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SP-020

ISM Endorsed Product Strategy and Innovation

Intensive 5-day course · English, Arabic & European languages

Product owners and professionals in marketing, PR, communications, sales and operations examine product strategy and innovation over five days and eight modules. Jobs-to-be-done analysis guides opportunity selection. Delegates use design thinking, business models and customer experience methods to develop product concepts, requirements documents, personas and maps of the customer experience.

Classroom

Public courses in our cities

  • 19–23 Oct 2026Frankfurt£2,600 + VAT
  • 19–23 Oct 2026Jeddah£4,200 + VAT
  • 2–6 Nov 2026Rome£3,400 + VAT
  • 16–20 Nov 2026Muscat£3,080 + VAT
  • 7–11 Dec 2026Manama£3,080 + VAT
  • 21–25 Dec 2026Kuala Lumpur£1,800 + VAT
Show 24 more dates
  • 4–8 Jan 2027Cairo£2,280 + VAT
  • 18–22 Jan 2027Frankfurt£2,600 + VAT
  • 1–5 Feb 2027Jeddah£4,200 + VAT
  • 15–19 Feb 2027Barcelona£3,080 + VAT
  • 1–5 Mar 2027Singapore£4,200 + VAT
  • 15–19 Mar 2027Frankfurt£2,600 + VAT
  • 5–9 Apr 2027Rome£3,400 + VAT
  • 19–23 Apr 2027Muscat£3,080 + VAT
  • 3–7 May 2027Casablanca£2,280 + VAT
  • 17–21 May 2027Kuala Lumpur£1,800 + VAT
  • 7–11 Jun 2027Manama£3,080 + VAT
  • 21–25 Jun 2027Frankfurt£2,600 + VAT
  • 5–9 Jul 2027Amman£3,400 + VAT
  • 19–23 Jul 2027Barcelona£3,080 + VAT
  • 2–6 Aug 2027Madrid£3,400 + VAT
  • 16–20 Aug 2027Frankfurt£2,600 + VAT
  • 6–10 Sep 2027Rome£3,400 + VAT
  • 20–24 Sep 2027Berlin£3,400 + VAT
  • 4–8 Oct 2027Milan£3,400 + VAT
  • 18–22 Oct 2027Kuala Lumpur£1,800 + VAT
  • 1–5 Nov 2027Malaga£3,080 + VAT
  • 15–19 Nov 2027Frankfurt£2,600 + VAT
  • 6–10 Dec 2027Sarajevo£3,400 + VAT
  • 20–24 Dec 2027Barcelona£3,080 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

Can't make these dates? We can run this course for your team on dates that suit you. Ask for custom dates · In-house options

Online (live)

With a trainer, on dates to suit your team

This course can be taught live online by a trainer, in English, Arabic or any European language, for one person or a whole team.

£1,850 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

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ISM Endorsed Product Strategy and Innovation

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Course overview

Product innovation strategy sets a direction for growing market share or profit through products and services. It identifies the person performing a job, the job itself and the segment to target, then considers unmet needs that could help customers complete it more effectively. Strategy also guides the choice between improving a product and using disruptive or breakthrough innovation.

Customer requirements drive the work. Delegates study product strategy and design thinking approaches, including discovery analysis, hypotheses, user stories and the V2MOM framework. Market and product requirements documents connect these findings with execution. New Product Development (NPD) is examined as a framework for launches and commercialisation, alongside the purpose and stages of design thinking.

Business models are considered for product innovation, launch decisions and expected Return on Investment (ROI), including the Business Model Canvas and difficulties in moving between models. Waterfall and agile development are also examined. Customer experience (CX) methods help validate innovation initiatives and assess expectations; personas and maps of the customer's experience address satisfaction and feelings before and after purchase. Templates, group exercises, workshops and videos support the design and implementation of a full product strategy.

Course objectives

By the end of the course, delegates will be able to:

  1. Examine product strategy and the factors affecting its stages and results
  2. Explore design thinking's role in creating products around customer needs and requirements
  3. Identify business models relevant to product innovation, launches and expected ROI
  4. Explain the NPD process as a framework for product launches and commercialisation
  5. Prepare customer personas and experience maps to assess satisfaction and feelings before and after purchase

Target competencies

  • Jobs-to-be-done techniques
  • Product discovery
  • Identification of product opportunities
  • Business models
  • Mapping the customer experience
  • Customer and employee persona development
  • Design thinking process

Who should attend

This course suits:

  • Marketing professionals
  • PR professionals
  • Product owners
  • Communications professionals
  • Sales professionals
  • Operations professionals
  • Professionals studying product strategies and innovation for revenue growth

Training methodology

  • Templates and group exercises support product strategy design and implementation.
  • Workshops apply design thinking competencies to the full strategy.
  • Relevant videos support the practical learning.

Course modules

  1. Module 1

    Product concepts and management roles

    • Definitions of products and brands
    • The product within the marketing mix
    • Product factors affecting competitiveness
    • Responsibilities of product management
    • Responsibilities of product marketing
  2. Module 2

    Product strategy principles and practice

    • Defining a product strategy
    • Main components of product strategy
    • Setting a product vision and mission
  3. Module 3

    A structured approach to product opportunities

    • Vision, Values, Methods, Obstacles, Measures (V2MOM)
    • Analysing product opportunities
    • Analysing Jobs-to-be-done (JTBD)
    • Evaluating and expressing product opportunities
    • Developing customer personas
    • Analysing product discovery
    • Forming a discovery hypothesis
    • Writing user stories
  4. Module 4

    Requirements for strategy execution

    • Developing a Market Requirements Document (MRD)
    • Developing a Product Requirements Document (PRD)
  5. Module 5

    Design thinking in product innovation

    • Defining Design Thinking (DT)
    • Objectives of design thinking
    • Benefits of design thinking
    • Distinguishing NPD from design thinking
  6. Module 6

    Working through design thinking

    • Understanding the problem
    • Observing users and context
    • Establishing a point of view
    • Generating ideas
    • Producing prototypes
    • Testing
    • A blueprint for executing design thinking and product innovation
  7. Module 7

    Business models for product innovation

    • Defining a business model
    • Business models as disruptive innovation
    • Types of business model
    • Challenges when changing business models
    • Defining the Business Model Canvas
    • Elements of the Business Model Canvas
    • The waterfall process
    • Agile development
  8. Module 8

    Customer experience in product design

    • Defining Customer Experience (CX)
    • Facts relating to customer experience
    • The importance of customer experience
    • Reasons customer experience matters
    • Developing a customer persona
    • Mapping the customer's experience across stages

Certificate

Every delegate who completes the course receives an ARUK Training Certificate of Attendance.

Frequently asked questions

How do I register?

Choose a date and city in the schedule and press Register, or send us an enquiry. Our team confirms your place and sends an invoice.

Are fees shown with VAT?

Fees are shown per delegate and exclude VAT, which is added to the invoice where applicable.

Can this course be delivered for our team only?

Yes. Any ARUK course can be delivered in-house at your premises, in a meeting room we book for you, or 1-to-1.

Is this course available online?

Yes. We run it live online with a trainer, on dates that suit your team, for £1,850 + VAT per delegate.

Is there a group discount?

Yes. 20% for 2 delegates, 35% for 3 delegates and 50% for 5 or more delegates on the same course.

Can the course be delivered in Arabic or another language?

Yes. Our courses can be delivered in English, Arabic or any European language, by a trainer who teaches in that language. Mention your preferred language when you register or enquire.

What certificate will I receive?

An ARUK Training Certificate of Attendance.

Related courses

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ISM Endorsed Product Strategy and Innovation

Key booking terms (read before you register)
  • The full fee is paid in advance, before the course starts.
  • Cancel in writing 30 or more days before the start date (45 for in-house) for a refund. Later than that, the full fee is payable.
  • No refund for non-attendance or partial attendance.
  • Places are for the named delegate only; another person cannot attend instead.
  • Moving to another date or city is only possible if ARUK agrees in writing.
  • Travel, accommodation and visas are your responsibility. A refused visa does not change the cancellation terms.

booking terms and conditions

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ISM Endorsed Product Strategy and Innovation