TIMES AUSTRALIA, YOGAYAKARTA – The Faculty of Communication and Multimedia at Universitas Mercu Buana Yogyakarta (UMBY) has teamed up with Malaysia’s Sultan Idris Education University (UPSI) in a groundbreaking international collaboration.

Highlights included an International Visiting Lecturer series, Cultural Introduction program, and a Student Mobility initiative. Held in UMBY’s Campus 3 auditorium on July 2, 2025, the event drew more than 150 participants .

Under the theme Delving into Innovative Marketing Communication Strategies for the Digital Era, two key speakers took the stage: Dr. Siti Nor Amalina Ahmad Tajuddin from UPSI and Margareta Wulandari, S.I.Kom., M.A., from UMBY. The session was hosted by Felicciana Yayi Amanova, S.IP., M.Soc.Sc., a lecturer in UMBY’s Communication Department.

Strengthening Academic & Cultural Ties

Dr. Didik Haryadi Santoso, M.A., Dean of UMBY’s Faculty of Communication and Multimedia, emphasized that this event is part of a deepening international cooperation with UPSI—not just a faculty exchange but also an International Student Mobility program involving seven UPSI students.

“Through this program, students gain not only academic insights but also essential soft and hard skills for social life and the professional world,” he stated.

Dr. Siti Nor Amalina’s presentation, titled Digital Marketing: Challenges and Insights from Malaysia and Indonesia, covered rapid shifts in the digital landscape and the importance of adapting to technology, ranging from social media, influencer marketing, and e-commerce to e-wallets. She highlighted serious challenges like low digital literacy, the spread of online fraud, and unreliable information sources.

Margareta Wulandari, meanwhile, discussed “Integrated Marketing Communication,” focusing on harmonizing various communication channels to create effective marketing strategies.

“Marketers need a comprehensive market analysis process—from research and strategy formulation to marketing mix and field implementation,” she explained. Participants also engaged in case study analysis to design campaigns suited for today’s integrated media environment.

Insight from UMBY’s Interdisciplinary Lecturers

UMBY faculty from various departments also contributed fresh perspectives:

• Agustinus Hary Setyawan, S.Pd., M.A. (Education) — shared on sociopreneurship through digital marketing training in tourism villages.
• Dr. Diana Airawaty, SE., M.Acc. (Economics) — emphasized digital tax literacy, branding, and customer engagement for MSMEs.
• Nur Rohman, M.Sc. (Agroindustry) — spoke about food marketing with a focus on food safety and standards.
• Dewi Soerna Anggraeni, M.Psi., Psikolog (Psychology) — discussed community development via psycho-sociopreneurship.
• Budi Sulistiyo Jati, S.Kom., M.Eng. (Information Technology) — explained the use of AI and automation to enhance digital marketing efficiency.

Cultural Exchange & Hands-On Experience

As part of the exchange, UPSI students and staff took part in a cultural immersion with UMBY participants. Activities included joint lectures in UMBY’s Communication program, a campus tour, and a podcast production workshop in the FIKOMM lab.

Cultural exploration featured visits to the Mbulak Wilkel tourism village with traditional snack-making workshops for Manggleng and Bakpia, as well as lessons in traditional Indonesian and Malaysian dance.

Participants also exchanged knowledge of traditional attire and customs, deepening cultural understanding in real-world, practical ways. This nine-day cultural and academic event ran from June 25 to July 3, 2025.

Overall, the partnership between UMBY and UPSI not only enhanced international academic ties but also fostered a rich cultural exchange among students—demonstrating the power of cross-border collaboration to create holistic, relevant, and meaningful educational experiences. (*)