Introduction to Product Strategy

A review of core concepts and techniques involved in planning sets of products.

Objective & Outcomes

In today’s developed marketplaces, organizations rarely survive producing a single offering, with many delivering interrelated sets of ever more compelling products and services. It’s equally rare that designers have the experience of simultaneously developing multiple, even competing, offerings within limited resources and an organization’s strategic objectives. This course will introduce students to the techniques and processes involved in product planning: the mindset and act of developing multiple products, services, and associated offerings to optimize a company’s investment against constraints and strategy.

Upon completing the course, students will be familiar with typical business planning concepts and able to combine them with their design skills to create an effective and compelling product strategy.

Typical Schedule

Session 1: Introduction & Company Assessments
Session 2: Consumers & Customers
Session 3: Competition & Market Forces
Session 4: Planning Simulation/Exercise
Session 5: Opportunity Identification
Session 6: Portfolio Evaluation & Strategic Planning
Session 7: Storytelling & Leadership