Empowering Vocational Students through AI-Based Smart Digital Marketing Training: A Case Study at SMKN 1 Grati, Pasuruan

Abstrak

The rapid advancement of digital technology has reshaped the de-mands of the modern labor market, particularly in the field of digital marketing. This study reports the implementation of a community service program entitled Smart Digital Marketing Training Based on Artificial Intelligence (AI) at SMKN 1 Grati, Pasuruan, Indonesia. The program aimed to enhance the competencies of vocational stu-dents by equipping them with adaptive and innovative skills in AI-driven digital marketing strategies. The training was conducted through a series of stages, including a focus group discussion, needs assessment, material design, theoretical sessions, hands-on practice, and follow-up mentoring. Learning activities incorporated the use of AI tools such as ChatGPT and Canva AI to support content creation, market analysis, and personalized promotional strategies. A pre-test and post-test evaluation involving 43 students demonstrated a sig-nificant improvement in knowledge, with post-test results showing a 100% accuracy rate compared to varied scores in the pre-test. Feed-back from both students and teachers confirmed the program’s rele-vance and effectiveness in bridging the competency gap in vocation-al education. The findings highlight the potential of integrating AI-based training in digital marketing to prepare vocational students for the workforce, foster entrepreneurial skills, and support sustainable economic growth. This initiative can serve as a replicable model for similar vocational institutions in Indonesia and beyond.

Identifier

• DOI: https://doi.org/10.11594/nstp.2026.5484
• OpenAlex: https://openalex.org/W7162322642