MARKETING PROJECTS: ESSENCE AND CLASSIFICATION
Abstract
In today's rapidly evolving business environment, effective management practices are essential for companies to remain competitive. Marketing activities are a crucial factor in enabling organizations to adapt their production, trading, sales, finance, human resources, and other operations to ever-changing market conditions. Marketing projects occupy a special place within project management. They play a crucial role in the successful functioning of any enterprise, and effective management of these projects is the key to achieving marketing goals and optimizing the use of resources. Organizations have realized the importance of effective planning, coordination, and execution of marketing projects to achieve their strategic goals. However, it is important to recognize that marketing project management differs from project management in other industries due to its specific requirements and characteristics. The study uses the methods of generalization, theoretical method, method of comparative analysis, and grouping. From the point of view of the authors, a marketing project can be defined as a sequence of unique, planned and interrelated activities aimed at achieving a specific marketing goal, which includes clearly defined timelines, budget, team, management, form of implementation and control. The study of project classifications, in particular, made it possible to propose a classification of marketing projects by such features as the focus of the marketing project, project budget, project duration, project characteristics, and projects depending on marketing functions. Understanding the different types and classifications of marketing projects allows companies to effectively apply project management principles. By classifying marketing projects, companies are able to prioritize resource allocation, select appropriate methods, and adapt project management approaches to the specific characteristics and goals of each marketing project. Further research can be aimed at identifying and adapting appropriate models and tools for managing marketing projects, which will ensure optimal project efficiency and success.
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