Design and develop an online digital marketing course to enhance Thai manufacturing MSME’s digital marketing capabilities
Vol 8, Issue 8, 2024
VIEWS - 175 (Abstract) 70 (PDF)
Abstract
This study aims to: (1) analyze the need for digital marketing capabilities in Thai MSME; (2) develop an online digital marketing course; and (3) enhance Thai MSME’s digital marketing capabilities, particularly in Thailand’s manufacturing sectors. The survey was conducted using questionnaires distributed to a sample group of 400 digital marketing staff, executives, or business owners, complemented by in-depth interviews with marketing experts, business managers, and owners, totaling 10 participants. The research findings reveal a significant demand for digital marketing skills among MSME entrepreneurs in the manufacturing sector. The top three skills identified as most crucial for enhancement are: (1) communication and marketing information presentation skills; (2) brand building and public relations; and (3) video marketing execution. The study further revealed that the design of the digital marketing course, along with the developed online learning platform, attracted and successfully enrolled 104 MSMEs who participated in the online program. The pre- and post-training assessment results demonstrated a statistically significant difference in test scores, with a mean post-training score of 16.10 ( Mean = 16.10, S.D. = 1.396), representing a notable increase from the pre-training mean score of 6.47 ( Mean = 6.47, S.D. = 3.634) at the 0.05 significance level. Furthermore, the results of the follow-up evaluation on the application of acquired knowledge revealed that the overall level of knowledge and skills application is at its highest, with an average score of 4.64. This indicates that the developed course and online learning platform effectively enhance learners’ knowledge.
Keywords
Full Text:
PDFReferences
Abuzandah, S., & Alshehre, R. (2021). The Oral Communication and Presentation Competencies are Vital Aspects of Marketing Education. European Journal of Education Studies, 8(8). https://doi.org/10.46827/ejes.v8i8.3843
Afandi, A., Amsari, S., & Hayati, I. (2023). Digital marketing training by Lazismu Medan City to increase the MSMEs competitiveness. Community Empowerment, 8(5), 676–681. https://doi.org/10.31603/ce.9122
Antonio-Vidaña, P. R., Olvera-Jiménez, C. A., & Alcudia-Chagala, L. (2023). Process in the evaluation and selection of advertising media for new products through the business model: Barriers and challenges of digital marketing. ECORFAN Journal Republic of Peru, 8(15). https://doi.org/10.35429/ejrp.2022.15.8.1.8
Ashar, M., Kamdi, W., & Kurniawan, D. T. (2021). Professional Skills Development Through the Network Learning Community Using an Online Learning Platform. International Journal of Interactive Mobile Technologies (IJIM), 15(12), 202. https://doi.org/10.3991/ijim.v15i12.21587
Ayundyayasti, P., Sarana, S., Sadida, A., et al. (2023). Analysis of the Adoption of Digital Marketing in MSMEs in the Era of the Covid-19 Pandemic. Journal of Applied Business Administration, 7(1), 64–71. https://doi.org/10.30871/jaba.v7i1.4867
Bruce, E., Shurong, Z., Ying, D., et al. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
Cochran, W. G. (1977). Sampling techniques. John Wiley & Sons.
Cronbach, L. J., & Furby, L. (1970). How we should measure “change”: Or should we? Psychological Bulletin, 74(1), 68–80. https://doi.org/10.1037/h0029382
Ellitan, L. (2023). Digital Marketing Training for MSMEs in Surabaya. Joong-Ki: Jurnal Pengabdian Masyarakat, 2(3), 484–489. https://doi.org/10.56799/joongki.v2i3.17
Hamdan, Y., & Ratnasari, A. (2016). Presentation skills in marketing business product. Jurnal Penelitian Komunikasi, 19(2), 109–122. https://doi.org/10.20422/jpk.v19i2.92
Ikumo, I., & Hilmy, P. (2023). ASEAN’s Digital Integration: Evolution of Framework Documents. Available online: https://www.eria.org/uploads/media/Books/2023-ASEAN-Digital/ASEAN-Digital-Integration-ERIA-23Aug.pdf (accessed on 27 January 2024).
Intaratat, K. (2021). Digital Skills Scenario of the Workforce to Promote Digital Economy in Thailand under & Post COVID-19 Pandemic. International Journal of Research and Innovation in Social Science, 05(10), 116–127. https://doi.org/10.47772/ijriss.2021.51002
Maiti, M., & Kayal, P. (2017). Digitization: Its Impact on Economic Development & Trade. Asian Economic and Financial Review, 7(6), 541–549. https://doi.org/10.18488/journal.aefr.2017.76.541.549
Masrianto, A., Hartoyo, H., Hubeis, A. V. S., et al. (2022). Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 153. https://doi.org/10.3390/joitmc8030153
Øverby, H., & Audestad, J. A. (2021). The Digital Economy. In: Introduction to Digital Economics: Foundations, Business Models and Case Studies. Springer International Publishing. https://doi.org/10.1007/978-3-030-78237-5
Ponzoa, J. M., & Erdmann, A. (2021). E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms. Journal of Promotion Management, 27(5), 697–715. https://doi.org/10.1080/10496491.2021.1880521
Potjanajaruwit, P. (2023). Innovation and Marketing Capabilities of Small and Medium-sized Enterprises (SMEs) in Thailand. International Journal of Membrane Science and Technology, 10(4), 1721–1731. https://doi.org/10.15379/ijmst.v10i4.2317
Pratama, B. C., Innayah, M. N., & Furqon, M. (2023). Improving MSMEs’ Networking through Digital Marketing: The Role of Copywriting. Indonesian Journal of Business Analytics, 3(3), 673–680. https://doi.org/10.55927/ijba.v3i3.4588
Qian, Y., Sui, Z., & Wang, D. (2023). The Implementation of Digital Marketing in Brand Promotion. Journal of Education, Humanities and Social Sciences, 16, 135–140. https://doi.org/10.54097/ehss.v16i.9583
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65–73. https://doi.org/10.1016/j.ijinfomgt.2013.11.008
Secretariat of the Cabinet. (2021). 12 urgent policies. Available online: https://www.soc.go.th/wp-content/uploads/2021/04/18-นโยบายเร่งด่วน-12-เรื่อง.pdf (accessed on 20 December 2023).
Setyoko, P. I. (2023). Impact of Digitalization for MSME Actors in the Era of Adapting New Habits. KnE Social Sciences. https://doi.org/10.18502/kss.v8i5.12988
Singh, N. (2004). The digital economy: An overview. In: The Handbook of Information Security. Wiley.
Swami, Y. K. (2023). Why Every Business Needs a Digital Marketing Strategy. International Journal for Multidisciplinary Research, 5(1), 1–8. https://doi.org/10.36948/ijfmr.2023.v05i01.1805
Terrance, A. R., Shrivastava, S., & Mishra, A. (2017). Importance of Search Engine Marketing in the Digital World. In: Proceedings of the First International Conference on Information Technology and Knowledge Management. https://doi.org/10.15439/2017km24.
The office of SMEs promotion. (2021). Economic forecast for Thai MSMEs in 2021. Available online: https://new.sme.go.th/uploads/file/download-20210916133225.pdf (accessed on 23 December 2023).
Tongdaeng, W., & Mahakanjana, C. (2022). Thai SMEs’ Response in the Digital Economy Age: A Case Study of Community-Based Tourism Policy Implementation. Social Sciences, 11(4), 180. https://doi.org/10.3390/socsci11040180
Vuković, M., Urošević, S., & Radosavljević, D. (2022). Importance of presentation skills in contemporary business. Bizinfo Blace, 13(1), 87–93. https://doi.org/10.5937/bizinfo2201087v
World Bank. (2021). Thailand Economic Monitor: Living with COVID in a Digital World. Available online: https://www.worldbank.org/en/country/thailand/publication/thailand-economic-monitor-december-2021-living-with-covid-in-a-digital-world (accessed on 10 January 2024).
Yong, S. M. (2023). 4th Industry Revolution Digital Marketing Adoption Challenges in SMEs and its Effect on Customer Responsiveness. Information Management Business Review, 15(2(I)SI), 152–172. https://doi.org/10.22610/imbr.v15i2(I)SI.3429
Zahay, D., Pollitte, W. A., Reavey, B., et al. (2021). An integrated model of digital marketing curriculum design. Marketing Education Review, 32(3), 205–223. https://doi.org/10.1080/10528008.2021.1947856
Zhukov, P. (2022). Impact factors of the digital economy on economic growth. In: Proceedings of the International Conference Engineering Innovations and Sustainable Development. https://doi.org/10.1007/978-3-030-90843-0
DOI: https://doi.org/10.24294/jipd.v8i8.4885
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Sukontip Wongpun, Nachayapat Cuijten, Sureerut Inmor, Rungsan Suwannahong, Nathamon Buaprommee
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.