PRACTICAL AND METHODOLOGICAL ASPECTS OF MARKETING APPROACHES TO PROJECT MANAGEMENT IN MODERN ENTERPRISES

The aim of the article is to investigate and analyze current trends in marketing project management, particularly in the Ukrainian market of innovative companies. The article explores the essence and management of marketing projects, emphasizing their temporary nature and unique objectives. It highlights the importance of clear classification, meticulous planning, and structured processes to optimize outcomes. The marketing project life cycle (MPLC) typically consists of five phases: initiation, planning, execution, monitoring, and closure. The article focuses on adapting these stages to the specifics of each project, ensuring consistent progress, minimizing risks, and enhancing overall project success. By implementing systematic approaches, businesses can achieve predictable and effective results, even within dynamic marketing environments. The study analyzes project management practices in innovative Ukrainian companies, highlighting the combination of traditional and agile approaches. While bureaucratic functions are managed with classical methods due to regulatory constraints, agile frameworks such as Scrum enhance adaptability in dynamic departments like IT. The study emphasizes that this hybrid approach optimizes resource utilization, improves decision-making, and enhances marketing project outcomes. It recommends simplifying bureaucratic procedures and delegating authority to increase efficiency. Furthermore, the article advocates for fostering international collaboration and adopting best practices to further enhance project management effectiveness. Marketing projects are temporary initiatives designed to achieve specific marketing objectives, such as strategy development or campaign launches. They are critical tools for businesses in today’s competitive environment. Effective management requires clear classification, thorough planning, and precise execution, incorporating innovative trends and industry standards. The widely accepted lifecycle includes initiation, planning, execution, monitoring, and closure. A structured approach improves organization, optimizes processes, and increases success rates, providing predictable results while adapting to diverse industry and company-specific practices. Marketing project management in innovative Ukrainian companies effectively combines traditional and agile approaches. This hybrid model streamlines bureaucratic processes while improving adaptability, enhancing profitability, and attracting customers. Agile integration at the corporate policy level increases responsiveness to market changes, but success depends on staff training and adaptation. Reducing bureaucratic delays, delegating authority to middle management, and focusing on strategic tasks will further improve efficiency. Projects aimed at international positioning offer opportunities for implementing modern management practices. Future research should address barriers to project implementation and deviations from initial plans to further optimize outcomes.