The modern determinants and features of state regulation of the development of the digital economy have been substantiated. It has been proven that today digital transformations cover all spheres of activity, levels of economic relations and become a catalyst for the evolution of conceptual changes in approaches to managing the development of the national economy. A characteristic feature of digital transformation is multilevel convergence, emergence and knowledge-orientedness.
The theoretical and methodological foundations of the IT ecosystem have been developed as a digital communication platform for business entities, ICT companies, universities, start-up accelerators, technology hubs and all technology industries, which will open up new opportunities for the market and more effective interaction of all its participants.
The conceptual foundations of innovative strategies for ensuring the competitiveness of the national economy have been determined. It is argued that the comprehensive distribution of management systems for marketing IT projects in the national economy presupposes the implementation of appropriate policies. Based on the current realities of the resource potential of the economy, the outsourcing model of development is a priority among the mechanisms of strategies.
A societal analysis of the world experience of the IT marketing project management system has been carried out. Based on its results, a societal paradigm was developed, focused on the convergence, dynamism, multidimensionality and eagerness of the economic results of IT projects, the consistency, dynamism, flexibility of their activation, the growth of the role of innovative creative activity and the importance of the personalized value of projects.
The methodological provisions of the engineering approach and tools for modeling the quality of marketing IT projects are generalized. The architecture of a flexible component-oriented approach based on a complexity model allows, depending on the conditions of project implementation, types of project relationships and risk level, to agree on requirements and reduce the degree of uncertainty of projects, increase their quality, efficiency and manageability throughout the life cycle.
The conceptual basis and methodological aspects of the agent-dynamic approach to the management of marketing IT projects have been formed. It has been established that the use of the agent-dynamic approach provides an increase in the level of understanding of both the structure of the modeled system and its dynamic processes, and the principles of interaction of its elements in the complex.
A model of interactive collaborative interaction of participants in partner marketing projects has been developed. The systemic-synergetic approach to the implementation of customer-oriented marketing projects has been investigated. The toolkit for assessing the effectiveness of modern marketing IT projects has been improved. An integral methodology for evaluating the effectiveness of various types of IT projects that can be implemented at different levels of organizational maturity has been proposed and tested.
An adaptive approach to the formation of an information security system for mobile Big Data management has been developed. Strengthening information security in the IT marketing project management system provides for the introduction of an adaptive approach to strategizing and modeling virtualization, harmonization of business processes, convergence of the general management system.
The methodology of the portal approach to the management of marketing IT projects has been substantiated. In this context, the introduction of a portal approach to the management of marketing IT projects in the context of digital transformations, which allows creating an information space and grounds for the improving efficiency of both internal and external marketing, is of high applied importance.
Improved scientific approaches to dynamic pricing and the prospects for using artificial intelligence in digital marketing. The normative and legal institutionalization of the dynamic pricing algorithm should become economically feasible, which makes it possible, using economic and mathematical methods and approaches, to determine the optimal offer price. The use of artificial intelligence technologies for self-learning of the model, the implementation of measures to eliminate disproportions in innovation and technological development and cognitive perception of artificial intelligence is promising.
