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Malang, Indonesia – The Faculty of Social and Political Sciences (FISIP), Universitas Brawijaya (UB), together with academic partners from Malaysia, continued its international community engagement initiative by promoting digital readiness among rural entrepreneurs in Ngroto Village, Pujon District, Malang Regency. The programme brought international expertise directly to local communities, equipping MSMEs with practical knowledge to navigate an increasingly digital business environment.

Held on 21 July 2026 at the Ngroto Village Office, the programme gathered 50 MSME owners from across the village. The training formed part of the implementation of FISIP UB's international collaboration with Universiti Putra Malaysia (UPM), Universiti Teknologi MARA (UiTM), and Universiti Malaya (UM), while also serving as one of the flagship activities of the FISIP Bakti Desa (FBD) International Community Engagement Programme.

The workshop 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. The sessions explored practical approaches to digital marketing alongside the growing role of artificial intelligence in helping rural businesses improve customer engagement, strengthen digital branding, and expand market opportunities. "Digital transformation begins with people rather than technology. When entrepreneurs understand how digital tools can support their businesses, they become more confident in adapting to changing markets and identifying new opportunities for growth," said Dr. Mohamad Noor Salehhuddin Sharipudin.

Dr. Suffian Hadi Ayub emphasised that international knowledge exchange plays an important role in ensuring that technological innovation remains accessible to local communities.

"Artificial intelligence should be introduced through practical applications that address everyday business challenges. By sharing experiences across countries, universities can help local entrepreneurs adopt technology in ways that are relevant, responsible, and sustainable," he said.

According to Dr. Mochammad Fauzi Said, Field Supervisor of the FISIP Bakti Desa Programme, the collaboration demonstrates how international partnerships can strengthen community capacity while encouraging universities to become active contributors to local development.

"International collaboration should create meaningful benefits for society. Through programmes like this, knowledge and experience are exchanged across borders, while local communities gain practical skills that enhance their economic resilience. This is how universities translate global partnerships into tangible impact at the grassroots level," he said.

The programme also involved Malaysian and Indonesian students working together with local communities, providing an immersive learning experience that combined community engagement, intercultural collaboration, and sustainable development. Beyond strengthening MSME capabilities, the initiative introduced the economic potential and community-based enterprises of Ngroto Village to international academics and students.

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