Product Marketing Strategy | Build, improve – and know when to cut

Module length: 1 hr 37 mins

Readings: 4

Study time: 2 hrs 30 mins

For many marketers, product is the most important ‘P’. And it's easy to see why. Everything you've built strategically in Modules 1 to 6 has to be delivered through what you actually sell.

Module 7 covers the full scope of product management in marketing: not just new product development, but the improvement of existing products and, crucially, the discipline most marketers overlook entirely: knowing when to kill a product and reduce your portfolio.

A bloated portfolio dilutes focus, drains resources and obscures what your brand stands for. Learning to rationalise it is one of the most commercially valuable skills a marketer can develop, and one of the most undertaught. Module 7 changes that.

What you’ll learn

How the jobs to be done framework reframes product development around the outcomes customers are actually trying to achieve, not just the features they say they want
The principles of new product development: from customer insight through to launch – and how to reduce the risk of failure at each stage
How to evaluate and improve existing products so they continue to fulfil your product marketing strategy and deliver on your brand positioning
How product diversification strategy works: when expanding your portfolio is the right move and when it isn't
The case for product portfolio management and the commercially vital skill of deciding which products to cut, reduce or retire
How product decisions connect back to your positioning, objectives and target market, ensuring tactical execution stays true to strategic intent