Application of Design Thinking Methodology for the Development of Marketing Products in the Field on Information Technology

This work is devoted to the study of design thinking methodology for its application in the development of marketing products in the field of information technology. Each branch of the economy has a certain specificity, which must be taken into account when proceeding development programs for companies operating in a particular industry. The information technology market is one of the rapidly changing markets, therefore, the problem of the strategic development of IT companies is quite acute and should be addressed taking into account the operating conditions and development dynamics of this sector, including with regard to the time frame for strategic development. Since recent times, design thinking has been ranked as a new trend in marketing, but its use has not been spread widely. This article explores this approach in detail, all its aspects, and identifies its advantages over the standard approach. In addition, methods are described in detail with which you can implement a new marketing product based on the principles of design thinking, namely, interviews for consumer surveys and observation, brain-storming as an option for generating ideas and collecting feedback necessary for the testing phase. The result of the work is a created model for the application of design thinking methodology in the development of promotional products. Key words: design-thinking, developing of marketing products, marketing in IT-sphere, design-thinking in marketing.