MARKETING STRATEGIES FOR PROJECT MANAGEMENT IN THE DIGITAL AGE

The digitisation of socio-economic relations against globalisation and market integration trends necessitates fundamentally new strategies for forming marketing approaches to projects activity management. The article aims to analyse project marketing strategies as an adaptive mechanism within the management paradigm in the conditions of the information society. The research employed general scientific methods, including analysis, synthesis, generalisation, abstraction, specification, induction, and deduction. The study analysed a classification of strategic directions for project activities. The specificity of contemporary marketing strategic decisions for mitigating the impact of unstable conditions was considered. The potential for improving the mechanism for forming and optimising marketing approaches to project activity management was substantiated. The need to refine the mechanism of strategic marketing was identified as one of the priority components of an effective management system in the information society. It was proposed that a marketing strategy be developed by profiling according to project management subsystems. The research results have practical significance as they can be applied to develop or optimise marketing strategies in the project activity management system in the conditions of digitisation of societal processes.