Product Management

Go Inside the Program

Our five-day Product Management Certificate Program combines the latest in Design Thinking with the best of the Berkeley Haas MBA program, to prepare you for your dual role: General Manager of your product line, and Product Designer creating products and services your customers will love.

Our clients rate the program 9.6/10 on "this program was a worthwhile investment in my personal career development".

Held in Berkeley, CA and Palo Alto, CA. Click the options to the right for exact program location by date.

The Product Management Program Experience
Dr. Sara Beckman, who has led the program for nine years, constantly 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.

Prior to the program, we survey your colleagues at work to create your specific organization's Innovation Capabilities Report, a diagnostic tool which will help you tune your product development capabilities and bring them to their full potential.  Via our program website, you’ll engage in a short series of exercises, and will receive individual feedback before you arrive at the program.

During the program, you will benefit from world-class professors and practitioners who are cutting edge in their respective fields--design thinking, customer-focused design, competitive strategy, business model generation, influence without authority, team management, pricing, and customer insights.

You will participate in a series of hands-on exercises and simulations to ensure that knowledge gets put to work in your organization.  You will also be matched with peer coaches with complementary backgrounds to yours, helping you leverage the intelligence and experience of your colleagues while building your network.

By the end of the program, you will have a personal action plan to address what you have learned during the week.

Transcending Day to Day Firefighting and Driving Strategy
It is easy to succumb to the “tyranny of the inbox”, and many product managers find themselves in a reactive role, rather than the creative, high-value strategic role that attracted them to the profession.  During your week with us, we’ll help you tone down the daily firefight, and move your impact upstream where you can differentiate your product and service offerings from your competition. This is also the path to meaningful and rewarding career opportunities for you.


Key Takeaways

  • 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
  • Learn a systematic methodology for allocating scarce resources among products
  • Create pricing tools and systems to optimize product and product-line profitability
  • Determine the most effective methods for obtaining and integrating market feedback to drive product decisions 
  • Harness the latest Design Thinking tools to obtain deeper insights and transformational products
  • Manage your product team effectively, when you lack direct authority, and even when it doesn’t feel like a team
  • Speaking the language of senior management, so you can get your ideas implemented by the appropriate decision-makers

Who Should Attend

This program applies to those managing existing products and launching new products including:

  • 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. 

Dates and Registration

The January program of Product Management in Palo Alto is now full. To be added to our waitlist, please email
01/28/2019 - 02/01/2019
Fee: Sold Out
Program Length: 5 days
Location: Mitchell Park Community Center (Palo Alto, CA)

Download a Sample Schedule

Download a Program Brochure

Program Objectives


Contact Us

Anita Anderson





Sara Beckman circle.png
Program Director
Sara Beckman
Senior Lecturer, Haas School of Business
Sara Beckman is Earl F. Cheit Faculty Fellow at the Haas School of Business where she designs and delivers courses on design, innovation and product management. Her 25 years of experience teaching...
Paul Tiffany circle.png
Program Director
Paul Tiffany
Senior Lecturer (Continuing), Haas School of Business
 Paul Tiffany is a Senior Lecturer at the Berkeley Haas School of Business at the University of California, Berkeley. He teaches courses competitive strategy, business and public policy,...
Program Director
David Mok
Senior Director, Pricing Strategy & Analytics DePuy Synthes
David Mok is the Senior Director of Pricing Strategy & Analytics at DePuy Synthes (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on...
Program Director
Holly Schroth
Distinguished Teaching Fellow and Senior Lecturer (Continuing), Haas School of Business
Holly Schroth is a Distinguished Teaching Fellow and Senior Lecturer at the Haas School of Business at the University of California, Berkeley.She teaches Negotiations and Conflict...
Program Director
Steven Huff
Visiting Professor (Associate), Haas School of Business
Steven Huff teaches marketing in the Executive MBA program at the Haas School of Business at UC Berkeley. He is also an Associate Professor of Marketing at Utah Valley University where he is co-...