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Projektmarketing als Ansatz für ein ganzheitlich stakeholderorientiertes IT-Projektmanagement by Pinnecke, Michael

Projektmarketing als Ansatz für ein ganzheitlich stakeholderorientiertes IT-Projektmanagement

by Michael Pinnecke
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Book cover type: Paperback
  • ISBN13: 9783656405665
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 132
  • Original Price: USD 63.5
  • Language: German
  • Edition: N/A
  • Item Weight: 182 grams
  • BISAC Subject(s): Management

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,3, BA Hessische Berufsakademie, Veranstaltung: Projektmanagement, Sprache: Deutsch, Abstract: Bei umfassenden IT-Projekten treten häufig verschiedene Konflikte mit Projektstakeholdern auf, die den Erfolg eines Projektes beeinträchtigen können. Beispielsweise stellen Linienvorgesetzte nicht genügend geeignete Projektmitarbeiter zur Verfügung mit dem Hinweis, das Tagesgeschäft habe Vorrang. Um solche Konflikte und Widerstände zu minimieren und eine möglichst breite Akzeptanz für das IT-Projekt zu erreichen, müssten die Stakeholder durch das Projektmanagement (PM) stärker als bisher berücksichtigt werden. In der Literatur sind Projektstakeholder Gegenstand verschiedener, sich teilweise überschneidender Themenbereiche. Diese erweisen sich aber bei näherer Betrachtung als voneinander unabhängige Instrumente, die zwar im Rahmen von IT-Projekten zur Berücksichtigung der Stakeholder optional eingesetzt werden können, jedoch nicht zu einer ganzheitlichen Stakeholderorientierung des PM führen, da sie jeweils einen vom PM-Kernprozess losgelösten und damit begleitenden Prozess darstellen. Ein ganzheitlich stakeholderorientierter Ansatz wäre jedoch wünschenswert, denn wenn integrativ auf der Ebene des PM-Kernprozesses die Stakeholder bei anstehenden Entscheidungen stärker berücksichtigt würden, könnten die vielfältigen Konflikt- und Widerstandspotenziale frühzeitiger und umfassender erkannt und minimiert werden - was sich wiederum positiv auf die Projekterfolgsaussichten auswirken würde. Auf der Suche nach einem möglichst ganzheitlichen Ansatz zur Stakeholderorientierung von Projekten bietet sich die betriebswirtschaftliche Disziplin des Marketing an. Denn nach dem modernen, erweiterten Verständnis ist Marketing ein Konzept zur ganzheitlich marktorientierten Unternehmensführung, das auch all jene Aufgaben einschlie t, die notwendig sind, um die Legitimität aller relevante

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