Study Day in Marrakech on Marketing as a Catalyst for Women’s Economic Empowerment.
Marrakech Hosts Study Day on Women’s Economic Empowerment and Inclusive Territorial Development
On Wednesday, the city of Marrakech hosted a study day focused on the role of marketing as a lever for women’s economic empowerment and inclusive territorial development. This event brought together institutional and associative stakeholders, along with members of women’s cooperatives from the Marrakech-Safi region.
Organized as part of the integrated territorial development programs and to celebrate the 21st anniversary of the launch of the National Initiative for Human Development (INDH), the meeting highlighted the significance of women’s economic empowerment in reinforcing social inclusion and promoting sustainable development. The discussion also emphasized the role of marketing, particularly digital marketing, in developing projects led by women’s cooperatives and income-generating activities.
During this study day, which was organized by the Social Development Agency in partnership with Cadi Ayyad University and the Association for Development Initiative Support, participants debated various themes related to the development of cooperative projects and female initiatives. Topics included digital marketing mechanisms, artificial intelligence, and strategies for enhancing local products.
On this occasion, Youssef Oukhlo, director of the Social Development Agency, pointed out that women’s contributions to the gross domestic product do not exceed 25%, despite their central role in the national economy, especially in high-value-added social and solidarity economy sectors.
He also stressed the necessity of utilizing modern communication technologies and digital tools to promote products from the social and solidarity economy, considering that digital marketing is now an essential lever for increasing the visibility of local products, expanding market access, and enhancing the competitiveness of women’s cooperatives.
In this context, he affirmed that the Social Development Agency is leveraging its expertise and support systems to bolster the capacities of women in cooperatives through training programs, guidance, and technical assistance aimed at consolidating their economic empowerment and ensuring the sustainability of their projects.
For her part, Zoubida Rouijel, Vice President of the Marrakech-Safi Regional Council, stated that the partnership agreement concluded between the Regional Council, the Ministry of Solidarity, Social Integration and Family—represented by the Social Development Agency—and the Wilaya of the Marrakech-Safi region serves as a strategic framework for institutional cooperation. This initiative aims to align the Regional Development Program with the axes of the national integrated program for women’s economic empowerment, “Morocco Empowerment.”
She also recalled that the Marrakech-Safi region possesses strong potential in areas such as solidarity tourism, agriculture, handicrafts, and local products, which represent the pillars of the social and solidarity economy in the region. In this regard, she highlighted the initiatives launched by the Regional Council to encourage this economic model and enhance the capabilities of women, particularly in rural areas, while improving their living conditions.
Belaïd Boukadir, President of Cadi Ayyad University, noted that the region has many dedicated women leading cooperatives, very small enterprises, and various projects, actively contributing to wealth creation, family support, and strengthening social cohesion.
He added that the university, as a key player in society, is working to integrate the issue of women’s economic empowerment into its various training programs, focusing on educational offerings that increasingly address issues of equality, sustainable development, entrepreneurship, and social economy. The goal is to equip students with not only theoretical knowledge but also critical awareness and the ability to propose innovative solutions to societal challenges.
The event also featured a presentation on the state of women’s economic empowerment in the Marrakech-Safi region, spotlighting several successful female experiences in the cooperative sector.
Finally, a framework partnership agreement was signed between Cadi Ayyad University and the Social Development Agency, aimed at conducting prospective studies led by university laboratories to analyze the reality of women’s economic participation and propose solutions that could enhance their economic autonomy.
