<![CDATA[The rapid development of digital technology has significantly transformed various sectors, including education. Educational institutions are required to adapt to technological advancements in order to maintain and improve their competitiveness in an increasingly competitive educational environment. One of the strategic efforts that can be implemented is digital-based educational service marketing management. This study aims to analyze the strategies of digital-based educational marketing management in improving the competitiveness of educational institutions. This research employed a qualitative approach with a descriptive research design. Data were collected through observations, interviews, and documentation involving school principals, teachers, public relations staff, and digital media administrators. The collected data were analyzed through data reduction, data presentation, and conclusion drawing techniques. The findings revealed that educational institutions implemented various digital marketing strategies, including the optimization of social media platforms, website management, digital branding, online information services, and the creation of creative digital content. Social media such as Instagram, Facebook, TikTok, YouTube, and WhatsApp were effectively utilized to disseminate information, promote school programs, and strengthen communication with the community. In addition, school websites served as official digital information centers that enhanced public trust and institutional professionalism. The implementation of digital marketing strategies positively contributed to increasing student enrollment, strengthening institutional branding, expanding promotional reach, and improving public trust in educational institutions. However, several challenges were identified, including limited human resources skilled in digital marketing, inadequate technological facilities, and inconsistency in managing digital content. In conclusion, digital-based educational service marketing management plays an essential role in enhancing the competitiveness of educational institutions in the digital era. Effective digital marketing strategies can strengthen institutional image, improve service quality, and increase public interest and trust toward educational institutions. Keywords: management strategy, digital marketing, educational services, competitiveness, educational institutions.]]>
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