Marketing and Public Relations

Managing and Growing Portfolios of Products and Services

Building, managing or growing a portfolio of products or services requires mastery of a different set of capabilities, frameworks and tools than those required to manage a single brand. Students in this course learn how to explore and evaluate the adjacent and ¿white¿ spaces that lie within, or beyond, a narrowly defined product or category. Students use recent case studies as the basis for examining how to apply frameworks and models to industry specific situations. Students evaluate the logic and value-creation behind different portfolio decisions. In this course, students evaluate various analytical and revenue modeling frameworks that support decisions about which products/services to invest in, and how to ensure there is a balanced approach to growth across all the brands in the portfolio. Students will develop lifecycle and line-extension plans and evaluate the necessary resource allocation and optimization requirements.
Course Number
Associated Degrees