PECULIARITIES OF IMPLEMENTATION OF MARKETING PROJECTS IN PROJECT MANAGEMENT SYSTEM

Abstract

In the article the main approaches to the classification of projects are considered, the essence and place of marketing projects in the system of project management are determined. The classification characteristics of marketing projects are analyzed. The classification of marketing projects is generalized and systematized. The classification of marketing projects is based on the directions of marketing. The main features of projects, by which they can be interpolated as marketing ones, are distinguished. It is determined that a marketing project is a purposeful, planned complex of interrelated measures for the creation or modification of any object aimed at achieving predetermined marketing objectives during a predetermined period of time, with the established budget and a certain quality. The expediency of using Scrum project management method for marketing projects is explored. The main idea of Scrum methodology is an iterative approach to project planning and implementation. Principal aspects of Scrum method are determined. The key characteristics of the formation of an effective project team in accordance with the Scrum methodology are given. It is noted that Scrum has incorporated the main successful principles of production organization, creating a flexible and dynamic system of project implementation, building on the creativity of its employees.

Keywords

• управління проектами
• маркетингові проекти
• життєвий цикл проекту
• комплекс маркетингу
• метод Scrum