NAME STUDENT NUMBER LECTURER NAME COURSE MODULE CODE DATE OF SUBMISSION ASSIGNMENT NO Afkar Ahmed 28001547 Mr. Eddie Collins-Huges Project Management 2MIT4410 5th May 2009 1

Managing a Real-life Project



1. 2. 3. 4. 5. 6. Introduction ------------------------------------------------3 Project Plan ------------------------------------------------ 3 Project Scope ---------------------------------------------- 5 Project Budget --------------------------------------------- 6 Project Approach ------------------------------------------ 6 Phases/Stages Description -------------------------------- 7 • Gantt chart ----------------------------------------- 8 Goals and Objectives ------------------------------------- 9 • Business goals and objectives ------------------- 9 • Project goals and objectives ----------------------9 Risk Assessment ------------------------------------------ 10 Project Assumptions -------------------------------------- 11 Project Constraints ---------------------------------------- 11 Critical Project Barriers ---------------------------------- 12 Project Management Approach ------------------------- 12 Issue management ---------------------------------------- 13 Communication Plan ------------------------------------- 13 Conclusion ------------------------------------------------ 14 Bibliography ---------------------------------------------- 15


8. 9. 10. 11. 12. 13. 14. 15. 16.



Lewis in 2006 defined Project management as, “Application of the knowledge, skills, tools and techniques to project activities to achieve project requirements. Project management is accomplished through the application an integration of the project management processes of initiating, executing, monitoring, controlling and closing”. (Lewis, 2006, Pg 4) The above definition gives us a clear understanding about what the project management really is. The process of bringing up different tools, methodologies, skills and expertise together, integrating them all to achieve a common goal, is the basic theme of project management. While managing any project, project manager has to pay a lot of attention toward each and every activity taking place, a lot of efforts needed to be put in before initiating any project. These efforts start when you start thinking about any project to accomplish. What that project is? How will I do it? What techniques to be used? Who will provide the funds for it? What are the resources needed (Human as well as financial)? These and many more are the questions that you need to ask yourself before initiating any project. Project manager needs to monitor and control each and every activity because he is the person who at the end will held responsible for all the work done, says Gary Heerkens, “Project Manager, the person, ultimately responsible for the success or failure of the project” (Heerkens, 2001, Pg 2) A big event organizing company came into contract with our advertising firm to launch their marketing campaign. We are a stable advertising company with staff more than 80, a welllocated office and a high profile in the market. Project is defined below in detail.

We are a third party Marketing and advertising firm. We recently had a contract with Sahara event organizers to launch advertising and marketing campaign for their upcoming musical concert. They are looking forward to launch musical show as a biggest event of this year, so they want to out-source their advertising and marketing to our company called Afkar advertising co. we have named the project as “Sahara”. This project will last for 4 months, starting from 1st of May 2009 to 1st of September 2009. The project will be sponsored by the Sahara event organizing company. This project have been allocated 0.5 Million euros. The Sahara Marketing Campaign Project Plan will provide a definition of the Project, and will include the Project’s goals and objectives. In addition to that, the plan will be taken as an agreement between the following parties, Sahara Event organizers (Project Sponsors), Steering committee, Project manager, project team and all other people associated or affected by the project.



The Project Plan defines the following: 1. 2. 3. 4. 5. 6. 7. 8. 9. Project purpose Business and project goals and objectives Scope and expectations Roles and responsibilities Assumptions and constraints Project management approach Ground rules for the project Project budget Project timeline

During the entire project PRINCE 2 and other Project management methodologies will be used.



Scope Definition
This project will be focused on employing technology, creativity and innovation to attract people of all ages to come and attend the musical concert going to be held on September 5th 2009. This project will be requiring innovative work because this project is really important for the client. Ones this project is finished it will result in a huge publicity and success of Sahara (the event organizing company). The list of deliverables of the project is given below.

Ones the project is completed, following would be the deliverables: 1. TV Commercials 2. Radio Announcements 3. Newspaper and magazine advertisements 4. Billboards 5. Leaflets 6. Handouts 7. Posters 8. Promotional stalls in the streets 9. Online postings 10. Promotional calls and texts 11. Promotional vehicles with event posters on it

The project will not be including the following: • • • • • Door-to-publicity Selling of the concert’s tickets Face to face interview Website development for the event Trade-fairs



Projected Budget
Project is estimated to cost around 0.5 Million Euros. The cost will be distributed among all the phases of the project according to their importance. For example, TV commercials would be onaired twice or three times a day, but at the peak times. Due to the higher cost of on-airing the commercial at peak times, it has been decided to save money by lowering the quantity of it during off-times. Because following the Peak-time strategy of advertising will help reaching the higher number of audiences. So are the radio announcements. For example, on-airing a commercial or a radio announcement during a football match will cost much more but it will help to reach the huge number of viewers. Billboards, flairs, leaflets and posters would be given a good sum of amount, so that it could reach large population. Promotional stalls and promotional vehicles will cover the lowest part of the budget.

Project Approach
Different kinds of marketing and advertisement techniques and technology will be used to conduct the Sahara campaign. The project includes the advertising and marketing of the event so there are different techniques to be used. Flairs, handouts, billboards and use of technology in today’s world is most important part of the story, therefore in this project we will use the internet as the most effective and less expensive way to reach the target audiences. So here we will outline that how are we going to roll out the project effectively and efficiently to achieve highest level of milestones.

• • • • • • • Phase I: Phase II: Phase III: Phase IV: Phase V: Phase VI: Creative work done for the designing of the advertising material TV commercials concepts and recording On-airing the Commercials and radio announcements Distribution of flairs, handouts, setting up the billboards Situating the promotional stalls in the streets Online Advertisements, Telephone calls and texts to target Audiences Phase VII: Promotional trucks



Phase VIII:

Roll out

Fig.1 Work Break-down Structure

Phases/Stages Description
The stages or phases of the campaign are settled in a way that, 1st comes with the most priority, each stage is actually integrated with another stage. This campaign is really important for the host company so they want the full involvement into the marketing of the event. Therefore this project uses Adaptive Project framework (APF) methodology. Each major design and promotion would be discussed with the clients to give them what they really want. In managing any of the marketing and advertising campaign, creativity takes the primary place. So this campaign



designed in such a way that each stage or phase of the campaign would be completed on time and the phases will be used as a weapon to attract people through different platforms. This campaign will last for Four months time and each stage have been specified to take a limited time.

The time duration for each stage vary due to the work conditions. One month have been allocated to the first task/Phase one, which will cover the creative work needed to be done. For example: Creative ideas about the concept of the musical concert, designing and layout of the flairs etc. Giving the creative ideas and creating something new is a time taking process that’s the reason sufficient time has been allocated to this phase. Time is one of the most important constraints of the project management. Due to the importance of the creative work in this project, first phase holds a significant importance, so any diversions from the goals or delay in this phase can harm or cause in a failure of the project. Significant risks are involved in each of the phases of the project so this project will be monitored and controlled from the very beginning. Then comes the ideas and recording of the commercials phase, which is been given 15 days. Third and fourth phase of the project is almost same in its nature, so these two stages would be covered simultaneously, this part of the project would be finished in one month. Where as phase five, six and seven would be completed in month and a half. Due to the nature of the promotional steps, these all the phases cannot be separated from one another and will be carried out simultaneously. A proper distribution of the time span allocated to each phase would be presented in the Gantt chart below.

Fig.2 Gantt chart



Business Goals and Objectives
The business goals and objectives for this project will focus on launching a campaign that will: • • • • • • Attract huge number of audiences. Generate great revenues for the event-organizing firm. Create a good name of firm in the market. Help improve the brand name. Provide higher level of entertainment to the audiences. Differentiating the firm from its competition.

Project Goals and Objectives
The project objectives are listed below: • • • • • Ensuring that the client gets the desired response. Accomplishing the project business goals and objectives within specified budget and time parameters. Attracting huge number of audience Insuring the smooth flow of the project phases It would be the biggest advertising campaign of the similar kinds of events



The Risk would continuously be assessed, monitored and updated throughout the life of the project, with monthly assessments included in the status report and open to any amendments by the Project Manager. Because mitigation approaches must be agreed upon by project leadership (based on the assessed impact of the risk, the project’s ability to accept the risk, and the feasibility of mitigating the risk), it is necessary to allocate some time into each meeting, dedicated to identifying new risks and discussing different mitigation strategies. In this Project, project Manager will convey amendments and recommended contingencies to the committee and will also discuss it with the client. Different strategies could be used to identify and analyse risks. We here follow the strategy of identifying the risks at first point, then finding level of the risks, estimating the risks or what is the probability of it happening, then comes the management or mitigation of the risks. There are some risks associated with this project. First and most common risk is related to the human resources- illness or death of any individual related to the project or all the members of the project team are acting as a team rather then individuals and giving priority to the project goals rather then their individual goals and objectives. This is a higher-level risk, and it is most probable to occur. So the Human Resource manager will strictly be asked to hire project team members with loyalty and devotion towards the project goals and not based on their availability. Along with that team leaders will be expected to inspire and motivate their team member along the course of project. There are some risks associated with operations. Here in our project if the creative work will not be done with in the specified time it will affect the project highly and might lead to project failure. It is moderate in its nature to happen, because a professional and committed creative team has been assigned on this part of the project. Along with that, the creative team will be directly and continuously monitored. The procedural risks like fraud or internal systems are relatively of low level and have low probability of happening. Even though a strict control and monitoring policy will be followed during the project. Risks regarding the finance and funding are relatively serious in its nature and have got a higher affect on the project, on the other hand its even most probable to happen and if happen will cause delay or even failure of the project. Due to its severe ness, each project phase is specified with the budget in advance and the project will be continuously monitored to avoid extra spending. Risks regarding common ethics of the society, for example if any commercial or any billboard is designed which is containing any items against the common practices or ethics of the society will be a big threat to the project, because viewers might perceive the commercial against their



culture. This risk is medium in its occurrence because the creative team pays a lot of attention towards the social and ethical issues; so creative team will be monitored critically to avoid any sort of miss-happenings. There is also a risk of any natural disaster. These kinds of risks are low leveled in the happening but if happen could severely affect the project. For example disasters like earthquake, flood etc, can harm or even result in the failure of the project.

The following assumptions were made in preparing the Project Plan: • • • • • • • Afkar advertising co.’s employees are willing to change advertising style to take advantage of latest technology. Management will ensure that project team members are available as needed to complete project tasks and objectives. The Steering Committee will participate in the timely execution of the Project Plan (i.e. timely approval cycles and meeting when required). Failure to identify changes to draft deliverables within the time specified in the project timeline will result in project delays. Mid and upper management will foster support and “buy-in” of project goals and objectives. All project participants will abide by the guidelines identified within this plan. The Project Plan may change as new information and issues are revealed.

The projects constraints for Sahara have identified as: • • The budget of the project is limited, with strictly no contingency. Resources are seen to be inconsistent because of the law enforcement.

Related Projects
No any.



Unlike risks, critical project barriers are insuperable issues that can be harmful to a project’s initiative. Following possible critical barriers have been identified in this project: • • Removal of project funding Natural disasters or acts of war

If one of these two conditions occurred, the Project Plan will become invalid.

Project Timeline
The project will start by the 1st of May 2009 and will last till 1st of September 2009.

Project Roles and Responsibilities
Project Sponsor Project sponsor is the ultimate decision maker who will provide the project oversight and guidance. Sponsor will also approve or review some project elements. Project Manager Project manager is responsible for managing the project in accordance to the plan. Makes over all decisions about the project but seeks guidance from the steering committee. It’s his duty to direct and lead team members towards project goals and objectives. He is also responsible for problem resolution and manages the project budget. Project participants Participants are expected to understand the users needs and business processes of their area. Responsible to communicate the project goals, status and progress through out the project. They identify the risks and issues and help in sorting those out. Subject Matter Experts They are Responsible for providing expertise and guidance if needed.



The information of Project Plan is likely to be changed as the project progress, while change is certain as well as required. It is also worth noting down that any change in the Project Plan will also impact on one of the three critical success factors i.e. Available Time, Available Resources or Project Quality. The decision of making any modifications in the Project Plan that covers project scope and resources should be in lined using the processes like project manager should document the issue, review the change and determine its impact on the project. Project sponsor can also review the issue and could decide to approve or deny the change.

Broadcasting the knowledge about the project is necessary for the success of the project. Project participants always desire to know what is the status of the project. Moreover, they will be eager to participate. That is the reason in this project we are using Adaptive Project Framework methodology to involve our clients in the project to avoid any kind of conflicts in the future. The plan provides a structure of informing, relating, and obtaining buy-in from all of the participants throughout the project. Audience This communication plan is for the following audiences: • • • • Project Sponsor Project Manager Project Participants Subject Matter Experts



Thus, by undergoing these PMBOK key principles in an appropriate and logical manner this project was handled in most efficient manner. It keeps project on track and enables project manager to take corrective decisions where feedback response shows any divergence from project plan. Risk assessment is the most crucial part of the project, which should be handled critically. A minor risk factor if neglected at the beginning of the project, could seriously put the whole project in jeopardy at the later part. Apart from this it is necessary to undergo post completion review as it shows any errors or mistakes made in the project, which showed up both after completion and during progress of project. Client must be delivered the project and must be asked to sign the acknowledgement letter if he is satisfied with the project, which is possible only when it delivers outcomes required by client.




1. Charvat, Jason, 2003, Project management methodologies, Published by John Wiley and Sons 2. Contract Management, Aug 2007, vol.47 , no.8, pp.62-63 (online from ABI/INFORM) 3. Duncan, William R., 1996, A Guide to the project management body of knowledge, Published by Project Management Institute 4. Heerkens, Gary, 2001, Project management, Published by McGraw-Hill Professional 5. Kerzner,H., (2006) Project Management: A Systems Approach to Planning, Scheduling, and Controlling, 9th Edition, Wiley, New York.



6. Lewis, James P. , 2006, Fundamentals of project management, 3rd Edition, Published by AMACOM Div American Mgmt Assn 7. Lockyer, K.G., & Gordon, James, 2005, Project management and project network techniques, 7th Edition, Published by Pearson Education 8. Pinto, J.K. (ed.) (1998) The Project Management Institute: Project Management Handbook, Jossey Bass, San Francisco, CA. 9. Turner, J., (1999) The Handbook of Project-Based Management, 2nd edition, McGrawHill, London, UK.

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