APPLICATION OF THE PERT-CPM MODEL TO THE MANAGEMENT OF BUSINESS MARKETING PROJECTS

Abstract

The study seeks to answer the question how to optimize time, resources and costs in the management of business projects with a comprehensive and integrated view of activities, favoring their administration and control? PERT method - Operations Research CPM is applied to a particular case in the field of marketing, that is, the implementation of the communication campaign for the organization under study –Cooperativa de Ahorro y Crédito Ambato Ltda.- in order to strengthen the institutional image. The critical path for the fulfillment of project activities is identified that optimizes execution time, costs and control.

The research shows the flexibility of the PERT-CPM method to carry out probabilistic simulations that adjust to possible administrative decisions of the project, in terms of acceleration in compliance times or levels of confidence of the stipulated program. In addition, the application of quantitative Operations Research models, such as the PERT-CPM method, with the support of computer tools, contribute technically processed information for decision-making in organizations, confirming its usefulness in business projects. - even more so in the case of complex and large-scale projects.