Project Management for Marketing of Training

Question: Discuss about the Project Management for Marketing of Training . Answer: Introduction The project involved launch, management and analysis of the marketing campaign run for the promotion of a training workshop over major social media platforms including Facebook and Twitter. This project was for an organization that was into providing corporate workshops and training to corporate organizations. Project Scope Management Scope Statements Project Objective: Objective of the project is to manage two marketing campaigns on Facebook and on Twitter for promoting the workshop that is to be conducted one month later. The campaign would run for 20 days seeking online registrations from interested students. In this paper, stakeholders of this project would be identified and their priorities would be defined on the basis of their interests. To explain the complete process of stakeholder management, stakeholder matrix, decision matrix, communication matrix and stakeholder assessment matrix would be prepared for this project. The report would also cover agenda for stakeholder and project meetings required for project progress assessment and management(Bright Hub Media, 2015). A scope checklist if provided here to provide an insight into what would be involved on the project. Scope Checklist Project Objectives Plan for managing marketing campaigns Deliverables Stakeholder Analysis Stakeholder Identification Stakeholder Prioritization Matrix Stakeholder Matrix Decision Making Matrix Stakeholder Assessment Matrix. Communication Matrix Project Meeting Agenda(BIS, 2010) Stakeholder Analysis Stakeholders are important to analyze as they affect the outcome of the project as well as need to give an acceptance for the outcome delivered. Stakeholder analyses begin with planning and defining of its purpose. Once the purpose of project is clear, company policies required to complete project would be identified. For any project to be completed, people have to have the right skills and thus, the next step would be to hire the human resource that is capable of managing marketing campaigns for the event organization(Bright Hub Media, 2013). Next, the stakeholders have to be identified and information that is important to understand about them would be recorded such as their positions and interests which would be collected by interviewing various stakeholders of the project. A structure process may be used to collect this information and the same would then act as an input for making the project plan(Caltrans, 2007). The table below identifies some of the internal and external stakeholders of the marketing project who are affected by the project process or by its results. Project Stakeholders Internal External Affected by project process Project owner Project Sponsor Training manager Training content developers Employees Stakeholders Trainers Trainers Partners Government Agencies Client organization Workshop attendees Media Competitors Affected by project result Employees Project Sponsor System users Client Public Training Community( Changefirst Limited, 2009) Stakeholder Identification and Prioritization Matrix WHAT IS IMPORTANT TO THIS STAKEHOLDER? Project Owner Project Sponsor Trainees Trainer POWER Highest (10) Higher (9) Moderate (6) Moderately Low (5) INTEREST Higher (9) High (8) High (8) Moderately Low (5) INFLUENCE High (8) Higher (9) Moderately High (7) Very Less (4) IMPACT Highest (10) High (8) Moderate (6) Moderate (6) URGENCY Medium level (6) Medium Level (6) Moderately Less (5) Moderately High (7) LEGITIMACY High (8) Medium level (6) Less (3) Very Less (1) TOTAL 51 46 35 28 PRIORITY (KEY OR OTHER) (City of Chandler , 2000) Project Decision Making Matrix PersonMethod When Sponsor Budgeting, Funding, Critical decisions Project Manager Project Planning and critical decisions Project Owner Content planning venue planning , training schedule Core team has discussions and project manager takes a decision Inputs from team members are needed Project Team Agreement Team must have unified decision to follow Recommendations from team members Investigation needed to be done upon receiving team inputs. Decision by Team members Decision needed to be taken upon receiving team inputs(FME, 2014). Stakeholder Engagement Assessment Matrix Stakeholder management is required for engaging stakeholders which is done by understanding their needs and intersects and study the impacts that they can have on the project such that a clear action plan can be made on how to interact with them to seek maximum support for the smooth execution of the project. The responsibility to engage stakeholders would be on project manager, the level of this engagement for every stakeholder and at different project stages would vary. Stakeholder Engagement It is important that a project manger identifies all communication needs of stakeholder such that a right level of engagement may be planned in order to attain the delivery of the project successfully. The needed level of the engagement for each type of stakeholder is defined in the table below: Stakeholder Unaware Resistant Neutral Supportive Leading Project Owner C C D C D D C Project Sponsor C C C D C C Trainees D D C D D Trainers D D C C D Project Manager C D C D D C(PMI, 2015) Communication Matrix for Stakeholders Purpose: The communication plan is prepared to identify methods that can be utilized for communicating project related information with its stakeholders alongside the requirements of the project milestones enabling establishing of project monitoring and control(Pearson, 2000). Audience: Project stakeholders are the audience of the communication matrix that include project owner, trainer, trainees, project sponsor, project manager, and clients. Approach: Communication plan can be developed as per the project organization hierarchy and the allotted budget for the execution of the project. The stakeholder management process also needs an understanding of the communication frequencies required for communicating with each stakeholder. For instance, a project sponsor would need to be communicating once at the start of the project to get approval and while releasing the funds required for management of the marketing campaign. A weekly status mail on the progress of marketing may also be sent to these stakeholders. If any problems or challenges are faced during the project, the same must be communicated to concerned stakeholder by the project manager. For instance, if the venue suggested suddenly faces a problem such that it cannot be used anymore then all the stakeholders have to be communicated about the change of the training venue(Project Management Institute , 2000). Role Responsibilities Project Owner Project Planning, project monitoring, Project control, risk management, Project Sponsor Approving the funds as per the budget requirement Project Manager Project Planning, project monitoring, Project control, risk management, Progress reporting, Hiring, team management, budget approvals, deliverables, project closure Trainees Give inputs on content requirement for training and make bookings of event Trainer Provide content and delivery as per the required quantity Training Manager Select trainers, hire trainers, identify training requirements, identify marketing requirements(SAID, 2015) Project Meeting Meeting Agenda Project Name: Marketing Project Team Meeting Date: Jan 31, 2017 Time: 3:00pm-6:00pm Invitees: Jackie, John, Shin Chan Agenda Items Meeting Objective: To discuss the project status updates for the marketing of the training workshop event and come up with solutions to overcome challenges or issues being faced. Topics to cover: Review Project Progress against the plan Review if Project can be completed within the allotted Budget Review Project Progress against milestones and identify deviations Identify issues faced and come up with solutions Suggest new marketing ideas for adding platforms to digital marketing for increasing registrations Status Updates on the project Action Items(Team FME, 2014): Hire more people for managing the marketing of the event on different digital media. Project manager has to meet the owner to take a decision on possibility of adding a marketing platform Issue Log Name Date Opened Origination Potential Impact Progress Trainers took time to confirm their presence in the event 01-Jan-2017 Project Manager Delay can be caused New trainer maybe approached and hired Delays in approvals from top management 10th Jan 2017 Project Sponsor Delay on the start of marketing Take approval on urgent basis(University of Exeter, 2015) References Changefirst Limited, 2009. Change and project management , s.l.: ChangeFirst. BIS, 2010. How to organise, plan and control Projects, s.l.: BIS. Bright Hub Media, 2013. 5 Leadership Secrets of Successful Project Managers. [Online] Available at: https://www.brighthubpm.com/resource-management/122821-five-leadership-secrets-of-successful-project-managers/ Bright Hub Media, 2015. Constructing Powerful Scope Statements. [Online] Available at: https://www.brighthubpm.com/project-planning/57950-example-and-evaluation-of-project-scope-statements/ Caltrans, 2007. Project Communication Handbook. s.l.:Caltrans. City of Chandler , 2000. Project Management Methodology Guidelines, s.l.: City of Chandler . FME, 2014. Project Human Resources Management, s.l.: FME. Pearson, 2000. Basic Skills for Project Managers, s.l.: Pearson Education. PMI, 2015. Capturing the Value of PROJECT MANAGEMENT, s.l.: PMI. Project Management Institute , 2000. A guide to the Project Management Book of Knowledge , s.l.: Project Management Institute . SAID, 2015. Major Projects Leadership Academy handbook, s.l.: Cabinet Office. Team FME, 2014. Human Resource Management: Project Skill, s.l.: FME. University of Exeter, 2015. C5: Post Project Appraisal and Evaluation. [Online] Available at: https://www.exeter.ac.uk/finance/cpp/appraisal/appraisalandevaluation/