CAS Product Management: Customer and value-oriented
Strategy – Practice - Leadership
The product manager is like a Swiss Army Knife, someone prepared for all contingencies. In this Certificate of Advanced Studies, we will de-mystify this complicated profession through well-established knowledge, relevant practical exercises and reflection. We will be visiting companies that demonstrate excellent customer orientation through inspiring, values-oriented leadership. In the end, you’ll have a diverse toolbox for your everyday challenges and a transformed idea of how product management serves people and the planet.
Equipped with a comprehensive toolbox for daily work

The highlight of the CAS was the visit of two companies that actively implement value-oriented product management. The exchange with the driving CEOs was extremely valuable to understand the background as well as the motivation to implement such a "sustainable" strategy. I can recommend the CAS to all product managers who want to expand their skills to better fulfill their role as "Mini-CEO".
Contents
Topics on product management:
- Introduction to marketing
- product ideation
- Product development
- Everyday product management
- marketing controlling and portfolio management
Topics on customers:
- Understanding customers (customer insights)
- Value proposition canvas
- Jobs-to-be-done
- Customer journey
Topics on leadership and values:
- The individual and values
- Teams and values
- Firm values
- Values focused on product and service development
A highlight is the study trip to Lindau on Lake Constance. During three days you will visit companies in Germany and Austria that apply value-oriented product management (e.g. Vaude).