Page 20 - DMGT302_FUNDAMENTALS_OF_PROJECT_MANAGEMENT

Unit 1: Introduction to Projects

Notes

Did u know? Did you know that Gantt Charts have been around for over a hundred years?
Bet you didn’t. The discipline of project management has evolved and been refined for
longer than you might suspect.

1.10 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 7-S framework. He describes how it was introduced in the late 1970s to address the
critical role of coordination, rather than structure, in organizational effectiveness.
We reference the McKinsey 7S model in the E-consultancy Managing an 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 in the table below.

Element of 7S Application to digital marketing Key issues from practice and
model team literature

Strategy The significance of digital marketing Gaining appropriate budgets and
in influencing and demonstrating / delivering value and
supporting organisations' strategy ROI from budgets. Annual planning
approach.
Techniques for using digital marketing
to impact organisation strategy
Techniques for aligning digital
strategy with organisational and
marketing strategy
Structure The modification of organizational Integration of team with other
structure to support digital management, marketing (corporate
marketing. communications, brand marketing,
direct marketing) and IT staff
Use of cross-functional teams and
steering groups
Insourcing vs. outsourcing
Systems The development of specific Campaign planning approach-
processes, procedures or information integration
systems to support digital marketing Managing/sharing customer
information
Managing content quality
Unified reporting of digital marketing
effectiveness
In-house vs. external best-of-breed vs.
external integrated technology
solutions
Staff The breakdown of staff in terms of Insourcing vs. outsourcing
their background and characteristics Achieving senior management buy-
such as IT vs. Marketing, use of in/involvement with digital marketing
contractors/consultants, age and sex.
Staff recruitment and retention. Virtual
working
Staff development and training
Contd...

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