Problem:
Please provide guidance on how to develop a 5 to 7 paragraphs that will allow me to determine the marketing deliverables for this project and provide resources.
Your help is greatly appreciated.
You are developing the scope statement for the project, and now you are up to the marketing deliverables. You have met with the director of Sales and Marketing and have a general sense of what marketing will be needed to effectively launch the upgraded product. There will be a series of newsletters sent to the global customer base announcing the upgraded product. There will also be advertisements in the "usual" publications that will highlight the new features. The marketing team will attend an annual trade show and feature the upgraded product. Other marketing activities, such as updated collateral and press releases, are yet to be determined.
You have a follow-up meeting with the director next week. At that time, you will review a detailed write-up of the scope that describes what is included, as well as what is excluded.
Case Scenario:
Company Background:
PROVISION Healthcare Technologies manufactures patient image wands (hardware with underlying software) used by healthcare providers (primarily hospitals and physician offices) as part of larger systems to test and monitor patients' body functions. The wand has been on the market for ten months and a new release of the wand’s software isn’t expected for another eight months. The company is approximately 150 people total, and has been in existence for just over five years. They have several products on the market, but the newest is by far the most complex product they have created. They are privately-owned and are financially stable.
Project Background:
New government regulations have just been issued regarding patient safety. PROVISION must modify the wand software to incorporate this new functionality within six months or face steep fines. PROVISION has decided to move up its next wand release to meet the government deadlines. It has also decided to incorporate some new functionality and make some software fixes as part of this release.
Project Team:
You have been named the project manager. You are from the Product Development department, from the Software team.
The project will require a cross-departmental team:
Department Operational Responsibilities Project Responsibilities
Product Development:
Assist with customer service/help desk calls. Software team: designs, makes, and tests modifications to the software.
Hardware team: tests the new software against the current hardware to ensure it still works.
Product Manufacturing Produces the product.
Designs and develops product packaging, including release notes and upgrade instructions.
Product Distribution Fills customer orders. Tests installation and upgrade procedures.
Sales & Marketing Sales team – sells the product, manages accounts, etc.
Marketing team – delivers marketing campaigns, updates the website, etc. Sales team: provides input and subject-matter expertise around the wand’s functional requirements.
Marketing team: develops and delivers the marketing campaigns to promote the wand; will be responsible for preparing customer communications and updates to the corporate website.