ANALYSIS OF THE APPLICATION OF THE SCRAM FRAMEWORK IN MARKETING ON THE EXAMPLE OF LEVUP DIGITAL SOLUTIONS
DOI:
https://doi.org/10.24867/25GI09ArsicKeywords:
project, project management, agile methodology, scrum, scrum in marketingAbstract
In the first part of this paper, the concept of the project, its main characteristics and division is analyzed. After that, the concept of project management was explained. The second part of the paper refers to agile methodologies and their application. The main focus is on Scrum and its application in marketing.
References
[1] PMBOK. (2017). Project Managament Body of Knowledge. Pensilvania: Project Managament Institute.
[2] Avlijaš, R., & Avlijaš, G. (2018). Upravljanje projektom. Beograd: Univerzitet Singidunum.
[3] Morača, S., & Radaković, N. (2017). Osnove upravljanja projektima. Novi Sad: Fakultet tehni;kih nauka.
[4] Kerzner, H. (2017). Project Management- A systems approach to planning, schedualing and controlling. New Jersey: John Wiley & Sons, Inc., Hoboken, New Jersey.
[5] Cobb, C. (2015). The project manager's guide to mastering agile. Canada: John Wiley & Sons, Inc., Hoboken, New Jersey.
[6] Schwaber, K., & Sutherland, J. (2020). The Scrum guide- The Definitive Guide to Scrum: The Rules of the Game. CreateSpace Independent Publishing Platform.
[7] Sailer, B. (2019). How to Get Started With Agile Marketing and do better work. CoSchedule.
[8] ProfileFree. (2020). Agile for Marketing: All You Need to Know (With 5 Examples). Retrieved from ProfileTree: https://profiletree.com/agile-for-marketing/
[9] Filev, A. (2021, November 27). Scrum in marketing: making enterprises adaptive. Retrieved from Wrike: https://www.wrike.com/blog/scrum-in-marketing-making-enterprises-adaptive/)
[2] Avlijaš, R., & Avlijaš, G. (2018). Upravljanje projektom. Beograd: Univerzitet Singidunum.
[3] Morača, S., & Radaković, N. (2017). Osnove upravljanja projektima. Novi Sad: Fakultet tehni;kih nauka.
[4] Kerzner, H. (2017). Project Management- A systems approach to planning, schedualing and controlling. New Jersey: John Wiley & Sons, Inc., Hoboken, New Jersey.
[5] Cobb, C. (2015). The project manager's guide to mastering agile. Canada: John Wiley & Sons, Inc., Hoboken, New Jersey.
[6] Schwaber, K., & Sutherland, J. (2020). The Scrum guide- The Definitive Guide to Scrum: The Rules of the Game. CreateSpace Independent Publishing Platform.
[7] Sailer, B. (2019). How to Get Started With Agile Marketing and do better work. CoSchedule.
[8] ProfileFree. (2020). Agile for Marketing: All You Need to Know (With 5 Examples). Retrieved from ProfileTree: https://profiletree.com/agile-for-marketing/
[9] Filev, A. (2021, November 27). Scrum in marketing: making enterprises adaptive. Retrieved from Wrike: https://www.wrike.com/blog/scrum-in-marketing-making-enterprises-adaptive/)
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Published
2023-12-30
Issue
Section
Industrial Engineering and Management
