IMPROVING THE METHODOLOGY OF MARKETING COMMUNICATIONS MANAGEMENT IN THE DIGITAL ECONOMY

IMPROVING THE METHODOLOGYOF MARKETING COMMUNICATIONSMANAGEMENT IN THE DIGITAL ECONOMYHojiyeva Iroda AvezovnaTashkent State University of EconomicsDoctor of Philosophy (PhD) in Educational Sciences,Acting Associate ProfessorORCID iD: 0000-0003-4798-8645Abstract. Digital transformation has expanded the number of customer touchpoints and mademarketing communications more complex to coordinate. The central managerial challenge is no longerlimited to the use of individual promotional channels but involves creating a coherent system in whichcustomer data, message consistency, channel roles, timing, feedback, and economic performance aremanaged together. This article develops a conceptual methodology for improving marketing communicationsmanagement in the digital economy. The proposed model combines strategic alignment, customer journeymapping, communication architecture, omnichannel coordination, responsible personalization, a hierarchicalKPI system, and continuous optimization. The framework is designed as a basis for subsequent empiricaltesting in enterprises operating in Uzbekistan.Keywords: marketing communications, integrated marketing communications, digital marketing,customer journey, omnichannel management, personalization, marketing analytics, customer engagement,communication effectiveness.

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