ПОРІВНЯЛЬНИЙ АНАЛІЗ МОДЕЛЕЙ ТА МЕТОДІВ УПРАВЛІННЯ МАРКЕТИНГОВИМИ ПРОЕКТАМИ

Abstract

The article examines the importance and effectiveness of using the project management methodology to ensure timely and budget-effective implementation of projects in accordance with customer requirements. The author emphasizes that project management is a strategic process that encompasses project initiation, planning, execution, monitoring, control, and closure. Special attention is paid to the role of project management in marketing, where complexity and constant dynamics require careful planning and execution. Using project management techniques in marketing teams can improve planning, improve efficiency and productivity, improve communication and collaboration, provide greater control over budget and resources, and lead to improved campaign results. Various marketing project management methodologies, their characteristics and differences are studied. The waterfall cascade model is defined as a sequential approach to dividing a project into fixed tasks, which can be effective for short and well-defined projects, but not suitable for complex and long-term tasks. Agile flexible model and Scrum are defined as fundamentally different approaches based on collaboration, iterability and speed. Agile emphasizes individuals over processes, while Scrum is defined by short iterations and a team motivation system. The Critical Path Method (CPM) and Critical Chain Marketing Project Management (CCPM) are defined as methodologies aimed at determining and optimizing project completion times. Integrated Marketing Project Management (IPM) is seen as an approach focused on standardizing and sharing processes across the organization, which can be useful for large creative agencies. Methodologies (PRiSM, PRINCE2, PMI PMBOK) expand the range of available approaches to marketing project management. Each of them has its own features and applications depending on the specific needs and characteristics of the project. The article provides a comprehensive overview of various methodologies and their relevance to specific conditions and types of marketing projects.