Abstract
<jats:p>The study aims to provide a theoretical substantiation and methodological support for the process of developing the professional ICT competence of future marketers by realizing the holistic didactic potential of project-based learning. The article substantiates the structure of the project method’s didactic potential, aligning it with the requirements of marketing’s digital transformation. An algorithm for designing learning tasks based on the project method’s potential and formulated teaching principles is proposed. The scientific novelty lies in substantiating the holistic content of the project method’s didactic potential for developing future marketers’ ICT competence through four components: convergent, simulative, reflexive-analytical, and acceleration. Additionally, an original system of principles for designing project tasks is proposed, serving as a methodological foundation for creating learning projects oriented toward developing a marketer’s ICT competence. As a result of the study, a step-by-step algorithm for creating project tasks has been developed, allowing for the integration of information and communication technologies into all key functional areas of marketing. This ensures a transition from the reproductive mastery of software to the systemic solution of professional tasks under conditions of uncertainty.</jats:p>