<![CDATA[This study examines the influence of marketing capabilities on the competitiveness of private higher education institutions in Medan, Indonesia. The analysis focuses on market sensing capability, digital marketing capability, and brand management capability as key organizational resources in responding to increasing competition in the higher education market. A quantitative associative approach was applied using survey data from 138 respondents involved in marketing, public relations, and student admission activities at private higher education institutions. Respondents were selected through purposive sampling, while the data were analyzed using multiple linear regression with SPSS. The results show that market sensing capability, digital marketing capability, and brand management capability each have a positive and significant effect on private higher education competitiveness. The three capabilities also simultaneously contribute to strengthening institutional competitiveness. Digital marketing capability provides the strongest contribution among the examined variables. The study concludes that private higher education institutions need to strengthen their ability to understand market changes, manage digital interactions, and maintain consistent institutional positioning to remain competitive and attractive to prospective students]]>
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