USING MARKETING TOOLS FOR PROGRAM AND PROJECT MANAGEMENT IN THE PROJECT MANAGEMENT SYSTEM

Principal approaches to the classification of projects are discussed, the essence and role of marketing tools in the project management system is defined. The classification criteria of marketing tools in the project management system are analyzed. The classification of marketing project is summarized and systematized. The classification of marketing projects by marketing direction is shown. The principal characteristics of projects that can be interpreted as marketing projects are highlighted. Marketing project is defined as a planned complex of causally linked measures aiming at creating or changing an object in order to achieve the preset marketing goals in a fixed period of time, with a fixed budged and a certain degree of quality. The study involved elements of scientific search aimed at more effective solution of a number of problems. It required collection and analysis of information contained in various literary sources, their summing up and formulation of conclusions and proposals. It is argued that using the marketing strategy allows to learn consumer needs and the business entity's capability to meet them. Marketing tools outline the mission and strategic goal of an organization. The strategic plan of a project is developed with using marketing terminology such as market segment, market introduction and others. Therefore, strategic planning cannot be separated from marketing planning. The purpose of using marketing tools is analyzed in the article from the perspective of three levels of thinking in an organization: corporate culture, strategy and tactics. While at business entity level the emphasis is made on formulating general goals and general strategies for their achievement, at the level of specific business the effort is focused on elaborating detailed strategic plans. The tactics of using marketing tools is elaborated in detail at the level of targeted commodity market. It is demonstrated that the concepts of strategic planning and marketing are closely interlinked, and the strategic plan of marketing activities has to be an integral part of the company's strategic plan.