Application of event–management and digital marketing tools in the management and efficiency improvement of projects in the construction industry

  This study attempts to identify the specific features of using event–management and digital marketing tools in the management and efficiency enhancement of projects in the construction industry. These features are based on the integration of functions and the joint organization of project management processes in construction, supported by the influence of these tools. It is noted that event–management and digital marketing offer managers additional opportunities and practical tools for improving approaches to event organization and project management at various stages of the project life cycle. The study emphasizes the importance of combining these tools to maximize both external and internal effects. In line with this, the functions of event–management and digital marketing in project management and efficiency enhancement in the construction sector are discussed. A review of theoretical concepts is provided, based on which a mechanism for applying event–management and digital marketing tools in construction project management and efficiency improvement is developed.