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Product Management

Product Management

Translate Opportunities into Profitability
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Harness the latest Design Thinking tools for deeper insights and transformational products.
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Move your impact upstream to differentiate your product and service offerings from the competition.
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Construct a personal action plan to create and manage your product line.

About the Program

The Product Management Certificate Program is a five-day, immersive, in-person experience. Before you arrive, we include a six week online component, including customized video lectures and readings, discussions with your new classmates, colleague surveys, exercises, and a simulation game.

The program combines the latest in Design Thinking with the best of the Berkeley Haas MBA program, to prepare you for your role: understanding your customers’ environment, designing customer experiences, boosting your team’s performance, and mobilizing your organization. Dr. Sara Beckman, who has led the program for thirteen years, continually updates the program to reflect the latest research. Along with all program faculty, she maintains a consulting practice, to stay up-to-date on current issues facing companies like yours.

Master Business Model Communication
Rapidly communicate, to any audience, a comprehensive business model for your existing business, as well as for product extensions and new lines of business you wish to create.
Optimize Product and Product-Line Profitability
Create pricing tools and systems and learn a systematic methodology to allocate scarce resources among products to optimize product profitability.
Improve Your Management Capabilities
Learn how to effectively manage your team when you lack direct authority and even when it doesn’t feel like a team.
Speak the Language of Senior Management
Effectively communicate with the appropriate decision-makers to get your ideas implemented.
Transcend Day to Day Firefighting and Drive Strategy
Gain effective methods for - driving product decisions without succumbing to the “tyranny of the inbox”.
Go Deeper for More Transformational Ideas
Harness the latest customer-centric frameworks to gain deeper insights and integrate market feedback to drive innovation and build differentiated products and services.

Program Dates

*PLEASE NOTE: UC Berkeley graduation ceremonies will impact hotel accommodations for the May 2020 dates for this program. Please click here for additional resources.

Program Topics

The Product Management program curriculum covers the following topics:

  • Introducing the Berkeley Haas Innovation Model
  • Assess and understand your business’s innovation capabilities
  • Plan improvements to your innovation capabilities 
  • Meet, teach, and learn from your classmates
  • Create meaningful insights into your business and action plans to implement when you return to work 
  • Create ongoing mutual coaching relationships
  • Learn to use the product management canvas to understand the context for your product and the dynamics of your business over time. 
  • Clarify your product management canvas with a particular focus on your value proposition and customer segment definitions relative to your competitors 
  • Learn to resist feature lists and embrace value creation for customers
  • Innovating Business Models
  • Use the product management canvas
  • Tools for generating alternative business models
  • Analyze the impact of trends on your business model 
  • Develop a deeper understanding of customer and user needs through ethnography
  • Generate and present customer insights for your product team 
  • Use insights to create better customer experiences
  • Perform or commission research that drives meaningful business decisions 
  • Appropriate research methods for various questions at hand
  • Key performance indicators and effective metrics
  • How price communicates value to the customer
  • Develop a comprehensive and responsive pricing strategy 
  • Estimate customers willingness to pay
  • Analyze the role of costs, customer price sensitivity, and competition on pricing
  • Segmentation techniques and their fundamental differences
  • Experiment with new customer segmentation schemes 
  • Evaluate market segments to ensure they are measurable, accessible, differentiable, substantial, and actionable 
  • Assess the effects of alternative segmentation schemes on your business model canvas
  • Use the Team Dynamics Assessment to discover how your team can work better together 
  • Approaches to better manage your product team
  • Cultivate psychological safety (highly correlated to effectiveness when the work has a high uncertainty and interdependence)
  • Techniques for collaborative and competitive negotiations 
  • Tools to enhance your influence
  • Neutralize negotiation gambits and getting the process quickly back on track 
  • Assess, document, and improve your team’s decision-making process 
  • The art of self-disruption: preserve your business by embracing disruptive products (that aren’t yours)
  • Product adoption curves: identify where your product falls on the curve and what that means for future product decisions 
  • Product lifecycle management and balancing the needs of new markets against that of serving your existing customers 
  • The latest research on product roadmaps and adding customer experience design as a grounding element for building roadmaps
  • Portfolio Management Challenges 
  • Uncover and create a compelling customer story
  • Storytelling techniques that generate excitement and buy-in
  • Evaluating and telling your story 

Download the program topics

Download the program schedule

Who It's For

  • Product Managers, Directors and Vice Presidents of Product Management
  • Project and Program Managers
  • Engineers looking to move into or interfacing with Product Management
  • General Managers who manage product portfolios and corporate strategy
  • A group of colleagues or team who would like to advance their skills together

Cost & Features

Program Fee

Interested in payment assistance from your employer? Click here.

  • Five-day in-person program at UC Berkeley Haas School of Business campus 
  • World-renowned Berkeley Haas and Executive Education Faculty  
  • Training from industry experts in design thinking, customer-focused design & insights, competitive strategy, business model generation, influence without authority, team management, and pricing
  • Organization-specific Innovation Capabilities Report 
  • Hands-on exercises and simulations to ensure that knowledge gets put to work in your organization
  • Peer coaching from industry experts that have complementary backgrounds to yours 
  • Exclusive networking opportunities 
  • Access to the program alumni community
  • Product Management Certificate of Completion 
This program counts toward a
Certificate of Business Excellence
Curriculum Days 
Five Days
Strategy & Management and Entrepreneurship & Innovation

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.


Interested in attending this program with a group of your colleagues?

Interested in customizing this program for your organization?


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