ОЦІНКА МАРКЕТИНГОВИХ ПРОЄКТІВ НЕКОМЕРЦІЙНИХ ОРГАНІЗАЦІЙ: ДЕЯКІ АСПЕКТИ МЕТОДОЛОГІЇ

Abstract

Non-profit organizations and unions are facing a new situation that requires them to be more flexible and competitive in the global economy. This is reflected in the implementation of various projects, including international cooperation, exchange of experience, membership in international associations, etc. Innovative and technological changes of our time create a number of marketing opportunities that are successfully implemented by organizations. Budget priorities and boundaries determine the capabilities of organizations and the content of their tasks. Entrepreneurial and professional organizations and unions are open organizations, so they communicate with other organizations, groups, individuals. This is reflected in the implementation of projects of varying complexity, limited in resources, opportunities, time and other objective and subjective factors. he article presents the methodological approach of IMACON, which describes the essence of the methodology for evaluating marketing projects for a non-profit organization, and which aggregates various data for management decisions that can be used in both the nonprofit sector and marketing activities of commercial companies. The IMACON tool is visually presented in the form of a regular hexagon, which is formed using aggregate estimates of the six main parameters of the quality of the marketing project. In this model, there are two assessments, first, the project proposal as a whole, and secondly, in the context of the parameters of «management activities». The IMACON model uses the principle of quantitative assessment or rating of factors based on qualitative research methods. Such qualitative methods imply the obligation of the expert to evaluate individually each aspect, which is a separate parameter, that means making an expert opinion about it, and evaluate it as a whole in quantitative terms.The implementation of marketing projects evaluated according to this methodology will help to achieve sustainable economic growth by attracting investment and implementing a project approach, attracting both domestic and foreign investment, and proving the investment attractiveness of a project. All this is implemented in the format of clear projects with long-term planning, their institutional capacity, implementation of marketing strategy, taking into account local or global characteristics and opportunities.