The project managemetn in marketing module forms part of the CIM Professional Diploma in Marketing and will focus on the proactive development and delivery of a justified management process to support the initiation, implementation and control of marketing projects, including the use of research and information and preparing proposals and briefs to identify needs comprehensively.
By the end of the project management in marketing module students should be able to:
Identify the organisation's information needs, scope or research projects and resource capability to underpin the development of a business case to support marketing projects.
Develop an effective business case, complete with justifications, financial assessments and consideration of the organisation's resource capacity and capability to deliver.
Undertake a risk assessment programme with suggestions on how to mitigate for risks facing the organisation and the achievement of its business and marketing objectives.
Design, develop and plan significant marketing programmes, using project management tools and techniques, designed to deliver marketing projects effectively, in terms of quality, resource and delivery.
Integrate a range of marketing tools and techniques to support the development and implementation of a range of marketing projects.
Monitor and measure the effectiveness and outcomes of marketing projects through the end-to-end project process.
The following is a detailed breakdown of the project management in marketing module:
Section one - Using marketing information to develop a justified case for marketing projects (weighting 15%)
1.1 Critically assess the scope and type of marketing information required to develop effective business cases using both primary and secondary data.
1.2 Critically assess how organisations determine their marketing information requirements and the key elements of user specifications for the purpose of building a case.
1.3 Critically assess the scope, structure and characteristics of MIS and MKIS as marketing management support systems and evaluate their importance to business cases for marketing projects.
1.4 Develop a research brief to meet the requirements of an individually specific case for marketing.
1.5 Critically evaluate a full research proposal to fullfil the brief supporting the information needs of the case and make recommendations for improvements.
1.6 Identify and evaluate the most effective methods for presenting marketing information and making specific marketing recommendations relating to product/service development and implementation as part of the case.
Section two - Building a case for marketing projects (weighting 20%)
2.1 Define business case objectives for marketing plans and specify high expenditure marketing activities.
2.2 Critically evaluate and assess the marketing potential for business case activities, including consideration of the assessments required to achieve the potential proposistion.
2.3 Critically assess and evaluate customer groups relevant to the business case, matching their buying characteristics to the marketing proposition through the use of market research information.
2.4 Determine the extent to which an organisation's marketing mix may need to be amended or adjusted to meet the requirements of the customer and broader stakeholders, and consider the impact of the change on the organisation.
2.5 Critically assess the resource capability and capacity to deliver the business case proposal and consider the competency and skill requirements of both internal and external resources to deliver the business case proposition.
2.6 Present the business case and associated marketing plans for consultation and consideration, with full justification for the proposed product/service initiatives and how they will support the delivery of marketing strategies and plans.
Section three - Assessing, managing and mitigating risk associated with marketing projects (weighting 25%)
3.1 Critically evaluate the importance of developing an understanding of risk assessments in organisations in order to protect long-term stability of a range of marketing projects.
3.2 Analyse and assess the potential sources of risk, of both internal and external origins, directly related to a specific case and consider the impact of these risks on the organisation.
3.3 Design a risk management programme appropriate to measuring the impact of risk in the context of marketing projects.
3.4 Undertake risk assessments on marketing projects and assess the impact of shot/long-term tactical changes to the marketing plan.
3.5 Critically evaluate the different approaches organisations can take to mitigate risk in order to reduce its potential to harm the organisation or its reputation.
3.6 Critically assess the strategic impact of implementing proposed risk control measures versus the strategic impact of taking no action.
3.7 Develop a range of methods for monitoring, reporting and controlling risk on an ongoing basis for project implementation.
Section four - Project management for analysis, planning, implementation and control (weighting 40%)
4.1 Critically evaluate different approaches to developing a culture of project planning within the marketing function and the organisation.
4.2 Critically evaluate soft and hard projects in the context of marketing and consider the differences in terms of project implementation.
4.3 Develop the main stages of a marketing project plan, identifying the activities, estimating time and cost, sequencing of activities, and assess the competency and skills required of the people needed to deliver the project.
4.4 Critically assess the importance of and techniques for establishing the marketing project's scope, definition and goals relative to the organisational marketing plan.
4.5 Utilise a range of tools and techniques to support project planning, scheduling, resourcing and controlling of activities within the project to enable effective and efficient implementation.
4.6 Utilise a variety of methods, measurements and control techniques to enable effective monitoring and measuring of progress throughout the project to ensure that it is completed to specification, on time and within budget.
4.7 Critically assess the main techniques for evaluating effectiveness, success or failure of a marketing project on its completion.