Key aspects of integration of strategic planning in marketing with project management
DOI:
https://doi.org/10.35774/visnyk2024.02.068Keywords:
strategic management, strategic marketing, project management, strategy; competitiveness, managerial innovationsAbstract
Introduction. Today, strategic marketing plays a key role in ensuring the long-term competitiveness of enterprises by implementing projects with increasingly limited resources and increased requirements. However, due to the constant scientific and technological progress and fierce competition, there is a need for monitoring and timely adaptation to innovative methods of doing business. It is project management that has recently become the cornerstone of success in the activities of most foreign and partially domestic enterprises due to its technological methodology.
The purpose of the study is to develop a concept for integrating the key area of strategic marketing for enterprises with innovative project management to achieve long- term competitiveness.
Research methods. In order to deepen both areas of activity and create a comprehensive, systematic integration concept, a detailed literature review was carried out, our own previous scientific developments were analyzed, logical thinking and situation modeling were applied.
Results. As a result, it was found that both areas can be harmoniously combined in the form of a strategy that directs activities in the right direction to achieve the goal in the best way, and tactics that ensure that projects are executed accurately in accordance with the established requirements for quality, speed and quantity. Key aspects of integration were identified and stages of integrated activities were developed, which together are of practical interest. The concept achieves a synergistic effect, which consists in understanding the areas of responsibility, calculability, compliance of projects with the established requirements, flexibility, innovation, and improved control.
Prospects. Taking into account the achievements of scientists, it is concluded that almost no attention has been paid to the practical integration of project management into marketing. In this regard, there is a need to study the practical application of the developed concept through case studies and to establish real indicators of business performance.
References
Volodina, D. S. (2023). Vplyv faktoriv zovnishnoho seredovyshcha na marketynhove stratehichne planuvannia biznes-orhanizatsii [Influence of environmental factors on marketing strategic planning of a business organization]. Economic-legal and management-technological dimensions of the present: a youth perspective: materials of the internat. scient.-pract. conf. University of Customs and Finance, 41-43. Retrieved from https://drive.google.com/file/d/168AKYvaFPtfimxYRx25RVi92iv1_0Lt6/view. [in Ukrainian].
Gudz, I., Dzhereliuk, Y., & Kravchik, Y. (2023). Etapy formuvannia marketynhovoi stratehii pidpryiemstva [Stages of formation of the marketing strategy of the enterprise]. Innovation and Sustainability, (1), 197-203. DOI: 10.31649/ins.2023.1.197.203. Retrieved from https://doi.org/10.31649/ins.2023.1.197.203. [in Ukrainian].
Skorupych, A. O. (2023). Zastosuvannia innovatsiinykh tekhnolohii sfery proiektnoho menedzhmentu [Application of innovative project management technologies]. Economic-legal and management-technological dimensions of the present: a youth perspective: materials of the internat. scient.-pract. conf., 41-43. University of Customs and Finance. Retrieved from https://drive.google.com/file/d/168AKYvaFPtfimxYRx25 RVi92iv1_0Lt6/view. [in Ukrainian].
Smolich, D. V. (2019). Innovatsiini metody upravlinnia proektamy [Innovative methods of project management]. Economic Forum, 1 (4), 50-53. DOI: 10.36910/6765-2308- 8559-2019-4-8. Retrieved from https://doi.org/10.36910/6765-2308-8559-2019-4-8. [in Ukrainian].
Yepifanova, I. Y., & Dzhedzhula, V. V. (2022). Mistse protsesu upravlinnia proektamy v stratehii rozvytku pidpryiemstv [The place of the project management process in the strategy of business development]. Innovation and Sustainability, (3), 8-13. DOI: 10.31649/ins.2022.3.8.13. https://doi.org/10.31649/ins.2022.3.8.13. [in Ukrainian].
Bolyukh, I. O., Kobeleva, T. O., & Pererva, P. G. (2023). Stratehichnyi marketynh: kontseptualni osnovy vykorystannia [Strategic marketing: conceptual bases of use]. Current issues of modern business: accounting, financial and managerial aspects. National University of Environmental Management [in Ukrainian]. p. 50-52. Retrieved from https://repository.kpi.kharkov.ua/handle/KhPI-Press/66196. [in Ukrainian].
Yuriy, E. O., & Lutsyk, I. B. (2014). Tsili u systemi stratehichnoho planuvannia [Goals in the system of strategic planning]. Scientific Bulletin of Kherson State University, (8), 143-146. Retrieved from http://www.ej.kherson.ua/journal/economic_08/197.pdf. [in Ukrainian].
Bokovnia, A. O., Burtseva, T. I., Pepchuk, S. M., & Hanzhala, I. V. (2023b). Vykorystannia metodiv proiektnoho menedzhmentu pry realizatsii stratehichnykh marketynhovykh rishen pidpryiemstvamy maloho biznesu [Using the project management methods in the implementation of strategic marketing solutions of small business enterprises]. Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, (68), 5-18. DOI: 10.24025/2306-4420.68.2023.284524. https:// doi.org/10.24025/2306-4420.68.2023.284524. [in Ukrainian].
Bokovets, V. V., & Zayats, O. M. (2022). Suchasni metody upravlinnia proiektamy ta yikh osoblyvosti [Modern project management methods and their features]. Economics and business management, (65), 55-57. DOI: 10.32843/infrastruct65-9. https://doi. org/10.32843/infrastruct65-9. [in Ukrainian].
Kaverina, S. Y., & Bashynska, I. O. (2017). Informatsiini tekhnolohii v upravlinni proektamy [Information technologies in project management]. Economy and society, (10), 883-887. Retrieved from https://economyandsociety.in.ua/journals/10_ukr/150. pdf. [in Ukrainian].
Worksection. Bloh proektu Worksection.com - vsi novyny ta onovlennia systemy upravlinnia zadachamy [Worksection.com project blog – all the news and updates of the task management system]. Retrieved from https://worksection.com/ua/blog.html. [in Ukrainian].
Burennikova, N. V., & Loshak, M. V. (2020). Proektnyi menedzhment: sutnist proektiv, yikh klasyfikatsiia, etapy vprovadzhennia [Project management: the essence of projects, their classification, stages of implementation]. Vinnytsia National Technical University, 1-3. Retrieved from https://ir.lib.vntu.edu.ua//handle/123456789/29074. [in Ukrainian].
Petrunia, Y., Ivashyna, O., and others (2024). Modernizatsiia systemy upravlinnia v umovakh tsyfrovoho suspilstva: monohrafiia [Modernization of the management system in the conditions of the digital society: monograph]. The series “Business. Economy. Finances” Dnipro: University of Customs and Finance. 309 p. Retrieved from biblio.umsf.dp.ua/jspui/handle/123456789/6320. [in Ukrainian].