Digital marketing as a tool for inclusive employment

Lazić, Milena and Vukmirović, Valentina and Domazet, Ivana (2023) Digital marketing as a tool for inclusive employment. In: Četvrta nacionalna konferencija Izazovi i perspektive marketinga, 3-5. novembar, 2023. : zbornik radova. Srpsko udruženje za marketing - SeMA, Beograd, pp. 119-126. ISBN 978-86-903768-2-7

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Abstract

Persons with disabilities (PWDs) represent the largest minority in the world who are still not
adequately represented in the labour market and are therefore at higher risk of poverty and material
deprivation. Digital marketing has the potential to close this gap by enabling PWDs to work remotely and access
a wider range of employment opportunities. With the right support and accessibility measures, PWDs can use
their skills and talents in digital marketing to contribute to their economic empowerment and inclusion in
society. Considering that participation in digital labour platforms is an accepted labour practice in Serbia, this
paper represents a pilot study aimed at gaining insights into the requirements of the digital labour market with
a focus on digital marketing. To this end, the requirements of entry-level marketing positions on one of the most
popular platforms for freelancers – Upwork - were investigated. The main objective of this analysis is to provide
sound suggestions for the development of training programmes and mentoring initiatives tailored to enable
PWDs in Serbia to become self-employed and increase their chances of earning additional income.

Item Type:	Book Section
Additional Information:	COBISS.ID=133356553
Uncontrolled Keywords:	digital marketing, digital marketing competencies, digital labour platforms, inclusive employment, persons with disabilities
Research Department:	Digital Economics
Depositing User:	Jelena Banovic
Date Deposited:	23 Dec 2023 19:23
Last Modified:	23 Dec 2023 19:23
URI:	http://35.240.28.64/id/eprint/1991
Author Links:	[error in script] No links available.

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