Optimizing Digital Marketing Strategies to Improve Business Competitiveness of Commercial Administration Students.

Abstract

Digital technology has profoundly transformed business activities, and one of the most profoundly impacted fields is marketing. In the current business context, digital marketing has become one of the essential sources of competitive advantage, expanding market reach, and building long term customer loyalty. For student businesses more precisely, businesses run by students in the Business Administration Study Program digital marketing presents both tremendous opportunities and significant challenges. The majority of these student enterprises are limited by inexperience, poor training, low financial capital, and low institutional support, which hinders their ability to utilize digital means effectively. The study investigates how student companies can improve their competitiveness through the optimization of digital marketing strategies. With the use of a qualitative research method, the data were collected through in depth interviews with student entrepreneurs and direct observations of digital marketing practices employed by professionals. The results demonstrate that digital marketing tools like social media, search engine optimization (SEO), and email marketing significantly enhance brand awareness, customer engagement, and sales performance. Furthermore, when students adopt a more comprehensive and consistent digital marketing strategy, the overall business performance is bound to improve. The study emphasizes the need for additional support from universities in the form of training courses, workshops, and hands on tools to promote digital entrepreneurship among students. Ultimately, the study contributes theoretically and practically by offering insights into the strategic role played by digital marketing in micro enterprises and offering actionable recommendations to students, educators, and policymakers looking to boost entrepreneurial outcomes in universities.