Seminar in English

Product Portfolio Management: The Basics

Master the fundamentals and most important methods

In today’s competitive corporate landscape, implementing and executing the proper portfolio strategy makes all the difference. This program offers an overview of the principles of product portfolio management to help you optimise your decisions for a successful portfolio.


Overview of the principles of product portfolio management

Deployment of product portfolio techniques: 4 field matrix vs. 9 field matrix, product lifecycle management.

The pitfalls of product portfolio techniques.

Identifying uncertainties and dealing with non-transparent markets.

Internal and external positioning strategies.

Portfolio Evaluation

Relevant qualitative and quantitative measures for making keep or drop decisions.

Deriving measures from possible strategic options.

Evaluating the pros and cons of available options.

The impact of trade-offs on the portfolio, internal processes, and customers.

Plan of execution

Plan of portfolio measures: Sales, communication, and pricing.

Resource allocation and bottleneck identification.

Recommendations for implementation.

Financial appraisal: Cost-benefit analysis, assumptions, budget allocation.

Measuring success

Defining strategic and operational goals, the link to portfolio objectives.

Requirements for key performance indicators, pros and cons.

The KPI implementation process.

Identification of appropriate performance indicators for measuring portfolio success and securing internal execution.

Interdepartmental Management

Internal and external stakeholder analysis.

Improving cooperation, negotiating binding agreements.

Online Learning Platform

In Ihrer online Lernumgebung finden Sie nach Ihrer Anmeldung nützliche Informationen, Downloads und extra Services zu dieser Qualifizierungsmaßnahme.


In an interactive setting, you will

  • acquire the necessary skills and techniques for evaluating product portfolios.
  • learn to prioritize keep or drop decisions.
  • hone your implementation skills.
  • become aware of the specific characteristics of B2B portfolios.
  • know how to analyse your business environment, markets/customers.
  • learn to position and promote segment specific portfolio offerings to target customers and gain a competitive advantage.
  • learn how to develop a plan of action for a product portfolio.
  • know how to apply the introduced tools and how to develop a portfolio plan for profitable growth.


Trainer input, discussion, group and individual work, best practice examples, business cases.

Who should attend

Portfolio managers, product managers, marketing managers B2C and B2B, market managers, regional managers, CEO of small and midsized corporations.

Further recommendations for „Product Portfolio Management: The Basics“

  • Customised for your needs
  • On-site for multiple employees
  • Save time and travelling expenses

Price on request.


Questions about a booking?

0761 898-4455

Booking Number
Training in English
2 days
Dates & locations
Seminar in English
1.-2. day: 9:00 AM - 5:00 PM
Participation fee
€ 1.440,- excl. VAT
€ 1.713,60 incl. VAT

The stated participation fee includes a group lunch per full seminar day, refreshments during breaks and extensive course handouts. The participant must settle accommodation costs directly with the hotel. Regarding the booking of the hotel, you will find a reservation form in your online learning platform.

Sufficient places are still free.
Don´t wait too long to book.
Fully booked.
Training is guaranteed to take place
Consultation and contact
The Haufe Akademie
  • High practical relevance
  • Top trainers
  • 180.000 participants per year
  • Generator of success since 1978

Fragen & Antworten

In unserem Bereich Fragen & Antworten (FAQ) finden Sie alle Antworten und die häufigsten Fragen zu Ihrem ausgewählten Thema.

Call us or send an email

0761 898-4422

Stephanie Göpfert,
Head of Customer Service, and her team
are there for you Mo - Fr 8 a.m. - 5:30 p.m.

Your message to us

Terms and conditions Legal notice Privacy notice
Copyright © 2018 Haufe Akademie