assignment in marketing management

Marketing Assignment Topics

Table of Contents

The Importance of Marketing Assignments

99 marketing assignment topics, 📱 digital marketing, 🛍️ consumer behaviour marketing, 📺 telemarketing, 📣 word-of-mouth marketing, 📧 personalized marketing, 💬 influencer marketing, 🤳 social media marketing, 📍 local marketing, 📔 print media strategies, 🏷️ niche marketing , narrowing things down helps.

Regardless of whether you are majoring in Digital Marketing, MBA, or Sociology, taking a look at the various marketing assignment topics will be essential for your success. The most important is to determine what kind of sub-topic you require or what promotional take is studied. Starting with the case study ideas to analysis and comparison of the different methods, you must explore your initial requirements and think about a good topic. Our friendly marketing assignment writing service has collected a selection of relevant marketing ideas to keep you inspired. Take your time to explore them and choose the one that fits!

In simple terms, digital marketing relates to promotion and advertisement of certain ideas and services via electronic means. While it’s mostly related to Internet technologies, digital marketing also covers mobile phones, digital street banners, online intellectual property protection , and anything where electronic platforms are used. It makes exploring digital marketing assignment topics a rather popular choice for college researching as can be seen below:

• How has content marketing changed during Covid-19 times?
• The pecularities of search engine optimization and political bias.
• The legislation in the United States used to protect intellectual property online.
• Google Ads vs YouTube advertisement systems: the pros and cons.
• The role of website design for the digital marketing.
• Sustainability of Internet of Things.
• The role of Machine Learning technology for the digital marketing.
• The use of Livestreaming in education.
• Leadership styles through the lens of account-based marketing.
• Telling a story online vs physical interaction in 2022.

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The purpose here is to estimate and understand how people (customers) make certain decisions when they choose particular services or puchase what they want. It’s a study of their needs and related behaviors. See some consumer behavior assignment topics below:

• How important is the variety of available products for behavior patterns?
• The use of AI-based tools to predict consumer behavior.
• The role of family influencing for consumer choices.
• Available resources through the lens of Maslow’s Theory of Needs.
• Search for information and the reasoning to purchase things.
• Consumer behavior and tourism marketing during pandemic times.
• Perception of risks when dealing with unknown products.
• Evaluation of product alternatives: analysis vs experience.
• Recognition of needs: what drives consumers in 2022?
• Modern data collection method: digital means vs word-of-mouth.

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Also known as the phone marketing , this type of sales is still quite popular these days. It involves both initiation and closure of commercial operations by making a call to certain customers. It is usually based on already existing services where specific groups of people are targeted.

• Establishment of strong customer relations in outbound vs inbound practices.
• Dealing with technical issues and the role of recommendations.
• Selling things from a distance: global vs local sales approach.
• Transformation of a phone call into a deal: the role of the time factor.
• What does represent a quality lead in 2022?
• Cold calling vs inside sales: persuasive rhetorics.
• Setting objectives in telemarketing: how long should an introduction be?
• Business to Business approach: why does taking a special niche helps?
• Improving marketing data: the most efficient method to study your customers’ needs.
• Analysis of modern telemarketing methods via online messengers.

It’s one of those areas where every college student majoring in marketing can turn to personal experience or focus on various case studies. When marketing data is being passed from person to person, among friends or family members, it belongs to word-of-mouth. See the subjects below for inspiration:

• Product giveaways: how much risk does it include?
• Brand ambassadors and the degree of honesty in marketing.
• Sharing buzzworthy skills: is using psychological processing acceptable?
• Referrals on social media: can one person become an influencer?
• Pinterest: the network that uses individual marketing approach.
• Coca-Cola and the branding strategies: popularity factor.
• Identification and nurturing: professional word-of-mouth marketing vs amateur techniques.
• Word of mouth for the small business: should testimonials be obligatory?
• How to create personal recommendations using marketing management?
• Brand generation methods: like-minded individuals or knowing your audience matters.

While it can take virtually any form thesedays, turning to personalization in the field of modern marketing is essential. It always starts with a detailed research of the target market by focusing on individuals that are already interested in services on offer. For example, promoting car safety tools among street racers or cargo companies can be one of the examples.

• The pros and cons of the “always on” marketology.
• Targeted emails: is email marketing still relevant in 2022?
• Custom video messages and online learning.
• The phenomenon of the fear of missing out.
• Product recommendations based on data mining methods.
• Adjusting brands to investor’s expectation: target market changes.
• Amazon’s case study: content personalization.
• Privacy of the purchase history online: what are the safety guarantees.
• Purchase recommendations based on artificial intelligence.
• In-store personal guidance vs online customer service marketing methods.

This type of marketing is one of the most relevant and important these days when we have celebrities, bloggers, and various athletes using their status to promote certain products. At the same time, every college student can become an influencer by setting a positive example. Here are some ideas to consider:

• The negative influence of celebrities for promotion of low-quality products.
• Quality matters: why do customers ignore quality concerns when the fame factors comes up?
• The role of YouTube marketing mix feature for promotion of influencers.
• Child influencers: does it help to promote business skills and responsibilities?
• Marketing agreements: what are the limitations of being an influencer?
• Social campaigns: the most important social marketing campaigns.
• Negative body image and marketing influencers: beauty models and healthcare concerns.
• The culture of shout outs by media personalities: a “sponsor me” controversy.
• Branded hashtags: what are the pros and cons of digital branding?
• The role of online bloggers for promotion of products and services.

Contrary to the popular belief, social media marketing (SMM) is not limited to Facebook, Twitter, and Instagram. We also have platforms like TikTok, LinkedIn, and Snapchat that also generate a lot of traffic. SMM is further divided into six sub-sections that are: social networking, creation of bookmarks, sharing social news, media sharing, addressing blog posts, and participating in online forums like Reddit and Quora. Here are some ideas to consider:

• Transition of Facebook into Meta Inc: what marketing challenges became apparent?
• Instagram and the role of intellectual property protection online.
• Twitter and the political bias encountered in microblogging.
• LinkedIn’s approach to business networking: marketing research case study analysis.
• Methodology of attracting new users via Instagram’s feed.
• Discord and the ethical limitations of promotion.
• The use of trends and the youth culture for modern marketing.
• Publication of news on social media: the problem of a primary source.
• Motivational posts: cryptic media promotion methods.
• Generation of social lift in 2022: from green energy to the rules of engagement.

Local marketing represents a special market niche where your products and services are advertised within a limited geographic area. Unlike global digital marketing, in most cases, you are focusing on the local customers by using street advertisement methods and even various print outlets like promotional leaflets and flyers.

• The use of promotional coupons: what information must be included?
• Creation of the local marketing plan and the prognosis aspect.
• Brand perception by the local audience vs national marketing’s vision.
• The challenges of Local Relevance in the rural areas of the United States.
• What customer data is acceptable to ask for locally?
• Cooperation with Google for local marketing.
• The role of public relations and territorial television for promotional purposes.
• Legal sources of data collection that are acceptable for regional marketing.
• The use of governmental funding for localized marketing.
• Socio-cultural factor of the brand perception of the American South.

The use of print media still remains relevant today, which became even clearer during the times of social distancing when people have turned to explanatory materials and various print outlets that they had available. These include manuals and promotional data that has been sent. The examples include real estate advertisement techniques and product manuals.

• Are newspapers in print becoming obsolete?
• The role of marketing in print for the fashion industry.
• Magazines and the role of business promotion.
• Healthcare articles and promotion of pharmacology.
• Politics and the role of leaflets for elections.
• The role of frequency of publications.
• Limitations of print media strategies.
• The use of questionnaries in the print advertisement.
• The art of telling a story: the unique benefits of print media.
• The tactile factor: why marketing requires something one can hold.

As the name implies, niche marketing aims for those areas where we have specific, limited appeal with low competition. At the same time, it represents a strong demand and the needs that have not been met. For example, specific sports equipment or ethnic musical instruments. Here are some good topic ideas to consider:

• Creation of brand loyalty in 2022.
• The most efficient methods to improve one’s outreach.
• The use of monetization and digital solutions vs in-store contact.
• How to analyze one’s target audience when dealing with global markets?
• Faster business growth vs cost-effective methods.
• Reverse engineering and study of the competitors.
• Content creation system: simplification with the AI.
• SEO optimization and conversion of contacts to sales.
• The art of the thought leadership method for niche marketing.

Choosing assignment topics for marketing, remember that you should narrow things down for the best results as it will help you to focus on particular events or practices. It makes it easier to set an example and provide at least one piece of evidence for your marketing assignment. Take your time to research the subject first and play with the wording to make your paper’s title reflect your thesis statement. By doing so, you will be able to create a strong hook for your introduction and the topic sentence for each relevant paragraph.

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What is a Marketing Plan & How to Write One [+Examples]

Published: December 27, 2023

For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.

Now, your boss wants you to write and present a content marketing plan, but you‘ve never done something like that before. You don't even know where to start.

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

What is a marketing plan?

A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Featured Resource: Free Marketing Plan Template

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started .

To learn more about how to create your marketing plan, keep reading or jump to the section you’re looking for:

How to Write a Marketing Plan

Types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Free Marketing Plan Template

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Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

• State your business's mission.
• Determine the KPIs for this mission.
• Identify your buyer personas.
• Describe your content initiatives and strategies.
• Clearly define your plan's omissions.
• Define your marketing budget.
• Identify your competition.
• Outline your plan's contributors and their responsibilities.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business‘s main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

Also, make sure to check whether your current reporting software facilitates the KPIs you need. Some reporting tools can only measure a set of pre-defined metrics, which can cause massive headaches in particular marketing campaigns.

However, other tools, like HubSpot’s analytics software , can offer full flexibility over the KPIs you wish to track. You can generate custom reports that reveal anything from average website engagement rates to page visits via organic, email, social media traffic, and more.   

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.

Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section , I like to stipulate:

• Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.
• How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.
• The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
• The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
• Any paid advertising that will take place on these channels.

Build out your marketing plan with this free template.

Fill out this form to access the template., 5. clearly define your plan's omissions..

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can’t please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with this kit of 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of ten free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who’s doing what. I don't like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

• Executive Summary
• Target Customers
• Unique Selling Proposition
• Pricing & Positioning Strategy
• Distribution Plan
• Your Offers
• Marketing Materials
• Promotions Strategy
• Online Marketing Strategy
• Conversion Strategy
• Joint Ventures & Partnerships
• Referral Strategy
• Strategy for Increasing Transaction Prices
• Retention Strategy
• Financial Projections

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall‘s content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you’ll learn how he:

• Applied his business objectives to decide which marketing metrics to track.
• Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.
• Created buyer personas to figure out which channels his audience would prefer to consume his content.
• Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.
• Calculated how much earned and paid media could cut down the amount of content he had to create and post.
• Designed his process and workflow, built his team, and assigned members to tasks.
• Analyzed content performance metrics to refine his overall content strategy.

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

At HubSpot, we‘ve built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we’ve learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

• What exactly content marketing is.
• Why your business needs a content marketing strategy.
• Who should lead your content marketing efforts?
• How to structure your content marketing team based on your company's size.
• How to hire the right people for each role on your team.
• What marketing tools and technology you'll need to succeed.
• What type of content your team should create, and which employees should be responsible for creating them.
• The importance of distributing your content through search engines, social media, email, and paid ads.
• And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

This is a fantastic resource for content teams of any size — whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you‘ll implement to promote a new product. And if you’re searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product :

After reading this plan, you'll learn how to:

• Validate a product
• Write strategic objectives
• Identify your market
• Compile a competitive landscape
• Create a value proposition for a new product
• Consider sales and service in your marketing plan

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour’s Growth Marketing Plan Template :

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

• Experiments

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

• Louisville Tourism
• University of Illinois Urbana-Champaign
• Visit Oxnard
• Safe Haven Family Shelter
• Wright County Economic Development
• The Cultural Council of Palm Beach County
• Cabarrus County Convention and Visitors Bureau
• Visit Billings

1. Louisville Tourism

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

• The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry
• The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand
• Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

2. University of Illinois Urbana-Champaign

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors — thus entering the consideration stage — the emails will focus more on the college application process and other exploratory content.

• The plan incorporates competitive analysis, evaluation surveys, and other research to determine the makeup of its target audience
• The plan lists each marketing program (e.g., direct mail, social media, email etc.) and supplements it with examples on the next page
• Each marketing program has its own objectives, tactics, and KPIs for measuring success

3. Visit Oxnard

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

• States clear and actionable goals for the coming year
• Includes data and other research that shows how their team made their decisions
• Outlines how the team will measure the success of their plan

4. Safe Haven Family Shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

• Confirms ongoing marketing strategies and objectives while introducing new initiatives
• Uses colors, fonts, and formatting to emphasize key parts of the plan
• Closes with long-term goals, key themes, and other overarching topics to set the stage for the future

5. Wright County Economic Development

Wright County Economic Development’s plan drew our attention because of its simplicity, making it good inspiration for those who’d like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who’d like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative — which is critical information to include for upper-level managers and other stakeholders.

• Begins with a quick paragraph stating why the recommended changes are important
• Uses clear graphics and bullet points to emphasize key points
• Includes specific budget data to support decision-making

6. The Cultural Council of Palm Beach County

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county’s cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That’s a critical piece of information to include for those who might not know. If you’re addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

• Uses quality design and images to support the goals and priorities in the text
• Separate pages for each big idea or new strategy
• Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals
• Defines strategies and tactics for each channel for easy skimming

7. Cabarrus County Convention & Visitors Bureau

Cabarrus County’s convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county’s target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau’s staff members, so that it’s easy for stakeholders to contact the appropriate person for a specific query.

• Uses infographics to expand on specific concepts, like how visitors benefit a community
• Highlights the team members responsible for each initiative with a photo to emphasize accountability and community
• Closes with an event calendar for transparency into key dates for events

8. Visit Billings

Visit Billing’s comprehensive marketing plan is like Cabarrus County’s in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization’s prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets — a good move to imitate if your primary audience would not need this information highlighted at the forefront.

• Includes a section on the buyer journey, which offers clarity on the reasoning for marketing plan decisions
• Design includes call-outs for special topics that could impact the marketing audience, such as safety concerns or "staycations"
• Clear headings make it easy to scan this comprehensive report and make note of sections a reader may want to return to for more detail

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

• Target audience

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

• Target audience or buyer personas for the app
• Outline of how app features meet audience needs
• Competitive analysis
• Goals for conversion funnel and user acquisition
• Marketing strategies and tactics for user acquisition

Featured resource : Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

• Clear analysis of the target market
• A detailed description of the product or service
• Strategic marketing mix details (such as product, price, place, promotion)
• Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource : Value Proposition Templates

What are the most important parts of a marketing plan?

When you‘re planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It’s literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

• Marketing goals
• Executive summary
• Target market analysis
• Marketing strategies

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you‘re stuck or want to make sure you’ve included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

• Who is my target audience?
• What are their needs, motivations, and pain points?
• How does our product or service solve their problems?
• How will I reach and engage them?
• Who are my competitors? Are they direct or indirect competitors?
• What are the unique selling points of my product or service?
• What marketing channels are best for the brand?
• What is our budget and timeline?
• How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource : Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

• Business summary
• Business initiatives
• Target market
• Market strategy
• Marketing channels
• Marketing technology

Let’s create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template .

1. Create an overview or primary objective.

Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience’s valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform].

The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.

Use the following categories to create a target audience for your campaign.

• Profession:
• Background:
• Pain points:
• Social media platforms that they use:
• Streaming platforms that they prefer:

For more useful strategies, consider creating a buyer persona in our Make My Persona tool .

Our content pillars will be: [X, Y, Z].

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.

Then, determine any omissions.

This marketing plan won’t be focusing on the following areas of improvement: [A, B, C].

5. Define your marketing budget.

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.

6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

• Which platforms do they use the most?
• How does their branding differentiate?
• How do they talk to their audiences?
• What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.

Marketing will manage the content plan, implementation, and community interaction to reach the KPIs.

• Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
• Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
• Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales will follow the line of the marketing work while creating and implementing an outreach strategy.

• Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
• Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Customer Service will nurture clients’ relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.

Don't forget to share this post!

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Open Pedagogy Assignments are assignments in which students use their agency and creativity to create knowledge artifacts that can support their own learning, their classmates’ learning, and the learning of students around the world. (See this peer-reviewed article for more details.) The assignment on this page is aligned to the learning outcomes of Introduction to Business and we’ve identified the module where the reading appears. All of the assignments can be created with a cell phone camera or any video recording device, Google or Word documents, and your learning management system.

Learning Objectives

• Give examples of the marketing mix

In the Marketing Function module, we cover the 4Ps: Products, Promotion, Place, and Price. Even if you haven’t had experience with marketing, you have a lot of experience as a customer. What is the marketing mix of one of your favorite brand? Think of the marketing mix as a recipe that can be adjusted—through small adjustments or dramatic changes—to support broader company goals.

Using your cell phone or any other recording device, create a short video about the 4Ps of one of your favorite products. You don’t have to edit or create a professional-grade film. You’ve most likely have done this type of recording already on social media, so feel free to use the same informal conversational tone.

Do an internet search for a product of your choice. Research for areas of their website where they mention details about their products, promotions, places, and price. Think of your audience as fellow students who are interested to learn about these ideas because they want to learn important marketing concepts. In your video, you can address the following:

• What are some interesting points on the website about the product?
• What are their promotions? What’s the price? Where can you find the product?
• If you have had experience with the company of your choice, and you feel comfortable sharing your experience, tell your audience what worked or didn’t work for you about their marketing. What can they improve?

A Note To Teachers: For this assignment, the first term students will be creating the videos, and then the next term’s students can respond to the videos. After you have two terms of examples, use the best three from the batch as examples and start the process over again. Using the videos as starting points for OL discussion boards may work as well. If you are using the Salty Paws Case Study, you could refer back to that assignment as guidance for your students who may be learning these concepts for the first time.

Contributors and Attributions

• Open Pedagogy Assignment: Marketing Mix Examples . Authored by : Lumen Learning . License : CC BY: Attribution

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The purpose of this research is to examine the effects of external environment pertaining to the marketing strategy of Starbucks, a coffee chain in Malaysia. An external environmental analysis has been conducted to examine the environment in which the company operates. These paper overviews several theoretical approaches to explore the strategic marketing planning process of the Starbucks Malaysia.

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This paper intends to discuss and understand contemporary branding techniques in marketing that can influence current consumer buying behavior. By thoroughly examining and understanding the way consumers feel about and perceive brands that influence their buying decisions, companies can adapt to the particular markets they are trying to serve, and promote their brand products using the most suitable branding techniques for their brand that would serve the customers’ interests. Keywords: brand definition, contemporary branding techniques, internet, social media, luxury goods.

Assoc. Prof. Dr. Rashad Yazdanifard , Wong FuiYeng

Environmental issue is a sizzling topic nowadays as almost every country’s government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Lastly, firm will be benefited once green marketing strategy is applied.

Kirsti Lindberg-Repo , A. Hampf

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• SWOT Analysis
• Role of Marketing Information
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• Components of Marketing Information systems
• The Marketing Research Process: An overview
• Defining the Management Decision Problem and Marketing Research Problem
• Framing Research Objectives and developing the research plan
• Exploratory vs. Conclusive Research
• Consumer Behavior
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• What Influences Consumer Behavior
• Key Psychological Processes
• The Buying Decision Process: The Five Stage Model
•  Other Theories of Consumer Decision Making 
•  Industrial Buyer Behavior
•  Concept of Buying Center
•  Industrial buying process model
•   Influence of Economic and Behavioral Factors
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Module 13 assignment: marketing mix examples.

Open Pedagogy Assignments are assignments in which students use their agency and creativity to create knowledge artifacts that can support their own learning, their classmates’ learning, and the learning of students around the world. (See this peer-reviewed article for more details.) The assignment on this page is aligned to the learning outcomes of Introduction to Business and we’ve identified the module where the reading appears. All of the assignments can be created with a cell phone camera or any video recording device, Google or Word documents, and your learning management system.

In the Marketing Function module, we cover the 4Ps: Products, Promotion, Place, and Price. Even if you haven’t had experience with marketing, you have a lot of experience as a customer. What is the marketing mix of one of your favorite brand? Think of the marketing mix as a recipe that can be adjusted—through small adjustments or dramatic changes—to support broader company goals.

Using your cell phone or any other recording device, create a short video about the 4Ps of one of your favorite products. You don’t have to edit or create a professional-grade film. You’ve most likely have done this type of recording already on social media, so feel free to use the same informal conversational tone.

Do an internet search for a product of your choice. Research for areas of their website where they mention details about their products, promotions, places, and price. Think of your audience as fellow students who are interested to learn about these ideas because they want to learn important marketing concepts. In your video, you can address the following:

• What are some interesting points on the website about the product?
• What are their promotions? What’s the price? Where can you find the product?
• If you have had experience with the company of your choice, and you feel comfortable sharing your experience, tell your audience what worked or didn’t work for you about their marketing. What can they improve?

A Note To Teachers: For this assignment, the first term students will be creating the videos, and then the next term’s students can respond to the videos. After you have two terms of examples, use the best three from the batch as examples and start the process over again. Using the videos as starting points for OL discussion boards may work as well. If you are using the Salty Paws Case Study, you could refer back to that assignment as guidance for your students who may be learning these concepts for the first time.

• Open Pedagogy Assignment: Marketing Mix Examples. Authored by : Lumen Learning. License : CC BY: Attribution

Sample Assignment Help

Marketing Management Assignment Sample

What is marketing management assignment sample.

There is always some strategy, plan and an idea to promote any business or to market any product. This is known as marketing management. There are several other definitions of marketing management that can be viewed in Marketing Management Assignment Help Sample . The five major concepts related to marketing management are as follows- Product, Production, Marketing, Selling and Societal Marketing. There are also seven principles or in generally called as 7P’s; those are- promotion, place, price and others. To know about each of these principles, please refer Marketing Management Assignment Sample . Budgeting, marketing mix, etc. are some key aspects of marketing management.

Why Marketing Management Assignment Sample is important to write good Marketing Management Assignment?

Have you ever been through a situation where you are writing some piece of work and get stuck due to lack of information? Yes, this has happened with all of us at various stages. The basic idea behind providing sample to students is to help them understand the layout and the correct approach to draft best assignments. Marketing management is not an easy subject to crack. It includes numerous concepts and thus it is a challenging task to go through each topic and write in assignment. Thus, this work is made simpler by our sample. Students can easily refer to Marketing Management Assignment Help Sample and get a thorough idea. Let us give you an instance. Suppose you have been given a topic to write assignment on Various functions of marketing management. Now, you are aware of the topic and have some knowledge but not enough to write an assignment that would fetch you A or A+ grades. Inn such situation, our Marketing Management Assignment Sample , comes into picture. Now you can easily refer to our sample on respective topic, get an idea of the structure and start working on your assignment.

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The Ultimate Guide to Product Prioritization + 8 Frameworks

Lisa Dziuba

Updated: June 11, 2024 - 26 min read

One of the most challenging aspects of Product Management is prioritization. If you’ve transitioned to Product from another discipline, you might already think you know how to do it. You choose which task to work on first, which deadline needs to be met above all others, and which order to answer your emails in.

Priorities, right? Wrong!

In product management, prioritization is on a whole other level! The engineers are telling you that Feature A will be really cool and will take you to the next level. But a key stakeholder is gently suggesting that Feature B should be included in V1. Finally, your data analyst is convinced that Feature B is completely unnecessary and that users are crying out for Feature C.

Who decides how to prioritize the features? You do.

Prioritization is absolutely essential for Product Teams and product development. It can feel daunting, but for a successful launch , it has to be done.

Luckily, a whole community of Product experts has come before you. They’ve built great things, including some excellent prioritization frameworks!

Quick summary

Here’s what we’ll cover in this article: 

The benefits and challenges of prioritization

The best prioritization frameworks and when to use them 

How real Product Leaders implement prioritization at Microsoft, Amazon, and HSBC

Common prioritization mistakes

Frequently Asked Questions

Benefits and challenges of prioritization

Before we dive into the different prioritization models, let’s talk about why prioritization is so important and what holds PMs back.

Benefits of effective feature prioritization

Enhanced focus on key objectives: Prioritization allows you to concentrate on tasks that align closely with your product's core goals. For example, when Spotify prioritized personalized playlists, it significantly boosted user engagement, aligning perfectly with its goal of providing a unique user experience.

Resource optimization: You can allocate your team’s time and your company’s resources more efficiently. Focusing on fewer, more impactful projects can lead to greater innovation and success.

Improved decision-making: When you prioritize, you're essentially making strategic decisions about where to focus efforts. This clarity in decision-making can lead to more successful outcomes, avoiding the pitfalls of cognitive biases like recency bias and the sunk cost fallacy .

Strategic focus: Prioritization aligns tasks with the company's broader strategic goals, ensuring that day-to-day activities contribute to long-term objectives.

Consider the example of Apple Inc. under the leadership of Steve Jobs. One of Jobs' first actions when he returned to Apple in 1997 was to slash the number of projects and products the company was working on.

Apple refocused its efforts on just a handful of key projects. This ruthless prioritization allowed Apple to focus on quality rather than quantity, leading to the development of groundbreaking products like the iPod, iPhone, and iPad. 

Stress reduction : From customer interactions to executive presentations, the responsibilities of a PM are vast and varied, often leading to a risk of burnout if not managed adeptly. For more on this, check out this talk by Glenn Wilson, Google Group PM, on Play the Long Game When Everything Is on Fire .

Challenges of prioritization

Managing stakeholder expectations: Different stakeholders may have varying priorities. For instance, your engineering team might prioritize feature development , while marketing may push for more customer-centric enhancements. Striking a balance can be challenging.

Adapting to changing market conditions: The market is dynamic, and priorities can shift unexpectedly. When the pandemic hit, Zoom had to quickly reprioritize to cater to a massive surge in users, emphasizing scalability and security over other planned enhancements.

Dealing with limited information: Even in the PM & PMM world, having a strong data-driven team is more often a dream rather than a current reality. Even when there is data, you can’t know everything. Amazon’s decision to enter the cloud computing market with AWS was initially seen as a risky move, but they prioritized the gamble and it paid off spectacularly.

Limited resources : Smaller businesses and startups don’t have the luxury of calmly building lots of small features, hoping that some of them will improve the product. The less funding a company has, the fewer mistakes (iterations) it can afford to make when building an MVP or figuring out Product-Market Fit.

Bias: If you read The Mom Test book, you probably know that people will lie about their experience with your product to make you feel comfortable. This means that product prioritization can be influenced by biased opinions, having “nice-to-have” features at the top of the list.

Lack of alignment: Different teams can have varying opinions as to what is “important”. When these differences aren’t addressed, product prioritization can become a fight between what brings Product-Led Growth, more leads, higher Net Promoter Score, better User Experience, higher retention, or lower churn. Lack of alignment is not the last issue startups face when prioritizing features.

Prioritization Frameworks

There are a lot of prioritization models for PMs to employ. While it’s great to have so many tools at your disposal, it can also be a bit overwhelming. You might even ask yourself which prioritization framework you should…prioritize. 

In reality, each model is like a different tool in your toolbox. Just like a hammer is better than a wrench at hammering nails, each model is right depending on the type of prioritization task at hand. The first step is to familiarize yourself with the most trusty frameworks out there. So, without further ado, let’s get started.

The MoSCoW method

Known as the MoSCoW Prioritization Technique or MoSCoW Analysis , MoSCoW is a method used to easily categorize what’s important and what’s not. The name is an acronym of four prioritization categories: Must have, Should have, Could have, and Won’t have .

It’s a particularly useful tool for communicating to stakeholders what you’re working on and why.

According to MoSCoW, all the features go into one of four categories:

Must Have These are the features that will make or break the product. Without them, the user will not be able to get value from the product or won’t be able to use it. These are the “painkillers” that form the why behind your product, and often are closely tied to how the product will generate revenue.

Should Have These are important features but are not needed to make the product functional. Think of them as your “second priorities”. They could be enhanced options that address typical use cases. 

Could Have Often seen as nice to have items, not critical but would be welcomed. These are “vitamins”, not painkillers. They might be integrations and extensions that enhance users’ workflow.

Won’t Have Similar to the “money pit” in the impact–effort matrix framework, these are features that are not worth the time or effort they would require to develop.

Pros of using this framework: MoSCoW is ideal when looking for a simplified approach that can involve the less technical members of the company and one that can easily categorize the most important features.

Cons of using this framework: It is difficult to set the right number of must-have features and, as a result, your Product Backlog may end up with too many features that tax the development team.

RICE scoring

Developed by the Intercom team, the RICE scoring system compares Reach, Impact, Confidence , and Effort.

Reach centers the focus on the customers by thinking about how many people will be impacted by a feature or release. You can measure this using the number of people who will benefit from a feature in a certain period of time. For example, “How many customers will use this feature per month?”

Now that you’ve thought about how many people you’ll reach, it’s time to think about how they’ll be affected. Think about the goal you’re trying to reach. It could be to delight customers (measured in positive reviews and referrals) or reduce churn.

Intercom recommends a multiple-choice scale:

3 = massive impact

2 = high impact

1 = medium impact

0.5 = low impact

0.25 = minimal impact

A confidence percentage expresses how secure team members feel about their assessments of reach and impact. The effect this has is that it de-prioritizes features that are too risky.

Generally, anything above 80% is considered a high confidence score, and anything below 50% is unqualified.

Considering effort helps balance cost and benefit. In an ideal world, everything would be high-impact/low-effort, although this is rarely the case. You’ll need information from everyone involved (designers, engineers, etc.) to calculate effort. 

Think about the amount of work one team member can do in a month, which will naturally be different across teams. Estimate how much work it’ll take each team member working on the project. The more time allotted to a project, the higher the reach, impact, and confidence will need to be to make it worth the effort.

Calculating a RICE score

Now you should have four numbers representing each of the 4 categories. To calculate your score, multiply Reach, Impact, and Confidence. Then divide by Effort.

Pros of using this framework:  

Its spreadsheet format and database approach are awesome for data-focused teams. This method also filters out guesswork and the “loudest voice” factor because of the confidence metric. For teams that have a high volume of hypotheses to test, having a spreadsheet format is quick and scalable.

Cons of using this framework: 

The RICE format might be hard to digest if your startup team consists mainly of visual thinkers. When you move fast, it’s essential to use a format that everyone will find comfortable. When there are 30+ possible features for complex products, this becomes a long spreadsheet to digest.

Impact–Effort Matrix 

The Impact-Effort Matrix is similar to the RICE method but better suited to visual thinkers. This 2-D matrix plots the “value” (impact) of a feature for the user vs the complexity of development, otherwise known as the “effort”. 

When using the impact–effort matrix, the Product Owner first adds all features or product hypotheses. Then the team that executes on these product hypotheses votes on where to place the features on the impact and effort dimensions. Each feature ends up in one of 4 quadrants:

Quick wins Low effort and high impact are features or ideas that will bring growth. 

Big bets High effort but high impact. These have the potential to make a big difference but must be well-planned. If your hypothesis fails here, you waste a lot of development time. 

Fill-ins Low value but also low effort. Fill-ins don’t take much time but they still should only be worked on if other more important tasks are complete. These are good tasks to focus on while waiting on blockers to higher priority features to be worked out. 

Money pit Low value and high effort features are detrimental to morale and the bottom line. They should be avoided at all costs.

Pros of using this framework:  It allows quick prioritization and works well when the number of features is small. It can be shared across the whole startup team, as it’s easy to understand at first glance.

Cons of using this framework:  If two product hypotheses are “quick wins”, which should go first? For this reason, it’s not the best framework when there are a lot of features. Also, beware of “fill-ins”, as they can take much more time and resources than expected and create loss of focus.

Professor Noriaki Kano, a Japanese educator and influential figure in quality management, developed the Kano model in the 1980s. Since then, it has been widely used by organizations seeking to prioritize customer satisfaction.

Delighters: The features that customers will perceive as going above and beyond their expectations. These are the things that will differentiate you from your competition.

Performance features: Customers respond well to high investments in performance features.

Basic features: The minimum expected by customers to solve their problems. Without these, the product is of little use to them.

The main idea behind the Kano model is that if you focus on the features that come under these three brackets, the higher your level of customer satisfaction will be.

To find out how customers value certain features, use questionnaires asking how their experience of your product would change with or without them.

As time goes along, you may find that features that used to be delighters move down closer towards ‘Basic Features’ as technology catches up and customers have come to expect them, so it’s important to reassess periodically.

Pros of using this framework: Because the model differentiates between basic needs and features that can delight customers, it prioritizes more customer-focused products and services.

Cons of using this framework: The categorization of features into Kano’s categories can be subjective, leading to inconsistencies. It doesn't directly address other crucial aspects like cost, time-to-market, or feasibility, which can also significantly impact product success.

Feasibility, Desirability, and Viability scorecard

Developed by IDEO in the early 2000s, this scorecard takes three core criteria — feasibility, desirability, and viability. It scores each criterion from 1 - 10 for every feature and takes a total to decide on the priority. 

Feasibility Can we build this feature with the skills and resources available? Is it possible to make this particular product hypothesis fast and without hiring extra people? Do you have an available tech stack/tools/cloud storage to do it?

Desirability Does this solve the pain for the customers? Do they want this feature enough to consider paying for it?

Viability How much will users pay for this feature? What’s the (ROI)? Is there any unit economy behind this feature?

Using this framework, your team creates a spreadsheet with product features and puts a score for each parameter. Another way to use this framework is to evaluate MVP ideas for feasibility, desirability, and viability via a team discussion. 

Ideas that have the most support from the team on those parameters can go right into the design sprint . Use the relevant people to help with the evaluation. For example, developers to look at feasibility or Product Marketing Managers to discuss desirability. This scorecard is pretty straightforward with clear pros and cons:

Pros of using this framework: The flexibility of the FDV scorecard means it can be used for evaluating marketing initiatives, hypotheses for customer success teams, or MVP concepts. It works well for teams that don’t find rigid frameworks helpful or for a workshop, or discussion on the executive level. 

Cons of using this framework: This approach relies a lot on knowledge of what the customer wants and how complex new features are. That is not always data that is readily available. 

Weighted Scoring Prioritization

This method follows a similar pattern to other frameworks on this list but with the significant addition of weighting how much of each category counts towards the final total. 

The process starts by selecting the criteria/categories you’ll be using to rate the features. For example, you might select “user experience”, “sales value”, “strategic impact”, “user adoption” or any of the Acquisition, Activation, Retention, Referral, Revenue (AARRR) metrics.

Next, you need to decide what importance you give to each category, adding a percentage value to each criterion (up to 100%). For example, during the early stages, you might focus on UX features that make an MVP usable. Each feature will have a score in those categories, from 1 (min impact) – 100 (max impact). Then you can now calculate the final score for each feature.

Pros of using this framework: The framework is customizable, which allows you to utilize the framework throughout an organization’s lifetime.

Cons of using this framework: Sometimes the weighting percentages can be hard to decide on. It requires PMMs & PMs to understand how each feature will influence user adoption across the whole product ecosystem. 

Cost of Delay

This framework is unique in that it focuses exclusively on monetary value. The framework is designed to calculate the cost of not producing the feature immediately. It’s relatively straightforward to understand, although the calculation itself does require careful consideration. 

The calculation is as follows:

Estimated revenue per unit of time , for example, how much could be billed over a month-long period if the feature existed.

Estimated time it will take to complete the development of the feature.

Divide the estimated revenue by the estimated time to give you the cost of delay.

Pros of using this framework: This is a highly effective way of prioritizing feature backlogs. It is also useful in helping team members align around the value of features in terms of ROI.

Cons of using this framework: For new companies or brand-new features, the revenue estimate is very much based on a gut feeling as there is no hard data to base the estimates on.

Product Tree

Luke Hohmann introduced the concept of ‘Prune the Product Tree’, in his book Innovation Games: Creating Breakthrough Products Through Collaborative Play . During a Product Tree session, stakeholders use stickers, markers, or digital equivalents to place features, ideas, and enhancements on different parts of the tree according to where they think they belong in terms of product development priorities. 

Roots : Represent the core technologies, systems, and cap

abilities that support and enable the product's basic functions. These are fundamental aspects without which the product cannot function.

Trunk : Symbolizes the product's main functionalities or the current set of features. It is the stable and established part of the product that supports further growth.

Branches : Illustrate different areas of the product that can grow and expand, such as new feature sets, product lines, or major enhancements.

Leaves : Stand for specific features, ideas, or small enhancements that can be added to the product. These are often more visible to the end-users and can directly contribute to user satisfaction and product value.

Which model should I use?

Knowing which prioritization framework to use is tough! The Kano model is useful for making customer-centric decisions and focus on delight, but it can take time to carry out all the questionnaires needed for your insights to be accurate and fair.

Many people like the RICE scoring system as it takes confidence into account in a qualitative way, but there are still a lot of uncertainties.

MoSCoW focuses on what matters to both customers and stakeholders, which is particularly useful for Product Managers who struggle with managing stakeholder expectations. However, there’s nothing stopping you from putting too many items in ‘Must have’ and overextending your resources.

Of course, these aren’t the only prioritization techniques out there, and many talented Product Managers have their own ways of doing things. All you can do is test, test, and test again!

How to prioritize individual tasks: Tips from busy product leaders

Microsoft: applying the eisenhower matrix to a busy inbox.

Microsoft Product Manager Anusha Bahtnagar, uses a prioritization technique called The Eisenhower Matrix to prioritize what comes into her inbox. As a Product Manager working with cross-continental teams, it’s common to wake up to a full inbox.

The Eisenhower Matrix effectively sorts your tasks/emails into four categories, and presents a solution.

Important and Urgent: Top priority tasks that require your urgent attention (eg, crisis management tasks.)

Urgent and Not Important: Time-sensitive tasks that could be handled by someone else. Delegate these tasks.

Important and Not Urgent: Tasks that you definitely need to do, but they can wait. Schedule these for the future.

Not Important and Not Urgent: Declutter and eliminate tasks.

Amazon and Google: Making customer-focused prioritization decisions

A common theme across many companies is that the customer comes first. The same goes for prioritization.

Asal Elleuch, a Senior Product Manager for Amazon Prime, calls prioritization “a never-ending and iterative process.”

Focusing on the customer gives you an incredibly useful yardstick for prioritization. After all, your company’s values should already be customer focused. And most of your stakeholders should also be aligned on The Why. 

The Product vision should also be heavily influenced by customer needs.

Being customer-focused in your prioritization will help keep your decisions aligned with everything else. Like one big customer-centric puzzle!

Google product teams achieve this by using North Star Metrics . Your North Star Metric can be any metric or action that provides the most value to the customer. For instance, Spotify’s North Star Metric might be clicking ‘play’ on a song. Google Search’s North Star Metric might be clicking on a search result.

You can then base your prioritization decisions around that metric. Whichever updates/features/bug fixes will have a greater impact on that metric has priority.

HSBC: The art of making impossible product decisions

To help make decisions, with so many outside influences and an interlocking web of things to consider, Product Leader Mariano Capezzani came up with his own prioritization system.

Broken down into 4 steps, it gives you a solid footing for making quality prioritization decisions.

Know the context . Understand things like how this task/feature fits with the KPIs of the company, the market trends, and related upcoming regulations.

Understand the need. Learn to differentiate between what customers are asking for and what they really need.

Consider the execution. Are you aware of the intricate network of dependencies and their interlock that are needed to deliver something?

Arrange the sequence. Apply a quick acid test to ensure it fits your criteria (contributes to company goals, benefits a market, etc.)

Common Product Prioritization Mistakes

Mistake 1: no agreed-upon scoring guide.

What does an impact score of “5” mean? A 1% growth or 10%? In conversion rate or MRR? Do other teammates think the same?

Without an agreed-upon scoring guide, you can’t make an apples-to-apples comparison between initiatives. This makes prioritization pointless. To make matters worse, it increases the likelihood of conflicts between team members, as you are essentially disguising opinions as objective decisions. 

How to fix it

Develop a shared scoring guide for your prioritization criteria. Define what each level entails with a concrete description and examples. Here’s an example guide for determining the confidence level:

A scoring guide can be created for any prioritization method, as long as it is:

Specific to your product and team context

Objective and clear

It’s important to point out that even with a guideline, there will still be disagreements — and that’s okay. Team members should be comfortable explaining their decisions and giving feedback to others. These discussions will help your team uncover blind spots and build alignment.

Mistake 2: Mixing discovery and delivery

Software development isn’t the only thing that takes time when building a product. So do problem analysis and solution design, commonly referred to together as product discovery .

However, discovery tasks usually get either:

Lumped in with development work → Creates messy dependency issues.

Left out of the prioritization process → Introduces a selection bias from the start.

Divide your product development into discovery and delivery, and prioritize the two backlogs separately. This is called Dual Track Development . 

Do note that having separate tracks doesn’t mean you should have separate teams. For any given project, the same team should carry out both discovery and delivery work to maximize quality and velocity. 

Mistake 3: Recency bias

Your team will always add items to the backlog faster than it will clear them. Over time, you will build up a long backlog with items from the previous century (year). Because it’s human nature to favor shiny new ideas (a.k.a. recency bias), old items tend to get forgotten for no good reason. 

As new evidence emerges, situations change, and your team’s estimation skills improve, you must constantly review old items to correctly prioritize the backlog.

Track the “freshness” of each item. When something has not been updated for longer than X period of time, groom it again using the latest information. If it’s no longer relevant, it’s time to remove it permanently.

Mistake 4: Not considering constraints 

Product development is inherently messy. Besides the core value-vs-cost consideration, there are also dependencies, deadlines, skill fit, strategic fit, and other constraints that influence your prioritization decisions.

No matter how ruthless you are with prioritization, you can’t simply dismiss these constraints. However, you also shouldn’t let them override your core prioritization criteria every single time. 

Teams that lack a good system to deal with these external factors often end up losing confidence in their prioritization processes altogether. 

Define a set of rules to work with these constraints, and make them part of your prioritization system.

Here are a few examples:

Time-sensitive projects → Set aside a fixed amount of resources each month to fast-track projects with non-negotiable deadlines (e.g., scheduled launch events, seasonable campaigns). Everything else will follow the regular process, even if it means not getting done at all.

Dependencies → A project blocked by other tasks will resume its position in the backlog as soon as the blocker is removed. However, it shouldn’t interrupt projects that have already started.

Strategic alignment → Assign more weight to projects that align with the company’s strategic priorities. This can be done with the Weighted Scoring method.

When you have consistent guidelines, people will trust the system, knowing that every decision is made objectively. 

Mistake 5: Over-complicating the process

Perfect prioritization does not exist. The information you use for prioritization is simply a set of estimations and estimations are always wrong . There is no need to treat your prioritization process like you’re planning a rocket launch. 

Prioritization is an exercise that helps you maximize your execution value. If you constantly direct more resources toward prioritization than execution, you are doing it wrong. 

Sometimes product teams spend months debating the relative value between small features when they could have shipped them all in the time lost.

Timebox your prioritization discussion. If your team gets stuck comparing initiatives, introduce a tie-breaker rule. For example, items that entered the backlog first go first. 

The point is, trivial differences will not matter in the long run, and if you never decide what goes first you’ll never get started.

Mistake 6: Not iterating the prioritization system 

No one gets prioritization right the first time. Even if you are satisfied with your current system, there will always be room for improvement if you look hard enough. Additionally, just because something works today doesn’t mean it’ll continue to work as the company scales. It’s dangerous to think you can create a prioritization system that requires minimal iterations. 

Treat your prioritization system (and other internal processes) like your product. Monitor how it’s working and iterate continuously. Because the “users” in this case are your team members, there should be an open channel for everyone to give feedback.

Generally speaking, frequent and small iterations are better than drastic revamps. However, be aware that:

It takes time for a new process to show its effects.

A new process can hurt productivity in the short term.

Not every problem has an easy solution.

To avoid interrupting team momentum with ad-hoc fixes, I recommend doing a quarterly or bi-yearly process review to go over all the feedback and discuss solutions as a team.

Bonus: Management interference

Having to rearrange your backlog due to management input, usually without a convincing reason, is one of the most frustrating yet common things that can happen to a product team. This is often due to a disconnect between company strategy and product strategy.

Such a discrepancy exists for a combination of reasons:

Management mistakes tactics for strategies. It dictates solutions instead of creating a direction for potential solutions.

Management doesn’t explain the “why” behind a strategy.

There is no clear process for teams to share learnings and evidence (both horizontally and vertically).

There is no agility in the company strategy, even when it no longer makes sense.

If you are a product leader (CPO, director, team lead, etc.), you have a critical responsibility here to bridge the gap between individual teams and senior management. Make sure to communicate information bi-directionally and fix misalignment proactively. A good way to start is by examining:

How are we sharing insights other teams should know?

Does every team have the same access to key information (ICP, positioning, data dashboard, etc.)?

What information does my team want to know but is out of their reach?

What is the best framework for prioritizing product features?

There is no ‘best framework’. There is only the best framework for a given prioritization task. Now that you’re familiar with the frameworks that product experts use day-to-day, look back at your OKRs and decide which model will turn your backlog into the right product at this moment in time. 

Who prioritizes the backlog?

The Product Manager is typically responsible for finalizing the prioritization, balancing stakeholder interests, user value, and feasibility.

Developers provide input on feasibility and effort estimates to help the PM. Stakeholders help PMs and developers understand business value and promote strategic alignment.

What is the best prioritization tool? 

There are tons of great prioritization tools out there, like our free template pack , which includes templates for 5 prioritization models. 

Whatever tool you use, the most important thing is to align around the model you’ll use and make sure everyone is using the same model in pursuit of the same OKRs, and make sure to clarify priorities within the timeline of your product roadmap so everyone is aligned.

What are the steps involved in using a prioritization framework?

Follow these general steps whenever using a prioritization model: 

Identify the moment: Identify the tasks in the backlog, strategy, and current OKRs.

Decide on a framework that will help you reach your team’s goals and apply it to the tasks in the backlog.

Try other frameworks and see if the same features came in first place.

How often should you review your prioritization framework?

Your team should review its priorities regularly. The cadence of that review depends on your team’s needs. How often is not important as long as it’s consistent. Always re-evaluate your prioritization framework if business objectives change. 

Can you use multiple prioritization frameworks?

Yes! In fact, some frameworks pair together as well as a nice chablis and fresh oysters:

Pair subjective and quantitative frameworks for contrast. For example: Cost of Delay + Kano model will balance revenue and customer delight.

Pair bird’s eye views with detailed analysis. Some frameworks are based on a general sense of the market and user trends while others on careful research. Cover your bases by using both. For example: Weighted Scoring + MoSCoW.

Prioritization in product management is less about ticking off tasks and more about leading your product in the right direction. It is a crucial part of framing the priorities within your product roadmap. It is a continuous process of assessment, reassessment, and realignment with your product goals and market needs. 

Product Roadmapping Micro-Certification (PRC)™️

Product School has partnered with Productboard to create a micro-certification on how to build and maintain effective Roadmaps. Enroll for free to learn how to communicate the product vision and strategy to your stakeholders and customers.

Updated: June 11, 2024

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The MoSCoW prioritization method explained

When developing a new product or embarking on a new project, it can be difficult to decide which elements to include and which are more expendable. Prioritizing tasks is usually a team effort, requiring input from everyone involved in the project setup. Getting a clear idea of which elements should take the lead from the start can help you to avoid hiccups later on. For this reason, using the MoSCoW prioritization method to categorize project elements based on importance can be helpful for getting started.

The MoSCoW prioritization method is a tool that can be used to prioritize projects, initiatives, or tasks. It is especially useful when there are many competing demands and it is not possible to do everything at once. Using monday.com’s Work OS, you can quickly and easily break down projects into simple tasks and their priorities. Now, let’s discuss everything you need to know about using this method.

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What is the MoSCoW prioritization method?

]MoSCoW prioritization is a tool for creating a hierarchy of priorities before and during a project. It stems from the Agile project management method, which aims to establish elements like product cost, quality, and requirements as early as possible.

MoSCoW is an acronym for “must-have,” “should-have,” “could-have,” and “won’t-have (this time).” Each item in the acronym denotes a category of prioritization. The idea is that items are categorized at the beginning of a project to clarify what is strictly necessary, what is desirable, and what the project can do without. Before we get deeper into the categories, let’s take a look at where this method came from.

“MoSCoW prioritization method” is a part of our Project Management Glossary  — check out the full list of terms and definitions!

Where does the term MoSCoW come from?

The term MoSCoW comes originated with software developer Dai Clegg, who created the method when he was working at Oracle. To help his team prioritize tasks during development work on product releases, he devised the MoSCoW technique. The acronym includes lowercase Os between consonants to make it easier to pronounce.

You can now find a detailed account of how to use the MoSCoW method in the Dynamic System Development Method (DSDM) handbook. The MoSCoW method can be used to prioritize requirements, product features, or any other project elements. When using the MoSCoW method, each element is assigned to one of the four prioritization categories based on its importance to the project. Now, let’s take a closer look at the prioritization categories and how to use them.

What are the categories within the MoSCoW prioritization method?

As mentioned previously, the acronym “MoSCoW” stands for “must-have,” “should-have,” “could-have,” and “won’t-have (this time).”

• Must-have:  These items are essential for the success of the project. There can be no compromise on whether they are included, because without them, the entire project would be meaningless. In short, this is a top-priority MoSCoW requirement.
• Should-have:  These items are those that are important but not absolutely essential like those in the “must-have” category. Elements in this category are considered a secondary priority; that is, they are important, but not crucial to success.
• Could-have:  These  items would be nice to have but are not essential. Still less important than the two preceding categories, these elements are considered a third-level priority. If including them will have negative consequences on cost or meeting deadlines, they should be omitted. It is only when they don’t negatively affect other project elements that they should be included.
• Won’t-have (this time):  These  items are those that are not essential and can be excluded from the project without jeopardizing its success. Being the lowest priority category, omitting them won’t hurt the project and they can be included when project conditions are more favorable.

When should you use the MoSCoW prioritization method?

The advantage of the MoSCoW method is that it can be applied to a wide range of situations, both in personal and professional contexts. For instance, an individual might use the method to prioritize their workload for the week or a team might use it to identify which tasks need to be completed first to meet a looming deadline. In general, the MoSCoW method is most useful when an individual or team is facing a large number of tasks and needs help deciding which ones to focus on first. Additionally, if you’re starting a project and are unsure which elements should take priority, you can get your team together and use the MoSCoW method as a discussion tool.

However, it should be noted that the method does have some limitations. For instance, it doesn’t account for task dependencies or other factors that might impact the order in which tasks should be completed. As such, it should be used as one tool in a broader arsenal of task-management strategies.

MoSCoW method: the pros and cons

Because the framework makes it possible to manage the requirements for a given product release, it’s extremely common among Agile projects with set timeboxes. Within project management, this prioritization technique has demonstrated its effectiveness and dependability. Of course, it isn’t flawless — an objective look can help highlight shortcomings as well as benefits of the MoSCoW method. Let’s examine its pros and cons.

• Easy to master:  The method is based on very simple principles that are easy to understand, so you won’t need to do much background research before getting started.
• Helps prioritize:  It helps to clearly visualize priorities and sort them into a hierarchy. This way, you’ll never need to be confused about which elements are more or less important than others.
• Useful for team discussions:  Using the MoSCoW method in group discussions can be a great way to get team members to open up about their ideas. It can serve as a conversation starter, putting everyone on the same page.
• Helps achieve stakeholder consensus:  When used among stakeholders, it can be a good way to reach an agreement between stakeholders on which elements should take priority. When stakeholders are present during the categorization process, this improves their understanding of the project.
• Can prevent scope creep:  Scope creep is when unintentional changes occur during project execution. By setting clear and fixed priorities at the beginning, scope creep can be prevented.
• Priority requirements can be subjective:  Since the categorization procedure is not based on numerical data, it leaves room for subjective interpretation. This can manifest as conflicting ideas about which elements should take the lead and which are less important.
• Items require background context:  To accurately categorize each element, you’ll need to provide context for each of them. This may be time-consuming and tedious.
• Doesn’t account for possible change:  Putting items into a fixed category doesn’t allow you to account for possible changes that occur during project execution. For example, elements that are not necessary at the start may become crucial down the line based on extraneous changes in circumstance.

Examples of the MoSCoW prioritization method in practice 

Imagine that a software development  product manager is developing a new cloud-based workspace for individuals and organizations to improve their workflow. They’re trying to decide which features are most important, which would be nice, and which probably won’t make it into this specific release. They decide that cloud storage is a must-have feature, otherwise, it wouldn’t be cloud-based, and they would be completely missing their target. Once the must-haves are identified, they are further broken down into smaller tasks, or “should-haves”. These should-haves are then prioritized according to their importance. Finally, the remaining tasks are classified as either “could-haves” or “won’t-haves.”

Another example involves a marketing team who are trying to prioritize tasks for their next marketing strategy . Seeing as the vast majority of their sales come from email marketing, they list this as a top priority. Their second biggest number of sales comes from Instagram marketing, so they categorize this as a secondary priority, and so on.

Executing task prioritization on monday.com

monday.com is a great tool for managing tasks and priorities. With its sleek interface and simple task management system, it’s easy to see why so many people use it. However, one of its most important features is the ability to prioritize tasks using matrices and task prioritization templates . This is especially useful for professionals who need to make sure they’re focusing on what’s important. monday.com makes it easy to share tasks and priorities with others, so you can be sure that team members and stakeholders are on the same page. With its convenient features and simple task management system, monday.com is the perfect tool for anyone who needs to prioritize their tasks.

Frequently asked questions

What does moscow mean.

The MoSCoW prioritization method is a widely-used framework for setting priorities and managing trade-offs during product development. The acronym MoSCoW stands for “must-have,” “should-have,” “could-have,” and “won’t-have (this time).” The method is a helpful tool for organizations that need to prioritize product features. It can be used in different situations and can help to resolve conflicts between stakeholders.

How is a MoSCoW analysis conducted?

The method involves four steps. First, all the potential features are listed. Second, the features are evaluated according to three criteria: how much users will want the feature, how difficult it will be to implement, and how much the feature will improve the product. Third, the features are plotted on a graph according to these criteria. Finally, the features are prioritized based on where they fall on the graph.

Getting priorities straight

The MoSCoW prioritization method can be adapted to different situations and organizations, making it a versatile tool for decision-making. The advantages of using this method are that it’s simple to use, it can help spark discussions between team members, and it gets stakeholders on the same page. monday.com offers a range of prioritization matrices to help you hierarchically structure task importance and get work done in the most optimal way. Our feature-rich Work OS offers everything you and your team need to streamline your digital workflow and meet your business objectives.

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How Retailers Became Ad Platforms

• Sebastian Gabel,
• Duncan Simester,
• Artem Timoshenko

It’s a major growth opportunity — if companies can navigate the strategic challenges.

Major retailers are today, most notably Amazon, are creating and operating their own advertising platforms — and they’re making millions doing it. McKinsey estimates that by 2026, retail media will add $1.3 trillion to enterprise values in the U.S. alone, with profit margins between 50% and 70%. In this article, the authors introduce readers to the main kinds of retail media, discuss three strategic challenges that they present, and provide guidance for effectively managing those challenges.

A rapidly growing number of major retailers are today creating and operating their own advertising platforms — a phenomenon widely referred to as retail media.  Nobody has had more success in the space than Amazon, which in 2023 earned $46.9 billion from advertising, comprised primarily of sponsored ads on its site. This figure exceeds the annual global revenue of Coca-Cola and makes Amazon the third-largest advertising platform in the United States, behind only Google and Facebook.

• SG Sebastian Gabel is an assistant professor of marketing at Erasmus University. His research focuses on developing deep learning for targeting applications in retailing. Prior to his academic career, Sebastian co-founded a retail-media services company that was sold to the Schwarz global retail group.
• DS Duncan Simester is the NTU Professor of Marketing at the MIT Sloan School of Management. His research focuses on marketing strategy, go-to-market strategies, and the use of artificial intelligence and experiments to improve business decisions. He regularly consults with companies on these topics.
• AT Artem Timoshenko is an assistant professor of marketing at the Kellogg School of Management, at Northwestern University. His research focuses on applications of AI to marketing analytics and customer insights.

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Course info.

• Prof. Natalie Mizik

Departments

• Sloan School of Management

As Taught In

Learning resource types, marketing management, assignments, case write-up.

All students are required to complete a case analysis for the Sonance case. The assignment is to be done in a group of 4-6 students. All assignments should be in 12-point font, double-spaced, with one-inch margins on all sides, and should not exceed six (6) pages of text plus three (3) additional pages of exhibits (there are no font restrictions for exhibits).

Mizik, Natalie. “Sonance at a Turning Point.” Columbia Business School Case. Columbia CaseWorks. Case: ID#080515A, November 25, 2009.

Discussion Questions

• Evaluate current strategic position and the options available to Sonance.
• Which option should Sonance pursue: develop and promote the ultra-luxury Architectural Series? Focus on basic in-wall speakers for production home developers and sell directly to the builders? Continue to pursue growth through the direct-to-consumer retail strategy?
• What should Ari Supran do to generate profitable and sustainable growth for the company and sales momentum for Sonance’s products? Should he change Sonance’s marketing strategy to target consumers directly? Target the developers of production home developments? Target architects and interior designers designing custom homes? Try to win back the high-end custom installers Sonance had lost under the previous management?

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Course Type :	Elective
Duration :	8 weeks
Category :
Credit Points :	2
Undergraduate
Start Date :	14 Sep 2020
End Date :	06 Nov 2020
Enrollment Ends :	25 Sep 2020
Exam Date :	19 Dec 2020 IST

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What Is Product Management? Career Options To Consider

Updated: Jun 30, 2023, 1:43pm

What is product management? This field involves overseeing new products and services from initial conception and development all the way to launch. Product managers decide which products are made and how they are made and released.

These professionals typically propose new ideas for product and feature development, then collaborate with designers and engineers to make those ideas come to life. They also ensure finished products meet consumers’ needs.

A set of increasingly influential practices from the world of software development—such as the Agile theory of project management —has made product management more prominent in recent decades. Below, we translate the key concepts behind product management into terms people outside the profession can readily understand.

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What is Product Management?

Product management features three commonly agreed-upon focus areas, or pillars: product discovery, product planning and product development. Read on to learn more.

Product Discovery

Product discovery means deciding what to build. It is arguably the most important responsibility within product management.

A product manager identifies new opportunities by soliciting customers’ feedback. Are customers’ needs being met? Is there a competing product their company can improve to meet those needs more efficiently? A product manager sometimes supplements this kind of customer and client feedback with market research.

Effective product discovery focuses on core features, avoiding scope creep —add-ons that others at the company may try to introduce.

Product Planning

Product planning involves developing a guide—often called a roadmap—for product design. Using the information gathered in product discovery, the roadmap sets out a timeline, identifies key milestones and divides responsibilities among teams, all to achieve the best possible product.

Product managers update roadmaps as projects unfold so all stakeholders know products’ development status, including how much work remains on a project.

Product Development

Product development, the broadest of these three categories, encompasses the entire development process. This pillar includes all the stages necessary for bringing a new product to market, from the original vision through the product’s release to the consumer and beyond. It covers the build, testing and launch phases of the product life cycle.

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What is a product manager.

Product managers shepherd new products and services into being, ushering them from development to execution and release. They use market research in the discovery phase to ascertain consumers’ needs. Product managers know the competitive landscape for new products—who their most likely users are and where opportunities for improvement and expansion lie.

However, product management jobs can take on different specializations within this wide field, which we explore below.

Types of Product Managers

Each of the following roles within product management focuses on specialized aspects of the product development process. Qualifications for these careers may include varying levels of knowledge and experience.

Data Product Manager

Data product managers incorporate data-driven insights into the development process. The information these product managers use comes from several sources, such as market research, in-house product testing and metrics associated with a product’s use—its number of users, for instance. A data product manager sifts through this information and translates it into plain terms that colleagues can readily use during development.

Growth Product Manager

Growth product managers are responsible for ensuring products scale up. They experiment with strategies for retaining customers and acquiring new ones by expanding consumer awareness. They analyze the results of those experiments and create plans for increasing their products’ market share.

Because they work extensively with analytics, growth product managers are typically more focused on short-term commercial goals or metrics than general product managers.

Technical Product Manager

Technical product managers bring design and engineering expertise to product development. They have the technical know-how to identify bugs and other potential flaws, using these insights to correct issues in collaboration with engineering and software development teams. The technical product manager is usually the team member who can explain the feasibility or infeasibility of new product design elements.

Product Manager vs. Product Owner

A product manager establishes product concepts and sets goals to help bring these plans to fruition. Working in product management has more outward-facing duties, as these professionals liaise with marketing and sales teams, manage budgets and focus on the business aspects of development.

On the other hand, product owners handle the ensuing execution. They implement product managers’ vision through collaboration with developers and other internal stakeholders. Product owner is a title with roots in Scrum, a framework for project management that emphasizes teamwork, speed and flexibility.

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Frequently Asked Questions (FAQs) About Product Management

What are the three major areas of product management.

The three major areas of product management are discovery, planning and development. These three pillars compose an industry-wide template, used as a practical aid for defining roles and responsibilities among products’ stakeholders.

What is the role of a product manager?

Product managers direct product development from beginning to end. Duties include assessing the performance of competing products in the market and taking responsibility for new products’ design and build phases to ensure all specified features and functions work properly. Subsequent tasks like product marketing and launch also fall within product managers’ purview.

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All the latest information regarding student tuition and fees can be found on the Student Services website.

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Execs Talk Consumer Engagement, Data Management and Challenging the Status Quo at Variety’s Cannes Lions Studio

By Lexi Carson

Lexi Carson

• Execs Talk Consumer Engagement, Data Management and Challenging the Status Quo at Variety’s Cannes Lions Studio 23 hours ago
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Variety is back to host the second annual Executive Interview Studio, presented by Canva. The industry’s top business and marketing execs stopped by during the 2024 Cannes Lions Festival to chat about how they are navigating the ever-expanding worlds of media and entertainment. The first day of conversations included discussions from the minds behind the biggest streamers in the business and our second studio day included talent such as the voice of Spotify’s AI DJ, CMO of Walmart William White, and the women behind 7th Sun Productions Yara and Keri Shahidi.

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Alex Schultz – CMO and VP Analytics, Meta

The media landscape has never been more digital-focused and for Meta’s CMO and VP of analytics Alex Schultz, that means translating copious amounts of data for Meta’s marketers. Schultz explained how he and his team manage the ever-increasing amounts of information in today’s technology-first market.

According to Schultz, “the absolute single most important thing” when working in data analytics is setting clear goals about what you’re looking for. That way, once the information starts flooding in, it becomes much easier to establish a “simple set of metrics.”

“For each product group lead, we have a very clear set of goals that we’re super clear on. That enables us to say, ‘Okay, so what drivers are there to help the goals move?’” Schultz explained. “Once you’re clear on the goals, you build an experiment, you run the experiment and you analyze what comes out of it. That combination of things enables you to handle lots of data coming in.”

Gayle Troberman – CMO, iHeartMedia

The iHeartMedia team’s focus at Cannes Lions was to “challenge” marketers’ preconceived notions and to better understand audiences. To do this, Troberman and her team conducted a study asking consumers “what they love and hate, think and feel, believe and are influenced by” and then compared their answers to those of marketers who were asked the same questions.

“When it comes to influence, real people are influenced by their family and friends, twice as much as marketers. Marketers are three times as likely to be influenced by fear and fame and fortune,” Troberman said. “We can’t help as humans but bring the things we think are normal and interesting into the equation. And sometimes we’re chasing trends way too far ahead of consumers.”

Domenic DiMeglio – Chief Marketing Officer and Chief Data Officer, Paramount Streaming

Through the aftershocks of global pandemics and industry-wide shutdowns, streaming has remained the king of content distribution. Chief marketing and data officer at Paramount Streaming, Domenic DiMeglio, stopped by to discuss how Paramount navigates an increasingly crowded streaming market.

In the current entertainment landscape, it seems every studio has a streaming platform. To remain competitive, DiMeglio is always on the lookout for new ways to leverage Paramount’s expansive slate of content and opportunities to connect with audiences.

“We have a palette of amazing content that we lean into and try to bring to life in the best way possible to reach consumers. We’re also taking advantage of every medium out there to connect with fans,” DiMeglio said. “Our team tries to push the envelope, innovate, and find new ways to put a dent in pop culture with all of our campaigns.

Adam Monaco – EVP, Sales, Disney

EVP of Sales and Disney Adam Monaco discussed what goes into gaining and maintaining an audience and the benefits of live content as a fantastic way to hook consumers’ time and attention.

“Not just sports, which is obvious, but also news inclusive of all of our tentpole entertainment opportunities around the Academy Awards, the Emmys which we have this year and we’re very excited about, Country Music Awards, these are all cultural moments that matter, and our clients have the opportunity to take advantage of those, and no one does that better than Disney,” he said.

Monaco spoke about the challenges Disney could face with global advertising decreasing. “Advertisers are still interested in taking advantage of the pricing benefit they get in the upfront but also securing those premium positions in advance,” he said. “We also still see consistent demand on our entertainment linear platforms. It’s been well documented. The audience capacity has been decreasing but still delivers a significant ROI for our clients. So they want to secure that volume in the upfront.”

Mark Kirkham – CMO, PepsiCo International Beverages

“We’ve been able to fuse sports and entertainment,” Kirkham said. “Finding those crossovers, which are very relevant passion points, and we’ve been doing it for a long time. I think what’s amazing is what we’re now able to do internationally and expand some of the great work we’ve had in our many partners, like the NFL, the NBA, Manchester City and others.”

Kirkham also added what goes into the storytelling aspects at PepsiCo.

“We have this brand idea or campaign called Thirsty For More, and how do we bring that to life in music experiences? How do we take that through our football experience? We’re all about the fun and entertaining side of sport,” he said. “I think that just gives us a really unique angle to bring different artists, use Champions League, and bring also other programs that are important to us, like our sustainability initiatives.”

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Launched today: Infosys Aster™ – The AI-amplified marketing suite that delivers engaging brand experiences, enhanced marketing efficiency, and accelerated business growth

• 400+ assets and an ecosystem of 50+ partners delivering brand and business outcomes for leading B2C and B2B brands worldwide
• Transformative generative AI-amplified marketing capabilities enabled by Infosys Topaz™

Bengaluru, India – June 18, 2024

Infosys (NSE, BSE, NYSE: INFY), a global leader in next-generation digital services and consulting, today announced the launch of Infosys Aster™ – a set of AI-amplified marketing services, solutions and platforms that deliver engaging brand experiences, enhanced marketing efficiency, and accelerated effectiveness for business growth. It drives AI-led transformation of marketing with integrated, real-time view across customers, brands and channels, enabling companies to increase ROI from marketing. With creative services, experience design, digital commerce, MarTech orchestration, performance marketing and marketing operations, Infosys Aster™ brings agility to the marketing value chain for B2B and B2C brands. With Infosys Aster™, global brands have realized up to 50% increase in repeat buyers, 30% improvement in the cost of marketing operations, and 40% increase in sales.

Deliver Engaging Brand Experiences: Infosys Aster™ delivers lasting connections with its human experience design approach amplified by the power of technology. Utilizing advanced technologies like real-time Unreal Engine 3D, AR/VR/XR, and digital twin CGI modeling, it delivers immersive experiences that foster customer intimacy. By taking advantage of AI-powered customer and marketing data platforms, it enables brands to unlock insights from data while also drawing on the power of ecosystems to deepen omnichannel engagement. For example, as the creative partner for an international racing giant, Infosys Aster™ created a holistic digital ecosystem – with compelling visual experiences that were highly customized for user groups – to boost engagement. Taking advantage of a dynamic content engine along with a simple ticketing system, Infosys Aster™ helped the business turn millions of fans into lifelong customers.

Enhance Marketing Efficiency: Infosys Aster™ combines gen AI-amplified content and creative services, intelligent recommendations from the MarTech stack, and marketing insights to deliver cost-effective campaigns faster. It also boosts efficiencies through marketing shared services by centralizing and automating content and design operations, reducing time and cost to activate campaigns. The suite’s AI capabilities, powered by Infosys Topaz™ , help brands improve channel efficiencies by analyzing performance data and adapting strategies in real time. For example, a global health-tech company took advantage of Infosys Aster™ to accelerate their campaign management cycles – from setup to execution for 80+ markets driving savings in cost of operations.

Accelerate Effectiveness for Business Growth: Infosys Aster™ helps businesses create shared digital foundations, by integrating MarTech and enterprise systems, to create new avenues to value for sales and marketing. AI-driven analytics and customer insights help marketers increase customer lifetime value by personalizing outreach, nurturing meaningful conversations, and garnering high-quality leads. This supports brands in driving effective lead-generation campaigns, marked by better cross-sell and up-sell opportunities. Marketers can also capture demand and nurture repeat purchases with the suite’s real-time recommendations based on customer behavior. Predictive insights also help in influencing pricing strategies. For example, a retail chain used AI-amplified insights from Infosys Aster™ to develop their app-based promotional loyalty program that resulted in sales boost for them. The digital commerce platform, integral to Infosys Aster™, has a proven record in shaping e-commerce as an enterprise growth-lever.

Satish H C, EVP and Co-head of Delivery, Infosys, said, “Our clients want to tap into new avenues of growth, while deepening customer intimacy, efficiently, in near-real time. They understand the role that modern agile marketing, enabled by data and AI, can play to accelerate their strategy and disintermediate execution. Infosys Aster™ helps our clients’ marketing organizations master the duality of marketing effectiveness and marketing efficiency to truly transform into customer-champions and growth-partners.”

“Businesses need marketing to be their core engine for reimagining customer experience and driving growth. In the era of AI-first enterprise transformation, CMOs have a unique opportunity to be the true C-Suite partner and orchestrator of value across the organization,” said Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys . “At Infosys, we count on AI to amplify our capabilities – deepen brand experiences while driving effectiveness and efficiencies. We know that Infosys Aster™ – the same AI-amplified services, solutions and platforms that delivers value for us – can transform marketing into the powerful growth engine CMOs need for it to be.”

Peter Bendor-Samuel, Founder & CEO, Everest Group, said, “AI presents immense value to marketers, from driving hyper personalization to promising enhanced efficiencies and effectiveness across insights generation, creative workflows, and customer support. This is enabling marketers to not only glean productivity improvements, but also drive growth mandates. This journey is best enabled by partnering with a service provider that brings together strong tech capabilities with a deep understanding of the marketing domain. Infosys Aster’s AI-led marketing capabilities, coupled with Infosys’ experience of driving marketing and experience transformations, is well positioned to serve the needs of progressive marketers.”

Infosys Aster™ has nurtured best-in-class digital agencies, proven AI capabilities, deep industry experience, decades of delivery excellence and a diverse partner ecosystem. WongDoody , Infosys’ creative digital innovation agency, brings together unique capabilities in creative consulting, experience design, immersive experiences, and future-proof marketing. Infosys Aster™ uses the AI and gen AI capabilities of Infosys Topaz™ in a ‘responsible by design’ approach to amplify marketing capabilities and enhance effectiveness of the function. Infosys’ deep industry experience and expertise in connecting the complex enterprise ecosystem to the customer facing marketing function, while managing organizational change, helps CMOs achieve strong business impact. With over 350 global awards, 20+ design studios, 50+ partners, and 400+ marketing assets including use cases, solutions, and platforms, Infosys Aster™ is accelerating experience, efficiency, and effectiveness for B2B and B2C marketers globally.

Björn Schick, Chief Experience Officer and Member of the Executive Board, smart Europe GmbH, said, “At smart Europe, we share a similar value set with our strong partner Infosys Aster™, which prioritizes the individual customer experience thanks to sustainable concepts and the appropriate use of technology. In today’s dynamic digital landscape, smart must secure a strong presence to connect with customers at every touchpoint. Infosys’ human-centered design studio, WongDoody, has developed a performative 3D digital twin-based platform for us. This platform creates personalized customer journeys with our vehicles, enhancing the experience and unlocking new creative possibilities with gen AI. It simplifies and economizes the production of on-demand personalized visual content, increasing our flexibility to present and promote our brand and its growing product portfolio effectively to customers worldwide.”

“Infosys Aster™ is bringing expertise to help us reimagine, engineer, and activate best-in-class omnichannel experiences for our customers, partners, and prospects enabling them to quickly access the relevant and up to date information they need. We see the potential of AI to amplify these capabilities and significantly raise the bar in the delivery of personalized content, ensuring predictability of engagement. We are elevating the way we connect with our customers and how our customers connect with us,” said Tom Portman, Group VP, Online Transformation and Group Head of Digital Channels, ABB .

To know more, please visit: Infosys Aster™

About Infosys

Infosys is a global leader in next-generation digital services and consulting. Over 300,000 of our people work to amplify human potential and create the next opportunity for people, businesses and communities. We enable clients in more than 56 countries to navigate their digital transformation. With over four decades of experience in managing the systems and workings of global enterprises, we expertly steer clients, as they navigate their digital transformation powered by cloud and AI. We enable them with an AI-first core, empower the business with agile digital at scale and drive continuous improvement with always-on learning through the transfer of digital skills, expertise, and ideas from our innovation ecosystem. We are deeply committed to being a well-governed, environmentally sustainable organization where diverse talent thrives in an inclusive workplace.

Visit www.infosys.com to see how Infosys (NSE, BSE, NYSE: INFY) can help your enterprise navigate your next.

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Certain statements in this release concerning our future growth prospects, or our future financial or operating performance, are forward-looking statements intended to qualify for the 'safe harbor' under the Private Securities Litigation Reform Act of 1995, which involve a number of risks and uncertainties that could cause actual results or outcomes to differ materially from those in such forward-looking statements. The risks and uncertainties relating to these statements include, but are not limited to, risks and uncertainties regarding the execution of our business strategy, our ability to attract and retain personnel, our transition to hybrid work model, economic uncertainties, technological innovations such as Generative AI, the complex and evolving regulatory landscape including immigration regulation changes, our ESG vision, our capital allocation policy and expectations concerning our market position, future operations, margins, profitability, liquidity, capital resources, our corporate actions including acquisitions, and cybersecurity matters. Important factors that may cause actual results or outcomes to differ from those implied by the forward-looking statements are discussed in more detail in our US Securities and Exchange Commission filings including our Annual Report on Form 20-F for the fiscal year ended March 31, 2023. These filings are available at www.sec.gov . Infosys may, from time to time, make additional written and oral forward-looking statements, including statements contained in the Company's filings with the Securities and Exchange Commission and our reports to shareholders. The Company does not undertake to update any forward-looking statements that may be made from time to time by or on behalf of the Company unless it is required by law.

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