This course is an introduction to the techniques and processes involved in portfolio planning – portfolios being any number of products, services, and associated offerings a company provides.

Today’s companies struggle managing their scarce resources to deliver ever more compelling products and services faster than their competition while generating greater value. Portfolio planning in this context is the culmination of efforts to explore, generate, and direct multiple options to optimize a company’s investment against their constraints and strategic goals. This course will explore the role of portfolio planning in typical organizations and how it relates to other activities like strategic planning and product specification.


Learning Objectives
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

Learning Outcomes

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 to an assigned set of offerings.