Designing Generation Z Future Career in Challenging Times through Digital Marketing Education in Romania-Serbian Cross-Border Vision

Lavinia Cernescu (), Diaconescu Andra () and Dungan Luisa Isabel ()
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Lavinia Cernescu: Politehnica University of Timisoara, Faculty of Management in Production and Transportations, 14 Remus Street, 300191 Timisoara, Romania
Diaconescu Andra: Politehnica University of Timisoara, Faculty of Management in Production and Transportations, 14 Remus Street, 300191 Timisoara, Romania
Dungan Luisa Isabel: Politehnica University of Timisoara, Faculty of Mechanical Engineering, 1 Mihai Viteazu Street, Timisoara, Romania

Enformation Conference Proceedings Series, 2024, vol. 13, 20-33

Abstract: Hardly employable categories in rural areas (young people without university degrees or a high school diploma), are enabled to start new jobs using IT technologies and market skills. The objective of the study was to identify and create a pilot program in a cross-border Romanian-Serbian region by following the labour market needs. Nevertheless, the research underlines the importance of improving the quality of teaching and developing digital and marketing skills for youngsters by creating extracurricular programs in partnership. We applied 80 online surveys in two high schools Timis and Vrsac and conducted five semi-structured interviews with companies. The main result of the research is an extracurricular program “Digital U†which was created in accordance with the needs identified. The program will provide employment opportunities in the rural area of the cross-border region Timis-Vrsac by setting up personalized activities to promote employment by the market trends, implementing vocational training in digital and marketing skills, raising awareness regarding the importance of soft skills (teamwork, self-esteem, critical thinking) for youngsters with ages of 16-24 years from vulnerable groups to stay in their birthplaces, establish their businesses, and have families there.

Keywords: employability capability; cross-border cooperation; digital marketing training; need analysis; extracurricular program JEL Classification: I23; I25; L26; J24; I230; I250 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:enf:proc24:art2:v:13

DOI: 10.63467/alls13.art2

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