-up call for me. It was the refresher I needed and has been invaluable in my recent jump from a big corporation to a start up. I'm already incorporating everything I learned into my new position.

Patrick Carroll, VP Operations, Osterhout Design Group

UC Berkeley's Product Management Program completely transformed my ideas for how I will approach our new products.

Abraham McLaughlin, Product Manager, The Christian Science Monitor

Thanks to UC Berkeley's Product Management Program, I now understand the pain of Product Managers and will work better with them.

Mai Ly, Finance Business Manager, Autodesk

I had customer visits scheduled the week after attending UC Berkeley's Product Management Program. The session on Customer Design got me so charged, I decided to scrap my existing agenda and apply what I learned. Instead of preaching, I listened. As a result, I learned about higher level needs, not just utilitarian features. The Program has already been invaluable in discussions with my design team!

Shelley Gretlein, Senior Group Manager, National Instruments

I've spent an awful lot of time this week wishing I'd gone to UC Berkeley!

Shauna Turner, MBA, Principal, Strategic Incite

Fantastic Program...covered and provided an appropriate framework for any Product Manager.

James Murakami, Product Manager, Plantronics

The UC Berkeley Product Management Course does an excellent job of matching the components of real-world Product Management functions with academic theories and concepts. The course allows you to learn how to perform better at all aspects of Product Management.

Trevor McLeod, Assistant Product Manager, Sunpower Corporation

The Product Management Course at UC Berkeley provided an excellent overview of the basic principles of what Product Management is all about!

Aamir Waheed, Senior Product Manager, Cisco Systems

The faculty at the UC Berkeley Product Management Course had an unbelievable depth of knowledge. I'm on information overload!

Brooke Hazard, Vice President, Marketing & Product Development, Eagle Community Credit Union

The UC Berkeley Product Management course was great. Well thought out and presented. An MBA in a hurry. Good job!

Akash Pai, Director, Product Management, Yahoo!, Inc.

The faculty at the UC Berkeley Product Management course was the highest quality I've ever experienced.

Mark Frank, VP of Acquisition Ops and Engineering, Intermap, Inc.

The Product Management Course at UC Berkeley was very insightful. It clarified some personal observations that needed focus.

Patricia Harrington, Sr Global Product Manager Molecular Business Unit, Siemens Healthcare Diagnostics

The UC Berkeley Product Management Program is an outstanding course that covers all aspects of product management in great depth, and has provided me with a much greater understanding of the requirements of the job. The standard of presenters was exceptional, and certainly far higher than on any other business program that I have attended. I would strongly recommend this program for all product managers in all industries.

Colin Sharman, Director Global Third Party Software Product Management, Hitachi Data Systems Limited

The Product Management Course at UC Berkeley was very, very good. It really made me think about how to go about Product Management.

Viswanathan Umapathy, Project lead, Oracle USA, Inc.

The Product Management program is an in depth, comprehensive, and practical treatment of product management. This program has equipped me with ready-to-use knowledge required to either work as a product manager or work closely with product managers. I have already started applying several concepts I learned in competitive strategy, customer focused product design and team negotiations as we are defining the next major version of our product.

Pradeep Bollineni, Principal Member of Technical Staff, Oracle

Compared to other Product Management programs that I attended, this course was very broad and deep at the same time.

Suhas Jog, Sr. Engineering Manager, TIBCO Software, Inc.

A fantastic experience, well worth the investment. This course will make a difference!

Richard Hawkins, Product Line Manager, Chevron Corporation

My favorite part about the course was the instructors, they brought real-life practical experience and gave us examples that can be applied immediately. I highly recommend the UC Berkeley program; it was by far better than others of its type. The course has allowed me to grow professionally and I am very confident in my new skills; I've also enjoyed the opportunity to network with other professionals in my field.

Dennis Carpio, Director of Product Innovation, NetOptics

Fabulous session! The content was well targeted to the issues facing TriZetto's product management team, the discussions and case studies relevant, and the opportunity to consider broader strategic issues was invaluable. The chance to interact with my peers was an added bonus.

Kristen Aleksa, Associate Vice President, TriZetto Group

The experienced faculty led us in an interactive learning format, with high-level, practical take-aways. The most immediate lessons I used at work were negotiation and teamwork techniques, ways to understand the customer and how to use market research. I recommend this course to anyone who makes decisions about products.

Rachael Jones, Director- Product Management, TriZetto Group

The faculty has an academic foundation and real-life industry experience. The negotiation and strategic planning modules were particularly helpful in teaching me how to better work with partners and how to align my strategy with my company's. I recommend taking this course with your whole team!

Yi Xu, Product Manager, Informatica Corporation

The UC Berkeley Product Management course has led me to think more strategically, especially in regards to customer intimacy. The course has made me confident that I can make products that will sell.

Michael Fuchs, Director- Commercial Lending, Wolters Kluwer Financial Services

The UC Berkeley Product Management course is absolutely comprehensive, thanks to an experienced staff and the use of real-world examples. The negotiation module is particularly relevant to my job, and Berkeley is a great place to visit!

Petr Zalesky, Trizetto Group

Attending the Haas Product Management program was a true joy and I use the strategies I learned there literally daily. The icing on the cake was having access to the same top-notch faculty and lecturers that teach in the Haas MBA program.

Matt Mizenko, Senior Program Manager, Product Marketing, Multimedia Experiences, Nokia

I've been coming to Executive Education classes at the Haas School of Business for several years. I credit the Product Management program, and other Haas programs, for helping me grow Z Microsystems 5x since I began

Jack Wade, CEO, Z Microsystems

I loved the way the UC Berkeley Product Management program combined business theory with absolutely practical material I now use day to day at work. I brought back notes for my team and we immediately used ethnographic market segmentation techniques in market research for a new product.

Bryan Bleil, Senior Director of Product Development, LeapFrog

The Product Management program at the Haas School of Business provided me with invaluable, tangible skills that I have already been able to apply to my business. Just two weeks after the program end, I've already put to use reference pricing techniques, new methods of maintaining contact with our customers, and have modeled the Southwest and Ikea examples of how to put strategy into action.

John Pierce, Senior Product Marketing Manager, Cadence Design Systems

I highly recommend this course for anybody who wants to completely understand product management.

Jonathan Schimmel, Manager, Customer Operations, Bio-Rad Laboratories

Sun has been one of the finest training grounds for a Product Manager, but the new ideas taught in the Haas School of Business Executive Education Product Management Program have driven us towards a totally re-engineered solution for our next release.

Miha Ahronovitz, Line Product Manager, Sun Microsystems

The Product Management program at UC Berkeley was the most practical business course I have ever attended. It provided ideas that I can actually carry out in the real business environment.

Yiwen Huang, Senior Product Manager, Sybase, Inc.

The UC Berkeley Product Management program, particularly the sessions on pricing and positioning, was of tremendous help during the launch of my new product. The program was amazing in all aspects, content, presentation and overall organization, and I am recommending it to everybody, inside and outside my company.

Silja Yates, Product Manager - Integrated Systems, Velocity 11

My whole career has been focused on the art of launching new products into emerging markets. The practical tools and conceptual insights I was exposed to at the Haas Product Management program extended my skills, and provide me with perspectives and processes I have already deployed in my team. We are all operating at the next level of leadership and effectiveness as a result.

Steve Brown, Director of Enterprise Verification Marketing, Cadence Design Systems

The UC Berkeley course is about applying common sense principles and approaches to the Product Management discipline. It is a refreshing look at what really matters - and how to make that happen

Benjamin Akin, Product Manager, AMI Semiconductor

This is the first program I have participated in that addressed exactly what I do as a product management leader in a technology firm. From pricing and negotiations to managing without authority, this program exceeded all my expectations. The results: I received a promotion and my company improved margins and sales.

Brett O. Theiss, Director, Product Management, Earthlink Network, Inc.

Within a few days of returning from the UC Berkeley Product Management program, I used my new product portfolio management skills to align our company's product development with our profitability goals. The program provided immediate benefit and impact to our business.

Matthew Carter, Director of Marketing, Volterra Semiconductor Corporation

The UC Berkeley Product Management program is perfect for any product manager that is looking to elevate their work to the next level. The program's highly experienced faculty covers all aspects of product management and more importantly focuses on methods and techniques that can be applied immediately to your daily work.

David De Angelo, Manager, Product Management, Sterling Testing Systems

The Haas School's Product Management program is an excellent, concise overview of product management practices in the real world. The program has clearly shown me ways to increase our competitive advantage as we build new products.

Land du Pont, Executive Director of Content and Product, Conde Nast

I've already recommended this program to many other product managers at Yahoo! Inc. The UC Berkeley Product Management program presents a clear overview of the role of a Product Manager and then dives into the details to provide useable, relevant tools.

Martin Price, Sr Manager, Product Management, Yahoo! Inc.

The faculty leading this course were fantastic. They provided tactical, useable information while also providing strategic, cutting-edge best practices from their research.

Avi Gupta, Director of Marketing, Mentor Graphics Corporation

I would recommend this course to any executive, technical or business line manager that has a stake in the company's product position and growth.

Duane Dopkin, Senior VP Technology, Paradigm

Like my MBA on speed. It condensed everything I need to know for my job into just one actionable week

Kimberly Sauceda, Product Manager, Plantronics

The UC Berkeley Product Managment Program provided me with new approaches to product strategy and market research which I immediately and successfully used on a product launch in progress.

Kiran Ghodgaonkar, Senior Product Manager Nortel

UC Berkeley has the most valuable and complete Product Management program I have ever attended. The quality of the educators is simply amazing and the topics are extremely relevant to my responsibilities.

Eric Fournier, Sr. Product Manager, Watt Stopper/Legrand

Contact

Learn more and enroll

To inquire about this program, please contact any of the following:

Kristina Susac

Director of Marketing and Open Programs

Office: +1.510.642.9167

Mobile: +1.510.717.4801

susac@haas.berkeley.edu

Anita Anderson

Open Program Sales

Office: +1.415.309.0939

anita_anderson@haas.berkeley.edu

Elizabeth Pena

Associate Director of Business Development

+1.510.642.7792

elizabeth_pena@haas.berkeley.edu

UC Berkeley Center for Executive Education

Secondary menu

Main menu

Program Details

Program Partners

Share this Page

Mailing List

Related Programs

Product Management

Horizontal Tabs

Product Management: Translating Market Opportunities into Profitability.

Takeaways

Who Should Attend

Sara Beckman

David Mok

Holly Schroth

Homa Bahrami

Jane Creech, Strategic Business Systems

Paul Tiffany

Priya Raghubir

Tim Gray

Learn more and enroll

Kristina Susac

Anita Anderson

Elizabeth Pena

Connect with Us

Haas School of Business

Center for Executive Education

University of California Berkeley

UC Berkeley Center for Executive Education

Secondary menu

Main menu

You are here

Program Details

Register Online

Certificate of Excellence

Program Partners

Share this Page

Mailing List

Related Programs

Product Management

Horizontal Tabs

Product Management: Translating Market Opportunities into Profitability.

Takeaways

Who Should Attend

Learn more and enroll

Connect with Us

Haas School of Business

Center for Executive Education

University of California Berkeley