DonNTU   Masters' portal

Nelly Afendikova

Faculty of engineering and Economics (CST)

Department of Economics and marketing (CE)

Speciality Project management

Management of marketing activities based on the project approach

Scientific adviser: Candidate of Economic Sciences, Associate Professor Elon Polyakova

Resume Abstract

Abstract

Содержание

• Introduction
• 1. Theme urgency
• 2. Goal and tasks of the research
• 3. Overview of international sources
• 3.1 Overview of international sources
• 3.2 Overview of national sources
• 4. Project approach in the management of marketing activities of the enterprise
• Conclusion
• References

Introduction

Today, marketing is an important activity of any modern enterprise. The main priority of the company is to find new opportunities for the growth of its activities and the ability to extract maximum profit in a short time period, while maintaining a leading position in the market. Following the marketing philosophy helps to achieve a balance between the capabilities of the enterprise and customer satisfaction. Modern marketing is a complex system of interrelated elements and subsystems. When managing the marketing activities of a modern enterprise, it is necessary to use an integrated approach to solving tasks and apply advanced management technologies.

Marketing has become associated managers almost as the only vaccine to solve the problems arising in enterprises in the transition economy. But attempts to build the activities of the companies according to the classical marketing samples failed to meet expectations. It is very important for enterprises to use as many opportunities as possible and to make appropriate changes in their activities. In order to be successful in carrying out the necessary modern activities and in meeting the relevant challenges, skills and approaches must be different from the traditional ones that have been acquired and shown to be successful in recent decades. Therefore, today special attention is paid to the project approach in the marketing activities of the enterprise. Marketing activities based on the project approach, is a set of actions aimed at achieving the goals with minimal funding for a certain period of time, with the lowest cost of both labor and financial. Project management techniques are becoming increasingly popular among marketers and managers in all areas. For successful implementation of projects they need to know the risks and specifics of their industry, as well as to determine the main strategy that will help to stand out among potential competitors, and to succeed in attracting profits and meeting the needs of consumers.

1. Relevance of the topic

Without the upgrades it is impossible for a long period of operation of a single enterprise. Since modern organizations operate in an ever–changing business environment, it is necessary to modernize the enterprise, thereby improving and perfecting the production process. Means of adaptation of the enterprise to unstable conditions is construction of such control system which the actions and approaches to management is capable to prevent and eliminate the arising threats. One of these tools is the introduction of a project approach in the marketing activities of the enterprise, involving the implementation of projects aimed at obtaining both economic and non–economic effects (social, image formation, brand, etc.).

2. Purpose and objectives of the study, planned results

The aim of the study is to develop tools for management of marketing activities of the enterprise on the basis of the project approach.

The main objectives of the study:

1. Analysis of the essence of the processes of management of marketing activities of the enterprise
2. Justification of a set of indicators that determine the effectiveness of marketing management.
3. Identification of existing problems in the management of marketing activities of a particular enterprise and the definition of ways to solve them.
4. Identification of the essence of the project approach and the feasibility of its use in the management of marketing activities of the enterprise.
5. Identification of measures to achieve the strategic goals of the enterprise through the implementation of interrelated marketing projects.

Research object: marketing activity of the enterprise

Research subject: theoretical and practical aspects of the project approach in the management of marketing activities of the enterprise.

As part of the master's work it is planned to obtain relevant scientific results in the following areas:

1. Clarification of theoretical and methodological aspects of management of marketing activities of the enterprise.
2. Rationale for the use of project approach in the management of marketing activities of the enterprise.
3. The factors determining marketing activity of the enterprise of the food industry are revealed.
4. Social and economic efficiency of decisions on implementation of the project approach in marketing activity of the enterprise is revealed.

The theoretical significance of the work lies in the development of provisions on the management of marketing activities of the enterprise. The practical significance of the work lies in the fact that the dissemination of the results of this study will allow industrial enterprises to improve the efficiency of work, rationally manage the costs of marketing activities.

3. Research and development overview

Analysis of the latest publications on the topic of research work showed that currently the issues of using the project approach in relation to different areas of management and areas of activity of the enterprise are in the focus of many researchers

3.1 Overview of international sources

Marketing activities are implemented by the marketing system. The marketing system is one of the most important subsystems of the enterprise management system, ensures its competitiveness and successful behavior in the market.According to the well – known economist, Professor of international marketing, marketing is a social and management process that is aimed at meeting the needs of individuals through the creation, supply, exchange of goods [1].Vol. Levitt warns that marketing should not be identified with the sale of goods, he believes that the task of marketing is to supply exactly the goods in which the consumer really needs, and not in the belief to buy what has already been produced [2]. Marketing has become associated managers almost as the only vaccine to solve the problems arising in enterprises in the transition economy.But attempts to build the activities of the companies according to the classical marketing samples failed to meet expectations. We find an explanation of this fact at the F Kotler: "although marketing is a universal discipline, its practical application has national characteristics, due to the uniqueness of the country, its economy, the state of competition, customs, consumption standards and many other factors" [3]. Thus, there is a need to determine which approaches, methods and procedures of marketing are universal, which should be adapted to the conditions of a constantly dynamic environment. The project approach is an approach to management, involving the formation of projects as a way to solve the most important tasks for the enterprise [4]. For the first time, the need to manage the project was formulated by Lerman, whose law says "Any technical problem can be overcome with enough time and money", and the consequence of Lerman clarifies: "You will never have enough time or money"[5]. V. D. Shapiro, I. I. made a significant contribution to the development of project management and project management basics. Mazur, who described in his book "project Management", methods and concepts in project management, created and justified project management systems in marketing activities based on modern information technologies [6]. "Project management", Litke H.–D., this book is devoted to project management. It describes in detail the basic concepts of this discipline and considers the entire technological chain, from the implementation of the project to its successful completion [7].

3.2 Overview of national sources

In his dissertation work on the theme "Innovation–project pidhid management of snakes in marketing diyalnosti on pidpriemstvi", Aronova V. [8], considers innovative project approach, considering each change as an independent project, one of the most effective tools of innovation management in the field of marketing activities. Project management methodology has the greatest potential to solve problems and eliminate shortcomings that have developed to date in the management system of marketing activities of the enterprise. [9]..

Project management is a complex process of comparing actual and planned performance indicators, as well as making corrective actions to eliminate undesirable deviations [10].

The book by T. V. Gerasimov [11] clearly explains what skills, processes, methods and tools are necessary for a marketer to manage the most complex projects.

In his dissertation on the topic: "methods of project management of the company's marketing activities", I. Kalinin considered the main problems that the company may face at the stage of its entry into the market. The author substantiates the need to implement the methods of project approach in the marketing activities of the enterprise, which will provide for the organization to improve the efficiency of progressive forms of management in a dynamic and uncertain environment [12].

4. Project approach in the management of marketing activities of the enterprise

The project approach is an approach to management, involving the formation of projects as a way to solve the most important tasks for the enterprise [13]. The concept of project approach is based on the term "project" [14]. A project is a temporary activity that results in a unique product or service. Any project has its own life cycle [15], consisting of four basic stages: the stage of formulation and selection of the project, the stage of its development, the stage of implementation and the stage of completion (figure 1).

At the first stage of the life cycle, the specification of the project idea is carried out, the structure of its goals is determined, a preliminary assessment of the necessary resources for the project and the expected effect of its implementation is carried out.

At the second stage of the life cycle is carried out the formation of interrelated time, resources and performers set of tasks and activities for the implementation of the project objectives. A detailed project implementation plan is being developed at this stage.

At the stage of implementation of the project, its main product is directly created, control over the implementation of the established calendar plans and allocated resource limits is carried out, correction of emerging deviations and operational regulation of the development progress is carried out.

On the stage of completion of the project is the delivery of the created product to the customer (or its excretion in the target market), the closing of contracts and reallocation of resources of the project.

The main advantages of project management in the marketing activities of the enterprise: time The level of effort of the project team Project formulation and selection project development project implementation project completion

1. allows you to perform a large amount of work in a small amount of time;
2. increases profitability;
3. provides better control of changes in the internal environment of the enterprise;
4. motivates the organization to achieve its goals;
5. allows for closer contact with consumers;
6. allows you to solve many problems in the enterprise;
7. improve the quality;
8. reduces the possibility of a threat for the emergence of the struggle for power;
9. allows you to make the right decisions about the company;
10. develop ways to solve problems in the enterprise;
11. increases business capitalization;
12. leads to successful activity in competition.

Managers of many companies have felt the advantages of the project approach in the conduct of marketing activities of the enterprise. These advantages are necessary for successful operation in a competitive environment.

Conclusion

Marketing activities based on the project approach, is a set of actions aimed at achieving the goals with minimal funding for a certain period of time, with the lowest cost of both labor and financial. Management of marketing activities on the basis of the project approach with its wide–scale application will ensure high efficiency in achieving the strategic goals of the enterprise. Adherence to the principles of project management will enable the company to create the conditions for decision–making for the coordination and funding of various aspects of the marketing activities taking into account the profitability of investment in marketing to strengthen the market position of the enterprise.

Source list

1. Kotler, the basics of marketing (short course) : studies. manual / Kotler / lane with English. – Moscow: Publishing house "William", Il. Paral Titus English. 2007 – 656 p.
2. Levitt, T. Marketing myopia: studies. allowance: TRANS. with English. / Comp. B. M. Enis, K. T. Cox, M. P. mokwa ; lane T. Vinogradova, D. Rayevskaya, L. Tsaruk, A. Czech ; under the editorship of Yu. N. Capturesthe. – St. Petersburg: Peter, 2009. – 322 p.
3. Kotler, F. Marketing Management : Analysis, Planning, Implementation, Control. manual / F. Kotler ; nauch. red. – St. Petersburg: Peter, 2001. – 887 p.
4. Zhukova, T. N. Project management (methodological aspect): monograph / T. N. Zhukova; nauch. edited by T. N. Zhukov. – St. Petersburg: Spbgieu, 2011. – 170 p.
5. Guide to the project management body of knowledge : (PMBOKGuide). – 5th ed. – Project management Institute, 2013. – 614 p.
6. Project management (guide for professionals)./ I. and Mazur [et al.]. –– Moscow, 2001. – 875 p.
7. Litke, H. D. project Management : textbook. manual / X. D. Litke; nauch. ed. X. D. Litke. – Moscow: Omega–L, 2007. – 135 p.
8. Aronov, V. V. Innovacio–proektny pdhd management smami in marketingowy diyalnosti on pdprimstvo / V. V. Aronov // Management projects TA rozvytok vyrobnytstva. – 2012. – № 2. – P. 77–81
9. Fomin, M. G. Project management of marketing: dis. ... kand. steward. Sciences: 08.00.05 protected 25.11.2003 / Fomin Mikhail Gennadievich. – Moscow: RGB, 2003. – 139 p.
10. Bozhko, L. M. application of project approach in management of organizational changes: limitations and prospects / L. M. Bozhko // news of Tula state University – Economic and legal Sciences. – 2014. –
11. Gerasimova, T. V. project Management: Guidance on key processes, models and methods : studies. manual / T. V. Gerasimov; nauch. ed. T. V. Gerasimov. – Donetsk : Publishing House Balance Business Books, 2006. – 224 p.
12. Kalinin, I. B. methods of project management of the company's marketing activities : autoref. dis. ... kand. steward. Sciences: 08.00.05 protected 17.06.2008: app. 09.07.2008 / Kalinin Igor Borisovich. – St. Petersburg, 2008. – 19 p
13. Zhukova, T. N. Project management (methodological aspect): monograph / T. N. Zhukova; nauch. edited by T. N. Zhukov. – St. Petersburg: Spbgieu, 2011. – 170 p.
14. GOST R 54869–2011. Project management. – Instead of GOST R 1.0–2004, Vved. 2011 – 22 – 12 ahhh! – Moscow: project management Requirements, 2011.– 10 p. – (national standard of the Russian Federation)
15. Shelegov, A. V. Methodological guide for the study of the discipline "innovation Management" / A. V. Salihov, G. V. Mironov. – Moscow: Nauka, 2013. – 295 p.