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Dr Ivana Domazet at the traditional SEMA scientific conference “Challenges and Perspectives of Marketing”

Dr Ivana Domazet, Principal Research Fellow at the Institute of Economic Sciences and Vice President of the Serbian Marketing Association (SEMA), participated in the scientific conference "Challenges and Perspectives of Marketing". The conference was held from March 27 to 29, 2026, in Zlatibor, organized by SEMA and the Faculty of Economics, University of Belgrade.

Following the opening ceremony, where she had an active role as Vice President of SEMA, Ivana Domazet presented a scientific paper entitled "Digital Marketing and Online Freelancing as Mechanisms of Inclusion for Persons with Physical Disabilities: A Regional Perspective". The paper presented key results of the inclusive international DI-MARC project led by the Department for Digital Economy of the Institute of Economic Sciences.

In addition, Ivana Domazet participated in the conference panel "Publishing Scientific Papers in Relevant Journals: Challenges and Opportunities" in her capacity as Editor of the Journal of Women's Entrepreneurship and Education, indexed in the Scopus database.

Through intensive discussions and presentations, participants of the SEMA conference addressed key challenges of contemporary marketing, including digital transformation, the application of artificial intelligence, changes in consumer behavior, as well as the growing importance of sustainability and ethics in business. The conference program was structured into five thematic areas, covering a wide range of contemporary research directions and confirming the interdisciplinary nature of the field and its relevance for theoretical, methodological, and practical understanding of modern challenges:

  • Research and analysis of consumer attitudes and behavior in a contemporary environment
  • Application of artificial intelligence in marketing: challenges and opportunities
  • Marketing communications supported by social media and new technologies
  • Marketing in tourism, trade, and telecommunications and
  • Sustainable development and ethical aspects in marketing.

Many papers were submitted for presentation at the Conference, representing a record compared to all previous SEMA conferences, with contributions from both academic and business communities. Following a double-blind peer review process, a total of 42 papers received two positive reviews and were accepted for publication in the Conference Proceedings, ensuring a high scientific and professional standard of the content.

The SEMA Conference was further distinguished by its pronounced interdisciplinarity, as well as significant participation of early-career researchers, contributing to the further development of marketing as a scientific discipline. At the same time, many papers have clear practical implications, confirming the strong link between theory and business practice in integrated marketing.