Information Technology Aquarius Marketing Project Plan Term Paper

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Information Technology

Aquarius Marketing Project Plan

The intent of this project plan is to comprehensively define the development process, testing, training, and introduction of an enterprise-class portal and series of enterprise content management (ECM) applications that will significantly increase the level of efficiency and collaboration within Aquarius Marketing. As Aquarius' business model is primarily focused on generating market reports that contain insights and analyses based on content, development an enterprise-class portal platform that includes a series of ECM applications within it makes the most sense for Aquarius. The proposed system is being specifically designed to provide Aquarius Marketing with both the applications and underlying processes to better serve their clients. As clients mention their three main areas of concern being the time taken by members of the Aquarius Marketing team to produce marketing reports, the depth of analysis in the report, and the fees charged by Aquarius Marketing being much higher than competitors, the proposed ECM system and portal will specifically focus on more efficient access to research and greater levels of integration across content repositories and processes.

Design Objectives of the Aquarius Enterprise Content Management SystemDownload full Download Microsoft Word File
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TOPIC: Term Paper on Information Technology Aquarius Marketing Project Plan the Assignment

The primary design objective of the ECM system is to provide flexibility in how market analysis reports are authored, edited, produced, posted, downloaded, commented on, and synchronized with clients for their benefit. The proposed enterprise system will rely heavily on portal platform technologies and ECM applications that can be quickly aligned with research, publication and all customer-facing processes that are critical to the firms' business model. From an analysis of Aquarius' process workflows and manually-based approach to producing analysis reports it's abundantly clear that relying on a portal platform that will allow for greater collaboration between Marketing Associates will deliver a significant improvement to workflow efficiency and productivity quickly. ECM applications have business process management (BPM) workflow applications integrated within them, which further supports the recommendation of creating and enterprise-wide content repository that is agile enough to align with existing workflows yet integrated enough to increase efficiency and performance.

In keeping with the firms' objective of having the system in place within eight weeks, a portal platform also aligns well with this requirement. Both licensed and Software-as-a-Service (SaaS) delivery models of portal platforms from leading software vendors in the area of ECM could be operational within eight weeks. Given the relatively short time period to have the system up and running, it is advisable to rely on a SaaS platform for implementation.

Another design objective specifically focuses on quantifying the increase in customer responsiveness, greater levels of tailoring existing research to customers' needs, and the development of entirely new processes for bringing more efficiency and accuracy to serving customers' requests. In order to measure these performance gains it is also advisable that the portal platform have an analytics application or actual layer in the portal architecture to track performance over time, reporting it in a dashboard (Kefi, third design objective, relying on the Soft Systems Methodology (SSM) approach, concentrates on more advanced features on the portal platform including personalization agents that can be defined by clients, administration-based applications including a web site page builder application, newsletter engine, and report generation and management application, will be integrated into the portal architecture as well. 128-bit security will also be build directly into the enterprise content management platform as well, ensuring all applications have layered security from external threats from the Internet.

A fourth design objective is to deliver user-level applications that can be selectively deployed by Aquarius Marketing as processes are created to support them, or marketing and business development campaigns created to capitalize on them. It is essential that the proposal portal architecture also include authentication of logins, advanced search features, and the creation of mini-sites for the larger clients who have the need of hosting Aquarius' published research on their corporate Intranets. In addition there is a Communication section that includes an interactive forum, Web Mail for customers and prospects that may opt in for free research support for Instant Messenging for clients, and sections for creating blogs, both for employees and customers as well. These user sections will lead to significant amounts of content being stored, which translates into the need to set a migration path to a Service-Oriented Architecture (SOA). The decision to begin with an enterprise content management system is a phase 1 of moving into a broader Service Oriented Architecture as use of the portal grows and the need to integrate with a greater number of systems increases.

Taken together, these objectives are the information systems requirements for the planned portal and ECM application. The technical issues center on the aligning of the proposed system components with internal processes, while the most critical non-technical issue is providing adequate training and development of change management strategies to ensure the systems' success.


Project Objectives

To provide Aquarius Marketing with a state-of-the-art portal specifically designed with an enterprise content management platform that can scale to the needs of its clients, employees and prospects.

To create administrative tools that provide Aquarius Marketing Website Managers with the necessary functionality to create, update, modify and delete entire sections of the portal in a minimum amount of time. Included in this goal is the delivering of functionality to create and update web pages, post research and define which clients will be able to download them, create and edit newsletters and also e-mail them, and generate reports to monitor site traffic.

To create a client section that is flexible enough to allow for quick additions to content repositories for each client, yet also structured enough to provide clients with the ability to quickly and intuitively navigate the site for new information. In addition to secure logins, the client section of the site will include alert functions, advanced search functionality, downloadable research, and a comprehensive communications section for enriching the online experience for clients using the site.


The scope of this document includes the structural definition of an enterprise content management portal that has significant user and administrative functionality. Within scope for this project includes the uploading, management, and deletion of research for the portal from an internal user, administrative, and clients' perspective.


The following are commonly used definitions in the development of enterprise content management portals globally:

Enterprise Content Management (ECM) - the strategy of making all content available throughout an organization regardless of the database it resides in or its physical location.

Repositories - Where content is stored, and this typically refers to a grouping of databases or date warehouses together in a division of a larger organization.

Schema - the foundational structure of database records within a database.

Service Oriented Architecture (SOA) - an enterprise-level approach to defining how system components integrate with one another to allow for maximum system configuration and functionality. ECM is the first step in creating an SOA platform for Aquarius Marketing so its future growth can quickly evolve.

Structured content - Refers to content that has specifically been created using databases and structured programming. When content is structured it's been organized into a hierarchical database.

Taxonomy - Defines the approach every organization takes in the organization of its content.

Unstructured content - Freeform content that is created when a respondent fills in a question on a questionnaire for example.

Standards Used

The following standards will be adhered to in the development of this portal: AJAX Programming Standards; Java Virtual Machine (JVM); IBM WebSphere for the Portal Technology as it can be extended into a Service Oriented Architecture (SOA) platform quickly as Aquarius Marketing portal traffic increases. WebSphere can also be implemented entirely through a SaaS architecutre.



The objectives of this project share common requirements which include the following: user authentication including single sign-on; personalization; unifying content and aggregating it; integrating content and knowledge management databases; build out an enterprise-wide portal strategy that focuses on creating, organizing and distributing content; and lastly, looking at common processes each project has in the areas of creating, organizing, managing and publishing content in each of these five portals. Murphy and Columbus (7) have completed research of how portals can be made more effective by streamlining content management strategies and serve as the first step in adopting a Service-Oriented Architecture. Their landmark report on the subject includes a methodology for organizing content first by information type intersected by point in the information or task process supported and includes vendor evaluations.

Once a portal strategy has been defined the specific requirements of each application can be tailored to the needs of both job seekers and employers. Murphy and Columbus (6, 7) advocate starting small and focus first on critical needs then expand portals to more complex requirements. Specific steps needed to accomplish the objectives of this project concurrently are as follows:

Map out and organize common processes across all areas of the project and look for ways to trim redundancies in them first before applying any technology to them. This is critical for accomplish the first design objective of… [END OF PREVIEW] . . . READ MORE

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How to Cite "Information Technology Aquarius Marketing Project Plan" Term Paper in a Bibliography:

APA Style

Information Technology Aquarius Marketing Project Plan.  (2008, January 23).  Retrieved July 31, 2021, from

MLA Format

"Information Technology Aquarius Marketing Project Plan."  23 January 2008.  Web.  31 July 2021. <>.

Chicago Style

"Information Technology Aquarius Marketing Project Plan."  January 23, 2008.  Accessed July 31, 2021.