5 Days
9.5 Hours/Day
Next program
Oct 7 - 11, 2024
Certificate of Completion
COBE eligible
Five Days


Our globally recognized, in-person Product Management training program combines the latest in customer-focused design with the best of the Berkeley-Haas MBA program. We will prepare you to excel at your role: understanding your customers’ environment and needs, designing transformative customer experiences, innovating your business model, elevating your team’s performance, and mobilizing your organization to take action.

The program starts with a six-week online pre-work module, where you will engage with video lectures, readings, and interactive discussions at your own pace. Activities include surveys, exercises, and a simulation game, with a recommended commitment of at least 2 hours per week. Following the online pre-work module, the program culminates in a one-week intensive program on UC Berkeley's campus. This in-person program features hands-on exercises and simulations led by top faculty, focusing on applying what you've learned to your work.

If you want to take your product management skills to the next level and drive fundamental transformation in your organization, our Product Management course will give you the customer-focused tools and knowledge you need to uncover valuable customer insights, create transformational products and services, and—ultimately—become a more inspired and effective business leader.

Key Takeaways

Transcend Day-to-Day Firefighting and Drive Product Strategy

Harness the latest customer-centric and product manager frameworks to gain deeper insights, integrate market feedback to drive innovation, and build differentiated products and services—without succumbing to the “tyranny of the inbox.” 

Master Business Model Communication

Hone your negotiation skills and learn to rapidly & effectively communicate a comprehensive business model for your existing business, as well as product extensions and new lines of business you wish to create and implement. 

Optimize Management Capabilities and Profitability

Learn how to create new pricing tools and allocate scarce resources among products to optimize product line profitability, as well as effectively manage your cross-functional team (even in remote settings or when you lack direct authority).

With this program, you will receive:

  • Cutting-edge research-based instruction led by world-renowned Berkeley-Haas faculty with an industry focus
  • A six-week online component of pre-work before the five-day in-person program
  • A Personalized Innovation Capabilities Report
  • Access to mentoring and support to help you build and apply your new product management skills
  • Exclusive networking reception with faculty and peers
  • Access to the program’s alumni community
  • A Product Management Program Certificate of Completion
More about this program

Strong product management is critical for any organization that wants to translate opportunities into tangible results and increase profitability. To this point, revenue growth for companies large and small often depends on solid product managers.

Those in charge of products must be able to recognize product opportunities, convincingly communicate their transformational ideas, and then turn them into profitable revenue streams. Great product managers can significantly impact an organization by optimizing products and product lines, improving management capabilities, and speaking the language of senior executives. These and other essential PM skills are what you will learn in our Product Management Training.

Enjoy An Engaging Program Experience

Over the course of five days at the Berkely-Haas campus, Dr. Sara Beckman and other preeminent program faculty lead participants through a dynamic and immersive training experience that includes: 

  • illuminating case studies
  • lively discussions
  • pragmatic hands-on exercises

Peer feedback and opportunities for personal coaching with leading product management experts are also made available to participants. 

Dr. Beckman, who has led the program since 2006, continually updates the product management certification program to reflect the latest research and industry best practices. Along with all program faculty, she maintains a consulting practice, to stay up-to-date on current issues facing product managers and companies like yours.

Pre-work: Hit the Ground Running

Before arriving on campus, you'll complete a six-week online component, including customized video lectures and readings, discussions with your new classmates, colleague surveys, exercises, and an enlightening simulation game. We recommend that you set aside about two hours per week for this.

Master the Product Management Canvas and Emerge as a Powerhouse PM

Participants of this popular product manager training experience a one-of-a-kind educational experience led by world-class professors and practitioners on the cutting edge of design thinking, customer-focused design, competitive strategy, business model generation, influence without authority, team management, pricing, and customer insights.

Regarded by many as the best product management course in the business world, the training leverages the Product Management Canvas as the primary framework to help participants master product management and prepare to tackle challenges with innovative solutions and a toolset for success.

Who it's for

  • Product Managers, experienced executives and other professionals focused on product design, product development, product launching, and managing products across industries.
  • Marketing professionals and anyone looking to increase marketing expertise and acquire advanced go-to-market strategies.
  • Professionals interested in a product management training program that will allow them to pivot their career to a product management role
  • A group of colleagues or team who would like to advance their skills together; ideal for cross-functional and cross-regional groups or teams.

Not a product manager? Contact us for a personal consultation to see how you can leverage the program learnings for your professional goals.

Early Registration Discount

Register and pay by the early registration deadline to receive a 10% discount on the regular program price of $7,950.

Price shown reflects discount. Reserved seats must be paid in full prior to promotion end date or the full price will apply. Discounts may not be combined with other promotions or special offers.

  • Oct 7, 2024 early registration deadline Aug 5, 2024

Visit our Support Center for more information on discounts.

Format & Structure


In-person program
Five Days
  • Five-day in-person program at UC Berkeley Haas School of Business campus 
  • Six weeks of online content prior to the intensive in-person week (set aside about two hours per week for this). This includes customized video lectures and readings, discussions with your new classmates, colleague surveys, exercises, and a simulation game. 
  • 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 reception with faculty
  • Access to the program alumni community
  • Product Management Certificate of Completion 

Program sessions are held Monday–Friday from 8:00 am–5:30 pm PT

We strongly recommend registering six weeks prior to the program start date in order to complete the online prework. Set aside about two hours per week for this.

Dates & Costs


Oct 7 - 11, 2024
$7,155.00 $7,950.00
Mar 10 - 14, 2025

Other Ways to Participate

Attend this program with a group of your colleagues.

Attend this program with colleagues to gain greater organizational impact. Groups of five or more receive special rates.

Learn More

Customize this program for your organization.

Use this program's curriculum as the foundation of a program based on your company's unique objectives.

Learn More

What people are saying

Get more information


Download the Program Guide

The complimentary guide includes sample schedule, program curriculum, learning objectives, and more.…

Employer Reimbursement

Gain tips on how to approach your manager about professional development and tuition reimbursement. 

How do I enroll in this program?

Enrolling in any one of our programs is simple:

  • Click on the "enroll" button on the program page
  • Create an account or log in to our customer portal
  • Complete the online reservation form (should take less than 2 minutes)
  • Pay by credit card to complete your enrollment, or select your preferred payment type to reserve your seat and connect with the finance team
How much time can I expect to spend on coursework each day?

We know that time away from the office is precious, so we work hard to make our program experiences as productive and valuable as possible. Our programs span full business days starting between 8:30-9:00 a.m. and running through 5 p.m. with lunch served in the classroom and short breaks throughout the day.

Approximately 1-2 hours of evening activities and preparation for the next day are required for some programs. Please download the program guide for more detail.

Do your programs provide credits towards a degree, grades, transcripts, or Continuing Education Units (CEUs)?

Our programs are non-degree programs and do not hold any credit unit equivalency, letter grades, pass/fail designation, Continuing Education Units (CEUs), or transcripts. Rather, we provide a certificate of completion at the conclusion of the program.

To qualify for a certificate of completion, a participant must meet the minimum requirements as noted for each program and maintaining at least 80% attendance/engagement.

Can I enroll in a program if I live outside of the U.S.?

Yes. Enrollment is available to global leaders, but visa requirements may apply. Proficiency in written and spoken English at a level that allows full engagement and participation in a program is recommended.

For most international participants, a B1/B2 visa—for participation in scientific, educational, professional, or business conventions, conferences, or seminars—is required for entry into the United States to attend a program with us.

Requesting and receiving a visa takes time and we recommend beginning the process three or four months in advance of the start date of a program.

You can ask your Program Manager to prepare an invitation letter to help with your visa application. It is important to emphasize that the visit is for business purposes.

The Visa Waiver Program is available to citizens or nationals from select countries. Check the Department of State website to determine your eligibility and learn about the waiver process.

The list of countries sanctioned by the Treasury Department's Office of Foreign Asset Control currently includes: Cuba, Iran, North Korea, Syria and the Ukraine-Crimea Region, plus the addition of Russia for Berkeley Executive Education at this time.



Certificate of Completion

Signal your professional achievement to your network and get recognized for your completion! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants that you are encouraged to add to your profiles.

Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. After successful completion of the program, your verified digital certificate will be emailed to you directly. All certificate images are for illustrative purposes only and may be subject to change at the discretion of UC Berkeley Executive Education.

Certificate of Completion
This program is eligible to count toward the

Certificate of Business Excellence

Curriculum days
Five Days
Strategy & Management
Entrepreneurship & Innovation

Participants in the Certificate of Business Excellence (COBE) program will earn a mark of distinction from a world-class university, gain access to a powerful global network, and enjoy the flexibility of completing the program in up to three years. A UC Berkeley Certificate of Business Excellence allows individuals to create a personal learning journey structured by our four academic pillars to gain management essentials in Leadership, Entrepreneurship, Strategy, and Finance to drive both personal and organizational development.

Certificate of Business Excellence