Malang – The Directorate of Innovation, Universitas Negeri Malang, held a Workshop on Marketing Commercially Prospective Tenant/Start-Up Products at the 9th Floor Hall of Gedung Kuliah Bersama (GKB) A20 on Thursday, April 30, 2026. This activity represents a strategic step for UM in strengthening the innovation-based entrepreneurial ecosystem while encouraging campus research products to compete in the industrial market.
The workshop, which ran from 8:00 AM to 4:00 PM WIB, was attended by 140 participants comprising students and lecturers. The main focus of the activity was directed towards strengthening marketing strategies, product commercialization, and accelerating the downstreaming of research results so that they do not remain solely at the academic level.
The Head of UM’s Directorate of Innovation, Prof. Dr. Nandang Mufti, S.Si., M.T., emphasized the importance of business process sustainability for campus innovation products. According to him, downstreaming is key for research results to have a real impact on society and the industrial world.
“There needs to be follow-up commercialization of start-up products to accelerate product downstreaming,” he stated during the opening of the event.
This statement was reinforced by the Head of INBISTEK UM, Hasan Ismail, S.Pd., M.Sc., Ph.D., who emphasized the commitment to mentoring fostered tenants to successfully complete the downstreaming process up to the marketing stage.
During the workshop, participants received material from Erik Dwi Pambudi, S.E., MSA., Ak., C.R.B.C., who discussed innovative product marketing strategies to achieve competitive sales value and strong business sustainability. He believes that marketing is not merely an activity of selling products, but rather the primary foundation for building a business that endures amidst market competition.
Through intensive mentoring, participants were guided to understand how to build branding, analyze market needs, and formulate business strategies that are adaptive to industrial developments. This approach is considered crucial for campus research innovations to evolve into commercial products relevant to community needs.
This activity also serves as a tangible form of UM’s support for the implementation of the Sustainable Development Goals (SDGs), particularly SDG 8 on decent work and economic growth. By strengthening the capacity of start-ups, UM strives to create new business opportunities that have the potential to generate employment and boost regional economic growth.
Furthermore, this workshop supports SDG 9 on industry, innovation, and infrastructure through the strengthening of applied research based on industrial needs. Innovative products that were previously confined to the academic environment are now directed towards possessing high economic value and competitiveness.
The collaboration between UM’s Directorate of Innovation, professional business consultants, and fostered tenants also reflects the implementation of SDG 17 on partnerships for the goals. This synergy opens up opportunities for the formation of broader and more sustainable business networks for young innovators.
Beyond discussing marketing strategies, this workshop also provided insights into the importance of building ethical, professional, and long-term oriented business relationships. Participants were encouraged not only to be creators of innovation but also drivers of a creative economy based on technology and research.
Through this activity, UM’s Directorate of Innovation demonstrates its commitment to assisting students and lecturers in bringing innovative products to the global market. This step further reinforces UM’s role as a university actively promoting the transformation of research into tangible solutions for society and sustainable economic development.
Editor: Muhammad Salmanudin Hafizh Shobirin – UM Public Relations