Project Management - Lecture notes 3 -7 s of model of Project Management for MBA and BBA students PDF

Preview

Summary

7 s of project management (Elements of 7 S Model) for BBA and MBA students to clarify the model...

Description

The 7S of Project Management A recent (2008) update on the McKinsey 7S model is a short podcast on the creation of McKinsey 7S model by Lowell Bryan, a director in McKinsey’s New York office, involved in creating and applying the 7S framework. He describes how it was introduced in the late 1970s to address the critical We

role

of

reference

the

coordination, McKinsey

7S

rather model

in

than

structure,

the

E-consultancy

in

organizational

Managing

an

effectiveness.

E-commerce

team

report as a method of reviewing the internal capabilities of an organisation to manage digital channels.

Some

of

the

key

issues

that

require

management

are

shown

Table 1.1: Key Issues that Require Management

Element of

Application to Digital

Key Issues from Practice and

Marketing Team

Literature

7S Model

 Gaining appropriate budgets and demonstrating/delivering value and ROI The significance of digital Strategy

marketing in influencing and supporting organisations' strategy

from budgets. Annual planning approach.  Techniques for using digital marketing to impact organisation strategy.  Techniques for aligning digital strategy with organisational and marketing strategy.  Integration of team with other management, marketing (corporate communications,

Structure

The modification of

brand marketing, direct marketing) and

organizational

IT

structure to support digital

staff.

marketing.

 Use of cross-functional teams and steering groups.

Systems

The development of specific

 Insourcing vs. outsourcing.  Campaign planning approach-

processes, procedures or

integration.

information systems to

 Managing/sharing customer

support

information.

digital marketing

 Managing content quality.  Unified reporting of digital marketing effectiveness.

in

the

table

below:

 In-house vs. external best-of-breed vs.

Staff

Style

The breakdown of staff in

external integrated technology solutions.  Insourcing vs. outsourcing.

terms of

 Achieving senior management buy

their background and

in/involvement with digital marketing.

characteristics such as IT vs.

 Staff recruitment and retention. Virtual

Marketing, use of contractors/

working.

consultants, age and sex. Includes both the way in

 Staff development and training.

which key

 Relates to role of digital marketing

managers behave in achieving

team in

the

influencing strategy – it is it dynamic and

organizations' goals and the

influential or conservative and looking

cultural style of the

for a

organization as

voice.

a whole. Distinctive capabilities of key staff, Skills

but can be interpreted as specific skill-sets of team members.

 Staff skills in specific areas: supplier selection, project management, Content management, specific e-marketing approaches (SEO,PPC, affiliate marketing, e mail marketing, online advertising).

The guiding concepts of the digital

 Improving the perception of the

marketing organisation which

importance

Superordina

are

and effectiveness of the digital marketing

te

also part of shared values and

team amongst senior managers and staff

goals

culture. The internal and

it

external

works with (marketing generalists and

perception of these goals may

IT)

vary....