ISM Endorsed Product Strategy and Innovation
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Program Professional Framework
ISM Endorsed Product Strategy and Innovation
Program Overview
Products succeed when they solve real customer problems better than alternatives and fit a clear business strategy. This program covers how to set product vision and strategy, discover customer needs with jobs-to-be-done and customer interviews, test ideas through lean experiments and minimum viable products, manage innovation through stage-gate and agile approaches, build roadmaps, price and launch products, and manage a portfolio across its life cycle. Examples include financial, digital, energy and consumer products in Gulf markets, where fast-moving customer expectations and localisation shape product decisions.
Learning Outcomes
- ✓Define a product vision and strategy linked to target customers and business objectives.
- ✓Apply jobs-to-be-done and customer interviews to identify unmet needs.
- ✓Design lean experiments and minimum viable products to validate assumptions.
- ✓Build an outcome-based product roadmap with prioritisation using RICE or a similar method.
- ✓Select a pricing approach and plan a go-to-market launch.
- ✓Evaluate a product portfolio using life-cycle and growth-share analysis.
Target Audience
- Product managers and product owners
- Innovation and new business development managers
- Marketing managers responsible for product lines
- Digital service and channel managers
Detailed Program Modules
01Product Strategy Foundations
- Product vision, strategy and business model
- Target customers and value propositions
- Competitive analysis and differentiation
02Customer Discovery
- Jobs-to-be-done framework
- Customer interviews and observation
- Problem validation
03Innovation and Experimentation
- Lean startup and build-measure-learn
- Minimum viable products and prototypes
- Stage-gate and agile innovation processes
04Roadmapping and Prioritisation
- Outcome-based roadmaps
- RICE, MoSCoW and value-effort prioritisation
- Stakeholder alignment on the roadmap
05Pricing and Go-to-Market
- Pricing strategies and value-based pricing
- Launch planning and channel strategy
- Product adoption metrics
06Portfolio and Life-Cycle Management
- Product life-cycle stages and decisions
- Portfolio analysis and resource allocation
- Retiring and renewing products
Training Methodology
Applied Project & Assessment
Applied Project
Participants develop a product strategy brief for a new or existing product, including vision, customer insight from at least three interviews, an experiment plan, a prioritised roadmap, a pricing approach and launch metrics.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.
University Certificate & International Accreditation
Professional Certificate accredited by Alzette University in ISM Endorsed Product Strategy and Innovation
International accreditation: Global Leadership Organization (GLO)