INTEGRATING DIGITAL MARKETING STRATEGY AND PRODUCT DESIGN THROUGH A LEARNING FACTORY APPROACH: A CASE STUDY OF POLITEKNIK TAKUMI AND BA GARAGE

Abstrak

The rapid growth of digital media has changed how educational institutions and small businesses communicate with their audiences, build brand awareness, and promote products and services. This study examines the implementation of an integrated digital marketing and product-design strategy through a Learning Factory project at Politeknik Takumi. The project connected classroom learning with practical activities involving social-media content planning, visual branding, product-promotion design, and strategic analysis. A descriptive case-study approach was employed using observation, content analysis, SWOT analysis, and TOWS analysis. Three implementation contexts were examined: the Politeknik Takumi institutional account, the Digital Business Study Program account, and BA Garage as a partner business. The results indicate that each context requires a different value proposition and communication strategy. For Politeknik Takumi, the main strengths were institutional credibility, flexible learning opportunities, and authentic student-life content, while the main weaknesses were limited content variety, inconsistent posting, and relatively low audience reach. For the Digital Business Study Program, student creativity and collaboration were identified as strengths, while inconsistent visual identity and limited engagement remained key weaknesses. For BA Garage, real workshop services, spare-part availability, promotional discounts, and a strong automotive visual identity formed major strengths, while limited exposure and customer testimonials were important weaknesses. The TOWS analysis resulted in strategies emphasizing authentic storytelling, consistent visual identity, educational content, differentiation, customer testimonials, community collaboration, and systematic content planning. The project also produced practical outputs including A Day in My Life video content, educational business posters, motivational content, a Digital Business X-banner, BA Garage promotional posters, and an animated Minori tumbler advertisement. The findings demonstrate that a Learning Factory can function as an applied environment for integrating digital marketing theory, visual communication, product design, and industry-oriented problem solving.