Developing Digital Marketing Competencies through Industry-Based Learning in the Publishing and Printing Industry: An International Community Service Program at Karangkraf Malaysia

Authors

  • Muhammad Iqbal Ismail Universitas Pamulang, Tangerang Selatan, Indonesia. Author
  • Denies Susanto Universitas Pamulang, Tangerang Selatan, Indonesia. Author
  • Latif Universitas Pamulang, Tangerang Selatan, Indonesia. Author

DOI:

https://doi.org/10.38035/servitium.v1i2.73

Keywords:

digital marketing competencies, industry-based learning, publishing and printing, community service, academic–industry collaboration

Abstract

Digital transformation requires marketing educators to connect concepts with industrial practice. This community service program at Karangkraf Malaysia used preparation, academic–industry discussion, an industrial visit, knowledge sharing, reflective evaluation, and follow-up planning. Academics presented digital marketing and creative-industry concepts, while practitioners explained publishing management and business practices. Participants observed editorial work, design, printing, and distribution and discussed social media, product innovation, and publishing business models. Immediate outputs included practical insights, initial institutional communication, publication materials, and curriculum recommendations. Competency development is reported qualitatively, without measured learning gains. The program connected marketing knowledge with publishing operations and initiated continuing academic–industry cooperation.

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Published

2026-06-25

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Vol. 1 No. 2 (2026): SERVITIUM RESEARCH: Community Service Journal (January - June 2026)

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