Abstract

The era of the pandemic in Indonesia has forced many businesses to focus on digital marketing as a skill to sell online. In business incubators at universities, students who are members need to develop their entrepreneurial skills, in this case the use of digital marketing. The purpose of this research is to explore the topics needed by business incubator members to develop their business using digital marketing. This research was conducted on 73 business owners with an online survey, using open-ended questions. This qualitative-based research was then analyzed using qualitative data analysis software. The results of the study show that branding, content marketing and social media strategy are topics that are needed by participants from business incubators. This research is useful for the business incubator facilitator to provide learning and assistance that focuses on the needs of the participants. The limitation of this research is that the object of research is focused on one business incubator at the university.

Keywords

business incubator, marketing, digital marketing, entrepreneurship education