Global Learning for Operational Leaders
Classroom
15 sessions
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Online / Live
15 sessions
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Introduction
Course overview
An innovation product strategy is a plan to grow market share or profits through product and service innovation. When looking at innovation strategy, it is important to realize that an effective strategy must correctly inform which job executor, job, and segment to target to achieve the most growth, and which unmet needs to fulfil to help customers get the job done better. Also, when it comes to creating the solution, an innovation strategy must indicate whether a product improvement, or a disruptive or breakthrough innovation approach is best. This course provides participants with a full understanding of product strategies and design thinking approaches to help them come up with products that fit customer requirements and aspirations. Business models will be also examined to make things happen along with customer experience (CX) to validate product innovation initiatives and optimize customer expectations.
What you will achieve
Learning objectives
- Examine all aspects of Product Strategy, and the factors influencing all the stages involved in a successful product strategy to optimize results.
- Explore the importance of Design Thinking and its role to create innovative products based on customers’ needs and requirements.
- Identify different business models relevant to product innovation to ensure successful launches and expected Return on Investment (ROI).
- Explain the New Product Development process (NPD) and how it is applied to have a consistent framework for launching new products and ensuring effective commercialization.
- Prepare customer personas and customer journey maps to measure satisfaction and feelings at the pre- and post-purchase stages of acquiring products.
Who should attend
Target audience
- The course will be of value to a wide range of marketing, PR, product owners, communications, sales, and operations professionals. It also benefits professionals keen to understand the importance and role of product strategies and innovation and how these can be designed and implemented to ensure revenue growth.
- Target Competencies
- Jobs-to-be-done techniques
- Product discovery
- Product opportunities identification
- Business models
- Journey mapping
- Creating customer and employee personas
Methodology
Learning approach
- The course employs a wide array of templates, group exercises, workshops, and relevant videos to help participants acquire and apply the right competencies necessary to design and implement a full product strategy using design thinking.
Course content
Course outline and key learning areas
Module 1
The “Product” concept
- Product versus Brand Definitions
- The Product and the Marketing Mix
- Product factors influencing competitiveness
- The Product Management role
- The Product Marketing role
Module 2
Product Strategy: best practices
- Product strategy: Definition
- The key components of a product strategy
- Product vision/mission
Module 3
A framework for Product Strategy
- Vision, Values, Methods, Obstacles, Measures (V2MOM)
- Analyzing Product Opportunities
- Analyzing Jobs-to-be-done (JTBD)
- Evaluating and articulating Product Opportunities
- Crafting Customer Personas
- Product Discovery analysis
- The Discovery hypothesis
- Writing User Stories
Module 4
Full product strategy execution
- Preparing the Market Requirements Document (MRD)
- Preparing the Product Requirements Document (PRD)
Module 5
Design Thinking and Product Innovation
- Design Thinking (DT): Definition
- Objectives of Design Thinking
- Benefits of Design Thinking
- Difference between NPD and Design Thinking
FAQ
Frequently asked questions
What does ISM Endorsed Product Strategy and Innovation cover?
This course covers Planning and Strategy Management through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 19 - 23 October 2026, with additional classroom dates and mirrored Online / Live options listed in the course schedules section.
Who should attend this course?
The course will be of value to a wide range of marketing, PR, product owners, communications, sales, and operations professionals. It also benefits professionals keen to understand the importance and role of product strategies and innovation and how these can be designed and implemented to ensure revenue growth., Target Competencies, Jobs-to-be-done techniques
Is bilingual course delivery available?
Yes. All course materials and presentations are provided in English, while bilingual explanation and discussion support may be available depending on the selected location and trainer availability. For example, when attending a course in Istanbul, you may request a Turkish-speaking trainer to explain the English course content in Turkish. Arabic explanation support may also be requested at this location. Other languages are available in selected cities. You can choose your preferred language support as an optional preference during registration.
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Yes. The course detail page includes both classroom sessions and Online / Live sessions, with online options aligned to the same course dates for easier planning.
Where are classroom sessions delivered?
Current classroom venues include Frankfurt, Rome, Kuala lumpur, Vienna, Barcelona, Paris.
How long is the training programme?
The programme runs for five days, with up to five training hours per day, from 9:00 AM to 2:00 PM. Each programme includes a total of 25 accredited training hours.
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