Digital Marketing as a Strategic Management Tool: An Extension Initiative with Entrepreneurs in Quipapá, PE

Abstract

Digital marketing has become an essential tool for strengthening the competitiveness of small businesses, enabling them to improve communication with customers and expand their presence in the digital environment. Therefore, this study aimed to present and analyze a digital marketing workshop developed through a university extension project designed for local entrepreneurs. This is a qualitative and quantitative, descriptive study based on the implementation of the workshop and the analysis of participants' perceptions, obtained through an evaluation questionnaire. The relevance of the study lies in the integration between the university and the community, highlighting the potential of university extension activities to share knowledge applicable to the reality of small businesses. The results indicated that the workshop enhanced participants' understanding of digital marketing strategies, encouraging their application in the promotion of products and services and in business management. As a theoretical and methodological contribution, the study demonstrates the role of university extension as a strategy for sharing knowledge aimed at entrepreneurship. From a social perspective, it shows that such initiatives contribute to the qualification of entrepreneurs, strengthen local development, and reinforce the university's commitment to social development.