Semarang, 2026 – The Department of Business Administration, Faculty of Social and Political Sciences, Diponegoro University (UNDIP), conducted a Community Service activity focused on strengthening local products through product diversification for bamboo craftsmen groups in Kesongo Village, Tuntang District, Semarang Regency. This activity represents the application of lecturers’ academic expertise in marketing strategy and serves as an effort to improve the quality of Business Administration lecturers through direct field practice. The program involved a team of lecturers and students in problem-solving-based mentoring for village MSME actors.
This program was designed as a contextual learning medium for lecturers to apply the concepts of Segmenting, Targeting, Positioning (STP), branding, and the marketing mix in real-world contexts. In general, this activity aimed to enhance the capacity of bamboo craftsmen in developing product diversification, strengthening brand identity, and expanding market reach. The main focus of the activity included strengthening marketing strategies, developing products based on market needs, and improving digital marketing capabilities as an effort to increase MSME competitiveness.
The activity was implemented through a participatory and applicative approach. It began with socialization and a Focus Group Discussion (FGD) with the bamboo craftsmen group to identify the partners’ problems and needs. The next stage involved collecting business baseline data, branding and marketing strategy training, product diversification workshops, and digital marketing training using social media and marketplaces. Subsequently, the activity continued with mentoring on digital marketing implementation, product catalog preparation, digital-based sales recording, and regular program monitoring and evaluation.
Through this activity, participants were provided with mentoring on the use of social media and marketplaces as promotional and sales tools. The craftsmen were also introduced to marketing content creation strategies, product photography, and digital catalog management to support market expansion and enhance interaction with consumers.
The results of the activity showed an increase in the craftsmen’s capacity to develop products, build business branding, and utilize digital marketing more systematically. Product diversification began to take shape, market reach expanded, and there was an increase in sales potential and the competitiveness of local products. Furthermore, business actors began to understand the importance of product innovation and marketing strategies in supporting business sustainability amidst an increasingly competitive market landscape.
Through this activity, the Department of Business Administration, UNDIP, reaffirms its commitment to implementing the three pillars of higher education (Tri Dharma Perguruan Tinggi), particularly community service, while also using this activity as a strategic means to enhance lecturer competence and quality through the direct application of academic expertise in the field of marketing strategy.