University of Cambridge

Courses and Events

Strategic Roadmapping Course
Thursday 9 March 2017
A thorough introduction to strategic roadmapping, guiding participants through each step of the roadmapping process.

Intensive one-day training course

One day courses -  Thursday 9 March 2017 and Wednesday 5 October 2017


Two day course

Wednesday 14 - Thursday 15 June 2017


Roadmapping is a graphical approach to support strategic planning that enables companies to align technological capability and business plans so that corporate strategy and technology are co-ordinated in an integrative manner.


A 'fast-start' roadmapping approach

The aim of the roadmapping training courses is to provide delegates with the knowledge and confidence to apply roadmapping concepts and methods within their own businesses. The emphasis is on the rapid initiation of the method and its customisation, based on multifunctional workshop techniques.

The courses are interactive and based on the delivery ethos of a balanced combination of presentations, group activities and discussions.


One and two-day courses

We offer a choice between a one or two-day course. Both provide a thorough introduction to
strategic roadmapping, guiding delegates through the process of roadmapping, including ‘hands-on’ activities, during which actual roadmaps are created. The one-day course is  focused on product-level roadmapping and visual communication.

Our two-day course allows time to cover topics in greater depth. Delegates will benefit from 
additional material and exercises in strategic landscaping, workshop facilitation practices and tools/toolkits. 


Note: Both one and two-day courses can also be run as in-company training events. Such courses can be readily adapted to focus on topics of specific interest to companies, and combined with consulting support to rapidly apply and transfer the approach to your organisation. If this is of interest, please email Rob Phaal - for further details.


A copy of 'T-Plan: the fast start to Technology Roadmapping. Planning your route to success', developed in collaboration with a wide range of companies, will be provided as part of each course (normal price £149), together with a copy of the latest Technology Roadmapping book Roadmapping for Strategy and Innovation - Aligning technology and markets in a dynamic world for each delegate (normal price £195).


Who should attend?

The course is suitable for:

  • strategic planners
  • product managers
  • technical managers
  • consultants


If you are a member of a Professional Institution, participation on this course may count  towards your Continuing Professional Development (CPD) record.  Please check requirements with your Institution and let us know if you require a Certificate of Attendance. 


What companies say about the course

"Delivered by practitioners with great depth of knowledge"

Group Technology Officer, automotive company


"Well presented by knowledgeable specialist." 

Chief Designer, aircraft engine components


"Excellent. Rob Phaal's obvious academic knowledge and thinking was put into a validated business context by Rick Mitchell's entertaining, commercial anecdotes."

Senior Product Engineering Manager, pump manufacturer


"I'm still impressed at how easily the roadmapping process brought together the disparate ideas of the group into something pretty coherent!"

Principal Engineer, electronics company


"A practical, intuitive and easy to implement process that has indeed helped clarify our R&D investment strategy."

Vice President, packaging company


"An extremely interesting and useful day. I would certainly use this process again."

Technical Director, national infrastructure company


Download a copy of the flyer here


Course Presenters

Dr Robert Phaal conducts research in the area of strategic technology management at the Institute for Manufacturing (IfM) where he has focused on supporting companies to initiate the technology roadmapping process for more than 15 years.


Dr Clive Kerr is based within the Centre for Technology Management at the IfM, with research interests ranging from visual strategy, roadmapping and management toolkits, to technology intelligence and capability management.



The event will be held at the Institute for Manufacturing, at the very heart of research, education and practice. The building has a Breeam award for best practice in sustainable building design.

Parking is available on site. A map and information on local hotels will be sent with joining instructions or can be found here.


Institute for Manufacturing

Alan Reece Building

17 Charles Babbage Road

Cambridge, CB3 0FS


Book now






How we can work with you

Roadmapping Support

The Institute for Manufacturing (IfM) is an international centre of expertise in roadmapping. The techniques have been developed over many years and have been applied in more than 200 projects around the world. 


Executive education

We create bespoke education programmes for large companies which give individuals the knowledge and skills they need to develop and put in place successful innovation and technology strategies and systems.



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