Abstract:

The main objective of this study was to analyze the relationship between digital marketing and competitive advantage in entrepreneurial students at a Technical Productive Education Center in Peru in the year 2025. In terms of methodology, this was a basic research study with a nonexperimental, cross-sectional design; its scope was correlational, and a quantitative approach was used. The sample consisted of 90 entrepreneurial students from various technical specialties at the Technical Productive Education Center. Information was collected through surveys, for which a questionnaire was designed as the central tool based on the established dimensions, which was validated by experts. The results obtained reflected a moderate positive correlation between digital marketing and competitive advantage, with a significance level of 0.001 and a Spearman's Rho coefficient of 0.659. In conclusion, digital marketing is presented as a key factor that drives the development of differentiating capabilities in entrepreneurial students, allowing them to stand out from their competition.