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⇱ The Product Manager's Guide to Product Portfolio Strategy | Coursera

The Product Manager's Guide to Product Portfolio Strategy

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The Product Manager's Guide to Product Portfolio Strategy

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Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

4 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

4 hours to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Differentiate product portfolio management from product management.

  • Evaluate product performance using frameworks like BCG and GE-McKinsey matrices.

  • Apply strategies to balance risk, growth, and align product strategy with portfolio outcomes.

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Recently updated!

April 2026

Assessments

4 assignments

Taught in English

There are 3 modules in this course

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A smarter way to learn with interactive, real-time conversations that help you test your knowledge, challenge assumptions, and deepen your understanding as you progress through the course. This course provides you with a comprehensive understanding of product portfolio strategy and management. You will learn how adopting a portfolio perspective can significantly enhance product decision-making. By delving into frameworks like the BCG Matrix, GE–McKinsey Matrix, and the Ansoff Matrix, you will explore methods to evaluate product performance and strategically manage a portfolio. You will begin by learning the foundational concepts of product portfolio management, moving on to explore how success metrics align with your goals. You’ll understand how to connect product strategy to portfolio outcomes and make strategic decisions that boost the overall success of your portfolio. The course is filled with case studies from companies like Netflix and Tesla, demonstrating how these frameworks are applied in real-world scenarios. This course is ideal for product managers, business strategists, and those in leadership positions who want to improve their ability to manage and grow a product portfolio. No prior experience is required, although familiarity with basic business strategy would be helpful. The course is intermediate in difficulty. By the end of the course, you will be able to apply key portfolio management frameworks, evaluate product performance, assess market potential, and balance risk with opportunity to drive business success.

In this module, we will explore the key differences between product portfolio management and product management, shedding light on their unique focuses. You’ll learn how a portfolio perspective enhances decision-making and aligns product strategy with overall business goals. By the end of this module, you will be able to set clear success metrics for your portfolio to ensure strategic alignment and measurable outcomes.

What's included

5 videos

5 videos•Total 31 minutes
  • Understanding Product Portfolio Management vs. Product Management•5 minutes
  • Why a Portfolio Perspective Drives Better Product Decisions•4 minutes
  • Core Ideas That Shape Product Portfolio Management•6 minutes
  • Setting the Right Success Metrics for Your Portfolio•8 minutes
  • Connecting Product Strategy to Portfolio Outcomes•8 minutes

In this module, we will dive into portfolio analysis tools like the BCG and GE–McKinsey matrices, which help evaluate product performance and inform strategic decisions. You'll explore how to assess growth opportunities using the Ansoff Matrix and apply these frameworks to real-world case studies. The module will also focus on balancing risk and opportunity in your portfolio to ensure long-term success.

What's included

7 videos1 assignment

7 videos•Total 96 minutes
  • Using the BCG Matrix to Evaluate Product Performance•13 minutes
  • Making Strategic Decisions with the GE–McKinsey Matrix•12 minutes
  • Netflix Case Study – Applying the GE–McKinsey Framework•23 minutes
  • Exploring the Ansoff Matrix for Growth Opportunities•10 minutes
  • Tesla Case Study – Ansoff Matrix in Action•11 minutes
  • Measuring Market Potential and Product Strength•15 minutes
  • Balancing Risk and Opportunity Across the Portfolio•12 minutes
1 assignment•Total 15 minutes
  • Portfolio Analysis - Assessment•15 minutes

In this module, we will cover the importance of the product life cycle in portfolio management, guiding you through each phase from introduction to decline. Using real-world examples, you'll learn how to identify where products are in their life cycle and make informed decisions based on that. The module will also highlight challenges that arise at each stage and provide strategies for navigating these obstacles.

What's included

5 videos3 assignments

5 videos•Total 27 minutes
  • Introduction to Product Life Cycle•7 minutes
  • Real-World Examples of a Product•4 minutes
  • How to Identify a Product's Life Cycle Stage•7 minutes
  • Common Challenges in Product Life Cycle•2 minutes
  • Key Lessons from Product Life Cycle Management•6 minutes
3 assignments•Total 90 minutes
  • Lifecycle Management - Assessment•15 minutes
  • Full Course Assessment•60 minutes
  • Full Course Practice Assessment•15 minutes

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Frequently asked questions

Product Portfolio Strategy refers to the approach of managing a collection of products in a way that aligns with the overall business strategy and market needs. It involves decision-making processes such as portfolio analysis, lifecycle management, and strategic alignment of products to ensure business success. It is relevant because a well-managed product portfolio can enhance profitability, optimize resource allocation, and help businesses stay competitive in a fast-changing market.

"The Product Manager's Guide to Product Portfolio Strategy" covers the key concepts and tools necessary for managing a product portfolio effectively. The course delves into topics like portfolio analysis, lifecycle management, and strategic decision-making, all of which are crucial for aligning a product portfolio with business goals. Through various frameworks, such as the BCG Matrix and Ansoff Matrix, you will learn how to evaluate product performance, manage risks, and identify growth opportunities within your portfolio.

Upon completing this course, you will have a solid understanding of how to manage a product portfolio strategically. You will be able to evaluate product performance using tools like the BCG Matrix and GE–McKinsey Matrix, identify growth opportunities through the Ansoff Matrix, and make informed decisions that balance risk and opportunity. Additionally, you'll gain insights into product lifecycle management and how to align product strategies with overall business goals.

No specific background knowledge is required to enroll in this course. However, a basic understanding of product management principles and familiarity with concepts like product life cycle or market analysis may be helpful but is not mandatory. The course is designed to cater to both beginners and those looking to deepen their understanding of product portfolio management.

This course is ideal for product managers, portfolio managers, business analysts, and anyone involved in making strategic product decisions. It is also beneficial for entrepreneurs and executives who are responsible for managing multiple products or overseeing product strategy in an organization. Whether you're new to product management or looking to expand your skill set, this course provides valuable insights for all levels.

The course is designed to be completed in approximately 2 hours. This time frame allows you to absorb the core concepts and tools effectively at a comfortable pace, making it a quick yet comprehensive learning experience.

Yes, you can preview the first video and view the syllabus before you enroll. You must purchase the course to access content not included in the preview.

If you decide to enroll in the course before the session start date, you will have access to all of the lecture videos and readings for the course. You’ll be able to submit assignments once the session starts.

Once you enroll and your session begins, you will have access to all videos and other resources, including reading items and the course discussion forum. You’ll be able to view and submit practice assessments, and complete required graded assignments to earn a grade and a Course Certificate.

If you complete the course successfully, your electronic Course Certificate will be added to your Accomplishments page - from there, you can print your Course Certificate or add it to your LinkedIn profile.

This course is currently available only to learners who have paid or received financial aid, when available.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Financial aid available,