Development of Digital Marketing Training Skills Courses for ABC Chamber of Commerce Members

Abstract

The objectives of this research are 1) analyze the need for digital marketing skills training, 2) design and develop digital marketing skills training courses, and 3) evaluate digital marketing skills training courses. The target audience is 13 members of the Board of Directors of the ABC Chamber of Commerce and 30 members of the ABC Chamber of Commerce. The research is divided into 3 phases according to the objectives and the tools used in the first phase of the research are in-depth interviews to know the needs, objectives, and training style. Phase 2 is a conformity assessment of training courses to determine conformity using the index of conformity between questions and objectives, and phase 3 is a 2-part curriculum quality assessment: 1) satisfaction reaction assessment and 2) learning achievement assessment before and after training.

The study found that the topics in the Digital Marketing Skills Training Course of ABC Chamber of Commerce members consisted of 3 topics: 1) Digital Marketing Trends for the Business Sector,
2) Analysis of Changing Consumer Behavior, and 3) Introduction to Digital Marketing Tools.
The 70: 20: 10 concept training is 70 percent for digital marketing content design activities based on the CANVAS principle, 20 percent is practice through coaching and consulting to analyze and design digital touchpoint channels for consumers, and 10 percent is classroom training. Three experts assessed the consistency between the questions and the objectives of the training course. Therefore, the results evaluate the quality of the implementation of digital marketing skills training courses. It was found that the overall satisfaction of the participants was very good, and the assessment scores of academic achievements before and after the training, which were statistically significant differences of .05.