Marketing Projects

Marketing Projects is a guide for project managers to place a new product or service into the market and deliver value to organizations and their clients. It combines the basics of marketing and project management and highlights the aspects that are unique and relevant to both areas. It explores marketing project feasibility and presents tools for assessing feasibility, including the 6Ps of project management strategy, the project 4Ps, PRO, POVs, POE, POW, PWP, and PWP. It also illustrates how to use these tools to market new projects to potential sponsors and investors and marketing projects to end users.

Format: Paperback / softback
Length: 276 pages
Publication date: 21 January 2023
Publisher: Taylor & Francis Ltd

Marketing is a multifaceted process that involves the introduction of new products or services into the market. At the same time, projects revolve around the development and delivery of innovative offerings to clients. The convergence of these two domains presents a remarkable opportunity to enhance value for organizations and their customers.

Project managers play a pivotal role in this dynamic landscape, as they can cater to a diverse range of markets. These markets encompass investors who provide financial support for projects, as well as clients who utilize the newly developed products or services. By leveraging their expertise and skills, project managers can effectively navigate these diverse stakeholders and ensure the successful execution of projects.

Marketing Projects serves as a comprehensive guide for project managers seeking to secure funding or deliver value to their end users. It is also invaluable for marketing professionals who are new to the realm of project management. The book begins by providing a foundational understanding of both marketing and project management, emphasizing the distinct aspects that are relevant to both fields. It then delves into the feasibility of marketing projects, presenting various tools and methodologies for assessing their viability.

These tools encompass the 6Ps of project management strategy, which include the project 4Ps (plan, processes, people, and power), PRO (pessimistic, realistic, and optimistic scenarios), POVs (points of vulnerability), POE (point of equilibrium), POW (product, organization, and work breakdown structures), and PWP (work psychodynamics). By employing these tools, project managers can effectively market new projects to potential sponsors and investors, while also gaining insights into the needs and preferences of end users.

In addition to marketing projects to external stakeholders, the book also explores the importance of marketing projects to end users. It emphasizes the significance of developing meaningful relationships with clients to foster trust and positive interactions. Project managers play a crucial role in building strong client relationships, as they are responsible for managing the processes involved in delivering new products or services. By understanding the latent needs and desires of customers, project managers can tailor their strategies and deliver solutions that meet their expectations.

Marketers, on the other hand, possess a unique perspective in recognizing and addressing latent needs. They are skilled in leveraging their marketing expertise to create compelling campaigns that resonate with customers and drive demand for new products or services. By collaborating closely with project managers, marketers can ensure that the marketing strategies are aligned with the project goals and objectives, maximizing the chances of success.

In conclusion, the merger of marketing and project management holds immense potential for delivering value to organizations and their clients. By leveraging the expertise and skills of project managers and marketers, we can create innovative solutions that meet the ever-changing needs of the market. Marketing Projects serves as a valuable resource for project managers and marketing professionals alike, providing them with the tools and insights necessary to succeed in this dynamic field.

Weight: 510g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032474809