subject: Marketing Projects using PCT-Model [print this page] Change in management environment Change in management environment
Within the last decade there has been tremendous change in management cultures. The number of projects has grown significantly over the past decade. A couple reasons for this change are (1) the growth of knowledge in general management and in specific management areas such as production management; (2) a growing demand in a range of more customized products; and (3) the opening of the global economy which leads to the opening of more competitive markets.
These changes combined call for more project orientated organizations. However, the change in organization is not yet followed by the change in marketing management. With the 4P model (product, price, place and promotion) as one as the leading marketing guidelines, the transition to a more project based environment is hard to make.
PCT-Model used for marketing Projects
Although projects can be marketed based on price, product and place and can also be promoted through the promotion channels as described within today's marketing management there seems to be too much difference between projects and business as usual. The PCT model, already used in project management, offers a solution for the marketing of projects.
The PCT-Model consists of three criteria which make projects successful.
(1) Performance, which can also be defined as scope and is comparable with marketing of the complete product; (2) the cost involved with the scope and given performance of the project; and (3) the time which is available for the execution of the project.
However the modern basis of marketing relies on conforming the expectations and wishes of the customers which forms the fourth dimension in this model.
Using the PCT-Model for marketing
Marketing projects can be very complex due to the contemporary base on which projects are executed. Implementing the PCT-model means a direct focus on project KPI's even before the project is started. The model will give more competitive advantage but will also put more stress on the sales, procurement and general management of the organization.
The implementation and use of the PCT-model in a marketing department and organization can be a difficult process. Niels Plugge, founder of Mi+ is a pioneer in using the PCT-model within a marketing setting in project based organization. Interested in what Project Marketing based on the PCT-model can do for your organization? Contact Niels Plugge : niels@mi-plus.nl
