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Product Portfolio Prioritisation

Are you working on the right things? The discipline of portfolio management isn’t new, but applying it in product organisations is much more recent. Product managers should ask themselves – what is the competition doing that I’m not? Are we prioritising our product portfolio so that our hottest products get to market more quickly?

Turning 'Theory' into 'Practice'?

This course is delivered using a mixture of thorough theoretical knowledge and extensive hands-on experience. Real-world examples and case studies are used throughout the course to illustrate the key challenges. Delegates are encouraged to bring their own examples to the course and apply courseconcepts and tools to them. Each delegate will leave with a set of practical portfolio analysis tools and processes they can continue to use after the course.

Who should attend?

Product managers, Portfolio managers, senior executives, marketing professionals from various industries, Functional department directors and managers

Key areas to be covered in the programme and documentation

Successful product portfolio prioritisation
• What is product portfolio prioritisation and why is it important?
• Where do most people go wrong? How to avoid common pitfalls.
• What do best practice organizations do?
• How to tackle new and existing product portfolios

Developing portfolio strategies
• Product life cycle, succession and portfolio issues
• Analysing portfolios – practical tools and techniques to align portfolios with corporate strategy, resources and attitude to risk and provide differentiation

– Understanding target markets, competition and market segments and their impact on the optimal product portfolio
– Identifying performance and value gaps and overlaps
– Understanding the window of opportunity
– Product sustainability and green issues
• Alternative strategies for dealing with gaps and overlaps
– Deletion, development, repositioning
– Building value into your portfolio for your business and for customers
– Developing value propositions for new or existing products
– Defining the business model – where and how do you make money?

Securing and aligning the resources
• Types of resource required and alternative resourcing strategies
• Timing options in developing or deleting products
• Using analysis to build buy-in and alignment
• Developing and presenting a business argument for your strategy
• Managing stakeholders

Driving and measuring revenue/business
• Gaining external and internal support for the product portfolio
• Developing and using appropriate key performance indicators and financial measures
• IT tools to support and manage successful product portfolio prioritization
• Ongoing product portfolio reviews

Next steps – completing a post-course action plan

Benefits to you

• Learning the key factors in successful product portfolio prioritisation
• Driving revenue into your organisation and measuring it through a variety of financial metrics
• Aligning with the corporate and product strategy, ensuring that the priorities move you in the right direction for your particular company, product or product line
• Securing the resources to deliver the product, and evaluating and measuring the tolerance to any risk involved
• Learning the impact of any activity on your brand, whether the proposed strategy allows for successful leapfrogging of the competition
• Investigating your products sustainability. Is your product “green” enough? What will the impact be on the environment?

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac