The document discusses applying project management concepts to marketing from planning through execution. It claims using project management methodology can help support marketing plan creation and use project control processes to measure marketing action phases. Key points are standardizing procedures, documenting processes, improving communication/integration, and better planning schedules and responsibilities for marketing. The document provides an example case study of a marketing project conducted by the National Sanctuary of Aparecida in Brazil to raise funds for a hospital. It applied project management methodology across planning, execution, and closing phases and achieved over $325,000 in donations through ticket sales. Benefits of applying project management to marketing included increased success chances, improved results, clarity/control, and clear roles/responsibilities.

1. “Project
Management applied
to Marketing”
Luiz Fernando da Silva Xavier
MBA in Project Management
Bachelors’ in Business
Management

2. Introduction
Topic
This paper discusses the application of the concepts of Project Management
in Marketing from planning to execution.
Rationale
Several projects and marketing actions exceed costs and planned deadlines or
reach results below the expected by the customer.
Claim
Make use of Project Management methodology to support the creation of
marketing plans and use the project control processes to measure the phases
of the actions.

3. Key points
Project Management
• Standardization of procedures;
• Documentation of processes;
• Improving communication and integration;
• Better planning of schedule and responsibilities.
Marketing
• Dynamism;
• Strategy and tactics;
• Customer Relationship.

4. BASIC CONCEPTS
PROJECT MANAGEMENT

5. “A project is a temporary endeavour undertaken to
create a unique product, service or result”
PMBOK® Guide

6. Key Characteristics of a Project
2
3
4
5
1 Temporary
Unique
Progressive
Measurable
Changeable
(PMI, 2004)

7. The importance of projects
Projects are often implemented as a mean of achieving an organization’s
strategic plan in a way that operations could not achieve.
Why are Projects initiated?
• Market demand;
• Business need;
• Customer request;
• Technological advance;
• Legal requirement;
• Social need.
(PMI, 2004)

8. Generic Project Life Cycle
Concept
Planning
Development and
demonstration
Production and
Deployment
(PMI, 2004)

9. Project Management Knowledge Areas
Integration
Communications
Procurement
Risks
Human
Resource
Quality
CostsTime
Scope
GOAL
(PMI, 2004)

10. Project Management Processes
Initiating Closing
Planning
ExecutingControlling
(PMI, 2004)

11. BASIC CONCEPTS
MARKETING MANAGEMENT

12. “Marketing Management is the Art and Science of
choosing target markets and getting, keeping and
growing customers through creating, delivering
and communicating superior customer value”
(KOTLER; KELLER, 2006)

13. “The aim of marketing is to make selling
superfluous, to know and understand the customer
so well that the product or service fits him and sells
itself. (…) All that should be needed then is to make
the product or service available.”
(DRUCKER, 1973)

14. Marketing
Mix
Price
Place
Product
Promotion
(CROCCO, 2010, p. 7)

15. Project & Marketing - Planning
“Planning in Marketing is a very important process of
intense thinking and coordination of people, information,
financial and material resources whose central focus is the
true customer satisfaction”.
(AMBRÓSIO, 2007, p. 11),
Project Life Cycle
Concept Planning Development Deployment
Abstract-Concrete Spectrum of Strategic Administration
Dream Planning Plan Action
Abstract Concrete

16. Creating a Marketing Plan using
PMBOK®
Basically, a Marketing Plan should include:
• Situation: historical market data, information about the product and
competitors;
• Goals: the targets for the campaign or launch, including market share,
sales volume, turnover;
• Strategies: it shows how the Marketing Tools will be used to reach the
goals.

17. Opportunity
Situation
Goals
Strategic Marketing
Customer
Market
Legal Aspects
Positioning
Tactical Marketing
Product
Place
Promotion
Price
Action and Control
Financial Results
Analysis of Balance
Measuring
Controlling
Marketing Plan
(adapted from AMBROSIO, 2007)
The tools from Project Management are more effectively applied to the last
phase of the Marketing Plan, “Action and Control”.

18. Case Study
“Project Ford - A Lift
to Solidarity”
National Sanctuary of
Aparecida, Brazil

19. National Sanctuary of Aparecida, Brazil
• The second largest Basilica in the World, receiving about 13 million
visitors annually;
• Maintained primarily by donations, managed by Campanha dos
Devotos (Campaign of Devotees);
• Infrastructure:
– TV Channel Aparecida (countrywide);
– Radio AM and FM (countrywide);
– 1st ranked religious web portal in Brazil;
– 600,000 magazines sent free of charge to subscribers;
– About 1500 employees.
• 1/3 of the revenue invested in Social Projects.

20. “Project Ford - A Lift to Solidarity”
• Raffle Tickets could be
purchased by the visitors of the
Sanctuary;
• All money raise to be donated
to the Municipal Hospital of the
city;
• Prize was a Ford Coupe 1934,
donated by a devotee;

21. Project FORD – National Sanctuary
3 weeks of Closing
Final reports Delivery of the prize Final donation
7 months of Execution
Promoting Controlling
Motivating sales
team
2 months Planning
Responsibilities /
departments
Price of the tickets Place and team

22. Involved areas
Director of Marketing / Projects
Planning
Control
Campaign Devotees Department
Operational
Support
Logistics
Finance Department
Conference Accounting
Infrastructure
Department
Transport
Department
Shopping Centre
Department
Legal
Department

23. Project Phases
Planning
• Choosing
benefited
entity
• Sales strategy
• Building the
stand
• Creating
procedures
• Hiring team
• Creating
promotional
material
• Producing
tickets
• Training
Execution
• Selling the
tickets
• Monitoring of
sales
• Adequacy of
the procedures
• Buy new
batches of
tickets
• Scheduled
maintenance
of the vehicle
• Draw Prize
Closing
• Delivery of the
money raised
• Delivery of the
prize to the
winner of the
raffle
• Transfer of the
vehicle to the
winner
• Bureaucratic
procedures
• Financial
reports for
accounting
• Official closing
of the project

24. Project Control
$-
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
June July August September October November December
Sales Evolution
Projected Real

25. Project Ford – Final Results
• About 170.000 tickets sold
• $ 325.127,00 donated to the Municipal Hospital of the city of Aparecida
• Incorporated into the annual projects of the institution

26. Final Considerations – The benefits of applying
Project Management to Marketing
• Increase the chances of success by avoiding the most common mistakes –
lessons learned;
• It improves results working with the best practices;
• Clarity, objectivity, control and security for customers;
• Clear roles and responsibilities for the departments involved in the
project;
• Ability to predict risks and prepare alternatives;
• Clear definition of the phases of the project.

27. References
AMBRÓSIO, V. Plano de Marketing: passo a passo. São Paulo: Pearson Prentice Hall, 2007.
CROCCO, L. et al. Fundamentos de Marketing: conceitos básicos. São Paulo: Saraiva, 2010.
FRANCK, F. D. Gerenciamento do tempo do projeto aplicado a arranjo físico em uma empresa de usinagem
de médio porte. Minas Gerais: 2007.
KOONTZ, H.; O’DONNEL, C. Os Princípios de Administração: Uma Análise das Funções Administrativas.
São Paulo, Pioneira, 1980.
KOTLER, P. Administração de Marketing: a edição do novo milênio. São Paulo: Prentice Hall, 2000.
KOTLER, P.; KELLER, K. L. Marketing Management. New Jersey: Pearson and Prentice Hall, 2006.
PRIETO, C. Igreja Católica mostra lado empresarial de Aparecida. Jornal Valor Econômico, Aparecida, 15 de
Junho de 2010, Caderno Valor, p. B6.
PROJECT MANAGENT INSTITUTE - PMI. Um guia do Conjunto de Conhecimentos em Gerenciamento de
Projetos: guia PMBOK Terceira Edição. Four Campus Boulevard, 2004.
VARGAS, R. V.. Gerenciamento de Projetos: estabelecendo diferenciais competitivos. Rio de Janeiro:
Brasport, 2000.
VEJA ONLINE. Filas marcam lançamento do Iphone 4S em oito países. Disponível em:
http://veja.abril.com.br/noticia/vida-digital/filas-e-histeria-mancarm-lancamento-do-iphone-4s-em-8-paises.
Acesso em: 23 de novembro de 2011.

28. “Who fail to plan, plan to fail, albeit
unintentionally”
Flávio Cândido, University Cândido Mendes