MENTORING OF DIGITAL MARKETING MANAGEMENT AND BUSINESS COMMUNICATION OF POKDARWIS IN BINONG URBAN VILLAGE, BANDUNG

Abstract

This mentoring seeks to enhance partner empowerment, particularly in knowledge and skills related to digital marketing management and business communication. Both facets of these activities are significant, given the status of the partners who are still developing tourism urban villages that necessitate assistance in capacity building, particularly for members of the tourism awareness group (kelompok sadar wisata/Pokdarwis). The advancement of the tourism sector in the Binong Jati Knitting Creative Tourism Urban Village necessitates the support of proficient human resources capable of effectively tourism components—attractions, activities, amenities, accessibility, and accommodation—through appropriate management, community empowerment, and promotion. With the provided assistance, members of the Pokdarwis Binong Jati Urban Village are anticipated to delineate what can be observed (what to see), what can be executed (what to do), what can be transported (what to bring), and what can be acquired (what to learn) through digital marketing management, which encompasses content marketing and social media marketing, alongside business communication, which includes public speaking and basic English skills. The implementation of the proposed solutions is categorized into five stages: socializing, training, technological application, mentorship and evaluation, and program sustainability. To address the partners' requirement for enhancing the human resource capacity of Pokdarwis members, particularly in digital marketing management and business communication, the proposed solution involves mentoring aimed at elevating partner empowerment in knowledge and skills, which will be measured using straightforward assessment tools, specifically normative tests and skill assessment matrices. Mentoring has effectively enhanced partner empowerment in digital marketing management and business communication.