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Program management is the organization and administration of one or more programs. This generally includes all aspects of the program, including budget, operations, and review. Successful program management requires organization, good communication, and attention to detail.
The terms program management and project management are often used interchangeably. While many of the responsibilities and roles are the same, the two roles are different. Program management generally refers to the operation of an initiative that is ongoing or is expected to last for at least several years. Project management generally refers to the management of a project with a defined start date and end date and consisting of very specific deliverables.
Program managers often must manage multiple short-term projects or initiatives that fall under the auspices of their programs. For example, a company could launch a customer loyalty program. This can include issuing frequent shopper cards, sending birthday emails to repeat customers, and offering perks like special sales or free shipping to top customers. Each of these initiatives will be a separate project during the setup phase, but the projects must work together to create a successful program.
Components of good program management include effective goal setting, planning, organization and execution. Strong program managers can keep track of individual tasks and details and ensure they are all executed correctly and on time. At the same time, they must always keep the big picture in mind and be able to adapt to changing priorities. They must also be good negotiators who can work well with other departments and stakeholders.
Program management covers a wide range of functions. These managers must define, monitor and manage the program budget, for example. They must also select vendors to perform any outsourced functions and may need to supervise a team. If the program is regulated by an outside source, such as a government agency, they must ensure that the program follows all rules and restrictions imposed by the agency. They may also need to report on the financial or operational status of the program from time to time.
In many cases, managing the program also means promoting the benefits of the program to internal and external stakeholders. In the customer loyalty program example, the program administrator would need to find a way to inform customers about the program and convince them to sign up. You may also need to convince your company’s finance manager that the program will generate enough additional sales to offset the program’s operating expenses and offer discounts. If the program requires additional work from company employees, the program manager may need to show an operations manager how this additional effort will ultimately benefit the company’s store or department.