This study aims to: (1) analyze the need for digital marketing capabilities in Thai MSME; (2) develop an online digital marketing course; and (3) enhance Thai MSME’s digital marketing capabilities, particularly in Thailand’s manufacturing sectors. The survey was conducted using questionnaires distributed to a sample group of 400 digital marketing staff, executives, or business owners, complemented by in-depth interviews with marketing experts, business managers, and owners, totaling 10 participants. The research findings reveal a significant demand for digital marketing skills among MSME entrepreneurs in the manufacturing sector. The top three skills identified as most crucial for enhancement are: (1) communication and marketing information presentation skills; (2) brand building and public relations; and (3) video marketing execution. The study further revealed that the design of the digital marketing course, along with the developed online learning platform, attracted and successfully enrolled 104 MSMEs who participated in the online program. The pre- and post-training assessment results demonstrated a statistically significant difference in test scores, with a mean post-training score of 16.10 ( Mean = 16.10, S.D. = 1.396), representing a notable increase from the pre-training mean score of 6.47 ( Mean = 6.47, S.D. = 3.634) at the 0.05 significance level. Furthermore, the results of the follow-up evaluation on the application of acquired knowledge revealed that the overall level of knowledge and skills application is at its highest, with an average score of 4.64. This indicates that the developed course and online learning platform effectively enhance learners’ knowledge.

From the perspective of the corporate life cycle, this study investigates the transmission mechanism of ‘technological innovation-financing constraints-carbon emission reduction’ in energy companies using panel data and mediating models, focusing on listed energy companies from 2014 to 2020. It explores the stage characteristics of this mechanism during different life cycle phases and conducts heterogeneity tests across industries and regions. The results reveal that technological innovation positively influences carbon emission reduction in energy enterprises, demonstrating significant life cycle stage characteristics, specifically more pronounced in mature companies than in growing or declining companies. Financing constraints play a mediating role between technological innovation and carbon reduction, but this is only effective during the growth and maturity stages. Further research shows that the impact of technological innovation on carbon emission reduction and the mediating role of financing constraints exhibit heterogeneity across different stages of the life cycle, industries, and regions. The conclusions of this paper provide references for energy companies in planning rational emission reduction strategies and for government departments in policy-making.