ITIL for marketing projects

Question

Is there a tailoring of ITIL for marketing projects: web, crm and mobile?

Something a marketing expert can understand who supervises the realisation of such a project by a subcontractor.

Answer 1

ITIL is a Service Management Framework

ITIL is an IT service management framework, not a complete governance framework, and certainly not a comprehensive project management framework or methodology. ITIL covers:

1. ITIL Service Strategy
2. ITIL Service Design
3. ITIL Service Transition
4. ITIL Service Operation
5. ITIL Continual Service Improvement

While strategy and design sound like they're about project management because they're about aligning objectives and customer needs, it's important to remember that this is all within the context of IT service, rather than project management. You might spin up a project from inside an ITIL process, but ITIL itself relegates project management to sub-processes within ITIL Service Transition, with a focus on coordination and conflict resolution within ITIL.

In ITIL 2011 Project Management has been revised to highlight that its main responsibility is to coordinate the various service transition projects and resolve conflicts...Projects are initiated when Service Portfolio Management has chartered a new or substantially changed service.

A better way to look at your use case is that you have an IT project to support a marketing initiative. Select a service management framework to plan and operate your IT solutions, and a project management framework to build and deliver the solution within any governance, compliance, security, and service management frameworks that may apply.