An introduction to the techniques and processes involved in product/portfolio planning
Today’s companies face many challenges. The least of which is managing their finite resources to deliver ever more compelling products and services faster than their competition and at higher profits. Portfolio planning in this context is the culmination of efforts to explore, create, and choose among multiple options to optimize a company’s investment within its constraints and strategic goals. This course will examine the techniques of portfolio planning in typical organizations. And how portfolio planning relates to other activities like strategic planning, product line management, and product specification.
Students will learn the basic techniques and approaches for portfolio planning, laying the foundation for further studies. Some key concepts covered are:
- Ohmae's Three Cs
- Strategy Canvas / Doblin Ten Types of Innovation
- Customer Segmentation and Adoption
- Porter's Five Forces
- Buyer Utility Cycle (User Journey)
- Market Lifecycle
- Competitive Landscapes
- Ansoff's Product Growth Matrix
- Cooper's Portfolio Scorecard
- Market Excellence (Core Competencies)
- Technology roadmaps
Upon completion of this course, students will be able to create and describe a holistic portfolio plan. In particular, students will be able to construct the logic necessary to link a plan's objectives to a company's context and strategic goals. Students will become familiar with typical business planning concepts and how they contribute (or not) to the insight necessary for a compelling portfolio plan. Students will demonstrate these skills in a paper that provides portfolio recommendations for an assigned set of offerings.
Format & Grading
Each week the class will review assigned readings. There will be one paper due at the end of the course applying the theories and principles covered. It is expected that all students will be physically and mentally present for each class. Grades will be based on active participation in class discussions (25%) and a final paper (75%)
No prerequisites. This course is open to all Institute of Design students.