1. Project Management and Production of Digital Content PDI E2005 Room 4A.16 Session 2 6 September 2005 Peter Olaf Looms Tine Sørensen

2. - 2 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Today’s programme 17:00-18:00 18:00-18:10 18:10-19:00 19:00 -19:10 19:10-20:50 20:50 -21:00 Introduction & session 2 lecture (part 1) Break session 2 lecture (part 2) Break Agreement on groups for case 1; group work Evaluation of session 2; introduction to session 3

3. - 3 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Contents of the lecture We will take a closer look at key terms: project project types project characteristics Customers and stakeholders Stakeholder analysis Hierarchies and projects Operational issues Why project management? Follow-up of the Economist article “Overdue and over budget, over and over again” Stakeholder analysis in connection with Case 1 Follow-up of the Economist article ” The war of the wires” as a lead-in to a stakeholder analysis of Speed of Light.

4. - 4 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen What is a project? - definition ”A temporary endeavour undertaken to create a unique product or service” ”En tidsbegrænset aktivitet som gennemføres for at skabe et unikt produkt eller en unik tjeneste” Definition from Project Management Institute, A Guide to the Project Management Body of Knowledge. PMI Standards Committee p. 167, 1996. Temporary: not for ongoing activities that run for many years Unique product or service: involves innovation and thus an element of the unknown Project group: involves a team of people gathered for the purpose

5. - 5 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

6. - 6 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 1: Updating af Microsoft Office in a company of 200 employees Updating of Microsoft Office Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

7. - 7 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 2: AMANDA & AF, the Danish Labour Exchange Example 2: AMANDA & AF, the Danish Labour Exchange Amanda Where would you place it? Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

8. - 8 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 3: IO Interactive Example 3: IO Interactive 18 months 50 man-years DKK 55 million Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

9. - 9 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 4: ROFL - Denmark’s first interactive show on digital television Example 4: ROFL - Denmark’s first interactive show on digital television Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

10. - 10 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 5: Feasibility study Example 5: Feasibility study Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course Where would you place it?

11. - 11 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Example 6: Customer Support Call Centre Example 6: Customer Support Call Centre Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course Where would you place it?

12. - 12 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Projects and the organisation - internal projects DR Many internal projects DR is ”customer”, ”supplier” and has ”users” user

13. - 13 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Projects and the organisation - B2C IO Interactive - Hitman 2 IO is supplier, their distributor is ”customer” And there are 2.1 million users Who are the distributor’s customer user

14. - 14 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Projects and the organisation - B2C ”supplier - customer” The customer here also has users Eg. Amanda user

15. - 15 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen What can we conclude about projects? Normally a project should be found somewhere in this area R&D projects are often found here Pure research projects are often found here Short term (weeks) Long term (2+ years) Routine & Predictable Outcome not a matter of course

16. - 16 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen A customer: 1.Has a legitimate right to put forward requirements 2.Enjoys the benefits of the project when completed 3.Has a formal role in judging the success of a completed project What characterises a project? 1 Unique A concrete outcome/product: System Service Concept/format/product Analysis Invention The project outcome is for someone (the customer) A deadline Project resources

17. - 17 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen What characterises a project? 2 An interdisciplinary team that can communicate with each other Complexity A project team that has a customer and stakeholders NB! Richard Newton distinguishes between customers and stakeholders; I choose to interprete everyone with some kind of interest in the project as a Stakeholder The potential for conflict as a result of differences of expectation and success criteria stakeholders customers stakeholders customers

18. - 18 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Why project management? Projects make demands of organisations that are not always easy to meet A clear-cut division of responsibility and labour is required to reach the objective (cf. day-to-day operations) What other inputs do we have, including those from “Overdue and over budget, over and over again”

19. - 19 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Project management - focal points Product Hvad er udfaldet? Interessenterne /Stakeholders Hvem har en aktie med i spillet? Process Hvordan vil vi nå det?

20. - 20 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Project management - focal points PIP Product Hvad er udfaldet? Interessenterne /Stakeholders Hvem har en aktie med i spillet? Process Hvordan vil vi nå det?

21. - 21 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Project management - mind map Product Experience System Form Content Function Navigation Requirements Technology Architecture Test Scoping Process model Contract Estimation Planning QA Reports Evaluation ExternalCustomer User Supplier Partner Competitor Authorities Internal CEO Project manager Project participants Internal user Internal supplier Sales/marketing Process Stakeholders

22. - 22 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Stakeholder analysis 1 of 2 The basics

23. - 23 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Extracts from article

24. - 24 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Stakeholder analysis 2 of 2 Good IT case as example

25. - 25 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 2: Instructions Work in groups of two or three. Each of you prepares a ”quick-and dirty” stakeholder analysis of a project in which you have taken part. Make a list of the main stakeholders Use the Power/Interest grid to characterise the main stakholders Rate their attitude to the project (RED = negative, YELLOW = neutral, GREEN = favourable) Present the Power(Interest grid to the others in the group and get their feedback (brainstorming)

26. - 26 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 2: Worksheet List of stakeholders: Internal: External: Power/Interest Grid with each stakeholder in one of the 4 Fields.

27. - 27 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 2: Reports from groups to whole class

28. - 28 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen

29. - 29 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Operational Project management - hierachy Tactical Strategic Vision, framework policies, values Objectives, organisation, plans, supervision Implementation day-to-day affairs control & coaching Leadership Management Admin & Control

30. - 30 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Operational Project management - hierachy

31. - 31 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Operational level: control triangle ResourcesTime ”Quality”

32. - 32 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 3: Instructions Work in groups of two or three. Re-use the project to analysed in Task 2. List three things that went well in the project List three things that went badly in the project At what level were these six aspects of the project? For operational issues, use the triangle to characterise the challenge facing project management of the project. Present your findings to the group and get their feedback.

33. - 33 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 3: Worksheet Three things that went well: 1. 2. 3. Three things that went badly: 1. 2. 3. Operational problems: Resources, time or ”quality”?

34. - 34 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 2 Peter Looms & Tine Sørensen Task 3: Reports from groups to whole class