IIM Lucknow Introduces Executive Programme in Data-Driven Product Management Course

Rashmi Karan
Manager - Content
5 mins readUpdated on Dec 28, 2023 10:47 IST

Elevate your product management skills with IIM Lucknow’s new Executive Programme in Data-Driven Product Management.


Course Highlights

  • Learn from the top faculty of IIM Lucknow 
  • Gain hands-on experience with real-world case studies, expert sessions and projects. 
  • Learn proven product management and analytics concepts from product leaders.

About the Course – Executive Programme In Data Driven Product Management Course

IIM Lucknow invites applications for its Executive Programme in Data Driven Product Management. The program combines product, marketing and development strategies across a product’s lifecycle with data analytics and design thinking.

Explore – Product Management Online Courses

Objective – Executive Programme in Data-Driven Product Management Course 

The Executive Programme in Data Driven Product Management aims to help the next generation of product managers scale customer and market-centric businesses and pull off the real transformation.

Course Schedule 

  • Course Duration – 8 Months
  • Last Date for Registration – May 1st 2023
  • Program commences on – June 30, 2023 (Live Online & In-campus Immersion)
  • Academic Orientation – Jul 15, 2023
  • Live Online Session Timings – 10:00 AM to 12:00 PM (Saturdays and Sundays)

Mode of Learning 

Completely online.


  • Prof. Rajeev Kumra, Professor, Marketing, Indian Institute of Management Lucknow
  • Dr V.S. Prakash Attili, Assistant Professor, Information Technology and Systems, Indian Institute of Management Lucknow

Who Can Apply for Executive Programme In Data-Driven Product Management Course? 

  • Product Analysts, Product Managers, Product Marketing Managers, Future Product Leaders and Owners willing to gain data-driven expertise for career growth. 
  • Sales managers, business developers and other professionals seeking structured exposure to product management and product analytics and moving to product roles. 
  • Software developers, tech professionals, data scientists, UX engineers, and architects who aspire to get into data-driven product management roles 
  • Entrepreneurs and small-business owners keen to understand the product lifecycle and leverage data-driven decision-making capabilities for building futuristic products


  • Graduates(10+2+3)/Diploma holder (10+2+3)
  • Postgraduate with a minimum of 1+ years of work experience as on June 30, 2023.
  • The applicant must have scored a minimum of 50% marks in Graduation/Diploma/Postgraduation. 
  • The candidate should be currently working. 
  • A basic understanding of Python.

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Course Fee  

Early Bird Fee – INR 1,80,000 + GST (Applicable till June 22, 2023)

Standard Fee – INR 1,98,000 + GST (Applicable from June 23, 2023)

What Will You Learn?

  • Apply analytics and machine learning techniques to drive meaningful customer insights and leverage market dynamics.
  • Build and manage product development lifecycle using agile and lean methodologies. 
  • Build scalable and robust product and product marketing strategies based on proven frameworks.
  • Work with Python and Tableau to analyse and visualise data and use storytelling to derive and communicate insights.
  • Understand the role of product management in tech products, SAAS Products, e-commerce, and aggregator platforms.
  • Understand how top companies build and launch successful products.
  • Learn to build and manage the end-to-end product lifecycle with machine learning and design thinking.

Course Schedule – Executive Programme In Data Driven Product Management Course



MODULE 1: Foundations to Successful Management of Products 

  • 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)

  • 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)

  • 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
  • Using Google Analytics – Deep Dive
  • Masterclass: AI and ML for Product Managers

MODULE 4: Building Product Market Strategy 

  • Building Customer engagement and retention strategies
  • Decoding the customer journey
  • Concept Testing in B2C
  • Product Development in B2C
  • Product positioning, roadmap and portfolio
  • Pricing models
  • Pricing for Software
  • Media Mix, messaging and communication
  • Managing channel partners and affiliates
  • Lead Generation and SEO

MODULE 5: Defining User Experiences and Prototyping & communicating insights  

  • Data visualisation and storytelling
  • Building User Experience
  • Building a Prototype/ MVP & Testing
  • Testing a Prototype and Implementation

MODULE 6: Agile and Lean Product Development 

  • Masterclass: Prioritising 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

MODULE 7: Launching a Winning Product 

  • Sales forecasting, marketing budgeting and ROI
  • Products and Platforms – Concepts and Business Models
  • Online reputation management
  • Packaging, bundling, promotions
  • Product Marketing Metrics and ROI: Lifetime Value, CAC, Conversion Ratios
  • Cost Management

MODULE 8: Product Management for Digital Products and Platforms  

  • Product Management for E-commerce and Aggregator Platforms
  • Product Management for Cloud and SAAS Based Platforms
  • Masterclass: Product manager role and day in life of product manager/Interview-Cracking Tips
  • Market, Demand and Skills
  • Product Management for Service Businesses
  • Metrics for product management 1
  • Metrics for product management 2
  • Pitching a Product/Corporate Finance

MODULE 9: From Startups to Scaling Up 

  • Managing legal requirements, Risk and Governance, IPR
  • Scaling up a Business: Framework and metrics
  • Tableau Session-I
  • Tableau Session-II
  • Negotiation and Persuasion Strategies

Certificate of Completion

Upon successful programme completion, participants will be awarded a certificate of completion. They will be eligible for IIM Lucknow’s Executive Alumni Status (Optional with a one-time registration fee of INR 10,000 + GST). 

Please note –

  • Participants must have a minimum of 75% attendance 
  • The cumulative overall percentage of marks should be 50% and above
  • No certificate shall be awarded if the attendance is less than 40%.

Other Important Points to Note

  • Modules/ topics are indicative. The suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.
  • The recordings from live sessions will be available to the participants till two weeks after the live session is conducted, based on the discretion of the Programme Directors.
  • The campus component may change to online classes subject to evolving conditions and applicable Central and State Government restrictions.

Click Here for more information.

About the Author
Rashmi Karan
Manager - Content

Rashmi is a postgraduate in Biotechnology with a flair for research-oriented work and has an experience of over 13 years in content creation and social media handling. She has a diversified writing portfolio and aim... Read Full Bio

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The goal of the MBA Innovation and Entrepreneurship course is to support students in launching and growing their entrepreneurial careers; hence, placement is not provided. The course has changed throughout time, and students pursuing this sort of MBA may anticipate a flexible and useful course struc



Suraj Kumar karn

Contributor-Level 9

Answered a week ago

Both IIM Kozhikode and IIM Lucknow are prestigious institutes, each with unique characteristics. IIM Lucknow is one of the older IIMs, with a larger alumni network and significant industry links. It is renowned for its challenging academic programmes and high placement rates. While IIM Kozhikode is




Contributor-Level 10

Answered a week ago

Joining IIM Lucknow is highly worthwhile due to its reputation as one of India's premier management institutes. It offers rigorous academic programs, experienced faculty, and strong industry connections. The institute provides excellent placement opportunities with top companies and competitive sala




Contributor-Level 10

Answered a week ago

Consulting emerged as the most preferred function during the IPMX placements 2024 with over 30% of the students receiving job roles in this function. The snip below elaborates on the function-wise break-up of the IIM Lucknow placements 2024 for IPMX:

IIM Lucknow placements

Source: Official Report


Aarushi Kalra

Contributor-Level 10

Answered 2 weeks ago

The cost of the IIM Lucknow MBA programme for the 2023–2024 academic year is roughly INR 20–24 Lacs for the whole two years of study. This sum usually covers the cost of tuition, library fees, academic support services, and a few other on-campus amenities. It typically excludes costs that can raise




Contributor-Level 10

Answered a week ago

The institute has released the salary data for PGP & PGP ABM, PGP SM, and IPMX students passing out in 2024. Take a look at the table below to know the Indian Institute of Management Lucknow packages trend for the past three years:

ParticularsPlacement Statistics (2022)Placement Statistics (2023)Placement Statistics (2024)
Average package

- PGP & PGP ABM: INR 31.03 LPA

- PGP SM: INR 21.05 LPA

- IPMX: INR 24.66 LPA

- PGP & PGP ABM: INR 32.20 LPA

- PGP SM: INR 30.44 LPA

- IPMX: INR 26.47 LPA


- PGP SM: INR 20.14 LPA

- IPMX: INR 25.53 LPA

the highest package

- PGP & PGP ABM: INR 61.59 LPA (international)/ INR 58 LPA (domestic)

- PGP SM: INR 35.04 LPA

- PGP & PGP ABM: INR 65 LPA (international)/ INR 1 crore per annum (domestic)


- PGP & PGP ABM: INR 65 LPA (international)/ INR 1.23 crore per annum (domestic)

- PGP SM: INR 45.37 LPA

Median package


- PGP SM: INR 18.60 LPA




- IPMX: INR 26.62 LPA


- PGP SM: INR 18.05 LPA

- IPMX: INR 24.47 LPA


Aarushi Kalra

Contributor-Level 10

Answered 12 hours ago

No, it is not mandatory to stay in hostel for IIM Lucknow students. However, it is always convinent to stay close to the campus. Students can reach the campus as and when required in short-time. The institute provides air-conditioned hostel for both boys and girls. The hostels have basic amenities s



Nishtha Shukla

Contributor-Level 10

Answered 2 weeks ago

Course fees is one of the important parameters to be considered while finalising a college. A comparison of MBA fee at IIM Lucknow and  similarly ranked colleges by NIRF is tabulated below:

MBA Institute NameMBA Ranking '23MBA Total Tuition Fee*
MBA at IIM Lucknow06INR 7.6 Lacs - INR 12.6 lakh

MBA at IIM Indore

08INR 17.25 Lacs - INR 35 lakh

MBA at IIM Kozhikode

03INR 12 Lacs - INR 20.5 lakh

*The fee mentioned above is taken from multiple official/unofficial sources, hence is indicative.


Himanshi Pandey

Contributor-Level 10