Portfolio management for product managers

Module 1

Introduction to the topic of product portfolio management, market analyses

• Market segmentation process.
• Evaluation of market segments and target group definition.
• AI-supported market potential analyses.
• Success factors of the market launch.

Sustainable target setting

• Target hierarchy.
• Qualitative and quantitative targets.
• Thematic objectives.
• Time horizon.

Module 2: Strategic design of the product portfolio

Instruments for portfolio analysis

• Product roadmaps for the further development of the product portfolio.
• Use of portfolio techniques: 4-field and 9-field portfolio analysis, product life cycle.
• Ashridge portfolio matrix, product market matrix.
• ABC analysis and long-tail approach.

Portfolio expansion

• Innovation management: innovation processes and types.
• Push and pull innovations in the portfolio.
• Time-to-market process.
• Strategic market positioning and white space analysis to generate sales potential.

Module 3

Operational portfolio measures

• Development of measures for portfolio streamlining and further development.
• Keep & drop decisions in the portfolio.
• Qualitative and quantitative evaluation criteria.
• Pricing process and pricing approaches in the portfolio.

Controlling in the product portfolio

• From strategic to operational task controlling.
• Important key figures in product portfolio management.
• Requirements for a balanced system of key figures.
• Performance review and monitoring of portfolio decisions.

Module 4

E-learning: Leading without being a supervisor