CONTRIBUTION OF COMPETENCY-BASED CURRICULUM DEVELOPMENT TO IMPROVING THE BRANDING QUALITY OF ITB TUBAN DIGITAL BUSINESS STUDY PROGRAM GRADUATES

Abstract

This study explores the contribution of competency-based curriculum development to improving the quality of branding of the Digital Business Study Program at the Institute of Business Technology (ITB) Tuban. The research gap lies in the lack of studies related to the effectiveness of competency-based curriculum in preparing graduates who are able to meet the demands of the digital business industry, especially for study programs that are newly developed and do not have graduates. This study uses a quantitative descriptive approach with a survey of final year students who have gone through most of the curriculum, as well as interviews with lecturers and industry representatives to evaluate the relevance of teaching materials. The results of the study show that the competency-based curriculum helps students develop in practical skills, such as data analysis, digital marketing, and entrepreneurship, which are considered important by industry stakeholders. In addition, this approach contributes to the formation of a positive image of the study program, as it produces potential graduates who are thoroughly prepared for the challenges in the world of work. Although the first graduates have not yet been produced, positive projections regarding the quality of ITB Tuban graduates can increase the interest of prospective students and collaboration with the industry. In conclusion, the development of a structured curriculum in accordance with market needs is the key to improving the branding of the study program and preparing competitive graduates.