A program represents a marketing activity and is typically comprises multiple related marketing deliverables or initiatives.

A program can contain or group multiple projects. The program itself has information that is central or common to the development and execution of these marketing deliverables. For example, a direct marketing program might contain multiple projects each representing a distinct marketing promotion or campaign. A product launch program might contain projects that pertain to various types of collateral development, analyst briefings, and tradeshow attendance.