Designing Generation Z Future Career in Challenging Times through Digital Marketing Education in Romania-Serbian 1. 2. 3. Cross-Border Vision

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.