Improving methods of marketing project management in Russian LCV market

<p>The<em> aim</em> of the paper was to identify the extent of project management instruments usage in LCV marketing departments of automotive companies and to analyze the possibility of project technologies implementation in this direction.</p><p>Within this broad aim the following tasks were addressed:</p><p>1. In theoretical part:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - To identify the links between marketing of the project and project management.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - To analyze the possibilities of project technologies implementation in LCV marketing departments.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 2. In practical part:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - To carry out the questionnaire among marketing managers in order to</p><p>а) identify the extent of project management instruments usage in LCV marketing departments of automotive companies:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; б) analyze the perspectives of usage of different project management standards in practical marketing.</p><p>Methodology of the research:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - Analysis of theoretical research and empirical data following Russian and international academic papers; elaboration of the form for carrying out the questionnaire among managers of marketing projects.</p><p>&nbsp; &nbsp;&nbsp;&nbsp; - Aggregation, systematization and analysis of information, which is necessary to test the suggested hypothesis by carrying out the questionnaire among managers of LCV marketing projects.</p><p>Within the research Russian and international academic papers in project management and marketing of projects were examined in order to find links between these two disciplines.</p><p>Also, the questionnaire among managers of marketing projects was carried out. Its aim was to identify the extent of project management instruments usage in LCV marketing departments of automotive companies.</p><p>According to the research the following conclusions and recommendations were drawn:</p><ul><li>The problem of managing marketing projects wasn&rsquo;t given sufficient attention in Russian and international academic papers. The attempts to link the concepts &laquo;project management&raquo; and &laquo;marketing of the project&raquo; were made time after time, but without much success.</li><li>In view of the results of the questionnaire it is valid to say that all the examined managers, who work in LCV market, are aware of the significance of project management methodologies and would like to use them in their work.</li><li>The implementation of project management system in marketing departments will allow managers to spend less time on writing accounts and reporting to chief-managers (everything forms automatically) and devote more time to their direct responsibilities &ndash; promotion of automobiles and sales development.</li><li>While implementing the project management system in marketing departments it is rational to use the concept of &laquo;modular&raquo; implementation &ndash; usage of limited elements of project management system.</li><li>Implementation of virtual office of managing marketing projects seems to be the most appropriate instrument for deciding communication problems between automotive companies and their official dealers: managing projects becomes possible despite geographical boundaries.</li><li>LCV market in Russia comes out to be perspective for project management techniques implementation because it suffers a recession and marketing specialists are in desperate search of new ways to improve the management of projects.</li></ul>