MODERN APPROACHES TO MANAGING MOBILE MARKETING IT PROJECTS The article describes the main problematic issues and modern approaches to managing mobile marketing IT projects. The principles and development models of modern web-projects are analyzed. A comparative analysis of the features and areas of applicability of flexible IT project management methodologies is presented. The critical problems of using flexible methodologies in mobile marketing IT projects are highlighted. The logical and

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... tural diagram of the stages of the Mobile App Design Timeline is proposed, which contributes to increasing the effectiveness of the implementation of IT projects. To assess the applicability of the flexible methodologies of Kanban and Scrum, an IT project of mobile marketing was simulated, and recommendations were proposed for building a self-organizing team and conducting a continuous retrospective.