00000namaa22000003a 4500 UP-8027295163992880260 Buklod 20240920171344.0 t r |||| u| ta 240920s2024 xx r |||| u|eng UPVT-00020032559 UPTC rda eng LG 993.5 2024 M3 D45 Delos Santos, Angelica C. author. Opportunities and barriers of digitizing marketing strategies on the export of local export-potential products in Eastern Visayas the case of one town, one product next gen of the Department of Trade and Industry Angelica C. Delos Santos, Jane Marie M. Laurente, [and] Renelia B. Manota; Flordeliz B. Dacuyan, adviser. 2024. v, 141 leaves illustrations. text rdacontent unmediated rdamedia volume rdacarrier Undergraduate thesis (B.S. Management) -- University of the Philippines, Tacloban. In conclusion, digital marketing plays a vital role in the growth and sustainability of local product exporters, particularly within the context of the OTOP Next Gen program in Eastern Visayas. By understanding and addressing the identified opportunities and barriers, policymakers, stakeholders, and businesses can collaboratively work towards fostering an environment conducive to digital marketing adoption, thereby unlocking the full potential of regional exports and driving economic advancement. This study examines the barriers and opportunities associated with the adoption of digital marketing strategies among export-potential local product exporters in Eastern Visayas, focusing on the OTOP Next Gen program. Employing an exploratory sequential mixed-method approach, the research combines qualitative insights from key informant interviews with quantitative data gathered through structured and open-ended surveys. Findings underscore the significance of digital marketing practices for the success of OTOPreneurs, revealing a correlation between digital marketing adoption and export performance. While the literature is replete with studies on digital marketing, it lacks a specific focus on understanding the opportunities and barriers faced by businesses in these provinces in digitizing their marketing strategies for international trade. Although opportunities for market expansion and increased sales through digital channels are identified, hindering factors such as limited technical knowledge and resources impede widespread adoption. The study reveals a pressing need for support mechanisms, including digital marketing training and resources, to enable businesses to effectively leverage digital tools for enhanced competitiveness and economic development. Addressing these implications can empower MSMEs in Eastern Visayas to strengthen their global market presence and contribute meaningfully to regional economic prosperity. Dacuyan, Flordeliz B. adviser. Laurente, Jane Marie M. author. Manota, Renelia B. author. Thesis FI UP UPTAC UPTAC LG 993.5 2024 M3 D45 Thesis