2013 PMI Nashville SymposiumInnovating the Future

Marketing in Project Management

Durval Carvalho Avila Jacintho, PMP

PMI São Paulo - Brazil

Agenda

• The marketing and its activities• Marketing in the project management• Marketing during different phases of the project• The responsibility of the Project Manager• Participation and contribution of the Marketing area• The principal elements of marketing in a project• Case analysis

What is Marketing?

Although the word “marketing” usually implies publicity, sales strategy, advertising, and self-promotion, this discipline and its activities, are present in all human systems, whether economic, political, social, or related to personal relationships.

Definition of “American Marketing Association”

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Definition of Raimar Richers

“Marketing encompasses the systematic activities carried out by a human organization with the aim of bringing about exchanges within its environment, with the objective of specific benefits”.

Activities and process of marketing

Marketing mix: ”A group of variables or tools known as the 4 P’s and used to produce the desired response in the target market and the creation of value”.

The 4 P´s of Marketing

The 4 C´s marketing by Philip Kotler

Product

Price

Promotion

Place

Marketing activities viewed as processes

Why use marketing in Project Management?

Projects of the

Marketing area

In the company

Use of marketing concepts in the

Project Management

The critical view of Alan Stretton

“The literature of project management is oriented more toward the traditional internal production process and the development of the project and its product, thereby ignoring a marketing perspective that could guide the project toward customer satisfaction and a more holistic view of results.”

Global Advisor PMForum.org

Marketing in the PMBOK™

4th Edition:– Apendix D – “Needs to extend the application”– However “embedded” into the text, we find some key

elements of marketing: “inputs,” “techniques,” and “tools” of project management processes.

5th Edition:– Stakeholder management was converted in the 10th area of

knowledge, with two new processes:• “Planning the management of stakeholder”• “ Monitoring and Control of stakeholders”

Michael Thiry

Reasons to use of marketing in a project

“The marketing–project relationship is a two-way path, which is taken to achieve financial subsistence and support from project sponsors”. “Put your projects in the context of the business! See it in the context of marketing strategy and customer relationship. Then, market the deliverables that are meaningful to the business strategy”.

Bob Khera

Marketing in the phases of the project

Lecoeuvre Soudaine

Marketing in the phases of the Project

Marketing in the Initiation Processes

Marketing in the Planning Process

Planning with the 4 P´s / 4 C´s vision

Marketing in the Execution Process

Marketing in Monitoring and Control Processes

• The marketing has a more limited role in this process, provided that the project develops according to plan and without major changes in scope.

• However, the techniques and tools of marketing are relevant to the team and to the PM in the administration of deviations from the project’s plan and occurrence of risk events that cannot be eliminated or reduced.

• These situations may require marketing support for specific actions of correction and communication.

Marketing in the Closing Processes

Marketing elements and players in the project

The role of the Project Managers:– Promotion of the project– To carry out the marketing of the project and advertise its

impact within the organization

Tips for the PM´s

Bob Khera

Marketing elements and players in the project

The contribution of the Marketing department:– Use the Marketing Area in the project as it is done with the others (HR,

Finance, Procurement, etc.)– Its participation is essential in projects that require:

The main elements of Marketing in the project

ELEMENT PROCESSPROJECT

PHASEOBJECTIVES

PERSON RESPONSIBLE

Analysis of the market

- Initiation-Planning

-Selection of the project-Making a decision-Details of scope

- PMO- Company board- Sponsor- Project Manager

Sale of the project

- Initiation - Planning

- Guarantee resources- Gain support from stakeholders- Maintain the project

- PMO- Project manager

Communication

- Planning- Execution- Monitoring and control- Closing

- Distribute information- Guarantee support- Publish results

- Project manager- Project team

Strategic Tactical Operational

Analysis of the use of marketing in projects

• “The use of marketing in project management is positive, but

this activity can not be more important than the project itself. “

• "More than marketing as" promotion ", the PM is responsible for

overseeing all activities in the project, ensuring above all that

marketing is used in the project as a tool to support the

achievement of their goals.

• “Case analyzes of the use of marketing in projects

– Campaign for Rio de Janeiro to host the 2016 Olympic Games

Rio de Janeiro to host the 2016 Olympics Games

• Executed by the Brazilian Olympic Committee (COB) • Marketing was the main strategy:

– Hiring of international specialist in several areas– Involvement of +500 people, 2048 hours of tests– Production of 200 hours of video, four opinion polls – Visit to 50 countries– 10 presentations to members of the IOC members– Budget of R$ 100 M (63% with public investment)– Decision announced in October 2nd 2009, in Copenhagen

Vídeo-Rio 2016

Rio de Janeiro to host the 2016 Olympics Games

Conclusion• In recent years, we have seen a growing concern for the non-

technical aspects in project management:

- stakeholder management- motivation and integration in the project team- project manager communication skills- associated with the strategic vision of the business

• The marketing has been acquiring importance in the community of project management.

• The Marketing in the project has been added in the PMBOK™ in the new Knowledge area "Stakeholders Management“.

Conclusion

So, let´s use marketing in your projects!

Contacts

Thank you

Durval Carvalho Avila Jacintho

durval.carvalho@level3.com