DEVELOPMENT OF DIGITAL MARKETING STRATEGIES TO ENHANCE THE COMPETITIVENESS OF DIGITAL TRAINING PROGRAMS AT THE COLLEGE OF INNOVATION AND MANAGEMENT

Abstract

This research aimed to (1) study the competitive situation of digital training programs, (2) analyze factors influencing participants’ decision to enroll, and (3) develop appropriate digital marketing strategies for the College of Innovation and Management. A mixed-methods approach was employed using questionnaires from 100 participants and in-depth interviews with 5 administrators and staff members. The findings revealed that course quality, organizational credibility, digital media publicity, and online information accessibility significantly influenced enrollment decisions. The developed digital marketing strategies comprised four key components: (1) brand building through social media, (2) value-based and content marketing, (3) interactive online platform development, and (4) data-driven communication strategies. The pilot implementation showed a 25% increase in enrollment and high participant satisfaction (Mean = 4.32, SD = 0.56). These results indicate that the proposed digital marketing strategies effectively enhanced the competitiveness of the college’s digital training programs.