Dyah Rachmawati Rasyida, JemyVestius Confido, Dermawan Wibisono
Institut Teknologi Bandung, School of Business Management, Jakarta, Indonesia
Dyah Rachmawati Rasyida
Abstract: Telkom Corp, a state-owned provider of telecommunications services in Indonesia, developed the digital learning platform/ Corporate Open Online Course (COOC) known as myDigiLearn. This system combines a learning management system (LMS) with a learning experience platform (LXP) for businesses. It provides each corporation with exclusive access to high-quality digital content. myDigiLearn offers the tremendous commercial potential to provide learning and development courses in the B2B Sales Market as the sole COOC in Indonesia. But while running the business, the management encountered various issues. Given these numerous challenges, myDigiLearn must revisit marketing strategies that must be improved if the business advances. The study analysis will concentrate on analysing and suggesting a new marketing strategy to improve the B2B sales market and create brand awareness in the service business of myDigiLearn as the e-learning course. To examine the problem's scenario, the VRIO, SWOT, and Five Porter Forces models will all be used. The following stage will use the TOWS Matrix and STPDB as strategic formulation. The 4P and IMC of the marketing mix will then be utilized for the strategic execution by myDigiLearn. By stepping up marketing initiatives, myDigiLearn may better position itself in the market by standing out from rivals, highlighting its distinctive value offering, and growing brand recognition.
Keywords: Marketing Strategy, Corporate Open Online Course (COOC), Learning Management System (LMS), Learning Experience Platform (LXP), Business-to-Business (B2B).