Penguatan Kompetensi Siswa Melalui Pemantauan Lingkungan Pemasaran Di Smk Negeri 7 Kota Serang

Abstract

Vocational education at the Vocational High School (SMK) level plays a strategic role in preparing a ready-to-use workforce, particularly in the fields of business and marketing. However, the reality on the ground shows that most students still lack the skills to understand and monitor the marketing environment, which includes consumer factors, competitors, suppliers, and market trends. This impacts students' limited ability to design marketing strategies relevant to real-world conditions.This Community Service (PKM) activity aims to strengthen the competency of SMK Negeri 7 Serang City students in marketing management through an applied approach in the form of marketing environment monitoring. The activity methods include training, workshops, group discussions, and direct market observation practices around Serang City. Thus, students not only understand marketing concepts theoretically but also are able to identify opportunities, threats, strengths, and weaknesses within the marketing environment they face.The expected outcomes of this activity are an increased understanding of marketing environment concepts among students, the development of analytical skills using the SWOT method, and increased competitiveness of SMK graduates in facing the challenges of the workplace and entrepreneurship. The output targets of this activity are in the form of an applied learning module, a report on the results of marketing observations by students, and scientific publications in community service journals