From Digital Marketing to Sustainable Human Resource Management: New Paradigms for the Success of Complex Projects in Morocco

Abstract

The current context of globalization in which economic activity takes place implies that the management of complex projects can no longer be limited to traditional methods focused solely on planning, tools, or technostructure. It requires an integrated approach that combines the challenges of digital transformation with those of social and organizational sustainability, notably through the Environmental, Social, and Governance (ESG) framework.

This article, based on a conceptual review supported by documentary analysis, examines how digital marketing and sustainable human resource management (sustainable HRM) can jointly contribute to effective governance of complex projects in Morocco. The study draws on recent academic work and illustrates its insights with examples from Moroccan organizations engaged in digitalization processes and ESG integration.

The analysis highlights that digital marketing can foster organizational agility, stakeholder engagement, and adaptability to change, while sustainable HRM supports team cohesion, talent retention, and alignment of organizational values with societal expectations. This articulation suggests the emergence of new managerial paradigms, although challenges remain, such as resistance to change and a shortage of hybrid skills.

Recommendations are proposed to strengthen training, organizational culture, and integrated management systems, with a view to more resilient and responsible governance of complex projects.

JEL Classification: M15 · M31 · M12 · Q01 · O32

Paper type: Conceptual research article