Modern Project Management

(ISSN: 2317-3963)

Start marketing your project; The relationships of Marketing BY the project with stakeholder engagement and project success

Jeffry Turfboer
University of Applied Sciences Utrecht Netherlands
Gilbert Silvius
LOI University of Applied Sciences, the Netherlands, and University of Johannesburg, South Africa


Marketing BY the project is a relatively new topic in project management theory. The problem is that because project professionals do not feel responsible to perform this type of project marketing, stakeholder engagement is not performed to its maximum capability, which leads to less successful projects. This research found seven dimensions (awareness, eco system, feeling heard, involvement, perception, positivity, project goal), which were used to infer and explore the relationships of Marketing BY the project with stakeholder engagement and with project success. Project professionals can expect to improve on stakeholder engagement and increase their chance of achieving project success by performing Marketing BY the project. Researchers are enabled to continue research on the topic of Marketing BY the project and to use the seven dimensions to further explore the topics of stakeholder engagement and project success.

Keywords: Project Management, Project Marketing, Marketing BY the project, Stakeholder Engagement, Project Success.



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