Topic Definitions #
Define Scope
Scope Creep
Backlog
Change Control Board
Structure of Modern Marketing Analysis #
Modern marketing analysis within the Total Project Management Framework (TPmF) is not a standalone study, but a system of interconnected steps that progressively narrow the field of uncertainty —
from global trends and the macro environment to competitive strategy and growth tools.
Each step serves a specific purpose and forms the “input” for the next one.
The logic flows from:
Environment
Customer
Market
Strategy
Section 1. Macro Factors Analysis
Purpose:
Understand the environment in which the project will operate.
This stage identifies long-term trends and external forces that cannot be controlled but must be taken into account.
Key tasks:
- Scan the political, economic, social, technological, environmental, and legal contexts (PESTEL).
- Identify drivers and barriers that may reshape the market.
- Model development scenarios and assess their sensitivity for the project.
Tools and methods:
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PESTEL Analysis #
a basic framework for analyzing the external environment.
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Scenario Trend Scan (STEEP/DESTEP) #
identification of long-term trends and early signals.
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Cross-Impact Assessment #
evaluation of how factors interact (e.g., how technological progress affects legislation).
-
Sensitivity Mapping #
visualization of which scenarios are most risky or promising.
Outputs:
- A map of external factors and trends.
- Scenarios with probability assessment.
- A list of opportunities and threats (O/T) for integration into SWOT.
The results of this stage serve as the foundation for identifying market opportunities and risks in competitive analysis.
Section 2. Customers’ Needs & Unique Selling Proposition
Purpose:
To develop an understanding of customers’ real needs and determine what makes the future product unique.
If the first step described “the world around,” this one describes “the customer’s world.”
Key tasks:
- Understand who the customers are and what matters to them.
- Identify the points where customer tasks overlap with product functions.
- Examine the emotional and cultural context of customer perception.
Tools and methods:
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Segmentation & Personas #
identifying customer groups based on demographic, behavioral, and psychographic characteristics.
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JTBD (Jobs To Be Done) #
analyzing the context in which the customer “hires” the product to accomplish a task.
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Customer Journey Map (CJM) #
visualizing the customer’s path from need awareness to post-purchase experience.
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Value Proposition Canvas (VPC) → USP #
aligning customer pains and product value into a cohesive offering.
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Vibe & Cultural Factors #
emotional codes, cultural markers, and references that shape the brand’s “atmosphere.”
Outputs:
- Personas, JTBD maps, and a VPC with a validated Unique Selling Proposition (USP).
- Strengths and weaknesses of the product’s value (S/W for SWOT).
Customer expectation data becomes the basis for building positioning and conducting competitive analysis.
