Business development in Romania is influenced by technological, economic, and social factors, with accelerated digitization stimulating competitiveness through process automation and artificial intelligence-based decision-making. The adoption of hybrid working models has led companies to invest in digital infrastructure, remote collaboration, and ESG (environmental, social, governance) sustainability, which are now central elements of business strategies. This rapid technological development requires highly skilled personnel, making continuous training in areas such as data, artificial intelligence, cybersecurity, and digital skills essential. Modular, adaptable, 24/7 accessible on-line courses that emphasize mobility have become the most convenient method of continuing professional development.

Current trends in lifelong learning emphasize personalized education based on artificial intelligence, progress analysis, and personalized content recommendations. Gamification, collaborative learning, digital mentoring, simulations, and practical training are increasingly being used to boost motivation and engagement. In marketing, learning and development (L&D) strategies drive innovation and adaptability, enabling teams to effectively adopt new technologies.

The IMM-Market platform illustrates these trends, serving as a modern tool for business development and professional training. With a modular structure covering information, collaboration, administration, and marketing, IMM-Market supports both public and specialized activities, backed by a robust database architecture. The marketing course offers theoretical and practical content, including lessons, tests, exercises, case studies, and simulations. It covers fundamental marketing concepts, market analysis, strategy development, campaign optimization, and decision-making using MADM tools. A module dedicated to marketing performance evaluation focuses on KPIs and measurement tools. Recent improvements include modules on AI and cybersecurity. The AI module supports marketers in using AI marketing applications such as: generative tools for content creation, automation of administrative processes, integration of external tools, advanced analysis and prediction, VR and AR integration, automatic content updating, and campaign optimization using machine learning. The cybersecurity module addresses data protection, secure access and integrity, advanced management of access rights and personal data in accordance with the latest regulations, helping to acquire essential security knowledge. Assessment is integrated throughout the course, with module-end exams and final exams generated by the Monte Carlo procedure, which ensures variety and prevents repetition. Exams are conducted online, with strict rules to maintain integrity. The article highlights the benefits that the IMM-Market platform brings in supporting increased competitiveness and adaptability, flexibility and accessibility, innovation and efficiency in marketing activities, in conditions of security and trust. IMM-Market establishes itself as a valuable on-line resource for marketing education, supporting continuous learning, innovation, and professional efficiency in the digital age.

Keywords: Digitization, Marketing, Modeling, Artificial Intelligence, Cybersecurity.