Semarang, May 23, 2026 – The Digital and Community Communication Technology Expertise Group (KBK) of the Communication Science Study Program, FISIP, Diponegoro University, organized a workshop on strategic branding, marketing communication optimization, and the use of artificial intelligence (AI) for MSME actors in Semarang City. This activity collaborated with the entrepreneurial community Tangan Di Atas (TDA) and was attended by dozens of MSME actors from various sectors, including culinary, fashion, and souvenirs.
This activity stemmed from the need for MSME actors not only to be present in the digital space but also to be able to build consistent branding and sustainable marketing communication strategies. Amid the increasing digitalization of MSMEs in Indonesia, many business actors still focus on promotion and sales, while aspects such as brand identity, message consistency, and digital content management have not been fully strengthened.
Through a three-hour workshop, participants received socialization, practice-based training, and initial mentoring using a training-to-production approach. The materials were designed to help participants understand branding concepts, optimize marketing communication, and utilize applied technology and AI practically to support business development.
“This activity is designed to help MSMEs develop integrated branding and marketing communication strategies with consistent AI utilization that is realistic for micro and small-scale businesses and can be directly implemented,” said Nurist Surayya Ulfa, Ph.D., Chairperson of the Community Service Program.
In addition to Nurist Surayya Ulfa, Ph.D., this activity also featured Thianika Budiarsa, S.I.Kom., MGMC.; Arfika Pertiwi Putri, M.I.Kom.; and Djoko Setyabudi, S.Sos., M.M. as speakers. The speakers emphasized the importance of integrated marketing communication planning, digital advertising management, and media planning strategies that align with the needs and capacities of MSMEs.
The participants’ enthusiasm was evident from their responses during the training. Ruby, a participant running a packaging business, expressed that the material provided was highly relevant to her needs. “I really enjoyed the event; I loved the delivery method. The material was also very substantial, perfect for me who is looking to develop my business,” she said.
This community service program was systematically designed based on the priority problems of MSME partners in Semarang City. Each intervention stage was designed to improve participants’ conceptual, applied, and productive competencies, enabling MSMEs not only to understand strategies but also to produce marketing communication plans that can be applied to their businesses.
In this program, AI is positioned as an important part of the communication technology system that needs to be understood critically, strategically, and adaptively. This understanding is expected to help MSMEs adapt to the changing digital marketing ecosystem and develop content that is more relevant to the market.
As a follow-up, the Digital and Community Communication Technology Expertise Group (KBK) of the Communication Science Study Program, FISIP UNDIP, will hold a second workshop in September 2026 to strengthen the results of the mentoring and ensure the program’s sustainability.