Implementation of cost management principles in optimizing the marketing budget taking into account strategic priorities in startup projects

Abstract

Abstract: The purpose of the study was to generalize the strategic priorities of startup project management to develop a model for implementing the principles of the cost management concept in optimizing the startup marketing budget. To achieve the goal of the study, general scientific and specific methods of economic research were used, taking into account the requirements of a systems approach. The generalization of tactical goals and strategic priorities of startup management was carried out on the basis of analysis and synthesis methods, abstract-logical method. The modeling method allowed to form a system of strategic startup management taking into account the subsystems of cost management and marketing management and a model for implementing the principles of cost management in optimizing the startup marketing budget. The methods of formalization and modeling allowed to substantiate the elements of the optimization economic and mathematical model of the marketing budget. The results of the study allowed, based on the analysis of the scientific and methodological principles of strategic management of startups and taking into account the requirements of the system approach, to present the startup management system as a set of system-forming subsystems that allow forming the staff of a startup, ensuring the organization and management of a startup based on the concept of marketing and cost management, solving the problems of mobilizing investment resources and ensuring their economical use based on cost budgeting and optimization of the startup marketing budget. The functioning of such a system should be based on the principles of the cost management concept, taking into account the implementation of its principles in the optimization of the marketing budget and the subordination of the functioning of such an integrated complex to the priorities of the startup project strategy. Conclusions. Integration of the principles of the concept of project cost management and optimization of the marketing budget, taking into account the selected optimality criterion based on economic and mathematical modeling, will contribute to the implementation of the startup scaling strategy.