Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Bachelor International Business Part-time
Type of degree: FH Bachelor´s Degree Programme
Summer Semester 2022

Course unit title Product Portfolio Management
Course unit code 025027041221
Language of instruction English
Type of course unit (compulsory, optional) Compulsory optional
Semester when the course unit is delivered Summer Semester 2022
Teaching hours per week 2
Year of study 2022
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 3
Name of lecturer(s) Ingemar HAGLUND

Prerequisites and co-requisites

Basic courses in Marketing & Sales

Course content

Importance of product portfolio management for various industries and market situations Application of analytical techniques for program structures Formulation of objectives for long-term program development and planning Dimensions of program planning for an SBU in the context of different market situations (B2B, B2C, product vs. service) Basics of structured innovation processes Implement a project under the new launch or relaunch of an existing product line Elements of a project plan for product development/upgrade Feasibility studies for development projects Design of market tests and product specification Elements of integrated marketing planning for the introductory and growth phase Methods of quality management Internal communication with stakeholders (decision makers, sales, development) Reflecting the project work Clarity of expectations and key success indicators Interfaces with other areas and handling conflicting interests and goals Organisational options to optimise tasks and assignment of responsibility in product portfolio management

Learning outcomes

Knowledge - Students are able to name all major tasks of product management and list its contents. - Students know various approaches to innovation management and their advantages and disadvantages. - Students are familiar with analytical tools to evaluate the status quo of the product portfolio in terms of innovation and performance. Comprehension - Students can explain the objectives and tasks of product development and maintenance based on the life cycle theory. - Students understand the importance and various methods and processes of internal quality management. Application - Students are able to apply various portfolio analysis methods to a specific business situation and thereby address related issues. - Students can identify and work on key dimensions of program planning for an SBU in the context of different market situations (B2B, B2C, product vs. service). - Students are able to apply appropriate economic feasibility studies for the project justifications. - Students can independently design market tests and develop product specifications. Analysis - Students can select and compare appropriate analytical methods for the assessment of the entire service portfolio. Synthesis - Students can create and develop a "business opportunity description" as a project plan for a new product development. Evaluation - Students can reflect and evaluate short-term and long-term measures of success for the program management. - Students can identify the interfaces with other areas of the company and assess conflicting goals and conflict of interests. - Students can argue product management as a necessity for successful company portfolio management.

Planned learning activities and teaching methods

Seminar-type course with project work (preferably with real company topics), combination of self-study, seminar presentations and coaching

Assessment methods and criteria

20 % Pre-Assignment, 30 % Managing Seminars, 50 % Attendance and participation at lecture, workshops and seminars


Practical projects or practical case studies must be available; proposals from students companies are welcome.

Recommended or required reading

Pepels, Werner (2013): Produktmanagement: Produktinnovation - Markenpolitik - Programmplanung - Prozessorganisation. Auflage: überarbeitete Auflage. München: Oldenbourg Wissenschaftsverlag. Aumayr, Klaus (2014): Erfolgreiches Produktmanagement: Tool-Box für das professionelle Produktmanagement und Produktmarketing. Auflage: 3. Wiesbaden: Springer Gabler. Hofbauer, Günter; Sangl, Anita (2011): Professionelles Produktmanagement: Der prozessorientierte Ansatz, Rahmenbedingungen und Strategien. Auflage: 2. überarbeitete Auflage. Erlangen: Publicis Publishing.

Mode of delivery (face-to-face, distance learning)

Face-to-face instruction with mandatory attendance