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Accounting and Financial Management Professional (AFMP) 


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. ZonYoan Lee who has led the program for thirteen years, continually updates the program to reflect the latest research. Along with all program faculty, he maintains a consulting practice, to stay up-to-date on current issues facing companies like yours.


Product managers, general managers, CEOs, or others who oversee product or service development in small organizations.

Learning Objectives

By the end of the workshop, participants will:

  • 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.


The pre-training survey should be conducted to gauge participants’ interests and needs; the activities in this workshop should be based on the results of the survey. Workshop planners and facilitators will review the materials section in each session to determine all the materials they will need. Instructors will lead a quick exercise with participants to make sure that there is agreement on some basic ground rules to help the workshop go smoothly.


This curriculum includes 14 sessions and is based on adult learning, participatory activities, and a pre-training survey to obtain feedback and tailor the workshop to meet participants’ needs. A variety of methodologies is used—case studies, scenarios, games and role plays—to illustrate how an organization thinks through HRM. Participants work primarily in small groups of approximately six people to allow greater participation and feedback.

  • MODULE 1: Introduction to HRM and HCD  

  • MODULE 2: Human Resources and the Business Model

  • MODULE 3: The Legal Environment and HR

  • MODULE 4: Job Analysis and Design

  • MODULE 5: Employee Recruitment and Selection

  • MODULE 6: Employee Development and Retention

  • MODULE 7: Training and Performance Management

  • MODULE 8: Compensation Planning and Management

  • MODULE 9: Benefits and Labor Relations

  • MODULE 10: Global and Strategic HR Management

  • MODULE 11: Human Capital Development

  • MODULE 12: Real Case Analysis: Theory and Background

  • MODULE 13: Real Case Application


  • EXAM

Course Pricing

Associate Certificate

Member: $880     Non-Member: $980 

Master Certificate

Member: $1,390     Non-Member: $1,590 

Doctor Certificate

Member: $2,390     Non-Member: $2,590 

Business Management
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