Topic Definitions #
Define Scope
Scope Creep
Backlog
Change Control Board
Structure of Modern Marketing Analysis #
Modern marketing analysis within the Total Project Management Framework (TPmF) is not a standalone study, but a system of interconnected steps that progressively narrow the field of uncertainty —
from global trends and the macro environment to competitive strategy and growth tools.
Each step serves a specific purpose and forms the “input” for the next one.
The logic flows from:
Environment
Customer
Market
Strategy
Section 1. Macro Factors Analysis
Purpose:
Understand the environment in which the project will operate.
This stage identifies long-term trends and external forces that cannot be controlled but must be taken into account.
Key tasks:
- Scan the political, economic, social, technological, environmental, and legal contexts (PESTEL).
- Identify drivers and barriers that may reshape the market.
- Model development scenarios and assess their sensitivity for the project.
Tools and methods:
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PESTEL Analysis #
a basic framework for analyzing the external environment.
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Scenario Trend Scan (STEEP/DESTEP) #
identification of long-term trends and early signals.
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Cross-Impact Assessment #
evaluation of how factors interact (e.g., how technological progress affects legislation).
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Sensitivity Mapping #
visualization of which scenarios are most risky or promising.
Outputs:
- A map of external factors and trends.
- Scenarios with probability assessment.
- A list of opportunities and threats (O/T) for integration into SWOT.
The results of this stage serve as the foundation for identifying market opportunities and risks in competitive analysis.
Section 2. Customers’ Needs & Unique Selling Proposition
Purpose:
To develop an understanding of customers’ real needs and determine what makes the future product unique.
If the first step described “the world around,” this one describes “the customer’s world.”
Key tasks:
- Understand who the customers are and what matters to them.
- Identify the points where customer tasks overlap with product functions.
- Examine the emotional and cultural context of customer perception.
Tools and methods:
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Segmentation & Personas #
identifying customer groups based on demographic, behavioral, and psychographic characteristics.
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JTBD (Jobs To Be Done) #
analyzing the context in which the customer “hires” the product to accomplish a task.
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Customer Journey Map (CJM) #
visualizing the customer’s path from need awareness to post-purchase experience.
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Value Proposition Canvas (VPC) → USP #
aligning customer pains and product value into a cohesive offering.
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Vibe & Cultural Factors #
emotional codes, cultural markers, and references that shape the brand’s “atmosphere.”
Outputs:
- Personas, JTBD maps, and a VPC with a validated Unique Selling Proposition (USP).
- Strengths and weaknesses of the product’s value (S/W for SWOT).
Customer expectation data becomes the basis for building positioning and conducting competitive analysis.
Section 3. Competitive Analysis & OSINT
Purpose:
To define the market structure, the intensity of competition, and determine the project’s real position among other players.
This is the moment of transition from an internal perspective (us and the customer) to an external one (the market and competitors).
Key tasks:
- Build a map of market forces.
- Identify who dominates, who is growing, and who is losing ground.
- Reveal actual competitive differentiation.
Tools and methods:
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Micro-environment Mapping #
mapping suppliers, partners, customers, substitutes, and competitors.
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Competitive Map (Value–Price or Feature–Benefit) #
visual comparison of players’ positions.
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Porter’s Five Forces #
pressure from suppliers, customers, substitutes, new entrants, and the level of intra-industry rivalry.
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Extended Data-Driven SWOT Analysis: #
Outputs:
- A map of the competitive landscape.
- Validated CSFs and SWOT hypotheses.
- Analytical hypotheses for strategic decision-making.
Customer expectation data becomes the basis for building positioning and conducting competitive analysis.
Section 4. Formulate Competitive Marketing Strategy
Purpose:
To integrate everything obtained into a single vector of action — a strategy that defines how the project will win the market and grow.
This is the bridge between analysis and practical management.
Key tasks:
- Translate SWOT hypotheses into strategic decisions.
- Formulate goals, positioning, and growth approaches.
- Build a system for measuring and managing growth.
Tools and methods:
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Interpret Strategic SWOT Hypotheses → Strategic Goals #
prioritizing hypotheses and setting measurable objectives.
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Mission & Vision #
defining the long-term purpose and the desired future state.
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STP (Segmentation → Targeting → Positioning) #
selecting target segments and building positioning.
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Growth Strategy (Ansoff Matrix) #
choosing growth scenarios: market penetration, product development, market development, diversification.
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Growth Marketing System* #
a systematic growth cycle: hypothesis creation, A/B tests, iterations, analytics.
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Growth Hacking #
a growth accelerator: short, low-cost experiments with high viral potential (referral loops, viral loops, product triggers, behavioral nudges).
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Branding & Vibe Positioning #
emotional brand identity, cultural code, product atmosphere.
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Ethical & Sustainable Marketing #
incorporating transparency, sustainability, and trust principles.
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AI-Driven Measurement & Risk Framework #
data-driven management: KPIs, automated attribution, W–T risk modeling from SWOT.
Difference Between Growth Marketing and Growth Hacking:
Growth Marketing
is a systematic growth process. where hypotheses, experiments, and A/B tests are built into a continuous cycle. It is part of the strategic block, forming a sustainable growth-management system.
Growth Hacking
is an experimental growth accelerator with minimal resources: testing hypotheses through unconventional, rapidly deployable tools. It is a “tactical booster” embedded within Growth Marketing as a specialized toolkit.
Outputs:
- Strategic Passport — a consolidated map of goals, segments, and approaches.
- Growth Map — a visual map of growth initiatives and experiments.
- KPI & Risk Dashboard — a panel of metrics and risk indicators.
These outputs transition into the implementation phase: Tactical Marketing (8P) and Marketing Communications.
