Abstract

Digital marketing literacy is an understanding and capability of an individual to recognize, use, and leverage various strategies and tools of digital marketing to achieve business goals and build an effective online presence. This encompasses comprehension of various digital platforms such as social media, websites, search engines, emails, and others, along with the ability to analyze data and measure the performance of digital campaigns. However, students' digital marketing literacy skills are still relatively low. One of the reasons for this low proficiency is the learning models implemented so far that has not been able to develop these skills adequately. Therefore, in this study, a Research-Based Learning (RBL) model integrated with the STEM approach will be applied to design batik motifs with local wisdom as a marketplace-based craft business. This type of research employs a qualitative methodology. In this research, syntax for the development of learning activities using Research-Based Learning (RBL) and STEM approach will be formulated, incorporating assessment indicators for digital marketing literacy skills. The results show that there are six stage of learning activities as a framework for developming RBL-STEM learning materials.