Strategic Product Innovation | Washington, D.C.

About this class

Many technology companies have a product management team responsible for translating market needs into products. This group typically develops product roadmaps of new features and enhancements, working closely with engineering. The challenge is these teams often operate tactically as extensions of engineering rather than strategically conceiving, developing, and delivering products that grow out of overarching business unit and corporate strategies. This disconnect between business and product strategy often leads to suboptimal products, missed opportunities, misused investment dollars, and suboptimal financial performance. This class presents a framework for developing market-led product strategies that grow revenue, profits, and a sustainable competitive advantage.

Takeaways

•Understand the strategic product development process.

•Develop product strategies based on marketing environments and corporate strategy.

•Translate product strategy into product roadmaps.

Prereqs & Preparation

Please bring a laptop. Students also will need to complete a pre-work reading of a case study.