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Registration Number

0226U000218, (0124U000158) , R & D reports

Title

Digital Marketing Management

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Управління цифровим маркетингом

Head

Iankovets Tetiana M., Кандидат економічних наук

Registration Date

06-01-2026

Organization

State University of Trade and Economics

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Research of approaches to digital marketing management, substantiation of digital marketing strategies, systematization of digital marketing tools, identification of factors of influence of digital marketing on the efficiency of enterprises

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The object of this study is the process of managing digital marketing for an enterprise. The purpose of this work is to theoretically substantiate and develop strategic approaches to managing an enterprise's digital marketing, as well as to substantiate the synergistic relationship between strategic assets and digital marketing tools, which ensures increased efficiency in consumer interaction and competitiveness in the digital environment. The system of strategic management of digital marketing is substantiated, the system-forming elements of which include a management mechanism that encompasses a set of principles, methods, tools, and resource provision, through which a managerial influence on digital marketing is exerted. The organizational and methodological approach to the formation of digital marketing strategies, as a key tool for implementing the management mechanism, has been improved. A process model has been developed to ensure the effectiveness of strategic digital marketing assets (website, design, content, mobile assets), which involves the implementation of a holistic set of interconnected processes to improve the state of these assets using digital marketing tools: web analytics, search marketing, digital advertising, social media marketing, mobile marketing, marketing process automation, content marketing. The practical implementation of the research results consists in developing recommendations for the implementation of strategically oriented digital marketing management, which allows enterprises to: optimize digital channels of interaction with consumers; improve the quality of customer journeys through data and analytics; form effective content strategies, promotion of mobile and web assets; improve media planning and pricing in digital advertising; automate marketing processes and increase their effectiveness; strengthen competitive positions in the market through the integrated use of digital technologies.

Product Description

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Tatiana Iankovets
Olena Bondarenko
KATERYNA YAHELSKA
Tetiana Kniazieva
Olena Zaitseva
Liubov Vasylyshyna
Viktoriia Karmazinova
Hanna Kononenko
Marianna Konopliannykova
Olena Korovina
Ihor Ponomarenko
Ella Prydatko
Tetiana Suslova
Anzhelika Chepelenko
Olha Chernysh
Tetiana Chernysh
Tetiana Chunikhina
Volodymyr Samchuk
Kateryna Medvedieva
Danylo Sidielnikov
Alona Shtanova
Maksym Yashchenko
Oleksandr Bozhko
Oleksii Horobets
Oleksandr Karkushka
Ilona Levytska
Kateryna Lukhanina
Oleksandr Melnychenko
Daniil Nikolaiev
Vladyslav Rozhdestvenskyi
Vladyslav Slipchenko
Serhii Siazin

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2026-01-06