إدارة محفظة المنتجات تخصص استراتيجي يمكّن المؤسسات من تقييم استثماراتها في المنتجات وترتيب أولوياتها وتحسينها لتحقيق نمو مستدام للأعمال. تمنح هذه الدورة المتخصصين معرفة عملية بإدارة محافظ المنتجات من خلال تحليل المحفظة المنظّم، وتقييم المنتجات، وتوزيع الموارد، واتخاذ القرارات المبنية على الأدلة. سيتعلّم المشاركون كيفية الموازنة بين الابتكار والربحية والمخاطر والأهداف المؤسسية طويلة المدى، مع ضمان مساهمة كل منتج في نجاح الأعمال بشكل عام.

يقدّم هذا البرنامج أكاديمية الزمالة العربية البريطانية ضمن دورات إدارة المنتجات التابعة لفئة الإدارة، ويستعرض استراتيجية المحفظة الحديثة، وترتيب أولويات المنتجات، وأطر الحوكمة، والتخطيط الاستثماري، وقياس الأداء. سيكتسب المشاركون أدوات عملية لاختيار مبادرات المنتج المناسبة، ومواءمة المحافظ مع الأهداف المؤسسية، واتخاذ قرارات مدروسة تعظّم القيمة مع إدارة الموارد المؤسسية بكفاءة.

Upon completion of this course, participants will be able to:

• Understanding the principles and importance of product portfolio management.
• Conduct an effective product portfolio analysis using recognized strategic frameworks.
• Evaluating product performance from financial, market, and customer satisfaction perspectives.
• Prioritize products according to strategic value, risk, business objectives, and organizational capabilities.
• Developing a product portfolio strategy that aligns with the organization's vision and long-term growth plans.
• Implementing product governance frameworks to improve the decision-making process.
• Evaluating investment opportunities in products using financial and strategic methods.
• Achieving a balance between innovation initiatives and operational and commercial priorities.
• Allocate resources efficiently across different products and business units.
• Monitoring the performance of the product portfolio using key performance indicators and continuous improvement techniques.

Target group

This course is suitable for:

• Product Managers
• Senior Product Managers
• Product Portfolio Managers
• Product owners
• Business Development Managers
• Strategy managers
• Innovation managers
• Project managers
• Specialists in Project Management Offices (PMOs)
• Commercial managers
• Marketing managers
• business analysts
• Operations Managers
• Executives responsible for product strategy and investment decisions
• Entrepreneurs who run multiple products or services

Unit 1: Introduction to Product Portfolio Management

• Fundamentals of Product Portfolio Management
• Portfolio lifecycle and business value
• Product portfolio structures
• Strategic thinking in portfolio management
• Roles and responsibilities

Unit Two: Product Portfolio Analysis Techniques

• Portfolio analysis frameworks
• Product performance evaluation
• Assessing market attractiveness
• Determining competitive positioning
• Product Lifecycle Assessment

Unit 3: Product Prioritization Frameworks

• Prioritization methodologies
• Value-for-effort analysis
• Strategic alignment assessment
• Opportunity assessment
• Decision-making models

Unit Four: Product Investment Planning

• Principles of Investment Evaluation
• Preparing a feasibility study
• Budget allocation
• Return on Investment Analysis
• Financial planning for product portfolios

Unit Five: Product Portfolio Governance and Decision Making

• Governance structures
• Governor review processes
• Executive decision-making frameworks
• Risk supervision
• Performance accountability

Unit Six: Portfolio Strategy and Business Alignment

• Linking the product portfolio to the organization's strategy
• Preparing strategic roadmaps
• Innovation Portfolio Management
• Growth planning
• Improving resource utilization

Unit Seven: Product Portfolio Risk Management

• Portfolio risk assessment
• Managing product interdependence
• Scenario planning
• Capacity Management
• Strategies to enhance portfolio resilience

Unit 8: Measuring Product Portfolio Performance

• Key Portfolio Performance Indicators
• Product performance tracking dashboards
• measuring value
• Continuous portfolio improvement
• Preparing reports and communicating with executive management

Unit Nine: Balancing Innovation and Operational Products

• Innovation Portfolio Management
• Core products vs. emerging products
• Planning for sustainable growth
• Product Transition Management
• Achieving a long-term competitive advantage

Unit Ten: A Practical Workshop in Product Portfolio Management

• Real-world case studies of product portfolios
• Portfolio evaluation exercises
• Product Prioritization Simulation
• Governance decision-making scenarios
• Developing a comprehensive product portfolio management plan