Semarang (9/10) – Two professors of Universitas Diponegoro had presented their research results in a meeting held by the Academic Senate. The meeting that took place at Undip Sidang Senat Akademik room was attended by the Head, Vice, and Secretary of the Academic Senate along with the Board of Professor. The Plenary meeting of the Academic Senate Board of Professors was started at 09.00 GMT+7 and was aired through the Microsoft Teams application.

The first presentation was started by Dr. Drs. Ngatno, M.M. with the material entitled “the Essence, Paradigm, and Orientation Model of Responsive Market and SMEs Proactive in Indonesia”. According to the Top 10 Asia Pacific’s Most Competitive Countries 2019, Indonesia ranked 23 as a country with dynamic economic development. This was influenced by the development of the SMEs in Indonesia that gave a great contribution to the economy and the nation. The SMEs had given a lot of opportunities for the job seekers that could reduce unemployment. Yet, it had a weakness in the marketing. A market orientation analysis was needed to improve innovation, competitiveness, and company performance.

Currently, the market orientation had changed from responsive to proactive. Proactive market orientation would produce explorative innovation. This pandemic would cause a shift in market orientation so that reconceptualization was needed to be carried out for the new market orientation. It had become a digital marketing orientation that had adapted to the latest communication technology. The e-marketing orientation model consisted of the philosophical dimension, initiation dimension, adaptation dimension, and implementation dimension. The lecturer of Undip’s FISIP concluded there were three solutions which among of them was that for the SMEs owners to improve their market orientation to increase the competitive advantage, for the government to add more training by holding cooperation with market place company, and for researchers to study the market orientation in Indonesia.

The event was continued by the presentation on “Living Heritage Approach Towards the Sustainability of the Islamic City at the North Coastal of Java” by Dr. Ir. Atik Suprapti, MTA. The lecturer of Undip’s Faculty of Engineering studied the living heritage (the heritage that reflected the existence of the original life) whose cultural value was getting eroded over time. He studied several cities in the north coastal area of Java that had Islamic religious heritage. Those cities had similarities namely the “Catur Sagatra” pattern that covered the palace, town square, mosque, market, and the settlements nearby.

The Javanese Islamic city layout, the dominant role of “pesantren-kyai-mosque”, as well as the public economical activities around the market and the town square were the effects of the living heritage. The cities with Islamic heritage history, in addition to their settlements function, also became religious tourism objects. Historical artefacts and architecture were supposed to be preserved by the utilization of IT for living heritage sustainability. The cooperation between the owner of the building, the YM3SK foundation, academicians, the private sector, woodworkers, as well as the government for sustainable conservation.

Undip was proud of the increasing number of prospective professors. The Head of the Academic Senate conveyed that Undip tried to reach the target of 25 professors by this year. At the meeting, that day, both of them were the 17th and 18th professors. “Hopefully, it will be as what has been desired and reach the target”, concluded Prof. Dr. Ir. Sunarso, M.S.

Source: undip.ac.id