Marketing and Branding Research

In today's world, digitalisation is one of the main features of the modern economy; it is a systematic approach to the use of digital resources to increase labour productivity, competitiveness and economic development of the company as a whole, which contributes to the formation of a new technological order. The global trend of digitalisation in the economy in a rapidly changing environment requires the creation of new models and mechanisms of project management based on the foundation of both traditional methodologies and innovative business ideas and development strategies. Due to these trends, approaches to the development of modern project management are rapidly growing under the influence of digital technologies and automation. Modern project management is primarily focused on obtaining a quality result, while the process itself can be organised depending on the specifics of the project being implemented. The purpose of the study is to determine the impact of digitalisation on modern project management and, in general, on the development of modern business. To achieve this goal, a set of general scientific methods was used, including analysis, synthesis, generalisation, systematisation, induction and deduction. The study proves that modern project management is characterised by the active development and implementation of innovative digital technologies that allow team members to focus on the result and quality performance of their functions, while routine tasks can be performed using automated systems and artificial intelligence.