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(APMA, American Project Management Association)

(Certied Marketing Project Manager)

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a0824809@gmail.com
2013/12/9

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Contents

Part

Chapter 1

1.1

1.2

Chapter 2

Chapter 3

13

Chapter 4

15

Chapter 5

19

Chapter 6

21

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Contents

Part

Chapter 7

27

7.1

28

7.2

30

7.3

SWOT

34

Chapter 8

37

8.1

38

8.2

42

Chapter 9

49

9.1

50

9.2

53

9.3

56

9.4

58

9.5

60

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Chapter 10

63

10.1

64

10.2

66

10.3

68

10.4

70

Chapter 11

73

11.1

74

11.2

76

11.3

78

81

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Part 1

Marketing Project Management


Body of Knowledge

Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6

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Chapter

(market research) (product development)


(customer service)

1.1

(marketing management system)

3
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Marketing Project Management Body of Knowledge

1.1

(Market)

(Marketing)

(Sale)

(Product)

(Service)

(Customer)

()

(Users)

()

(Buyer)

(Decision maker)
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Chapter 1

(Consumer)

(Brand)

(trademark)
(brand development index)

1.1

(introduction stage)
(growth stage) (maturity stage) (decline stage)
(fadeout stage)

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Marketing Project Management Body of Knowledge

1.2

1.2

2.5%
(early adopters)

13.5% (early
minority)

68%
34% (early majroity)
34 % (late majority)

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Chapter 1

16%
(laggards)

1.2

1.1

3 1
1

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Marketing Project Management Body of Knowledge

1.1

SWOT

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Chapter

2.1 (marketing management)

(situation analysis) (strategy formulation) (value


creation) (product sales) (customer service)

9
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Marketing Project Management Body of Knowledge

10

2.1

(infrastructure)
(team)

(marketing management system)

(best practice)

(core competence)
(corporate
marketing culture) 2.1

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Chapter 2

11

SMART
1. (specic)
2. (measurable)
3. (achievable)
4. (realistic)
5. (time-bound)

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Marketing Project Management Body of Knowledge

12

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Chapter

(1) (situation analysis)(2)


(strategy formulation)(3) (value creation)(4)
(product sales) (5) (customer service)

(1) (strategy analysis)(2)


(strategy selection)(3) (strategy execution)
(1) (value planning)(2) (value creation)
(3) (value delivery)(1)
(marketing opportunity analysis)(2) (marketing strategy
development)(3) (marketing strategy implementation)

13
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14

Marketing Project Management Body of Knowledge

(marketing management process)


3.1

3.1

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Chapter

4.1 (situation analysis)


(environment analysis) (market
planning)SWOT (SWOT analysis) 4.2 (strategy
formulation) (objective planning)
(strategy planning) 4.3 (value creation)
(product development)
(service design) (production) (service
deployment) (product distribution) 4.4
(product sales) (promotions)
(personnel training) (product sales) (sales
evaluation) 4.5 (customer service)
(service customer) (service control)
(service improvement)

17
3 2
15
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16

Marketing Project Management Body of Knowledge

5
4
3

SWOT

4.1

4.2

4.3

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Chapter 4

17

4.4

4.5

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Chapter

(environment analysis)

5.1

(constraints)
(assumptions)

(techniques)
(tools)

19
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20

Marketing Project Management Body of Knowledge

5.1

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Chapter

(marketing management
framework) (marketing management process)
(marketing management step)
(marketing management method)
(marketing management hierarchical model)

(methodology)

6.1
(infrastructure)

21
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22

Marketing Project Management Body of Knowledge

(efciency) (effectiveness)
(time to market)
(marketing productivity)

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Chapter 6

23

SWOT

1.
2.
3.
4.

1.
2.
3.
4.
5.

1.
2.
3.

6.1

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. .
, 2014.01

ISBN 978-957-11-7464-8 ()
1. 2.
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