Метод інтелектуального управління конфігурацією продукту маркетингового проєкту

The article substantiates the need for an innovative approach to the management of marketing projects in the pharmaceutical industry. A method of intelligent management of the configuration of the product of a marketing project is proposed. The need for such a method is due to the complexity of adapting rigidly formed project tasks to dynamic market conditions, to a high level of uncertainty regarding the requirements for a new product. The work substantiates the need to use the term "product configuration of a marketing project" precisely to take into account dynamic changes. The purpose of the study is to create a mechanism that allows you to effectively manage the configuration of the product of a marketing project, ensuring adaptability and flexibility in the conditions of changing stakeholder requirements, market needs and technical limitations of the enterprise. In the course of the work, an approach was developed based on the concept of product configuration, which includes not only technical and functional parameters, but also dynamic relationships between them. The results of the study demonstrate that the proposed method of intelligent configuration management allows you to systematize and control all aspects of a marketing project, from collecting market data to forming requirements for a new product. The use of intelligent tools, such as expert systems, machine learning algorithms and optimization methods, ensures the accuracy of analysis and forecasting of market trends, as well as the ability to promptly adjust the product configuration. The configuration management system includes mechanisms for monitoring intermediate results, adaptive change management tools and criteria for assessing the compliance of requirements for a new product with the technical and production capabilities of the enterprise. This allows you to minimize the risks of creating products that do not meet the expectations of consumers or the enterprise. The conclusions of the study confirm that the developed method allows you to increase the effectiveness of marketing projects due to its adaptability to changes and accuracy of forecasts. The proposed approach ensures the integration of dynamic project components, helps optimize the drug development process and increases the competitiveness of the enterprise in the local market. The method is universal and can be adapted for other industries where complex project management is required under conditions of uncertainty.