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Malang- Faculty of Social and Political Sciences (FISIP), Universitas Brawijaya (UB), has strengthened its international community engagement by collaborating with leading Malaysian universities to enhance the digital capabilities of rural micro, small and medium enterprises (MSMEs). The initiative brought together academics and students from Indonesia and Malaysia to deliver practical training on digital marketing and artificial intelligence (AI) for local entrepreneurs in Pandesari Village, Malang Regency.

The programme was held on 23 July 2026 as part of the implementation of FISIP UB's international partnership with Universiti Putra Malaysia (UPM), Universiti Teknologi MARA (UiTM), and Universiti Malaya (UM). It also formed part of the FISIP Bakti Desa (FBD) International Community Engagement Programme, which involved 11 Malaysian students working alongside Universitas Brawijaya students across Ngabab, Ngroto and Pandesari villages from 21–25 July 2026.

Hosted at the residence of Siswanto, MSME Coordinator for Pujon District, the workshop was attended by 30 MSME owners from Pandesari Village and neighbouring communities. Participants explored practical approaches to strengthening business competitiveness through digital marketing strategies and the responsible use of AI to support branding, customer engagement, and content creation.

The training was delivered by Dr. Mohamad Noor Salehhuddin Sharipudin from the Faculty of Modern Languages and Communication, Universiti Putra Malaysia, and Dr. Suffian Hadi Ayub from the Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Shah Alam. Both speakers emphasised that artificial intelligence should be viewed as an accessible tool that enables entrepreneurs to improve productivity, expand market reach, and make more informed business decisions without replacing human creativity.

"Digital technologies and artificial intelligence are creating new opportunities for small businesses to compete in increasingly dynamic markets. The real challenge is helping entrepreneurs understand how these tools can be applied strategically to strengthen their businesses while preserving the authenticity of their local products," said Dr. Mohamad Noor Salehhuddin Sharipudin.

According to Novy Setia Yunas, Field Supervisor of the FISIP Bakti Desa Programme and Expert Staff of Vice Dean for Academic Affairs of FISIP UB, the collaboration reflects the University's commitment to connecting international academic expertise with local community development. "Pandesari has remarkable potential in tourism, agriculture, agro-industry, and community-based entrepreneurship. Through this international collaboration, we are not only strengthening the digital capacity of local MSMEs but also creating meaningful intercultural learning experiences for academics and students from both countries. Community engagement should generate mutual learning while introducing the economic and cultural potential of Indonesian villages to the international community," Yunas said.

He added that the programme demonstrates how international partnerships can move beyond academic exchanges by producing tangible social impact. By integrating expertise from Indonesian and Malaysian universities, the initiative supports local economic resilience while providing students with real-world experience in community engagement, cross-cultural collaboration, and sustainable development.

The collaborative programme reflects the shared commitment of Universitas Brawijaya, Universiti Putra Malaysia, Universiti Teknologi MARA, and Universiti Malaya to advancing inclusive community development through international cooperation. It also contributes to the United Nations Sustainable Development Goals, particularly Quality Education (SDG 4), Decent Work and Economic Growth (SDG 8), Industry, Innovation and Infrastructure (SDG 9), and Partnerships for the Goals (SDG 17).