Digital Marketing Upskilling Training for the Marketing Team at Universitas Respati Yogyakarta
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Abstract
In the digital era, higher education institutions in Indonesia face increasing competition in campus promotion due to rapid internet user growth. With 63 million internet users, 95% of whom access social networks, universities are vying for the attention of prospective students through digital advertising on websites, social media, and other digital content. This intense competition, influenced by globalization and the unique preferences of Gen Z and Gen Alpha students, necessitates that universities adapt their marketing strategies.
Universitas Respati Yogyakarta (UNRIYO) encountered challenges related to limited understanding and practical skills in digital marketing. This project addresses two main issues: insufficient comprehensive knowledge of digital marketing and inadequate practical abilities. To tackle these problems, the project provided a comprehensive digital marketing training and hands-on practice sessions.
The project involved developing and delivering a digital marketing training program, which included strategy development, empathetic marketing concepts, effective website design, social media marketing, and online advertising. A follow-up practical session was conducted to apply these strategies. The training was facilitated by experts and targeted the marketing team of UNRIYO.
The training and practice sessions led to a significant improvement in the marketing team's understanding and practical skills in digital marketing. Participants expressed high levels of engagement and benefited from enhanced knowledge and capabilities, enabling them to better strategize and execute their digital marketing efforts. This initiative has positioned UNRIYO to be more competitive in attracting prospective students and improving its overall marketing effectiveness.