To promote entrepreneurship education, the Directorate of Innovation and Business Development at Universitas Dian Nusantara (UNDIRA) organized a workshop titled “Leveraging Innovative Strategies, Data Driven Insights, and Emerging Trends Towards Global Growth.” This in-person event was held at the sixth-floor auditorium of the Tanjung Duren Campus, Jakarta Barat, and was attended by UNDIRA students as well as representatives from Royal Health Food SMEs, who showcased products such as granola and cookies.

Mr. Eriklex Donald, S.E., M.M., opened the event by emphasizing the importance of collaboration with the UNDIRA Export-Import Centre and the support of Dikti in connecting local SME products to international markets. This collaboration aims to expand the reach of local products through global networks.

In his speech, he stressed that the rapid development of Artificial Intelligence (AI) should be leveraged by entrepreneurs to optimize their business strategies and avoid market recession. Innovation in this sector enables the transformation of goods and services, creating added value and increasing profitability. Entrepreneurs must continuously adapt to changes in supply and demand.

Collaboration with Mr. Nahid Hasan, CEO of Bizcope and President of JCI Dhaka Foundation, is expected to provide opportunities for local products to enter international markets, including Bangladesh and the United States.

Mr. Luthfi Alhazami, S.E., M.M., in the following session, explained the importance of viral marketing and strategies for adapting international brands to local markets. He cited China as an example, where the promotion of nationalism and local products has successfully increased the country’s revenue while reducing competition from foreign products.

The event also featured Rodika Utama, a 2024 Civil Engineering graduate from UNDIRA, who shared his experience in the education sector. He highlighted the significance of entrepreneurship in education, asserting that education is a fundamental right for all children. Through Ruangguru, he is committed to providing affordable education to all students.

Rodika further emphasized the importance of digital marketing strategies in both education and business sectors. According to him, digital marketing is key to effectively bridging the needs of potential customers with the right products. The advantages of digital marketing include:

• Real-time measurement of campaign effectiveness

• Reduced conventional marketing costs

• Target audience segmentation

It is projected that by 2025, around 60% of businesses will optimize their websites for both voice and written content. Moreover, the demand for video content is increasing rapidly, making it a crucial element in customer retention strategies. Freelancing platforms such as Fiverr have seen significant growth, with a 68% increase in demand for digital marketing services.

Mr. Nahid Hasan concluded the workshop by highlighting the importance of research in analytics and Search Engine Optimization (SEO) for market dominance. AI plays a key role in supporting data analysis and content distribution. However, entrepreneurs must also understand human psychology to maximize the impact of their content. In fact, 60-80% of the target audience tends to choose products based on engaging audiovisual content.

Overall, this workshop provided valuable insights for students and local SMEs on the importance of innovation, technology, and digital marketing in navigating the challenges of the global market.